Why post a single video when you can create a campaign?

Many of our most successful campaigns start with the same conversation. A conversation which goes something like this:

Client - We need a video, for our website, possibly Facebook.

UC - A campaign?

Client - We can’t afford a campaign.

UC - Ok, but why not? Creating a campaign will give you a “hook”, get people talking, it will engage emotionally with your followers. What will a single video do? After they’ve watched it, then what? Do you have a social media follow up, somewhere else to carry on the conversation?

Client - So what does a campaign cost?

Videos work.

Google and SEO loves video, so campaigns aren’t always necessary for visibility and to tell people about your services, but campaigns are brilliant for dwell time, and dwell time is key. Why spent money on a great looking video if viewers click off after 15 seconds. They won’t. How do you know that?

Why 15 seconds?

Every watched an IGTV pre-roll? That’s how long their marketing department and all its associated algorithms think you need to find out if you’re interested. So you can already see, it’s not just about posting a video or content, but learning how to work within the the platforms of the distributers you’re already using.

But we don’t need a campaign, we just want a video for our site.

We hear you but videos are expensive and you’re going to spend a lot of time and money organising a single shoot so why not make it count? Time and time again we see clients starting off with a single thought and before you know it they’ve created enough content to give them much better ROI than a single post could ever give them. Don’t believe us, ask Netflix, if they believed single films were the way ahead they wouldn’t spend millions making series. People want more. In fact audiences demand more.

So where do we start?

At Unit Create we always like to start by finding out who you want to talk to, and what do you want to say. That conversation becomes a brief. Everything comes from the brief and you’ll be surprised how a good video marketing brief can instantly create a campaign.

What exactly is the difference between a campaign and normal video marketing?

A campaign gives you longer lasting content. Take McConks, they didn’t have a budget to refresh their marketing every 3 months, so they needed to create a campaign which would last them for at least a year. Affordable, Sustainable, Reliable was combined with #UnlockyourFreedom to give them a hook which could run and run. Now all their content could be tailored towards a marketing strategy which not only enhanced their individuality, but which could also sustain a longer lasting conversation. A campaign built for the creation of video and photography.

But how much does it cost?

Not as much as you would think. At Unit Creative we don’t work like other agencies and marketing companies, you pay for the services you need. From brand consultancy to copy writing we bring in our specialists to work with you on a job for job basis.

We also specialise it digital reports and analysis to establish how your audience is behaving right now, how they are interacting with you / your brand and this can be fascinating data, especially when you want to attract a new audience.

Again, take McConks. We discovered that a “real people” claim was very important to the audience and whereas other paddle boarding companies claimed to use “real people” in their advertising, clearly they didn’t and this wasn’t helping them with online conversation.

Can you afford to post a video and ignore a campaign?

In fact, this is the big question.

Now you know the R+D needed to produce a successful conversation can you truly afford to post just a video? Do you still think content for content’s sake is the answer? For little more than the cost of a video or photographic shoot you can create a far reaching campaign, so go ahead - write the brief and get in touch!

Campaign + Video

- Videos are great for show and tell, but without a campaign strategy lack emotional connection.

- Campaigns cost less than you think + last longer.

- A strong campaign can link all marketing activity.

- Gives your social cohesion.  

- Connects your audience with what matters.

- Encourages people to talk more positively about what you have to say.

- Increases dwell time.

- Is all round much better value for money.