It’s hard to go onto any website these days without seeing a video. Whether it’s a funny video on social media, a clip from your favorite show or a campaign advertisement, they seem to be everywhere. But why are we surprised? With the space for written, audio and visual content, videos provide a unique marketing opportunity to engage audiences quicker and for longer. In fact, according to The Digital Marketing Institute by 2016, video marketing will account for 69 percent of all consumer traffic.
So as a brand, why not get involved? Check out these few tips to create a successful video campaign for your company.
1. Convey a Distinct Message
Due to the mixture of movement, sound and pictures, videos have the power to dynamically and creatively communicate a message. And this message is usually what gets audiences engaged and makes a campaign go “viral.” Try and tell a story in your video, stand up for a cause and always put some feeling into it. Focus on building your brand personality and then sell your product in the background using this reputation as a starting point.
Always, the feminine hygiene product company, exhibited this concept in a powerful way. Their “Like A Girl” campaign asked young women to use the phrase “like a girl” as they had heard it used in their lifetime. Then they asked younger girls, who hadn’t been exposed to the stereotype, to use the phrase the way they thought it should be used. This made for an endearing message about the strength and independence of a woman. Through this campaign, Always successfully transmitted a message of empowerment that perfectly aligned with their female audience.
2. Make Use of User-generated Content
The great thing about the world of social media is how it allows people to share ideas and deliver content of their own. So why not use your audience as creators? After all, they might be able to contribute a unique sense of creativity that your brand may never have thought of. GoPro is an example of a brand that utilizes user-generated content to display the unique ways its product can be used. Whether it’s surfers, skateboarders or adventure travelers, the great footage they get from users has proven successful; one user-generated campaign they have of a fireman saving a kitten has almost 30 million views. Keep in mind that moderating user generated content is an important aspect of any UGC campaign.
If you’re having trouble finding footage, try initiating a video competition and then compiling the best entries into one video advertisement.
3. Mix Mediums to Make it Engaging
When making a video, your options are almost endless. There are so many elements that you can include to be unique and engage audiences. So be creative. Add music to set the tone of the video, upload unique visuals and include short, snappy words to tell a story. You could even try different sound effects and camera tricks. Amway achieves this in their welcome video with a wide variety of visuals accompanied by slow music to set an inspirational, intrepid tone. Keep in mind that audiences are viewing numerous videos a day, so employ creative mediums and techniques to make your brand stand out.
Video marketing is a new but very popular content form. If executed correctly, it has the power to convey your brand personality and draw audiences to your product in exciting new ways. Try these couple of tricks to create video material that will substantially contribute to your marketing strategy.
Naomi Bagga is a young media professional living in Australia. She works at UK-based digital partner marketing firm, Performance Horizon. She is passionate about music, entertainment, freelance writing and the changing media landscape, and loves photography, fashion, travel and a good cup of coffee.