Most marketing professionals will swear by the power of video content marketing. More than half a decade ago, Cisco predicted that video will comprise more than 80% of global Internet traffic by the year 2020.
We are on the verge of finding out!
When implemented strategically, a video marketing campaign can engage the minds of millions of people in a short time, regardless of shooting it in-house or using an outside agency.
Maximize the impact of your brand this year with the following best practices in your videos:
1. Hook Your Audience Quickly
A year ago, most video marketing experts would have told you that you had about 10 seconds before you lose your audience’s interest. The reality in 2020 is that you have much less time than that. You actually get about three seconds.
People have a lot of content from which to choose. If your graphics and title do not woo them instantly, you will lose them. The first few seconds at the start of a video works exactly like the headlines on a text blog post or email. You use them to get the viewers’ attention immediately and make them want to learn more.
2. Tell Your Audience a Story
Storytelling is one of the most effective ways to communicate a message. Use your videos for this purpose. Create a message that works as a story, with an arc—a beginning, middle and an end. Try to affect your viewers on an emotional level. This will require you to learn who your audience is and to truly understand what they care about and want. You should be able to connect with them and to understand how your product or service will fit into their lives.
Take Airbnb’s example. While they were still in their “growing” phase, the ultimate home-stay provider wanted to show the world that they are more than just a cheap alternative to a hotel. Their social media sites did work to highlight beautiful accommodations and experiences that users could get by using the app. But, it was one of their visual storytelling campaigns that really brought this concept to life.
During the Diwali celebration in October, Airbnb released an ad showing the story of an American traveler who visited India and stayed in an Airbnb home during the holiday. The video showed how a friendly host kindly involved her guest in all the preparation that takes place for the festival. This included shopping at the market, all the way to enjoying a traditional meal with friends and family.
This story ad functioned as a wonderful PR tactic and helped Airbnb to tell a better story by highlighting the unique encounters travelers can stumble across through the app. The company recently launched their experiences category, which invites travelers to get a feel for local culture during their stays.
3. Avoid an Overtly Sales-Focused Video
Most people want solutions to their problems, but they do not want to have to listen to a sales presentation. Your message will simply be tuned out if your audience gets the idea that you are only interested in their money. On the other hand, selling a solution means that you are trying to make their lives easier. This is far more interesting and they are more likely to see it as being worth their time.
4. Make Sure Your Videos Work Without Sound
If you plan on sharing your videos on social media platforms, it is important to make sure that your videos still convey your message while muted. The vast majority of Facebook videos are watched without sound. Most people set their players to mute videos that autoplay.
5. Use Customer Data
Use what you know about your customers to create content for them. The idea is to create personalized and relevant versions of your brand message for your video campaign. If done well, information on locations and purchase histories can engage your customers.
6. Keep It Simple
If you want to get your message across clearly, what you do not want to do is give viewers too much information. Your audience can be bogged down if there are too many irrelevant messages.
Your goal should be clarity. You want to communicate a couple of simple ideas in ways that viewers will remember. Compose these carefully during the planning phase of your video campaign. Take full advantage of the tools that video marketing provides to deliver a message that resonates.
Simple, clear stories fueled by your knowledge of your audience and what they want are crucial for getting the most from video marketing. Media consumption is changing.
Video can no longer be ignored. It is the future of content marketing. Take a look at more mind-blowing video marketing statistics that will have you creating a video today.