Marketing experts love to talk about how an explosion of data will lead to more personal, targeted marketing efforts. Nike’s latest foray into personalized video capitalizes on that idea, and the brand is banking on video to boost social shares and drive brand loyalty.
Indeed, Nike’s “Outdo You” video campaign could become a blueprint for future personalized, online video trends. At the start of the year, Nike debuted the videos to more than 100,000 Nike+ users who track their athletic activities through products like the Nike FuelBand, the Wall Street Journal explains. Each unique video features beautiful animation of a person running along with highlights from the user’s actual workout activities in 2014. Variations incorporate the user’s location or even local weather. These videos encourage users to outdo themselves in 2015.
The video series marks the first time Nike has used its user data to create personalized video content, Marketing Land reports. These unique videos exemplify how brands can take quality content and make it personal—and do it in a way that’s shareable. When Nike+ users share the video across their social networks, Nike earns a content amplification effect that goes well beyond its circle of brand enthusiasts.
Nike’s push for video content aligns with current online video trends. In the past year, video posts and views on social media have grown dramatically. Since June 2014, Facebook has seen an average of one billion video views each day, the social network reports on its IQ blog. Over the last year, Facebook video views per person have increased by 75 percent worldwide, and 94 percent in America. Videos are becoming a more frequent addition to the News Feed, with video from people and brands increasing 3.6 times year-over-year.
Research has shown that users are eager to devour branded video. But when it comes to social media content, brands need to think about how to make video most effective. On Facebook, brands have a window of just a few seconds (the time it takes to scroll through the feed) to make an impact strong enough for the user to stop scrolling and watch the rest of a video. Brands may also need to create videos knowing that sound may be muted by default (standard on Facebook’s feeds), the social network advises.
As video viewership continues to grow on social media, brands that can combine top video with personalization will have a powerful pathway to reach consumers and convert them to brand advocates.
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