November 4, 2014
NEW YORK — Video couldn’t be any hotter as a marketing and brand-building tool. To prove how its video clips can help advertisers create engaging content, stock footage company Dissolve creates self-promotional videos made entirely from its own footage library. The results have been Internet gold, with millions of views and widespread buzz, including three Staff Picks this year from the influential video-sharing site Vimeo.
This Is a Generic Brand Video, a searing critique of advertising cliches, was released in March and has racked up more than 2 million views (on Vimeo and YouTube combined). Emoji Among Us, a David Attenborough-style mockumentary about the trendy picture font, followed to explosive success in July. September saw the release of Scenes You’ve Seen, which hilariously recreates blockbuster movies using only stock clips.
All three were named Vimeo Staff Picks soon after their release and received coverage from popular media outlets such as Boing Boing, Mashable, TIME, and Wired, and ad-industry magazines Adweek, Ad Age, and Digiday.
“When you’re promoting any product, the old adage is show, don’t tell,” says Jon Parker, Brand Director at Dissolve. “Instead of just talking about how good our clips are, we show customers how powerful they can be for driving views, creating buzz, and telling stories.”
Dissolve’s strategy is working. In 18 months, its videos have amassed over 3.1 million views on Vimeo and YouTube. Site traffic increased by 900% when the Generic Brand Video was released, and sales improved 600%.
“We’re becoming known as that stock footage company that makes the cool videos,” says Parker. “But really, it’s about inspiring our customers to make their own. We’ve only scratched the surface of what’s possible.”
Dissolve’s latest video is Advertising Insider!, a fake news spoof about the ad industry.