Seeing is believing Online video marketing is a particularly effective medium because you can educate your audience while simultaneously creating interest in your products and services. Unlike the written word where subtle or complex messages can be lost in translation, video provides message context that boosts comprehension and retention. Great video should be engaging and persuasive, bringing your brand stories to life, and providing consumers the information and confidence to move further along the purchase funnel. Know Your Audience: Ask yourself who your audience is. What is interesting to a 13-year-old browsing YouTube isn’t necessarily appealing to a C-level audience viewing video on your website. Even when you think your content might be dry, there are always creative ways to add fun to your story and make a strong impact. Make a purchase or donation? Choose Compelling and Regionally Relevant Talent: Featuring the smartest person in the company (sorry CEOs) in your shoot doesn’t guarantee good video. Also, if you are targeting markets where English isn’t the native language, think about providing content in that language or using regional spokespeople and tailored content. Create Once, Deploy Everywhere: Today’s audiences consume media across channels (TV, web and mobile), and have become adept at synthesizing information from multiple sources simultaneously.
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Online video is growing incredibly fast. We are due an explosion in consumption over the next five years. According to the Ericsson Mobility Report 2017, mobile video traffic is forecast to grow by around 50 percent annually, and will account to as much as 75% in 2022.
In a survey by TheNewsMarket, The Digital Revolution, journalists have rated videos as the most useful content type, including corporate video, web video and b-roll.
Seeing is believing
Online video marketing is a particularly effective medium because you can educate your audience while simultaneously creating interest in your products and services. For some, seeing really is believing. Unlike the written word where subtle or complex messages can be lost in translation, video provides message context that boosts comprehension and retention. Great video should be engaging and persuasive, bringing your brand stories to life, and providing consumers the information and confidence to move further along the purchase funnel.
- Know Your Brand:
Identifying your marketing and business goals alongside the voice of your brand will help you determine how your brand behaves in the video space. Are you aiming for the video to be an instructional or educational resource for your audience? Is the video a product demonstration? How do you want your brand to be perceived? What tone are you going for? Is this style in keeping with your larger brand attributes? Be careful, too often videos are created in isolation, and don’t mesh with your larger brand strategy. Your video has to support and complement the voice and key messages you want to associate with your brand.
- Know Your Audience:
Ask yourself who your audience is. If your answer is “…um, everyone” then you are likely wasting your money. Craft your messages for specific targets to maximize impact. What is interesting to a 13-year-old browsing YouTube isn’t necessarily appealing to a C-level audience viewing video on your website. Translating the key benefits into ideas and ultimately into a compelling visual story should occur before the camera even starts rolling.
- Budget Accordingly:
There is a time and place for “do it yourself” (DIY) video. If you want to capture a behind-the-scenes moment at a conference on your iPhone and upload it to YouTube, go for it. But make sure DIY isn’t your whole strategy – because while it’s cheap and quick – it may leave something to be desired in the mind of your customers. Professional video sets the stage for your brand to perform, and ultimately gives you the greatest control and confidence in your message, which will determine how it is perceived and shared by your audiences.
- Reel Them In With a Hook:
Be creative with your video to help break through the clutter. Even when…
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