According to a 2020 study from the Capgemini Research Institute, 79 percent of consumers make purchases based on sustainability. This trend is only accelerating, as Millennials and Gen Z age into the prime marketing bracket of 25- to 45-year-olds. According to a recent Pew Research Center poll, 71% of Millennial and 67% of Gen Z respondents said addressing climate change should be a top priority to ensure “a sustainable planet for future generations”.

Consumers are deciding which companies they support based on hard evidence of eco-friendly policies, rather than greenwashing advertising campaigns that merely pay lip service to environmental concerns. 

The difference between greenwashing and making valid claims of environmental responsibility about your business is the focus of a new paper released this month by the American Association of Advertising Agencies, more commonly known as the 4A’s.

“Consumers are starting to push even harder, requiring that brands go beyond just touting their environmental efforts, to actually proving that those efforts are resulting in real change,” the 4A’s study says. “It’s increasingly clear that just slapping the word ‘green’ on your package labeling and promising to recycle is no longer going to cut it with most consumers.”

The writing is on the wall; environmental sustainability is important to consumers and needs to be a part of your brand’s messaging for long-term success.

In the rest of this post, we’ll go over how to avoid the pitfalls of greenwashing. We’ll also clarify what makes a business environmentally sustainable, and how you can align these values with your company’s marketing strategy. 

What is Greenwashing?

Greenwashing is a deceptive marketing strategy in which a company claims to be environmentally friendly to generate positive public perception, while in reality its claims are unsubstantiated or outright false. In other words, greenwashing in marketing is talking the talk but not walking the walk.

The phenomenon of greenwashing occurs across nearly every industry, from automotive, to fashion, to agriculture, and more.

The recent advertising strategy of multinational oil and glass conglomerate BP is a prime example of greenwashing. In the early 2000s, BP, formerly known as the British Petroleum Company, rebranded itself with the registered trademark “beyond petroleum”. It also redesigned its logo with a yellow and green sunburst pattern that remains to this day. These cosmetic changes, which borrow the visual language of environmentalism, are soft examples of greenwashing. However, they do not actually present false information about the company’s environmental policies.

More problematic for BP are its claims that it is committed to developing clean and renewable energy. In 2019, the environmental organization ClientEarth filed a formal legal complaint against BP with the Organisation for Economic for Co-operation and Development (OECD), which works to set standards for economic policies and to promote global trade. 

In the complaint, ClientEarth said that BP’s advertising campaign misled the public on its commitment to green policies. ClientEarth claims it did this by focusing on its low-carbon energy products, while still committing 96 percent of its annual spending on fossil fuels. The legal challenge was upheld by the UK’s OECD office, and BP subsequently ended its low-carbon marketing campaign in early 2020. 

This is an example of an environmental watchdog taking a major corporation to task for greenwashing, but social media is also another avenue for backlash over false or misleading claims. In some cases, a company’s own social media strategy can turn against itself.

McDonald’s Twitter campaign highlighting farmers in the fast-food giant’s supply chain serves as a cautionary tale.

“When the company launched the Twitter campaign around the hashtag #McDStories, it hoped to give customers and suppliers a venue to share positive stories about the farmers who produce ingredients for Big Macs and Chicken Nuggets,” the authors of a paper in the Journal of Business Ethics wrote in 2013. “Almost immediately the Twitter verse pushed back with a flood of negative #McDStories about food poisoning, low labor standards and animal welfare concerns at the fast-food chain. Within hours, the embarrassed company pulled the campaign.”

Numerous other examples can be found with companies like Chevron, H&M, Coca-Cola, Volkswagen, Nestlé, and Lululemon, to name a few. 

Regardless of where the greenwashing takes place, be it print, television, or online, critical takes on social media platforms will drive public perception in ways that will ultimately damage the offending brand. It’s also important to note that younger consumers are much more active on social media. And this group can exponentially multiply the negative consequences of greenwashing. 

The lessons from BP or McDonald’s marketing missteps are clear: Greenwashing does not escape public scrutiny. The public relations damage might be manageable for megacorporations, but similar situations could be a death knell for small businesses and start-ups. Therefore it’s important for your company’s marketing team to keep these lessons in mind when crafting your own message. 

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How Environmental Claims are Monitored and Measured

In order to avoid greenwashing and to market legitimate environmental claims about your business, your marketing and communications teams must understand how government agencies and private sector associations classify and award certifications for green policies.

The Federal Trade Commission (FTC)’s Green Guides provide guidance around making environmental claims in advertising, and clarify usage of third-party certifications that acknowledge a company or product’s green attributes. The Guides themselves are not enforceable laws, but serve as standards upon which the FTC could potentially mount a legal challenge against a company suspected of a violation.

As a marketer, it’s important to be aware of what environmental claims your company is making in its advertisements, and what evidence there is to support those claims. It is better for your team to discuss these issues proactively beforehand, rather than letting them happen in a courtroom or on social media after the fact.

The Guides go into detail about the different types of claims that are commonly made in advertising. These include general environmental benefits, carbon offsets, and certifications and seals of approval. The majority of other claims apply specifically to material products. Recyclability, toxicity, and usage of renewable energies or materials are all factors that consumer watchdogs and government agencies carefully scrutinize in this category.

More guidance on environmental labels and performance standards is available through the  Environmental Protection Agency (EPA). The U.S. Department of Agriculture (USDA) also maintains an index of ecolabels for agricultural products.

Business associations also set standards for environmental claims. The Better Business Bureau’s National Advertising Division has noticed an uptick in complaints about false environmental claims it has received.

“Once you see something become a priority for consumers, the response of course is for the industry to offer products that meet that demand, and I think that is why we have seen an increase in challenges to environmental claims, a high-profile issue that a lot of consumers are concerned about,” said NAD VP Laura Brett.

Leveraging Green Advertising for Your Brand

Damage from greenwashing is not isolated to companies that produce material products. If your company provides a service, (such as producing digital content), it may have very little environmental impact. Still, there are ways for your company to promote an environmentally conscious existence and message.

If your company supports an environmental cause or organization, it’s important to highlight that relationship. Of course, it’s also imperative for your company to vet whatever cause or organization it supports. Otherwise, a supposedly good deed could become a liability. Well-established organizations that are widely featured in major media outlets are typically safe choices. Make sure to do your research.

Advertising your company’s commitment to environmentalism, either through its own behavior or its support of environmental organizations, is a great way to tell your customers that you’re aligned with their increasing desire to be green. Just make sure that the commitment is more than just advertising.

The post What Your Business Needs to Know About Greenwashing in Advertising appeared first on SproutVideo.

Brand recognition is an important goal for any company, especially when you’re first starting out. Consumers are swamped with hundreds of options for services and products, so making your mark on the industry is vital. But how can video be used to reinforce your branding? Here’s our guide to growing brand recognition with video and leveraging it for your business.

What Is “Brand Recognition” & Why Is It Important?

To understand why it is important, we first need to define “brand recognition”, and how it affects a company. The goal is to have customers recognize your brand or company based on a visual or audio cue. For instance, the specifics of a logo, the beginnings of a jingle, or a particular catchphrase associated with your brand.

Brand recognition is slightly different from brand awareness. While recognition falls under the umbrella of brand awareness, it focuses on the ability to identify based on cues. In contrast, brand awareness is typically defined as the ability to pluck your brand from memory based on a product category.

Building brand recognition helps to form a positive reputation for your company and grow brand loyalty – and trust – in return. Here are our top three reasons to keep brand recognition top of mind regardless of your brand’s stage of growth.

1. Effective Promotions and New Offerings

Having specific traits (such as colors or musical jingles) associated with your brand will make it easier to promote. Ideally, consumers will be able to instantly recognize the company and the services or products you provide. That also means advertising can be as minimal or outlandish as your company desires.

This in turn lets you introduce new offerings in a quick, hassle-free way by simply refreshing the recognizable and well-known identifiers to promote the new products.

2. Business Reputation and Customer Retention

If your customers will recognize your specific branding and associate positive experiences, brand recognition can easily lead into brand loyalty. Consumers may form personal and emotional connections with your brand – whether it is a logo on a shirt or the particular matching aesthetic of your products.

Brand recognition is also crucial in forming a trust bond with consumers. Even if they have not used your service before, many people who come to recognize your branding will likely associate positively with your company. This means that they will remember and recognize you when they perhaps do need a service or product you provide, and will recommend you as an option to their friends.

3. Differentiation

Honing a unique style or producing fun and easily recognizable advertising campaigns can help to differentiate your company from other competitors in the same field. Consumers will recognize your brand amongst the crowd and lean towards trusting your business over others that they do not know quite so much about.

Building Brand Recognition with Video

There are many factors that go into a video, which plays to your advantage when using it to build your brand. From the color schema, to the fonts and music, you have many opportunities to subtly cue your audience to buy into your branding.

1. Consistent Font and Logos

Think of this as a way to tie together every single piece of branding or marketing you put out into the world. While using the same logo is pretty straight-forward, you might think remaining consistent in the font you use in your videos is not as important. After all, who even really pays attention to that?

While viewers may not consciously notice it, a lack of consistency undermines their ability to recognize your brand.

A consistent aesthetic is reassuring to customers because it helps them gauge their expectations. Further, they will begin to associate even the smallest details (such as fonts) with your company even when they are used elsewhere.

Perhaps the most iconic use of brand font is the Disney logo. Disney uses their specific font on all of their marketing, including go.com, a launchpad-type domain.

They use go.com to direct customers to anything and everything Disney-related. There, they also offer various “advice” and information videos, distinctly recognizable based on consistent use of Disney-branded logos and images.

After all, it’s almost impossible to see castle spires or a pair of mouse ears without associating them with Disney in some capacity. Thanks to their consistency, they certainly enjoy an incredible level of brand recognition.

2. Create Familiar Characters People Can Connect With

If you want to build up your brand recognition, it’s imperative to decide what your recognizable ‘features’ are to be. Besides logos and music, using a memorable character in your videos or advertising campaigns can be an effective choice.

Dos Equis’ Most Interesting Man in the World

Take Dos Equis’ The Most Interesting Man in the World campaign for example. This character was wildly popular for over ten years and his catchphrase “I don’t always drink beer, but when I do, I prefer Dos Equis” was adapted to become a popular internet meme. Even consumers who don’t drink beer would recognize the character and are likely to associate the brand with a positive memory (whether it be imbibing on the beverage or simply being entertained by the clever commercials).

Old Spice

Old Spice used a similar tactic with their “The Man Your Man Could Smell Like” advertisement to market their new body wash line. This character was popular and the commercials continued to include him for awhile after this particular campaign, and many consumers are likely to recognize him or references from the 30-second clip. It was even parodied on shows such as iCarly and to advertise the 2011 film Puss in Boots.

Ronald McDonald

Of course, children’s advertising frequently rely on characters to build brand recognition. Whether it’s animated characters from their favorite cartoons or Ronald McDonald as the face of McDonald’s, character-based advertising works. It’s no wonder most children can easily recognize the brands they like, often becoming lifelong fans.

There’s no question that a good character can build up your company’s reputation and help with consumers’ brand recognition, whether a comical animation or a mysterious, aspirational person a la Dos Equis.

3. Familiarity

It isn’t all about characters though. Familiar faces and voices can also be used to great effect in videos.

To use them as an example again, Old Spice have created a variety of characters in their ad campaigns over the years. The company went on to use Terry Crews (and other NFL players) as a face for their 2012 campaigns in a variety of videos.

Similarly, until recently, VISA had been using the voice of Morgan Freeman in their commercials. His voice is undeniably distinguishable, and is now associated with VISA’s branding.

Depending on your company’s size and budget, you may not be able to hire Morgan Freeman to voice your ad campaigns. However, that doesn’t mean this tactic is beyond your reach. Anyone with an interesting, memorable voice could be a good fit. Ultimately, it help you create a recognizable commercial video.

Even better, create a character behind the voice that viewers can relate to or will easily pick out in a line-up of voiceovers. Then, start building your level of brand recognition for consumers old and new.

4. Strategic Partnerships

When strategically planned and executed, you can partner with another brand to help build each other’s brand presence. This works particularly well when you have different offerings, but similar or complementary target markets. There are some considerations to keep in mind, though.

• Ensure you do your research when looking into potential partnerships. Make sure that your brand aligns with whoever you’re partnering with to create a video.
• Remember that relying too heavily on a brand you don’t control can go wrong. For example, if they suffer a public relations (PR) crisis, it could adversely affect you.
• With that in mind, be sure to partner with a brand that is consistent and not risky. Bonus points if they have run successful video partnerships in the past.

Buzzfeed and Best Friends Animal Society

A great example of this is big-name video producer Buzzfeed’s partnership with the Best Friends Animal Society, as well as other animal rescues and adoption centers.

This creates plenty of content with adorable animals for viewers to enjoy. In addition, Buzzfeed frequently makes these videos with celebrities (primarily on their channel “Buzzfeed Celeb”) to promote the adoption of animals in need.

The appeal of both a well-loved celeb and a room full of puppies boosts Buzzfeed’s video views. In turn, the animal rescue gets more attention from viewers across the country.

In this example, Buzzfeed’s brand recognition focuses more on the format of a celebrity questions-and-answers “interview”. For the Best Friends Animal Society, viewers are likely to remember and recognize the rescue center thanks to its inclusion.

Don’t fret about finding a huge partner to make a video with. While you do want to grow your company’s customer base and increase brand recognition in the eyes of consumers, it’s okay to do this gradually and at a manageable pace.

Find a business that seems equally matched, with a similar target audience. Ideally, partner up with one offering a service that complements rather than competes with you and let the ideas flow.

5. Referral Programs

People are very likely to trust the opinions of their friends. They tend to use brands recommended by those close to them.

You can use videos as a call-to-action via social media to encourage customers to recommend your services to a friend. You could even include a sign-up link or code that will grant both customers some form of small benefit or a free gift as a thank-you.

Short videos posted to your Twitter or Facebook feeds make it easy for your community to share and recommend you to their followers, friends, and family by re-posting or tagging them. Over time, they will become familiar with your branding on social media, and recognize you elsewhere, too.

The social media culture around online influencers allows for you to connect a partnership and referral program to widen the audience watching the videos and learning about your brand. For instance, companies such as Audible, online educational site Skillshare, and even smartphone game Best Fiends, sponsor YouTube videos. For instance, here is an example from Audible featuring Wanda Sykes:

Though this is often in association with an affiliate link or discount code, the repeated logos or mention of the brand name builds up a reputation and is easily recognized.

Note: ensure the audience demographic is suitable, and that the influencer themselves is trustworthy. Similarly to partnering with a company you do not control, any controversy could adversely affect the reputation of your brand!

Final Thoughts

Building a good reputation and strong brand recognition is important for any company. You need to stand out to consumers who will recognize and trust your business over competitors.

Compelling video marketing could be the key to success. Whether a memorable character, a well-known face, or partnerships with other companies, visual cues are critical in creating a brand people will recognize amongst the crowds.

Did we miss any iconic examples of brand recognition? Any Oscar-worthy ideas for your own advertising campaigns? Or, do you have a burning question about getting started? Let us know in the comments below or on Twitter @sproutvideo.

The post How to Build Brand Recognition with Video appeared first on SproutVideo.

Because the travel industry is extremely competitive, each airline has to differentiate itself in order to stay ahead. That, coupled with the fact that “travel” provides plenty of inspiration, this field tends to generate outstanding marketing campaigns. Today, we’re looking at how the top three airlines approach video marketing, with takeaways you can apply to your business.

#1: Singapore Airlines

Focusing on the individual, Singapore Airlines’ most recent brand video centers around three types of fliers: the child, the business traveler, and the vacationer. Using cozy, twinkling lighting, and incorporating nature sounds with soft orchestral music that slowly ramps up, the video shows each of these types of travelers partaking in different activities. Meanwhile, they’re kept comfortable in-flight with the on-demand assistance of the Singapore Girl (more about her below).

It comes as no surprise that the international airline is focusing its most recent marketing campaign on passenger comfort and convenience. It recently announced it is set to launch the world’s longest flight (19 hours in the air!) by the end of the year.

The message here is clear: Every traveler can expect a comfortable and enjoyable in-flight experience no matter their reason for travel.

Other Content

Taking a quick dip into their extensive video library, we find that Singapore Airlines has taken the same personal approach in creating some of their video playlists as they did in the brand campaign video above. For instance, they have country/language-focused playlists for travelers, including the Netherlands, Germany, and Indonesia.

In addition, there’s a whole series featuring the Singapore Girl, which includes their safety video and their Across the World commercial. While you might expect her to be the star of the videos, you realize she is actually the hospitality conduit for Singapore Airlines. She helps showcase their ability to meet the needs of the real stars of the videos: the various types of travelers.

The Takeaway:

If you want to be number one in your industry, get personal. Understand your customers and make your videos about them and their needs as much as possible.

#2: Air New Zealand

Imagine if you were required by law to highlight the biggest potential drawback of your service. Now imagine that potential drawback was death.

In the case of airline marketing professionals, that is reality. Even the most confident flier doesn’t love being reminded that they are hurtling through the air. But, the law is the law, so we all sit through safety videos like the good passengers we are.

Fortunately, over the decades airline safety videos have improved as the video creators have started viewing them as an opportunity for entertainment versus a government requirement. (We’ll thank Delta for starting that trend.)

Air New Zealand set out to make the most epic safety video of all time. Their beautiful country became a major tourist destination after the release of the Lord of the Rings trilogy. In this video, they capitalized on that cultural phenomenon in style.

The four minute, 38 second video comes together to create an engaging viewing experience. It still covers all the requirements of a safety video, while leaving the viewer feeling amused and even a bit smarter by its ending.

To our point above about safety videos improving over the decades, you can’t say that this 1988 Pan Am safety video leaves you feeling particularly amused or any smarter… Also, smoking on an airplane? Blech!

Other Content

If you appreciate their creativity, it’s absolutely worth checking out Air New Zealand’s playlists. If you do, you’ll find their 2011 Story of Rico campaign starring Rico the cheeky Kiwi. They interview the likes of Richard Simmons, Snoop Dog, and Lindsay Lohan throughout the series.

Though we’re fans of the series, it’s worth noting that some of the viewers caught some inconsistencies. Always remember to double-check even the small details of your videos!

In 2013, the airline attempted to play matchmaker in their Blind Gate series. Then, they showed us how Kiwis do Christmas in 2016 with the #AirNZChristmas. And – in a move that suggests to us that their 2011 video campaign must have provided decent returns for them – just last year they featured another Kiwi animal character in their #BetterWayToFly campaign. It takes viewers around the world to some of their prettiest destinations, while also spotlighting their inflight offerings.

The Takeaway:

Stay on message, but don’t be afraid to surprise your audience by taking your creativity to the next level. And mind the details!

#3: Emirates

Casting no less than seven “passengers” of varying ages, races, and with different needs but all desperate for an upgraded flight experience, Emirates shows that when you choose the right airline, you’re taken care of, period.

The videographers waste no time in getting straight to the point. Value is front and center in the 30-second video featured on their YouTube channel. There were eight videos, some less than 15 seconds, in the #UpgradeToEmirates series. Thanks to the comedic and relatable approach they take, each is memorable.

The rest of their video offering is impressive. While the majority of their advertising videos are on the shorter side (less than one minute), many of their other playlists feature long-form content.

Other Content

You’ll find playlists on everything from the planes that make up their fleet, the Emirates experience, a tribute playlist to their pilots, and even what it’s like to work for Emirates. The variety of content gives the airline a well-rounded video marketing presence.

Takeaway: If you can get your message across with a sense of humor, do it. And if you can do it several times over effectively, you’ve got a great playlist (and campaign!) on your hands.

The Plane Truth

Aside from any extra lucky breaks found on special flight deals, you will likely have an enjoyable experience with any of these airlines. It really comes down to where you’re traveling, and what kind of experience you’re looking for.

In the latter case, that’s where video marketing can make all the difference. It’s the best chance the airline has to give you a taste of the inflight experience before you get onboard. The same is true for many other industries, including your own.

How will you get personal, get creative, and use humor to differentiate your brand? Share below in the comments or on Twitter @SproutVideo!

If you’re ready to launch a video marketing campaign of your own, we’ve got all the tools you need to get started.

The post How the World’s Top Three Airlines Approach Video Marketing appeared first on SproutVideo.

Born between 1946 and 1964, baby boomers can be a hard group to nail down; the fact of the matter is they can have any or even all of these characteristics. Sure, they may spend one Sunday afternoon helping little Susie put the finishing touches on her sugar cookies but you’re just as likely to find them exploring the world the next day. The worst thing any marketer can do is assume there is a one-size-fits-all approach to this diverse group of people. That said, there are some common factors to consider when planning your video marketing campaigns. 

Why Baby Boomers?

For starters, the 50+ generation is economically powerful. Having worked for the past several decades, they’ve had time to increase their earnings, save, and see their investments grow. Even better, they’re willing to spend this money, both on themselves and on others (ie family). In addition to money, many baby boomers have more time on their hands than ever before thanks to retirement and/or becoming empty-nesters; this fact lends itself well to the idea that they’re willing to spend time learning about your offerings via video.

Another important consideration to keep in mind when allocating your marketing resources is the sheer size of this population… and it’s growing thanks to advances in science and medicine! Lastly, once they’ve bought into a brand, baby boomers are more likely to remain loyal to that brand. The main reason for this is that they are likely going through less transitions in life than, say, Generation Yers who are more likely to see their role changing in almost all aspects of life including work, marriage (and divorce), having children, and moving. As Scott Gulbransen, director of communications for AARP Nevada recently put it for the New York Times, “Tastes and passions change frequently for younger people. But boomers, once they have connected with a brand, can stay loyal for years.”

With all of these considerations in mind, let’s dive deeper with real world video examples from various industries.

1. Patronizing Will Get You Nowhere

T-Mobile’s chief executive, John Legere, nailed it in a 2017 video sharing T-Mobile’s new #Unlimited55 service plan. The entire video consists of an exasperated Legere pointing out the ways in which T-Mobile’s competition assumes that buyers 55 years and older are uninformed about all things technology.

Legere speaks candidly and directly to the viewer, frequently making his point by cutting to examples of the kind of condescending advertising others in his industry engage in. The video takes a humorous approach to the issue but with such honest relatability that it feels more like listening to a fellow boomer (which Legere is) than listening to a hard sell. This is a sure way to stoke consumer engagement (check out the comments below the video!) and loyalty.

2. Individuality & Independence Rock

Known as the “me generation”, appealing to baby boomers’ sense of individuality and independence is a sure-fire way to keep their attention – But you must be authentic!

Simply paying lip service to the idea that you understand their perspective in order to sell your products isn’t enough. When deciding who will appear in your marketing videos, it’s important that you choose people your baby boomer audience can relate to. The same goes for music.

In their 2017 Super Bowl commercial, Mercedes Benz achieved this by hiring Mr. “Easy Rider” himself, Peter Fonda. The legendary actor and icon of the counterculture of the 1960’s hits the road in their Mercedes-AMG GT with the classic 1969 tune “Born to Be Wild” blasting. This well-executed nod to personal freedom has helped the car company to sell more than 100,000 Mercedes-AMG’s in 2017 alone.

3. Looking Forward

If it hasn’t yet become apparent to you, baby boomers are a positive, aspirational generation. Incorporating a “what’s next?” marketing approach will take you far with this group.

Financial services company Prudential takes the storytelling approach with their Chapter Two series, showing retirees as they embrace their next stage in life by pursuing their passion. There’s no in-your-face marketing going on here. Instead, the long-form video series stars real people with varied life experiences sincerely sharing their fears, joys, and dreams for the future. More than that, the videos take an empowering tone as we are able to watch the video subjects realize their goals, inspiring viewers to dream big (and use Prudential to help them do so).  

4. Continuing Education

In general, baby boomers don’t mind doing their research and are comfortable doing that research online, either by desktop or smartphone. Ensure you’re giving them what they seek by keeping your video library robust with product demos, video FAQs and video hacks.

While not solely a baby boomer brand, Lands’ End is popular with this demographic and videos like the one above help them to highlight their products while simultaneously providing their audience with helpful tips; it’s easy to imagine a video like this one being shared among friends. Again, be straight-forward; there is no need to dumb down your content as baby boomers are more than capable of keeping up. That said, we do have a few pointers for you to keep in mind:

• Focus on your font. Ensure it is not too small or too light to read. Keeping in mind that many people will be viewing your videos from a phone, ensure that the font displays correctly there as well.
• Avoid using abbreviations. Whether writing out your content or speaking it, using abbreviations can lead to confusion for your audience which may cause them to lose interest in your video (and offerings) altogether.
• Stay mindful of colors. Use contrasting colors in your design yet not too many as it can distract from your content. White usually provides a nice, stark background to make your product or speaker pop.
• Don’t speak too fast. While there’s no need to speak slower than you normally would, you want to ensure your message is heard correctly and that you’re not overwhelming your viewer.

Hopefully by now you not only agree that the baby boomer generation is far too important a group not to factor into your marketing plans. And, hopefully you also appreciate that they are just like any other target audience: to reach them only requires that you take their perspectives, experiences, and needs into consideration. Do you have any questions? Let us know, tell us about your experiences marketing to boomers and share your videos with us in the comments below or on Twitter @sproutvideo!

The post How (and Why) to Use Video to Market to Baby Boomers appeared first on SproutVideo.

In this post, we’re looking back at some of our favorite marketing videos from 2016. These ten videos made us laugh, cry, or rush out to try the product! Enjoy.

1. Tasty “Cookies and Cream Puffs”

You’ve seen them all over Facebook – short, easy to follow videos showing you how to make mouthwatering recipes, even with the sound off.

The videographers have come up with a winning formula: understanding exactly where we’re likely to access video, how we use video, and how we want to cook (quickly, simply, and jam-packed with flavor) and put them together to make viral content time after time.

Why this particular video? Because it inspired a massive 2 million people to treat themselves to an utterly delicious dessert!

2. Under Armour “I Will What I Want”

https://www.youtube.com/watch?v=ZY0cdXr_1MA&feature=youtu.be

If you’re struggling to make a video that feels authentic, watch this. It’s a masterclass in speaking honestly and openly to your audience.

Quite simply, we love this video because it started a much needed conversation about self-belief and inner strength. It’s a superb example of the power of video.

3. Chubbies “Mario Kart on Lombard Street”

Lombard Street tends to be associated with that icon of cool, Steve McQueen, and the infamous car chase scene in Bullitt. This video is set in the same location, but revels in being anything but cool. It’s all about fun!

Low budget and hugely engaging, this video really made us want to dress up and race down the crookedest street in the world! And taking a look at the stats – a mind-boggling 17.2 million views in just seven days during 2016 – we’re definitely not alone!

4. Hyundai Genesis “First Date”

https://www.youtube.com/watch?v=-R_483zeVF8

Guy takes girl out on a date; dad is wary. How many times have we seen videos based on that storyline?

Still, time after time, this video from Hyundai kept us watching right to the end. What’s more, the smile never left our face!

5. Pepsi “Emojis Here Now!”

https://www.youtube.com/watch?v=sgO-68zdcz4&feature=youtu.be

This series of videos tapped into 2016’s desire for snackable content. Why spend 30 seconds getting your message across when you can do it in only five? Plus, you’ve gotta love those emojis – they’re just so darned cute!

6. Command “Hammer’s Toolbox”

Not only does this video win huge nostalgia points from us, it boosted awareness of the brand by generating real engagement. The social element of the campaign was a huge hit, thanks to the event allowing people to dress in their best 90s clothes and lip sync with MC Hammer himself. Cue internet meltdown!

7. Doritos “Ultrasound”

Marketing videos have a short time to tell a story. The message has to be clear, the story engaging, and the video memorable. Doritos ticked all the boxes with their 2016 Superbowl video. Most importantly of all, it got people talking!.

Whatever you think of it, we’re sure that you remember it, so for us, the video was a must for our top 10.

8. Esurance #EsuranceSweepstakes

Use the phrase “real-time marketing video” to most videographers, and it’s usually followed by a sharp intake of breath and a concerned expression. We like to be in control, to make sure that the editing is flawless and every element is to our satisfaction.

But, Esurance showed that the risk involved with real-time marketing videos can pay off in terms of massive audience engagement (5,300 retweets, as shown in the image above). For anyone wanting to make a splash in 2017, this should give you serious food for thought.

9. Honey Maid “This is Wholesome”

All too often, we see the same family set up represented in commercials – mom, dad, and two kids. But that’s not an accurate depiction of family life for everyone, and they deserve to be represented too. This is 2016, not 1956! It made for a refreshing change to see a range of family units celebrated by Honey Maid. Kudos to this all-American brand for this celebration of diversity.

We hope you’ve enjoyed this trip down memory lane. This really was a fantastic year for video marketing – there’s been no shortage of videographers putting their all into getting people talking about their brands. If you agree with our choices, let us know! Even better, if we overlooked one of your favorites, let us know on Twitter or the Comments section below!

If you’re planning your next video marketing campaign and have been inspired, head over to our post ‘Should You Hire a Production Studio or Make the Video Yourself?‘ for some tips on doing it yourself. And if you want to continue the masterclass, there’s no better place than ‘Five Inspiring Examples of Brand Building with Video‘. Don’t forget to guide your viewers after the video with post-play calls to action, links, images and forms!

We hope you loved our picks for the top 10 marketing videos of 2016. We’re so excited to see what next year brings. Roll on 2017!

The post Our Top 10 Picks for 2016 Marketing Videos appeared first on SproutVideo.

1. Old Spice: The Man Your Man Could Smell Like

This video tapped into one of the market research findings: women make as much as 70% of body wash purchases. The challenge, therefore, was to make a video that appealed to both sexes. It had to convince women that they needed to buy a masculine body wash that was solely for their partner’s use. It also had to prove to men that their partner wanted them to, “Smell like a man, man.”

And beyond a shadow of a doubt, the video achieves both objectives. There are currently 53 million views on YouTube! The monologue appeals to men and women and encourages them to consider what ‘masculinity’ really means.

2. Buzzfeed and Friskies: Dear Kitten

It’s fitting that Buzzfeed, the organization that built its success based understanding what the audience wants, focused on kittens in their first commercial for the Super Bowl. In fact, the video below isn’t actually the one that was broadcast during the Super Bowl – it was created for an internet audience. Buzzfeed first broadcast the Dear Kitten videos online, verified that the content was hugely popular, then created a short version using the same general premise for their first ever Super Bowl spot.

At the time of writing, this viral video has racked up almost 27 million views on YouTube. Its success isn’t just because the web is crazy for cats. The team have understood what moves people and what they’re interested in. Rather than simply using product placement, or trying to hide the product, the video addresses a unique aspect of Friskies cat food and makes it an integral part of the video. The result? No one feels like they’re being sold to and they engage with the story.

3. Google Android: Friends Furever

Android’s adorable video of unlikely animal friends has been enjoyed by 24.5 million viewers and is the most shared video ad of all time. There are lots of charming, shareable videos out there, but what attracts the audience to this one is the simplicity of the message, the unobtrusive branding, and the home video feel of the clips. Having cute animals doesn’t guarantee a video going viral, but it certainly doesn’t hurt!

‘Friends Furever’ is sweet, sharp and it’s on message. This video complements the brand’s strategy of positioning itself as an organization that promotes unity and openness.

4. Ad Council: Love Has No Labels

This public service video challenges the viewer’s preconceptions, so they end up thinking about its message and their own response long after they have finished watching it. The background to the video is another reason for its success – producers R/GA hired real couples rather than actors.

Another factor explaining the 57.3 million views is that the video was released at just the right time. LGBT rights were a national talking point thanks to the Supreme Court’s decision to legalize gay marriage. When the commercial was released, viewers were receptive for examining their own unconscious biases and this video enabled them to do this.

5. American Greetings: World’s Toughest Job

If you’re looking for a case study in nailing the right tone for your audience, this is it. It doesn’t take long until most viewers realize who exactly has signed up for “unlimited hours, no breaks” and they’re waiting for the penny to drop for the interviewees. It’s the suspense that keeps the audience hooked. Then, when the big reveal is made, they watch real people have real emotions, and – this is where this makes this a truly great viral video – they’re having the same emotions themselves. Genius.

What viral marketing videos have inspired you? Share your favorites with us below or on Twitter!

The post The Five Best Viral Marketing Videos (and How They Got It So Right) appeared first on SproutVideo.