Video marketing is a hot trend for brands of nearly every size and shape right now. And for good reason. It has to do with psychology.
Think about the end-user. Who watches videos that brands pump out? Generally, people that don’t have time for—or are easily bored by—long segments of text. Many of us are visual learners. We get attracted by sights, by sounds, by color.
Seemingly endless blocks of copy are not typically so attention-grabbing. Rather, relying too much on marketing that revolves around that kind of strategy can be detrimental to efforts that focus on creating more awareness about your brand. That does not go to say that blogs and content offers are not of value, because they still are, and very much so. What’s important is making sure you offer variety in your marketing.
If you’re a company that’s so far been leaning very heavily on long-winded messaging rather than sound bites with appealing aesthetics, we have some advice for you. Learn how you can incorporate moving imagery into your marketing plans to watch your numbers soar like never before!
What Kind of Videos Can You Make to Help Your Brand?
Video marketing can be valuable for virtually any type of industry. Regardless of what kind of business you’re in, you can bet that you have customers who are getting tired of the same old stuff and would much more easily be attracted by something that jumps out at them in a lively way. This is where branded video comes in.
When it comes to brand video production these videos don’t have to be long. In fact, many companies work hard to make their motion graphics clips quite short—some even being drilled down into 30-60 second spots, so that they convey what they need to without risking losing the audience’s attention.
You can create videos that are promotional (like a commercial), educational (like a how-to or demo of your product or service), or if you do want something longer you can go more the route of a live (or pre-recorded) webinar. This will give you more time with your prospects if you fill the session with interesting and helpful content (even make it interactive) to captivate your listeners.
Otherwise, shorter pieces of video marketing will do the trick, just be sure it’s branded to your company for a familiar, consistent feel, whether that’s by ensuring you’re using specific language, color palettes, or just including your logo and tagline somewhere. Feel free to try all sorts of different types of video, from animation to live shoots. Experiment, see what works best, analyze results and data—pivoting according to what people seem to like, and away from whatever did not work so well last time.
Where Should You Use These Videos?
Video marketing pieces can be displayed within social media posts, on your website (especially if what you’ve filmed is a happy customer discussing their testimonial in an interview-style format—those are great for every brand), in emails, and beyond.
Again, to determine what your specific audience prefers, you will need to do some testing. Always do research beforehand and then assess and thoroughly evaluate what you’ve done after-the-fact to see where you can improve. In time you will come to more fully understand your target market and their preferences.
Recapping What We Learned
Video marketing can take you far, especially in a world becoming increasingly congested with ads that can frustrate people to the point that they’re ignoring content. It’s a way to get people to learn more about your brand for better awareness—and eventually, better sales numbers—in a way that is hard to ignore and won’t leave you lost among the noise.
No longer will you have to count on long-form copy, alone, to work wonders for you. In this day and age, it’s simply not enough. People need to be impressed. Steal their gazes. Creative, exciting, meaningful, on-brand, helpful, and value-filled video content will show your customers that you made the effort to understand them and intrigue them more than you’re used to! So, lights, camera… ACTION.
Draw attention to key issues that matter to you and your organization. Raise awareness about who you are and what you do. Inspire people to act, by spreading the message or taking a specific action. Educate people.
Consumers like it because it’s easy to digest, entertaining and engaging, and marketers like it because it can give a potentially huge return on investment (ROI) through many channels. Video is also very accessible to anyone with internet access, both to watch and to produce.
Brand awareness is important when launching new products and services, and it drives consumers’ decisions when differentiating between competing companies. It encourages repeat purchases and leads to an increase in market share and incremental sales.