As the world becomes more digitally focused, outdoor brands must keep up with the latest video marketing trends to stay relevant. Here are some of the top video marketing styles that outdoor businesses should consider using in 2023:
360-Degree and Virtual Reality Videos
360-degree and virtual reality (VR) videos are becoming increasingly popular among consumers. These videos allow viewers to experience a location or activity as if they were there. For outdoor brands, this is an excellent way to showcase their products and services in a unique and immersive way.
Several outdoor brands have successfully used 360-degree and virtual reality videos for marketing. Here are a few examples:
- The North Face created a 360-degree video that takes viewers on a virtual reality tour of Yosemite National Park. The video exhibits the park's natural beauty and features professional climbers scaling the park's iconic rock formations.
- REI created a virtual reality experience that allows viewers to explore Moab, Utah's stunning red rock landscape. The video presents mountain bikers riding through the rugged terrain, providing viewers with an immersive and exciting experience.
- Patagonia created a 360-degree video that takes viewers on a virtual reality tour of the brand's flagship store in New York City. The video displays the store's unique design and features interviews with Patagonia employees.
These examples demonstrate how outdoor brands can use 360-degree and virtual reality videos to advertise their products and services uniquely and engagingly. These videos can help outdoor brands stay relevant and top-of-mind for their target audience by providing an immersive virtual encounter for viewers.
Authenticity in Marketing Videos
Authenticity is vital when it comes to marketing videos. This can be accomplished by featuring real customers with product or service testimonials in professionally-produced marketing videos. By prioritizing authenticity in their video marketing strategies, outdoor brands can create a more genuine connection with their audience and stand out in an increasingly crowded digital landscape.
Several outdoor brands have successfully incorporated authenticity into their marketing videos. Here are a few examples:
- Yeti is known for its high-quality coolers and outdoor gear. They often feature real customers using their products for fishing or camping trips. Yeti can build trust and credibility with its audience by employing real people enjoying its products.
- Columbia Sportswear has taken advantage of user-generated content campaigns to reveal real customers using their products in their own ways. For example, they launched a campaign called "Tested Tough," where customers were encouraged to share photos and videos of themselves using Columbia products in extreme conditions.
- Osprey Packs is a backpack and outdoor gear company focused on genuineness in its marketing videos. They often show real customers sharing their impressions of Osprey products for outdoor adventures, such as hiking or backpacking. The brand can connect these authentic experiences with their audience on a deeper level and build trust and loyalty with their customers.
These brands successfully created a more relatable and trustworthy image for their company, which helped them stand out in an increasingly crowded market.
Mobile-First Video Content
With more and more people consuming content on their mobile devices, outdoor brands need to create video content that is optimized for mobile. This means creating shorter, more concise content that is easy to watch on a small screen.
By prioritizing mobile-first video, outdoor brands can ensure their marketing campaigns reach their target audience on their mobile devices. This can increase engagement and drive traffic to their website or social media channels.
Here are several examples of outdoor brands successfully incorporating mobile-first video content into their marketing strategies:
- The North Face has created several short, mobile-first videos that show its products in action. For example, they created a series of 15-second Instagram videos that feature athletes using their gear on outdoor adventures.
- Patagonia has also used mobile-first video content in its marketing strategies. They created a series called "Worn Wear Stories," which feature real customers sharing their adventures with Patagonia products.
- REI has used mobile-first video content to promote its outdoor classes and events. They created a series providing a quick and easy way for viewers to learn more about what REI offers.
By creating concise videos that are easy to watch on a small screen, outdoor brands can ensure that their videos reach their target audience where they spend the most time—on their phones.
User-Generated Content
User-generated content (UGC) is another trend that outdoor brands should consider in 2023. By encouraging customers to share photos and videos of their outdoor adventures, brands can create a sense of community and engagement around their products.
UGC can be used in various ways, such as featuring it on the brand's website or social media channels or incorporating it into marketing videos. Several outdoor brands, including GoPro, REI, and Patagonia, have successfully incorporated UGC into their marketing strategies.
Below are examples that demonstrate how UGC can be used to create a sense of community and engagement around brands:
- GoPro is a brand known for its action cameras and accessories. They have built their entire marketing strategy around UGC, encouraging customers to share their own videos of using GoPro products in action. GoPro then features this UGC on its website and social media channels, boasting the versatility and quality of its products.
- REI used UGC when they launched a campaign called "Every Trail Connects," where customers were encouraged to share photos and videos of themselves exploring the outdoors. The brand then featured this UGC in its marketing videos, illustrating the beauty and diversity of outdoor activities.
- Patagonia has also used UGC in its marketing strategies. They created a campaign called "The New Localism," which encouraged customers to share photos and videos of themselves enjoying local outdoor spaces. The brand then highlighted this UGC in its marketing initiative to demonstrate the importance of protecting these spaces for future generations.
Interactive Videos
Interactive videos are another trend that is gaining popularity with brands. These videos allow viewers to interact with the content by choosing different paths or outcomes. This could mean creating interactive videos highlighting different trails or activities for outdoor brands.
By providing viewers with an engaging and interactive experience, outdoor brands can create a more remarkable and impactful marketing strategy. Interactive videos can also help increase engagement and drive more traffic to their website or social media channels. Several outdoor brands, including The North Face and Columbia Sportswear, have already started incorporating interactive videos into their marketing strategies.
The North Face has included interactive videos in its marketing campaigns. They created a video called "The Pinnacle Project," which allowed viewers to choose their own adventure by selecting different paths throughout the video. This interactive campaign allowed viewers to feel like they were part of the journey and see The North Face's products in action.
Columbia's interactive video marketing content is another excellent example of how brands can engage with their audience in a more immersive and personalized way. By using action-based elements, Columbia has created a captivating and unforgettable experience for its viewers.
One of Columbia's most notable examples of interactive video marketing content is its "Tested Tough" campaign. This campaign features a series of videos about the durability and performance of Columbia's outdoor gear. Viewers can interact with the videos by clicking on hotspots revealing additional information about the featured products. The campaign also includes a quiz that tests viewers' knowledge of outdoor gear and provides personalized product recommendations based on their answers.
By keeping up with these emerging trends, outdoor brands can ensure that their marketing campaigns reach their target audience effectively and stand out in today's crowded digital landscape.
At HARNESS, we understand the importance of staying up-to-date with the latest trends in the outdoor industry. As an award-winning video marketing agency, we can help outdoor brands incorporate these trends into their marketing strategy to stay ahead of the competition.
If you want to incorporate video content into your marketing strategy, we invite you to contact us for a free consultation. Our team of experts can help you develop a customized plan that aligns with your brand's values and goals.
