A video is one of the most effective online marketing tools because it not only sends a message but allows you to relate to the audience on a more personal level. While it is possible to create a video that is good, it doesn’t mean that the audience is going to respond to it, or at least not in the way you had intended.
In fact, very few brands initially succeed with their first video. It takes time and tuning to get things right. Certain characteristics define a good video, but what many neglect, at least at first, is that these characteristics are defined by your brand and are what will ultimately define your brand to the video audience.
What questions should you ask of a brand which wants to incorporate more video into their marketing strategy? This may sound as simple as budget, objective, and the target audience, but perhaps the more important question anyone should ask is: Why? Why should you create a video? Will it appeal to the audience? Will it improve visibility? This is your underlying objective.
What’s the goal and what does success look like in using video for your brand?
On a more in-depth level, it is crucial that brands ask themselves, “What are you willing to invest to achieve your objective?” Developing a budget is a great idea, but only if it is designed to help the video campaign achieve its goal.
While targeting the audience is imperative, it is just as important to understand how the audience currently consumes video. Is it through social networks? Is it through Vlogs? Are they surfing for relevant keywords? There’s more to targeting than developing an attractive video for the audience. It’s about knowing where they are and where they will be.
The most practical question you can ask someone who wants to expand their video campaign is the issue of quality vs. quantity. Can the brand promote new material? Or is it the same old material… repeating yesterday’s news? Brands need to be ready to widen their message and deliver new content, not just more of the old.
Video Online Marketing Q&As
Question #1: What analytic tools are best used to fine-tune your video strategy?
Answer: Since video campaigns are an ongoing (and constant learning) process, it’s important to be able to tune your approach. Initially, the most practical and simplest of analytics is judging success by views. But that may not be enough to grasp a clear understanding of whether your video itself is good enough or if your marketing method is good enough.
For more in-depth analytics, you’ll need to be able to view time spent, completion rates, shares, comments, and if viewers are continuing investigation of your brand (by traveling to your web page). In most cases, you can use Google Analytics to get an idea of how your video engages the online world.
Question #2: Which video campaigns are successful and what are their practices?
Answer: Is there a difference between video and online commercials? Some might dispute it, but the fact is if you’re marketing, you are basically creating a commercial. But the delivery is what makes it attractive to the audience.
Take for instance the Blendtec and “Will it blend” video series. Creating a series appeals to the mind. The audience wants to see what will happen next, and thus you incorporate the art of suspense. Others like Red Bull blend humor with fun and do a great job of promoting a relatable image through videos.
What about Jimmy Fallon’s backstage “choose your own adventure” tour? Here’s a brand that isn’t selling product, but selling the uniqueness of the brand itself by introducing the audience to what makes the brand tick. Video is about continuity. It is also about humanizing the brand and showing the audience what your brand represents.
Question #3: What are some “how to” resources for upcoming video campaigns for emerging brands?
Answer: First of all, always ask: Why would anyone want to watch this video? What’s your story? Can you evoke emotion in your audience? Is there a relatable element? Is the material original? Most of all – how does the video help the audience (is it informative, sharing, uplifting)?
Always keep in mind that you don’t need to shock and provoke to create a viral video. For those who are just beginning a video campaign, start simple and work in different styles as you learn. Incorporate more than just your words. It’s about your actions and attitude, as well. Videos have a special energy that only you can deliver and that will define your brand. Additionally, don’t be shy with multi-media tools (graphs, charts, and other visual aids). Don’t make your videos too long either, and remember that the magic is in the editing.
Video is an excellent way to promote your brand in the online world. With the right approach and by asking yourself the right questions, it is possible to create a video that stimulates word of mouth marketing and improves your brand’s visibility in the online world.
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