Think about this: How often do you watch video every day?
Video is all around us. We don’t even realize how often we watch them. We’re watching videos so often, that Comscore reported in 2007 that “Americans viewed more than 7 billion video streams online.”
And Youtube dominates the pack (as if that’s a surprise to anyone…). Comscore stated: “YouTube.com drove the lion’s share of the video streaming activity at the Google Sites property, with 53.5 million unique streamers and 1.1 billion streams initiated.”
It’s easy to respond skeptically. Many of the videos, especially on Youtube, aren’t marketing a product or brand; they’re just for fun.
But some companies have used video in such a great branding method that others have copied. Case in point: Apple vs. T-Mobile.
When I saw the new T-Mobile MyTouch 3G commercial, I immediately thought of the Apple iPhone commercials. The solid-color background. The zoomed-in hands demonstrating the features of the phone. The mellow music.
Of course, there are some differences. Well, you can take a look for yourself:
Apple iPhone commercial:
T-Mobile MyTouch 3G commercial:
It seems obvious that T-Mobile at least modeled their touch phone marketing Apple’s. It’s well-known that Apple’s marketing is famous, whether in a good or bad way. Apple is known for creating a brand demonstrating that you’re in the cool, modern crowd if you use their products. It’s less about the quality of the product and more about the reputation the product passes on to the consumer.
Much of this brand has been established through video. In addition to the commercials, Apple products are used in many top TV shows.
The characters on NBC’s comedy “30 Rock” all use MacBooks, iPhones and iChat. Does Apple pay for the spotlight? The show’s creator, Tina Fey, stated in the show’s earlier years that no product placement deal is in place. The use of the Apple products is simply a reflection of real life in the entertainment business. (Whether that situation has changed over the years hasn’t been discussed, but the show continues to use the products in plentiful amounts.)
Whether the feature is purposeful product placement or not, the power of video is still demonstrated. Consumers see their favorite characters or actors using the products and hear them talking about them, and they want to as well. Seeing and hearing is something that can occur on no other medium.
Video can even be used to express grievances. Case in point: Verizon’s new anti-Apple commercial. The commercial uses the signature solid-color background and mellow music, in addition to the signature lower-case ‘i’ Apple is known for. Although the video is critical, it still contributes to Apple’s marketing because the Apple branding is used, critical or otherwise.
Summary of today’s lesson: Video is all around us. It is used to brand. It is used to copy. It is used to criticize. It is used to demonstrate how to be hip, modern and cool in a manner no other medium can provide.
How do you use video to market your product?
Alyson (follow me @alyandthecity)








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