Brief #63: Capitalizing on video content

This content originally appeared on May 20, 2021 as part of the Future of Marketing weekly email series. Subscribe here.

Welcome to Future of Marketing.

Each week, we send you the most relevant trends, resources, and strategies in social and user-generated content (UGC) from leading marketers and brands around the globe. 

Today, we’re discussing…

  • How video influences consumer behavior
  • Why you shouldn’t ignore short-form video (and CTAs)
  • #BrandCrush: LG USA 💘

Video influences consumer behavior

They say a picture is worth a thousand words – but a one-minute video is worth 1.8 million (figuratively speaking).

Video is, both, visual and auditory, and it tells a more memorable story than text or images alone. In fact, viewers retain 95 percent of a message when they watch it in a video (compared to 10 percent when they read it in text). 

Sprinkle in user-generated content (UGC) and social proof, and you have a recipe for influencing human behavior. 

For example, GoPro asked fans to film their #GoProHERO7 Black to source adventurous UGC for their #MillionDollarChallenge. They received 25,000 submissions and compiled these videos in an ad featuring thrilling and exciting content from fans.

A diver swimming, surrounded by a school of fish

The final ad makes you crave an adventure (and even your own GoPro).

Considering 41% of respondents will take more trips in 2021 compared to 2020, people are eager to do “normal” things again – travel, eat at a restaurant, attend a concert, go shopping. Why not make your brand an experience worth sharing and capturing on video?

Don’t ignore short-form video (and CTAs)

A recent study reported 87.3% of TikTok videos had at least one hashtag. Yet, 50% of top brands (like Google, Facebook, Home Depot, and IKEA) don’t have a TikTok presence… but they might still have tons of hashtag content. 

The hashtag #HomeDepot has 1 BILLION views, for example. 

Now, consider how much UGC and engagement these brands are missing out on by ignoring TikTok.

The same study also uncovered that 90% of TikTok videos had some form of brand placement – but only 3.7% had a call to action (CTA) and only 11.8% of organizations planned to increase activity on TikTok in 2021.

Short-form video is an opportunity for brands to leverage a new medium, engage nano- and micro-influencers, improve messaging, AND share high-converting content. 

For example, Xbox responded to a fan’s question with a video tutorial, where they subtly camouflaged their CTA to buy a subscription and download their app… without making it feel like an ad.

A screenshot of Xbox's TikTok video. A person is holding an Xbox remote with the TV in the background. It reads "Step 4: Download the Game Pass app"

But despite its rising popularity, most brands don’t have a clear TikTok strategy – and now Youtube Shorts, Instagram Reels, IGTV, and Pinterest’s Idea Pins are also competing for market share. 

Regardless of the platform, simply asking fans to follow, tag, share UGC, or visit your website can improve their experience with your brand and convert them into customers.

What we’re learning

#BrandCrush: LG USA 💘

Each week in #BrandCrush, we highlight exceptional brands that are channeling their customers’ voice to connect more authentically with their audience.

When resharing UGC, acquiring permissions and legal rights is key to building trust with your fans (and avoiding legal issues) – and we caught LG USA doing exactly that. 

TikTok user, @charlielunasf, shared this video of his dreamy LG Steam Closet and tagged the brand. LG USA immediately responded and asked for permission to re-share this UGC on their TikTok feed. 

A comment by LG USA on TikTok that reads, "We love this! Do we have your permission to share this to our official TikTok?"

The user agreed – and while LG USA hasn’t reposted this content yet, you’ll find LG’s feed is filled with a plethora of credited customer testimonials (or video UGC). 

This not only shows LG cares about their customers – but it also teaches fans what kind of content brands want to see…

Even we want a steam closet now.