Our trust in the world is at an all-time low. 52 percent of Dutch people think the country is going 'in the wrong direction'. And the word 'post truth' has been declared word of the year . Aljan de Boer of Trendsactive speaks of a crisis of trust. And online video is the means to build that trust, he says.
Stories with a 'purpose' really get through: "You can express emotion in online video. Focus on qualitative video, with which you give meaning to the subjects that you stand for as an organization or brand", says Aljan. He brought examples, such as the impressive video of the 'flat' online travel agency Momondo, 'The DNA journey'.
2. Influencer marketing
Influencer marketing is word-of-mouth advertising that has gained momentum through social media. Let your story be told by enthusiasts with an engaged group of followers. And specifically look for niches and subcultures that fit your brand. Laurens Miedema, manager marketing & communication at Karwei, works with influencers on the new positioning of the brand: “We have chosen to let others tell our story. To gain authority and reliability.”
Compare it yourself: the million-dollar brand Red Bull has 6 million subscribers on YouTube, while vlogger Dude Perfect has 19 million. The vlogger has twice as much reach due to his personal touch. Maddie Raedts of Influencer Marketing Agency calls it 'H2H': "Influencers are creatives who have a good idea. Let them tell your brand story." She talks about seven video formats, from authentic to commercial:
Live content : live video, often used for product hong kong mailing database presentations or unboxings.
Vlogs : report of a day 'in the life of'.
Influencer-filmed : the influencer films an event or day, with a briefing from the client.
Co-creation : the client supports with, for example, a photographer, materials and production, the influencer films.
Documentary : the client visits the influencer, who provides a look behind the scenes.
Influencers as models : influencers replace the models in a major (fashion) campaign, which they promote themselves.
Advertising campaign : larger advertising productions.
Are you on a budget? Trend: go for a collaboration with 'micro-influencers', who have a smaller reach but extremely engaged followers. You'll have to look a bit harder (because: they're hidden) but they'll be just as enthusiastic about working together.
Dive into the world of millennials: which videos are popular? What topics are alive? Monique Bergers, editor-in-chief of Appie Today at Albert Heijn, calls it popular culture: “Find the connection with the world of millennials. Ever heard of 'the floor is lava'? YouTube is full of it. Play into those trends.” For example, Albert Heijn made a video about avocados: how ready to eat is 'ready to eat' actually?