Video content is what brands should be looking to in order to create effective marketing – particularly as 43% of consumers want more video, and 52% of marketers believe that video content has the best ROI when compared to other forms of communication.
To create great video content for your brand, you must first determining the objectives you have for the video, and understand your target audience. A video can create awareness of your brand, in which case, you should make a brand film, a short documentary or a how-to video that has a strong storytelling element. If the aim for your video is to drive potential customers to consider your product, or to make a purchase then the content should be tailored to this – create videos that explain your product, have customer testimonials/experiences, FAQ’s, or that function as an instructional video.
For all video content, it is vital to keep it short and concise, as 2-minute videos get the most engagement (and 20% of viewers stop viewing after just 10 seconds).
The focus of your video on what would most appeal to your target audience – address their needs, wants and desires. It is important to make sure that the video explains the value that you’re providing your audience, make this the focus of your video rather than focussing on the sale.
Video content has to be visually appealing – there are millions of videos available, so create something that is stylish and fun whilst also being informative. Experiment with animation and interactive videos – consider the following creative formats: whiteboard videos, screencast, motion graphics, cartoon videos and live action.
Once you have created a video for your brand, you must then decide where to place it. There are many options including your own website, Facebook or Twitter, as well as YouTube. After the video is live, make sure to monitor and analyse its performance – track the CTR, number of views, engagement rate, the feedback and comments as well as the number of likes and shares, as this will be the best indicator as to whether the video has been a success.