Forget storytelling. 2019 will be the year of storyselling
In 2011, to kill time during a long road trip, I filmed a video of my wife trying to answer what seemed to be a quite simple brainteaser. Because her brother had a flip phone that could not receive videos, she uploaded it to YouTube.
Seven years, 12 million views, and $45,000 later, we had paid off our student loans and traveled the world on a hilarious press tour. This experience showed me the potential video has not only tell a great story, but also drive real business results.
Today, as founder and chief media hacker of Chamber Media, I work with direct-to-consumer brands to help them recreate this same kind of magic. Here are three things these brands do really well with full-funnel video marketing that I think other advertisers could learn from.
1. Grab attention and educate through humor
Certain tropes appear in marketing over and over, like before-and-after, testimonials, product demos, and credible spokespeople. So many companies are doing exactly the same thing. You need to break through that noise to get your brand noticed and to help viewers learn about your product or service.
One way direct-to-consumer brands do this is by using humor. As a strategy, it makes complete sense. After all, two of the main reasons people turn to platforms like YouTube are to be entertained and to learn something new. It is no surprise, then, that a video campaign blending these two things would be effective, as we’ve seen with many of the brands we’ve worked with.
For example, when new skin care brand Nerd needed to drive awareness and increase sales in a crowded beauty market, it worked with us to create a witty ad that both entertained and taught viewers about the science behind the product. The campaign drove tens of thousands in sales with a 4 to 1 return on ad spend in just a few days, and ultimately grew lifetime value sales from $40,000 to $4 million.