Earlier this week, I read a post by my friend Marcus Sheridan, heralding Samsung’s recent video attack of the iPhone 5 as both genius and missed opportunity.
Most of the post focused on the missed opportunity, and while I don’t disagree with Marcus that there were gaps, I absolutely feel that this was much more so an act of content marketing genius.
If you haven’t yet seen the commercial, have a look:
Genius, genius I say. On so many levels.
The impact of social media
Samsung acknowledges that its target clients hang out on social media platforms. This video is housed on YouTube (where it has over 15 million views as of the writing of this post) and more than 20,000 comments. It has people talking about the new GalaxyIII – the content has inspired conversation.
And then interestingly, the description under the video (prime real estate!) directs the viewer to Samsung’s Mobile USA Facebook page (where they have more than 13 million likes).
They are building their traction off site, in order to:
- Initiate conversation
- Engage stakeholders
- Nurture a sense of loyalty and interest
- Enhance their brand
Samsung is using social media the right way!
The point of content marketing
This is where I really think that Samsung has demonstrated a ridiculous sense of content marketing genius.
Over and over again, we tell our clients:
Focus on your client’s pain points
And this is precisely what Samsung has done. Notice that they aren’t pitching the Galaxy III overtly. They are more so talking about the challenges that iPhone users encounter:
- Long line ups
- Misunderstood features
- Hardware conflicts
- Exorbitant prices
Of course the underlying message is that iPhone users can rid themselves of these frustrations by switching to a Samsung Galaxy III. But they have left that impression by creating video content that really resonates with the reader. It’s relatable. Anyone who has stood in that line, or wondered about the new adapter is going to watch that video and think, “What am I doing? Maybe there is a better alternative.”
Communicate with video
Every 60 days, more video is uploaded on YouTube than the three major US television networks produced in 60 years.
Almost a year ago, Cisco predicted that 90% of Internet traffic would be video based by 2014, and it certainly seems that this prediction is realistic.
Samsung understands the importance of online video.
We encourage all of our clients to integrate video into their content marketing strategy.
Had you seen this video? What did you think?
Are you using video as part of your content marketing strategy? If not, why?
Share your thoughts and reactions in the comment section below, and if you enjoyed the post, go ahead and share it on Twitter, Facebook and LinkedIn.