Now considered an integral part of branding and marketing, a memorable video can effectively raise brand awareness, create customer engagement and ultimately drive sales. The goal is to create content that appeals to your target audience whose attention span has been continuously shrinking over the past recent years.
In the past, video marketing was generally reserved for well-known brands. But with the ubiquitous use of social media platforms like Facebook and Tik Tok, it has now become a staple in content marketing.
In a recent study released by Biteable, when compared to photos and text ads, videos got 480% more clicks, cost 280% less per lead, and were 497% cheaper per click compared to a text ad on Facebook. Meanwhile, previous studies have also found the same results.
Determine your branding strategy
When you know your branding strategy, which is the long-term plan for achieving your goals, it’s easy to determine the types of videos suitable for your business. For instance, an outdoor gear company can make a product demo explaining how to choose the perfect spot and set up a tent. In addition, throwing in some camping hacks like creating makeshift pillows can make their content more valuable and engaging to their target audience.
These are the other types of video marketing that can help with your branding strategy:
- Educational videos
- Customer onboarding
- Content for social media
- Motion graphics
Identify your target audience
Your video marketing should reflect your target audience’s values, demographics, and online and purchasing behavior. You should also know where they hang out (Facebook groups, Tik Tok, online forums, etc.), their pain points, and what makes them tick.
If you have no or very little data about your customers, you may want to check your competitors’ clients to have an idea of whom you should be targeting. Remember that it’s essential to come up with a buyer persona, which depicts your target customers.
With a data-driven and research-based buyer persona, it’s easier to refine your video ad marketing and keep costs to a minimum while maximizing its reach.
Choose the best platform/s for your video marketing campaign
Before you start making a video, think about where you want to publish it. Remember that what works for YouTube may not apply to Facebook and Instagram (and vice versa) since of the users’ varying intent.
Surveys show that YouTube users are more “deliberate” with their viewing experience, searching and watching content on their own, whereas on Facebook and other social media platforms, users tend to gravitate toward distraction-rich entertainment or quick information as they scroll through their newsfeed.
Aside from user intent, the “best” platform for your video marketing also depends on the average view times of users (e.g., Facebook users are less forgiving when it comes to longer videos compared to YouTube viewers), your budget and branding strategies, and the size and sound limitations of the platform.
Meanwhile, these are the other platforms where you can post your videos for marketing and branding.
- Video hub on your site
- Landing pages
Work with a professional video production agency
Not all video production companies are created equal. If you need video content for your marketing and branding strategies, always review an agency’s portfolio to ensure that their expertise and experience align with your goals.