Elizabeth Arden Prevage teamed up with Catt Sadler from E! News for what is basically a YouTube commercial designed to sell skin care products. This type of entertainment-infomercial has been quite popular in recent years, although this one has more of an infomercial bent rather than one focused on entertaining. Will it work?
Some infomercials have the advantage of coming on after-hours on traditional cable or satellite TV. The reason this is an advantage is because there’s nothing else to watch, and it may be easier to hook people in with the information being conveyed. On YouTube, it’s easier to just bring up a new video once boredom sets in. The video is clearly designed for the Internet, however, as it is much shorter than a typical infomercial.
Good information, and to the point
In order to keep people interested in watching an infomercial, it must contain information that is useful to the viewer beyond simply trying to sell a product. Sadler discusses how she prepares her skin for summer with beauty expert Georgie Eisdell. Georgie shares advice on adjusting skincare the way you would adjust your wardrobe, based on the season. For example, lighter-weight products and protection from the sun is appropriate for summer.
The information presented is interesting, but does not drone on and repeat information as TV infomercials usually do. If the video had been any longer, it would have been a complete failure in terms of Internet advertising. People on the ‘net want their information quickly, and to the point.
Some of the most successful Internet ads are those that make people laugh. That doesn’t necessarily mean that the fans of the video will be buying the product, however. This is especially true when the humorous content has nothing to do with the product being sold. The Elizabeth Arden commercial does not use this tactic, which is probably a good thing. The goal here is to give people useful information that they may use in making a decision to purchase. This infomercial does just that.
So, will the video be successful? There’s no way to know for sure until the company begins to see results, but it has a good chance. The problem will be in getting the right viewers. On traditional TV, viewership is somewhat “built in.” On the Internet, the video will need its own promotion, and only viewers who are interested in the topic will even bother to watch.
The Elizabeth Arden YouTube channel has over 1,000 subscribers, so that’s a good start. If enough of those people are really interested, they will share the video with their friends, and the goal of the video will be met. Since the content appears to meet what a fan of the company would be looking for, there’s a good chance that will happen.