Online video has become a first stop for many customers. Early adopters of video have gained an edge over their competitors and a direct channel to speak with their customers that used to only be accessible to larger companies who could afford expensive TV ad placements. The combination of imagery and sound, when done well is an invaluable and powerful communication tool for brands and their products and services. Even more so when you can add an emotional attachment to it. Here are four main ideas you should focus on when creating video.
Delivery of Core Marketing Message:
A large majority of videos have served as an avenue for product demonstrations however they can be used for much more that. Many companies have gotten extremely creative when using video for important company announcements and updates or as a way to distribute their core marketing messages. This is a prime example of a company who made an announcement that was simply just a merging of themselves with another company – although their main focus was not to entertain, there is a personal touch that many viewers may appreciate.
Entertain Your Viewers:
Rather than producing multiple marketing videos for products, why not create something that your viewers will enjoy and feel obliged to share – because it’s just that dang funny and entertaining? Nowadays people’s attention spans are shorter than ever. Twitter’s new video sharing app, Vine offers a perfect opportunity to create videos that are meant to be viewed quickly with the hopes of increasing shares. Check out General Electric. For somewhat of an ‘unsexy’ and boring brand, they are really hitting the spot when it comes to creating shareable content. This post in particular was liked by 46k+ people and ‘revined’ (shared) 37k+ times on the Vine App.
A Destination for Viewers:
Try making your videos a destination for something. Whether it’s sharing a new recipe or offering them a sales tips of the week. Give your listeners a reason to tune into you at the same time every week. Don’t just pitch your product, make it a goal of yours to establish a people-friendly channel that is full of information and solutions to meet a need of theirs.
Simplify Your Ideas:
About 65% of people are visual learners. Companies need to realize that many people learn by seeing something rather than listening or reading. When informational and interesting facts are paired with beautiful and intriguing design, such as video, people are much more likely to understand and pass it along to others. Creating a video can help simplify a concept while making it much more relatable to the consumer.
Have you experimented with video for your company’s products or services? What has been your experience? Pros & Cons?