In my recent article for Mashable, I interviewed Kevin Kearney and Phil Leif, the founders of New York City creative firm ALLDAYEVERYDAY and the creative geniuses behind many big brand Tumblr blogs. While Leif and Kearney are becoming known for their use of Tumblr as a micro community/blogging platform for fashion brands, they are also what I’d call digital marketing savants that have five insights for brands and designers to consider when marketing their brands in 2011.
1. Video: Think of creating intelligent news, not branded content. Create something with SUBSTANCE. Ask yourself why you are making videos.
“A lot of times, we feel that creating video content for its own sake is a waste. If the budget, talent, and creative are not there, the video is a waste of money. It is generally better to focus on programming centered around photography and effective copy to ensure a higher caliber of output,” says Kearney.
“We have noticed that blog distribution of videos doesn’t always result in video plays. Another good point this brings up is that if you want to drive video plays, you can’t rely on press placement alone unless the content quality is extremely unique, the director name is substantial , and your model / actor / talent is a big name. Otherwise it is better to focus your effort and media spending on video platforms like YouTube where users are there to watch videos. More often than not, blog traffic are users browsing and skimming through photo content.” says Leif.
This year for MilkMade, ALLDAYEVERDAY is adding live streaming video and video clip submission from POV devices like cell phones and digital cameras. This will allow them to document fashion week via motion through the eyes of 40 different influential contributors. The public will be able to take part and upload their own video content as well. This will result in crowd sourced footage and a multifaceted portrayal of fashion week from the eyes of those on the ground and part of the Milk world of fashion.
2. Only invest in creative film if you have the budget. Otherwise you’re better off focusing on photography and copyrighting.
It is a waste to try and deliver something that doesn’t hit the mark creatively. Not only is it a waste of money, but is a bad brand representation. Additionally, we advise reserving money to buy media for the film and not just relying on content to go viral. The internet is extremely saturated with content these days and you have to spend money to get guaranteed results.
3. The video market is over saturated.
Fashion bloggers don’t watch videos. While impressions are up, there are not a lot of plays coming from the video platform. How many times can you watch a runway show or behind the scenes footage from a photo shoot?
- What am I communicating? What story am I trying to tell?
- How does this reflect upon my brand? Who am I trying to reach with this video?
- Do I have the budget to execute and distribute the film? Is this a content series or one off video?
Leif and Kearney recommend looking into using budgets for ongoing programming, not just big one off film hits. You still need these bigger films to get the wider attention, but what happens after a week once the film has run its course? ALL DAY EVERY DAY has been creating editorial platforms for brands to release their own daily, weekly, monthly programming. This guarantees a residual, builds a community and drives further engagement.
4. Brands need to view video as a component of the community. Find the community surrounding the brand and create content that suites it.
Aim to be a creative mosaic — small groups, intimate portraits. This is what Live.MilkMade.com did when it was launched during August’s New York Fashion Week. It created an intimate yet comprehensive view of New York Fashion Week. The viewer had content from parties, designer and bloggers. It showed that no matter what was written, the fashion bloggers attending NYFW still had an outsiders perspective. That perspective, juxtaposed against the perspective of a model that came home at 2AM and uploaded a photo — that was a story that could never be told from an agency’s point of view. In essence, this the definition of co-creation in 2011.
As a brand, how are you going to activate your communities?