Marketers are quickly embracing the powerful potential of video when communicating with customers. Humans process visual information 60,000 times faster than text and remember audio-visual info 68% more reliably than text. If you can have a tool in your arsenal that produces those types of numbers, why not use it? Video is the best medium through which to engage multiple senses and present information in a clear, visually-rich manner.
When strategically created, video marketing campaigns can engage the minds of millions of customers and give your brand a strong, positive foothold in their memory. Maximizing your brand’s impact through video is easier than you may think. Below we’ve laid out a few guidelines and video marketing best practices to help you smoothly navigate the dynamic world of video marketing.
Video Marketing Do's and Don'ts
1. Do Tell a Story
Storytelling is a fundamental method of communication, so treat your video as a visual story for maximum impact. Make sure it has a fully realized beginning, middle and end that viewers can sink their teeth into, even just a little bit. Play off viewers’ emotions. Really think about who your audience is and the types of content that will make them laugh, cry, cheer, click, share, jump for joy, empathize, listen in…whatever it is! What you don’t want to do is have someone finish watching your video (or not finish it) with absolutely zero reaction.
The Canadian Paralympics tells a powerful story in 60 seconds.
2. Don’t Sell a Product, Do Offer a Solution
Never create a video that feels salesy. Generally, people don’t like being sold to, and they’ll tune out if you clumsily and overtly attempt to win their business. Instead, consider your video as a way to show viewers how you can solve a problem. Who doesn’t enjoy having their lives made easier? That’s something worth tuning in for.
Sonos' video campaign solves your wireless speaker problems.
3. Do Leverage Customer Data
If you’ve got it, flaunt it, right? But purposefully, of course. All that customer data stored in your CRM database can be used to create highly-relevant personalized iterations of your video campaign. Take your video to the next level of engagement by integrating your customers’ names, locations, purchase histories and interests. Turn your generic stories into personal ones to fully engage the customer.
A personalized approach to utilities from PPL.
4. Don’t Be Afraid to Get Emotional
Build a world for your brand and invite your customers to explore it. How should they feel when interacting with your product or service? Excited, trusting, unburdened, eager, inspired? Through rich visuals, thoughtfully selected audio and messaging that’s reflective of your core values, you’ll create a deep connection with customers that can lead to increased engagement and brand loyalty.
5. Do Make It Short and Sweet
The human attention span is about 8 seconds. If that doesn’t already sound bad enough, consider goldfish have an attention span of 9 seconds. Yikes! But it makes a point -- humans like brief, clear communication and luckily video is the ideal medium to support that. Videos receive maximum engagement when they’re but it’s important to note that the further a prospective customer is down the sales funnel, the longer you’ll have their attention for. That said, we still don’t recommend videos longer than 3 minutes.
6. Don’t Overload with Information
Before you create your video marketing campaign, you have to figure out what information you want it to convey. Don’t bog viewers down with myriad messages. Pick one or two ideas you’re looking to drive home and do it as clearly as possible. Remember, video is a multi-sensory medium, so take full advantage of audio and visual elements to help your message resonate.
7. Do Drive Action
Figure out what you want viewers to do and then blatantly ask them to do it. Your video’s end scene should feature a Call To Action. Whether it’s downloading a whitepaper or submitting contact information in return for a special offer, never let your video just…end.
John Lewis Home Insurance's video makes it easy to learn more.
8. Don’t Overlook Quality
Keep in mind that viewers will be receiving your campaign on computers, smartphones and tablets. Optimize your video for all platforms and test it anywhere you think it will be viewed. It should go without saying that audio and video should be high-definition.
9. Most Importantly, Do Connect with the Consumer
As with all marketing, it’s essential that you understand who your consumer is, and then create your messaging around them. When creating a video marketing campaign, you need to understand how your product or service can fit in people’s lives. By tapping into the power of emotions, the relevance of personalization and impactful capabilities of storytelling, you allow your video marketing campaign to connect with viewers on multiple highly influential levels.
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