Many brands now rely heavily on video marketing. While using videos to promote a brand is not exactly new, there are key factors to take into account nowadays when creating videos. Case in point: unlike before, there are several social media platforms now available where you can post your videos.
So how do you create a video marketing strategy that can help you maximise and enjoy all the benefits this amazing marketing tool has to offer? Start with the following:
Use user-generated content
While marketers are great storytellers, customers can be more effective in convincing others to buy a product or avail of a service. By showcasing how your brand can help solve pain points, user-generated content or UGC is considered more powerful than conventional marketing videos.
Get your hands on some valuable user-generated content by encouraging and asking your customers and fans to make one for you. You can also encourage them by hosting contests, giveaways, or other activities that can incentivise their participation.
Another effective option would be to ask them to take videos, photos, or share content on their social media accounts about how they use your product or service or what they love about it.
Undoubtedly, UGC is far more convincing that traditional video advertising. What makes it even better is the videos can be easily shared through social media platforms, landing pages, and even marketing emails.
Have a clear message
Video are perceived by many as some sort of departure from traditional marketing. Others also see it as a way to test out a branding refresh. However, for the videos to be very effective, it is crucial that the target audience knows and clearly understands whatever message it is that you’re trying to convey.
In a study by McKinsey and Company, it was revealed that companies with consistent branding are 20% more successful than those without. For instance, if your videos are on YouTube or on other social media channels, they should link to your site or a landing page, with clear, on-brand messaging that’s unified across all channels.
If the viewers see that your video marketing communications are different from what they are seeing on Facebook, others can perceive it as a poor reflection of your brand. As a result, it could hurt your campaign rather than help.
Have your videos optimised
Depending on the platforms you decide to launch your campaigns on, you will need to see to it that your videos are optimised for it to get as much engagement as possible. For example, posting shorter videos on Facebook is considered more ideal.
You also need to upload videos directly to the Facebook channel and add captions. For YouTube, you need to wait about two weeks after your video launches before making any tweaks.
Optimising videos for Twitter means finding the balance between fine-tuned targeting–from interest to keywords to device–and not over targeting to make sure you can easily track which campaign is performing best.
If you need help with video production, Reelmedia Pte. Ltd. is your go-to! We are known in Singapore for delivering quality video production solutions. Let us know how we can be of help!