As marketers expand deeper into video content, they would be smart to apply best practices to the creation of videos, says Joe Migliozzi, Managing Director of Digital Media at Mindshare in an interview with Beet.TV. That means advertisers should produce content that fits the platform, use assets of varying length, and apply a light touch when it comes to branding. “Branded videos don’t have to be heavily branded. It doesn’t need to be in your face,” he says.
Migliozzi adds that he’s a fan of how-to videos, especially for brands involved in e-commerce. In general, how-to videos provide a great opportunity for consumers to engage with the brand on the path to a purchase. Even Vaseline produced a how-to video for its “spray and go” moisturizer, he says. “Video is expanding to all facets of the consumer journey and we will see more engagement type of videos,” he says. As brands embark on video creation, they should consider whether the video will drive engagement, reach or purchases, he adds.
Migliozzi was interviewed by Paul Kontonis, SVP at Collective Digital Studio at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
