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As the phone pans around, this young woman’s face is now fully transformed.
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A few seconds in, she tilts her head on one side and moves her smartphone: a split screen appears, and as if by magic, one side of her face is now transformed – her skin looks whiter, her eyes become bigger, like an anime character… blemishes disappear, her eyes are now featuring eyeliner and long lashes and her lips are a darker shade of pink. A young woman, with a fresh, unadorned face, is looking straight at her smartphone’s camera. This approach is a common tactic in Silcone Valley, with brands like Google and 3M also embracing blue sky thinking by allowing employees to pursue passion projects that could spark something new and profitable for the brand.Yesterday I came across an online video that made my jaw drop. Steve Jobs embraced the idea of thinking beyond limitations to explore seemingly impossible solutions. These seemingly unusable ideas might need reshaping with fresh eyes or become relevant in the future.Īpple is perhaps the father of implementing blue sky thinking for strategic brand planning. Rather than discarding ideas that aren't aligned with the brand, keep them in a file to revisit later. The idea is to tap into the creative brain without concern about relevance or effectiveness- that part comes later.īring the results from blue sky sessions together to test against your customer avatar. Set aside regular sessions in which your marketing team unplugs from distractions and writes out any ideas that come to mind.
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Instead, incorporate blue sky ideation sessions. Creating an environment where people are afraid to say something "stupid" or get caught on specific tangents is the death toll for effective content creation. The learning? Your customer has an emotional connection to your brand.Īnother common mistake for newcomers to video marketing is creating too much structure around content ideation. As a result, they received ample backlash and were forced to change back to the original logo within a week. The marketing team invested ample resources in refreshing the classic blue box GAP logo of the 1990s, without taking the time to understand customer preferences. To better understand the importance of knowing thy customer, consider the GAP rebranding debacle of 2010. Have your team ask whether each topic or approach would resonate with your avatar before developing the content. What problems do you hope to solve for them? What type of content do they prefer to consume? The more niched and nuanced you can be when exploring your customer profile, the more your video content will resonate.Ĭonsider creating a customer avatar as a gatekeeper for your video content. Take the time to clarify your ideal customer's motivations and desires.
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Yet, as many brands use video marketing to expand their reach and engage new potential customers, it's worth revisiting this exercise. It's likely that your brand has done the work to clarify your customer demographic in the past. Related reading: The Ultimate Guide to TikTok The key takeaway: if you don't have a video marketing strategy, now's the time to create one. Brands are going live to connect with audiences around the world, creating the feeling of a face-to-face connection from thousands of miles away.īrands report that video marketing has helped create better product and service understanding among consumers, with 87% indicating a strong ROI on video marketing content in 2021. Instagram has released Reels in an attempt to compete with TikTok, along with several other video format options. Though there's an end in sight with the global pandemic, the same cannot be said for video marketing. Of those respondents, a resounding 96% indicated their video consumption increased. According to Wyzowl's "The State of Video Marketing" survey, 68% of consumers indicated a change in their video consumption habits in relation to the Coronavirus pandemic. While video marketing was already on the rise before 2020, the global pandemic accelerated its uptake by both brands and consumers. Why is Video Marketing Important in 2021?