Connecting with your audience and building awareness are essential for your marketing strategy. Video is the most effective tool to reach those goals in 2020. With more and more video popping up every day, and even more ideas on how to use it, we put together this list to guide you and give some clarity on your video marketing strategy.
There are many different ways that video can be used for business, the following list contains five. Each type of video serves an important purpose in reaching your audience.
1 – Brand Videos
What is your brand? Who are you trying to reach? How does your product/service solve a problem? What makes you different?
These are the questions you should be answering for your audience with your brand video. It is your chance to tell your story and gives consumers a chance to connect with your brand emotionally. Connecting emotionally not only creates new customers but new fans. When people find something they like, they share it with others. What does that mean for your brand? It means word of mouth advertising. A study by Social Media Today showed that brands that create emotional connections with their audience receive 3x the amount of word-of-mouth advertising.
The power of video to evoke emotion and create a connection with your audience cannot be overlooked. Brand videos are a must for every business.
2 – Explainer Videos
Nothing is more effective, and easier, to help explain what your product does or how it works than a video. The ability for your audience to visualize your product before purchase is a game-changer. With attention spans shortening, and consumers looking for easier ways to digest information, video has the power to grab their attention and hold it.
In the past, it was enough to write a good description of your product and hope that people would read it and buy your product/service. Today, if you want to grab people’s attention you must add explainer videos to your marketing strategy.
“How-to” videos are a sub-category of explainer videos that can also be effective for service-based brands.
3 – Company Culture Videos
Increasingly consumers want to know more about the brands they are purchasing from. They want to know that they are supporting a brand that leaves a positive impact on the world. Are your employees happy? Is the work environment healthy? Do you do anything together as a team outside of work? Do you support the community? Environment?
Highlighting your company culture is a great way for your customer to connect to your brand on a human level. When they see the positive impact of your brand on the world it creates a sense of partnership. People want to feel they are part of positive change in the world.
Employee testimonials can serve as a powerful means of connecting with your consumers. People tend to relate to people, and seeing the face of a happy employee will prove to the customer that your brand is indeed making an impact.
4 – Product Review
Just like testimonial videos, which we will discuss later, product review videos have a major impact on brand trust. Consumers want to know about your product, and they don’t want to have to read through a long list to do so. Review videos give you the chance to engage your customers and build trust through honest reviews of your products. Customers don’t want hype, they want the truth about your product and what it can do for them.
Review videos also give you the chance to deepen the trust between you and your customers by offering reviews of complimentary products from other brands. When the consumer sees that you are not just after their wallet but trying to help them, they will develop trust for your brand.
5 – Testimonial Videos
Your clients expect you to sing the praises of your own products, but hearing someone else talk about how great your product is… that’s another story altogether. Your audience is more likely to trust other people who have purchased your product. 68% of consumers say that they are more likely to purchase a product if they see a testimonial.
It is important that these testimonials are genuine, and that they feel that way to your audience. Using actors, or falsifying your testimonials will cause damage to your brand and should be avoided at all costs.
The process of collecting these testimonials can be time-intensive, but worthwhile.
Whatever you do, do not miss out on this type of video content.
Where Do We Go From Here?
It is important to use different strategies and methods to reach your audience. The more opportunities you have to familiarize your brand with your intended customers, the more likely they are to purchase from you.
Video marketing is not a one-trick pony. There are many different forms of marketing videos, and each has its merits. It is important for any business to take full advantage of these options to ensure the continued growth of the brand.
If you are interested in how BX Films can help you with your video marketing, reach out to us here.
Looking towards the future,
BX Films Team
