Video Marketing as a Powerful Tool
Videos engage a number of the human senses, but if done correctly can also convey emotion. Because video marketing is so accessible, and able to be generated with a simple phone in many cases, it has become a common way of communicating. It holds the attention of the viewer but can also engage. For example, if you want to learn how to do something as audacious as a backflip, you can search for it and learn. You can also learn how to change spark plugs in your car, and any number of things.
How can you bring brand recognition through videos? Viewers typically use videos for entertainment and companies using video to sell something is not very entertaining. The short answer is creativity. Consider commercials you remember that are funny, or memorable for other reasons. In these cases, it’s clear that these companies understand their brand identity and this is where it all starts.
Storyboarding is basically drawing out your video like a comic strip. It’s a crucial piece because they simplify the story and help guide the message. In this form, the information can be shared, and easily changed. Once a format is agreed upon, the production can commence. Lots of things to remember when creating a video, the most important of which is length.
Audiences in different social media platforms expect good videos to be a particular length of time, and certainly not be too long. Facebook, Twitter, Instagram and Youtube are the most commonly used places to apply video formats, but the most accessible place for a video on the internet is Youtube. Youtube can embed videos on websites, and it’s easy to create links for videos on the most common social networks. Time limitations for videos on Instagram is about on minute. Videos on Twitter, LinkedIn, and Facebook should be between 30 seconds and one minute.
No doubt some of you have seen longer videos like TED Talks. These videos can be significantly longer, but the audience it attracts expects it. In these cases, YouTube videos lasting 7 to 16 minutes have a better performance. Let’s be clear that we’re referring to social media-related videos, and not necessarily lengthy speeches, or television shows and movies.
Social Media Advantages
Since its inception in 2005, YouTube has become the video outlet for the world. Every day millions of hours of video are displayed on this platform. While not exclusively, its audience is mostly generation Y, young people from 18 to 34 years old. Videos averaging 3 minutes tend to be the most popular, and feature personalities or characters endearing to their audience.
Imagine a character in your favorite television program that you felt some closeness to. These videos follow a similar principle. The popularity of Youtube sensations have increased dramatically over the past 8 years. In fact, a person using Youtube to learn how to become a Youtube sensation, and market themselves is a very real possibility. No matter the product, knowing your audience in order to gain viewers still holds true.
In spite of recent challenges Facebook remains a dominant social media tool with no less than 100 million hours of visits per day. In the case of Facebook and Instagram you don’t even need to click on a video in order to see it. These mediums feature the ability to engage in video viewing by just scrolling through your feed.
Facebook covers all age groups, although the most common is from 25 to 34 years old (25% of its active users). Those over the age of 35 and separated by distance from loved ones also represent a large audience for Facebook. Videos in this platform under a minute tend to be the most popular.
Its strategy is very simply, photography, but has gradually incorporated video. Instagram has over 800 million active users. Its average audience is female and under the age of 35. It launched its video function in June 2013 and one of its main features is its brevity. In the beginning of video access, 15 seconds was the limit, although now they can be expanded to one minute.
Instagram has tapped into the pulse of what people want and expect, accessible and easy to digest information that tells a story quickly. In short, these stories are economical, wasting little time, and bringing about the biggest impact.
Things to consider when making a video
Here are some video elements that can generate a productive video for your social media.
Explanatory videos clarify and demonstrate features of a product that appeal to clients and can isolate a product as a better option than its competitors.
Testimonials are among the most important selling instruments. Your customers endorsing your product is better than any paid actor, or commercial. Most people looking to buy a product want to know what those who have bought it think of it. Even though it may not be a perfect video in terms of production, prospective customers trust a less-than-perfect, unscripted testimonial from an actual customer. It’s as genuine as it gets.
Demonstrating a product is one of the single best ways to make potential customers into buyers of your product. They want to know that it works and how it works. Although it may appear cheesy, consider QVC. They do millions of dollars in sales every day because they demonstrate their products and make the sale interesting. They also have the advantage of being on live TV and drive the urgency to buy all the way to the bank.
Good stories appeal to our emotions. The missing dog found by a good Samaritan and returned to the family that loves them, tugs at heartstrings. It doesn’t matter that a commercial is for a phone where the family shared a picture of their lost dog, you feel the story, and the phone becomes a character in it. The story must incorporate the product in a way that makes sense.
For more information on success strategies for your organization, contact the experts at Advertising Avenue. We’d love to help.