Video marketing is the most captivating way of telling your story to your audience. Whether you are launching a business, celebrating a milestone or achievement, or simply promoting a special, video marketing is an impressive strategy to utilize. As with all things in life, not everything is that simple though – here are 7 secrets to launching a successful video marketing campaign.
1. Understand Your Audience
Any business, regardless of the industry, has an ideal target audience. From fried chicken right through to ballet pumps and everything in between, you need to be able to understand exactly who your audience is. You need to be able to anticipate their wants and needs and provide answers to the questions they have only just started asking themselves. Building a strategy around this form of anticipation is a great tool to use in any video marketing campaign, for example this pandemic has made us all appreciate our families more, use that in your video to connect with your audience.
2. Don’t Take Yourself Too Seriously
I don’t know if this is just me, but since the start of this pandemic I have felt the need to be entertained by light-hearted things. I watch comedy shows, I love uplifting videos, really anything that takes me away from the seriousness of the world around me. Keep this in mind for your next video shoot; you content needs to be relatable to your audience. Make them laugh and take their minds off the awfulness of what is happening in the world today. The easiest way to do this is to come up with a catchy word or phrase that people will want to use again and again, like situationship – this is particularly important to gain traction with millennial viewers.
3. Have A Reasonable Budget
Video marketing doesn’t have to cost the earth but you do need to be reasonable when setting out your budget. You get what you pay for and cheap equipment makes for even cheaper looking videos. Consult with a Miami based video production company to get the best advice on how to tell your story the way it deserves to be told.
4. Stay On Brand
There is nothing more damaging to your business than going off brand. Give your customers what they have come to expect from your company. Companies who are consistent with their branding are, on average, 20% more successful than companies who are not. Your video marketing needs to be brand aligned with the rest of your corporate or brand identity. The colours and logo placement in your video is the first place to start when ensuring you stay brand aware.
5. Tell Your Story
Video marketing is a successful sales tool but you should always focus on telling your story rather than just trying to make a sale. Your customers are inundated by brands who are probably exactly the same as your brand – you need to make yourself stand out from the crowd by being different. The best way to do this is by appealing to your customers in a way that makes them feel like they are more than just dollar signs to you. The best videos connect with the viewer and not just to their bank balance.
6. Create Your Hook
You have less than 3 seconds to capture the attention of your viewer. Stay away from boring, lengthy intros and too much copy, no one wants to read a ton of words when they’re watching a video – this isn’t the start of Star Wars and you’re not George Lucas. Also, remember that not everyone has their sound on all of the time so it’s important to realise that you need to capture their attention without relying on sound alone. That isn’t to say you shouldn’t use sound, you absolutely should – just don’t rely on it. Choose your content wisely and be sure it sends the message that you want it to and in the way you want it to.
7. Choose Your Thumbnail Wisely
Your thumbnail is what stands between your video actually getting views or your users choosing to just scroll on by… Choose wisely when it comes to selecting the still for your thumbnail. This will create that all-important first impression with your audience, and it definitely is a make or break situation. Make sure to choose a time in your video where your video is at its clearest and sharpest so your audience knows it is a high-quality video before they even hit play.