We’re avidly consuming video content more than we’ve ever done before. Whether it’s sitting on the sofa with our smartphones, out on our daily commute or at the local café with friends, it’s easy to download and view a whole host of content on demand.
This trend has not been ignored by marketing companies and businesses, as you might expect. Video is now seen as a very important marketing tool that delivers a strong ROI and has longevity. In short, customers are more likely to watch an engaging video all the way through than they are to read a block of text. They’re also more likely to share it.
But what do you need to do to get it right? Here’s our take on two important elements you need to focus on if you want your video content to stand out in 2019.
- Storytelling is Key
We are hard-wired to respond to stories. We love them. That’s why we read books, go to the cinema and binge box sets on our TVs. You need to understand your audience if you are going to tell them a story that resonates and creates an emotional response. The key is to get your audience to react. Make them laugh or cry, angry or happy. Do that and you’re heading for success.
We’re a lot more sophisticated in how we consume video today and our viewing habits. We quickly understand whether we’re being sold to. A list of product features and benefits doesn’t always hit the right buttons, in fact, it rarely does.
The power of storytelling puts the audience in a place where they can connect more deeply with your brand or product. It makes the likely to engage and buy from you. Check out this example of a marketing video for Google Search
Yes, this does have pretty high production values, but you’d expect that from a multi-billion dollar corporation. It’s the storytelling that is key here and you don’t have to invest huge amounts of money in your video content to get it right. You can tell a story with a simple head and shoulders shot, for instance.
Storytelling is important if you need to get across complex information in a short amount of time. It allows you to show how you solve problems or make peoples lives better without necessarily using a lot of words. The more emotion you can generate and the greater connection you can make, the better your video content marketing will be.
- Getting Your Video Strategy Right is Even More Important
So, you’ve made your video. What do you do with it now? You post it on your website, sit back and wait for the sales to rise dramatically. The truth is that your strategy is going to be a lot more complex and nuanced than this. With the vast majority of content set to be video in the future, developing a strong plan for distribution going forward will be vital.
That means having a clear idea what each bit of video content you produce is intended to achieve. It means having all the outlets where you want your video to be seen optimised, whether that’s YouTube, Facebook, Twitter or Instagram. It also means doing the leg work to better understand your audience and what they are looking for as well as implementing the measurement strategies that will inform you how your video content is performing.
Get these things right and you should expect your video content to be viewed and shared much more and to drive sales and engagement with your main website or business hub. For help with creating your video or to get expert advice on how to ensure it is seen by ‘your people’ talk to Tallboy to find the right fit for your 2019 Video marketing strategy.