Modernizing equipment – non-professional cameras already enable optimal sound and image capture – and the use of the internet as a vehicle for the dissemination of content for free made the video an essential marketing tool for companies. Medium and small invest in simple productions, but that allow to disseminate products and services to an unrestricted or segmented public in accordance with the needs of the business. Large corporations and consecrated brands, which have more elastic budgets, take advantage of the internet to convey longer productions than the usual 30-second commercials on TV. “The internet enables testing formats, changing strategies and evaluating the impact of real-time actions by comments. In some cases, it is even possible to adapt something consecrated to TV in the network,” says Kadu Potinati, who comes to Florianópolis in early May to talk about videos as marketing tools at OlhóCON. Founder of Video Click, he provides services to clients such as PagSeguro, the iMasters Group, the Master Agency and Vtex.
There are known cases – such as the bank Itaú and Johnny Walker – of videos that migrated, in reduced format, from the internet to TV. But the virtual environment is far from just a test field. On the contrary: to make the best use of the potential of the web, which is present in most homes today and within reach of the hands (by smartphones and tablets) of millions of Brazilians, it is necessary to think about the characteristics that differentiate navigation from the act of watching TV. “Today most of the big advertisers in Brazil already have their channel on youtube, but few have understood that the content of the online video is different than what we have inserted on TV,” says Potinatti. The possibility of interactions, the offer of extras associated with the video and even the possibility of attention to audiences that are very segmented cannot be forgotten.
The main one, however, remains the good story to tell. “Unfortunately, there is no recipe for viral video. Most videos that go viral are those that move people or are super funny. Funny videos are like a joke. When you hear a good joke, you want to tell someone else immediately and that's what happens with the natural sharing of these videos. In the case of emotional video you need to tell a real story, something that moves and that can add something to people's lives. The key point is that you know who you are making the video for and planning a very good strategy with other social networks.”
The generation of recipes from the video, says Potinati, does not always depend on the number of views. “For the video to be converted and to give results to the company, it is not always necessary many views, but rather the direction to the proper audience.”
Scheduled for May 2 and 3, OlhóCON will bring together experts in digital marketing, SEO, social networks and digital entrepreneurship at Hotem Majestic, Florianópolis. Information: www.oIhocon.com.
"Source: All Press Communication"
