With viral videos and short films being all the rage, companies become enamoured with the idea and create videos for themselves in the hope that it will propel their company to the next level. The trouble here is that just having a lot of views for your video or digital asset does not guarantee success because the viewer might not follow up. They just view and leave. How would this help you at all?
Mirror and Smoke tries to understand this situation.

Further complicating it is the fact that public interest is forever changing and they almost never set into a pattern of any kind. What this means is that depending on the mood, current trend, value of the proposition or even the current major cultural influence, converting all product films into viral phenomenon time and again is a hard task. Therefore the focus of the production house must be geared towards video and film production that focuses on the goals in relation to media and content production. This ensures a higher conversion rate with targeted film scripts to fit your needs.

Now Mirror and Smoke delves into how video creation can have on impact on your corporate branding. Media like videos and photos always perform well on Facebook. There are two reasons for this. The news feed algorithm seems to be partial towards them and they grab people’s attention far more easily in a feed that is chock a block with text updates. Facebook also offers a nifty little feature that helps direct more fans to your Page. If a non-fan of your page views a video of yours, a little non-intrusive call to action pops up in the top-left corner that invites them to like your page. The ramifications of such a small feature are huge. It gives the user a sense of control as he chooses to like your page. This is also highly targeted advertising with most users viewing a particular video bearing genuine concern for your field thus creating potential future customers or investors.

It is a proven fact that web users prefer to watch a broadcast video over reading content especially in terms of user generated content. Another interesting titbit is that YouTube is the second largest search engine in the world. YouTube has 490 million unique users who visit every month and generates a whopping 92 billion page views every month. Do you need any more information to define the kind of impact videos can have?

Inform Clients what they are signing up for…

Pictures really boost the sales of products but the addition of video to your media arsenal increases the probability of conversion manifold. The problem with photos is that they only get “pre-formed” shots of the product and nothing else to view the product or service in action. This makes them less likely to buy your product. A video gets around this problem through informational videos on how your product works.

Consider instructional videos which run for no more than 15 to 30 seconds that accompany your product description. This could be showing contained in a pre-packaged item or simply showing a car from several different angles, demonstrating how your product fits into a regular person’s everyday life in a video can help that visitor convert.

Videos can change brand perception
The viral component of promotional videos or short films really kicks into high gear here. Isaiah Mustafa – “the old spice guy” was an internet phenomenon in 2010. Procter and Gamble did want to sell their product and yes that was the end goal but they had a very clear marketing objective. One of their major goals was to change the perception of Old Spice among women.

The important thing to learn from this example is that before creating a video, it is vital to understand what your bottom line or marketing objective is. For Procter & Gamble they wanted to create a buzz and target a specific demographic. You need to define this goal for your company. A likely goal could be how much quality engagement you are able to create through YouTube’s DIY feature and audience participation in general. The right production house and in house expertise could make or break this deal; this is where Mirror and Smoke comes in for you to ensure you maximize social video. There are numerous ways of employing a successful tactic and measuring it, ensure that all of these fit into your video strategy.