Taylor Swift is currently promoting her new video experience called Taylor Swift NOW, which is on the AT&T network. I watched the promo today and I like what the AT&T creative team produced. Here are a few reasons why I think this spot works. First, watch the video, then scroll down for my impressions. Think about utilizing these techniques in your next marketing video.
- It's Taylor Swift - Duh. Let's just get the obvious one out of the way first. The ad works because it features a famous celebrity. So, if you can get Taylor Swift, get Taylor Swift. Okay, I know this isn't a real option for you, so consider this: Taylor Swift has a built-in fanbase that will watch or read anything she's a part of. Think about your own business niche. Is there an influencer within your own industry that already has a built-in following? Can you leverage that following for your own marketing video? Is there a way to cross-promote?
- Be Relatable - Part of what makes this ad so fun is that is really humanizes Taylor Swift. The spot makes her seem fun, relatable; like a good friend you like hanging out with. She doesn't seem like an untouchable celebrity. She seems real. In your own marketing video, think about ways you can make your company and your reps relatable to your audience. Ditch the formalities. Loosen the neckties. Try irreverence on for size, if it fits your brand. Try self-deprecation. Allow yourself to be vulnerable. But whatever you do, please be consistent with your brand's voice.
- Be Structured - This spot functions very well as an ad, but it's also a very nice short film. There's an overarching story that runs from start to finish. It's very tight and very self-contained, with events unfolding linearly, the preceding one directly affecting what comes after. That makes the spot more interesting, because the viewer is curious about what will happen next. If you stop and think about it, probably some of the videos you've shared recently follow this same pattern, like HP's recent Father/Daughter ad.
- Be Random - I know, this seems to contradict everything I just said in point #4. Perhaps a better word than "random" would be "surprising." Yes, the Taylor Swift NOW ad is structured, but it also has its moments of random fun. It surprises us. Unexpected things pop up, and the spot is more entertaining because of it.
What do you think? Does the Taylor Swift NOW ad work for you, or not? What other advice do you have about video marketing? Leave them in the Comments section below.