How social videos and branded content are changing how a brand, small business or start-up reaches its audience.

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THE
SOVID
REVOLUTION
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Things Have Changed
The internet and social media have redrawn how a brand, small business,
or start-up gets it’s message heard.
In order to operate in this new world, we have to understand why.
A new approach has emerged and it’s picking up steam.
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www.comissioncontent.com
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Why SoVids Matter
One of the most effective ways for companies to get their messages
heard is by telling a story in a short video that people willingly watch and
share with others.
We’ve dubbed these SoVids , short for social videos.
For brands, where SoVids differ from advertisements is that they require
user initiated views, meaning that they are actually compelling enough for
people to click play and choose to watch. And, they reach consumers in a
way that they want to be reached.
SoVids see a 53% increase in completion rate compared to the
same 30-second traditional pre-roll video ad placement, jumping from
from 64% to 98% completion. The impact on how people engage with
the video is even greater at a 192% lift, from 1.2% to 3.5% engagement.
70%
of SoVids run over one minute in length, giving brands an
opportunity to tell deeper stories.
SoVids over two minutes were completed 87% of the time.
Engagement increased by 33% for these longer videos.
SoVids that provoke a strong emotional response are 2x
more likely to
be shared than those that provoke a weak emotional response.
139%
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Brand association rises by when a consumer enjoys a video.
© 2012 Co.MISSION Content Group, LLC
www.comissioncontent.com
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Those Who Want To Hear Your Message Will Share It
42% of 18-34 year olds want to be entertained by brands.
39% want brands to provide free online video content.
Year-on-year shares of the overall top 50 SoVids are up 535%.
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What SoVids Look Like For BIG Brands
Nike’s Make It Count
Intel’s Visual Life The Sartorialist
http://www.youtube.com/watch?v=WxfZkMm3wcg
http://www.youtube.com/watch?v=e5NgG5koPZU
8 Million Views
1 Million Views
Old Spice’s The Man
Your Man Could Smell Like
GE’s Not Your Father’s Crop Duster
http://www.youtube.com/watch?v=owGykVbfgUE
http://www.youtube.com/watch?v=DM30Z87sOpI
45 Million Views
900k Views
Red Bull’s Human-Powered
Canon’s Project Imagin8ion
Freerunning Machine
http://www.youtube.com/watch?v=D52bdmsMtYI
http://www.youtube.com/watch?v=4MiYtvbK4JY
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500k Views
5.6 Million Views
© 2012 Co.MISSION Content Group, LLC
www.comissioncontent.com
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What SoVids Look Like For SMALL Brands
TMB Bank’s Panyee FC
STA Travel’s Move
http://www.youtube.com/watch?v=jU4oA3kkAWU
https://vimeo.com/27246366
2.5 Million Views
11 Million Views
Dollar Shave Club
Red Wing’s Shoe Repair
http://www.youtube.com/watch?v=ZUG9qYTJMsI
http://www.youtube.com/watch?v=R7Skw6Wkxqc
7.4 Million Views
120k Views
Thanksfa’s Thank You Mom
John Lewis Retailer’s The Journey
https://vimeo.com/41857465
http://www.youtube.com/watch?v=0N8axp9nHNU
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300k Views
1.3 Million Views
© 2012 Co.MISSION Content Group, LLC
www.comissioncontent.com
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SoVids Help Fuel Each Part Of The Marketing Funnel
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www.comissioncontent.com
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How SoVids Help Fuel Each Part Of The Marketing Funnel
SoVids have the power to reach a global audience in a way that drives
ROI throughout the marketing funnel.
Discovery: They generate interest by reaching consumers through
social media and emails, blogs and publications and by consumers
stumbling upon them as related or sponsored content in the native
channels they are already in.
Exploration: SoVids can push prospects over the buying hump
through affecting recommendations, being served up in search results
during research, helping to visualize an experience, communicating
product details and increasing the amount of time consumers spend
considering your brand.
Purchase: They enable a company to tell a deeper story and appeal to
both the emotional and logical parts of a buyer’s brain where final
decisions are made.
Loyalty: They drive loyalty by creating engagement with your brand in
social media, communicating your brand values that align with your
customer values, providing content for email marketing, and evolving
your loyal customers into your owned audience to accelerate future
conversions.
Advocacy: Finally, SoVids arm your loyal customers with content so
they can become brand ambassadors. This creates one of the most
effective distribution channels for brand messaging – recommendations
and shared content from friends, family members, and trusted sources
such as blogs, publications, influencers and experienced customers.
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Who Creates, Produces and Distributes SoVids?
We do.
Co.MISSION is a branded content agency and production company. We
help innovative companies reach audiences in ways that they actually
want to be reached, through engaging brand content and storytelling. We
use our global network of young filmmakers and in-house team to create
share-worthy videos and oversee the entire process by ensuring concepts
are on strategy, coordinating production, providing distribution plans so
videos get seen, and tracking the ROI of the videos we create.
We do this because we believe that storytelling can help revolutionize
industries and that every company has amazing stories to tell.
Visit us at http://comissioncontent.com
Tweet us at @CoMissionFilms
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© 2012 Co.MISSION Content Group, LLC
www.comissioncontent.com
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Sources
Consumers Expect – Nay, Demand, That Brands Entertain Them
http://www.marketingvox.com/consumers-expect-nay-demand-that-brands-entertain-them-051248/
Know Your Audience and Stop Interrupting People, Says Opt-In Video Ad
Report
http://pandodaily.com/2012/09/27/know-your-audience-and-stop-interrupting-people-says-opt-in-video-ad-report
The State of Automotive Marketing in Social Video: new Report Sees
Huge Opportunity for Auto Marketers
http://reelseo.com/state-automotive-marketing-social-video
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© 2012 Co.MISSION Content Group, LLC
www.comissioncontent.com
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Co.MISSION
Content Group
#SharableBrandStories℠
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Contact Harrison Winter at:
harrison@comissioncontent.com
917-940-2294
© 2012 Co.MISSION Content Group, LLC
www.comissioncontent.com