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The power of video

March 6, 2015.

You may have seen the above advert from Honda on television or bouncing around social media sites. We think it's a beautiful example of a simplistic, but very effective video campaign, and something that we can all learn from.

"Video is too expensive..."

Honda has managed to make an effective video advert using only eight different shots, and featuring seven different Honda products (alongside ASIMO and Honda Jet are the new Honda Jazz, HR-V, Civic Type R and NSX). The video has also been shot with one camera in one location, with the addition of a text overlay.

Given that Honda already have free access to their own products and will have greatly reduced production costs through the use of only one camera in one location, it's not impossible to believe that the advert was reasonably cheap to make compared to similar adverts from other brands.

"I haven't got time for video..."

There is a perception that creating a video is going to be hugely time consuming, but that needn't be the case - as demonstrated by Honda. Now, we're not claiming that the advert was filmed and edited in the space of a few hours, but once the initial concept had been planned the actual physical act of filming was probably reasonably straight forward. With no actors to potentially fluff up lines, or continuity issues due to changing locations, most of the delays in shooting were probably due to waiting for the dust to clear between shots of the vehicles.

The time it takes to create a video can be drastically reduced through careful planning; remember that scenes don't have to be shot in sequence, and you don't have to aim for an epic production. 13% of online video ads run to less than 15 seconds; 36% of online video ads run longer than 30 seconds.

"It's really worth investing in then?"

We certainly think so! With easy access to HD video equipment, video editing software and an accessible online platform, you really could make all the difference to your next marketing campaign by investing time in video. Don't take our word for it though, check out the stats:

  • It's predicted that 74% of all internet traffic in 2017 will be video
  • 52% of marketing professionals worldwide name video as the type of content with the best return on investment
  • 65% of video viewers watch more than three quarters of a video
  • In an eye-mapping study of Search Engine Results Pages (SERPs), video results commanded more attention than other listings
  • 93% of marketers use video for online marketing, sales or communications
  • Video in email can boost open rates by 20% and increase click-through rates 2-3X
  • Using the word “video in email subject lines boosts open rates 19%, click-through rates by 65%, and reduces unsubscribes by 26%
  • B2B and B2C marketers worldwide name video as a top 3 most effective social media marketing tactic
  • 33% of tablet owners watch one hour of video per day on their device

"I want in!"

We thought you might say that! The best thing you can do is come up with a simple concept, create a storyboard for each shot, and then start filming. Keep detailed notes of the shots that you want to use in the final version, you'll save yourself a lot of time during the editing. Most computer operating systems are also shipped with built-in video editing software that is reasonably simple to use and can result in quite effective results. Microsoft users should experiment with Windows Movie Maker, while Mac users should get to grips with iMovie, as both offer huge potential with a bit of practice.

What Our Clients Say
We knew straight away that we wanted Mackman to be the brand agency to work with us on our project. We were given a real sense of confidence that they would do a great job and we were not proved wrong. We look forward to ‘growing together’ over years to come.
Jane Cotton, Board Director - ILECS (International Lift Consultants)

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