Music videos are perhaps the best example of content marketing. They tell a brand story, in a creative and engaging way, and generally don’t contain any marketing messaging at all. They even omit a CTA! And yet they have resulted in billions of dollars in album sales, year after year, decade after decade. Music videos are the perfect alternative to advertising.
Furthermore, people LIKE music videos. They anticipate them, seek them out, share them with friends, repost to their channels, and watch them over and over again. And nobody makes a browser extension to block music videos.
Music videos are perfectly designed to delight customers and turn them into brand evangelists.
- Anticipate the video, eagerly waiting for the new release
- Share the video, reposting on social sites
- Discuss the video, commenting on every aspect of it
- Evangelize the video, telling their friends how great the band is and encouraging them to make purchases
How could your company become a rock star to your customer? What if your customer was your audience, a throng of people eager to be entertained, to be informed, to be delighted? How would your marketing change if you were about to give a TED talk in front of all the thought-leaders of your industry? How would it change if you were Beyonce about to drop a new album? What if every piece of content your company produced were as expressive, creative, fearless, and engaging as a music video?
I think it’s possible. Contact me to learn more.
(We could have a separate discussion about how music videos themselves are vehicles for ads and ad revenue on YouTube. That’s how valuable this content is!)
Image source: Counse
Followup! Check out this excellent analysis of Despacito from Kevin Wrytes over on ART + marketing.
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