How to Use Video Marketing

The popularity of video marketing will continue to grow largely because of the challenges of the pandemic.

With new, unprecedented challenges, video content has not only become essential for marketing campaigns, but also for education, entertainment, sharing and collaboration.

The pandemic has forced people to spend less time participating in physical interactions and  more time engaging with digital content.

Given below are some tips that will help to develop a good video marketing strategy:

Use Fresh Content 

Videos can be creative and entertaining and  can offer something throughout the buyer’s journey. Using storytelling, visuals, and sounds, you can get the audience acquainted with the core of your brand.

The animation video by Puma titled ‘Fatal Attraction’ makes Munster shoes appear fun and quirky. 360 degree videos are also a unique way for content creators to share immersive stories and experiences with their viewers.

This concept can be used for product features and sneak peeks.

Keep it Brief and Stimulating

A video should not exceed two minutes. Attention spans are very short these days, especially when it comes to video content. A business risks losing out on customers and prospects if it doesn’t capture consumers’ attention quickly.

For example, in its video #likeagirl , Always touches on a current issue like sexism but does so in an unobtrusive and captivating manner that makes the audience realize how even minor things like jokes can be harmful to the self-esteem of girls and women.

A static image should also not remain on the screen for more than three to five seconds. For an audience with a very limited attention span, being stimulated is important.

Sharing is Important

There is a share option available for every video that is created.

The more people a video can reach out to, the larger its sphere of influence becomes.

Company Culture Videos

If the human side of a business is shown on video, it would be easier to connect with the audience on an emotional level.

The video can include employee interviews, birthday parties, bloopers, team-building interviews,  and pranks.These types of videos have lots of room for creativity. Apple’s culture video is a great example.

Subscribers are Important

Viewers can be invited to subscribe to a feed. This ensures that they will remain in the sales funnel for months if not years.

Repetition is Helpful

It would be helpful to have catchphrases to drive a point home and repeat them throughout the video. This happens all the time in advertisements. Think of catchy phrases similar to Taco Bell’s ‘Think outside the bun.’

Personalized Video

Personalized videos contain personal elements that can include content related to the user’s interests or problems they want to solve. Whenever brands provide a personal touch, they make the audience feel special. Such videos are more likely to end in a conversion.

Vidyard, an Ontario-based software company made a personalized video to send out holiday cheer to their target audience. The video is simple and does not seem promotional. Such videos can enhance brand loyalty.

Read more from Ronn Torossian

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