By Justina Rudé
Now more than ever and amid the ongoing pandemic, video is ‘the new normal’ connecting brands and customers when offline interactions are still far from normal. Videos are now being used to bridge the gap for informing, educating, engaging, entertaining, marketing as well as socializing with customers. With the recent lockdown, there has been a significant focus on online shopping and marketing targeting consumers directly from the comfort of their living rooms.
Brewery reports, 80% of people can recall a video ad viewed within the last 30 days and interestingly 64% of people are more likely to purchase a product or service once they have viewed a video about it. Moreover, Cisco predicts that by 2022, video traffic is set to trend upwards in the new decade and will account for 82% of consumer internet traffic.[1] As video content becomes more prevalent, so does the need to elevate it in a way that captivates consumers.
Justina Rudé at Evamotion discusses how marketing video creation is changing the outlook of modern marketing in the digital era.
- Create impactful video series to secure brand affinity
The more authentic the content, the better received. So, start by creating a collection of videos that builds a strong relationship with your audience. Consistency is the key here.
Both brands and consumers have changed the way they both sell and buy. Marketing budgets have been cut, making it necessary for marketers to consider video marketing that requires minimal investment, but can yield maximum return.
Ever-green videos have a long shelf-life and can stay relevant for years if applied correctly. Different concepts that can be looked at include “How to Videos”, vlogs, data-driven videos, behind the scenes, interview/Q&A style, product reviews, your industry News…etc.
- Social listening and community engagement will go hand in hand with video development
Content alone is never enough. The question is how you can make your content stand out and work effectively. The answer alone – is a carefully crafted strategy. For that, don’t shy away from engaging professional support and the right video partner to develop and streamline your brand’s video strategy. A video series producer will help strategically incorporate brand’s vision and business objectives across all video series, so they actually bring value to the business and most importantly the viewer to create an emotional connection and increase your chances of being discovered. How Evamotion is creating video series strategy:
- Identifying a niche problem your brand is solving
- Creating second to none video content strategy
- Finding and telling great stories that people would love
- Building brands’ presence in the digital space
- Measuring results and feedback
Businesses looking at expanding their connections with consumers can reap the benefits of localized marketing with two-way dialogues. This includes developing videos with messages that resonate with your audience. For instance, if your company produces sports gear or gym equipment, appeal to them by introducing to free video workout sessions.
Understanding the impact of the lockdown on your consumers – and reflecting the messaging in the video can make brands look more personal in their approach.
- Utilise video series across different channels
Incorporating videos across the different marketing channels can be very beneficial when trying to overcome formidable lockdown challenges and can yield higher ROI. By regenerating content, marketers can repurpose videos across podcasts, social media, company newsletters, emails and on websites.
- Develop long term vision once you have your videos produced
It is much more likely for a video to appear on the first page of Google’s search results compared to a simple blog post. Other tools that can improve reach and content discovery include captions, transcription, translations, and more importantly SEO.
Video thumbnails with strong, engaging calls-to-action are other important features specifically in times like this. A good long term vision and marketing strategy will see videos being distributed across all your channels, and viewed from anywhere, at any time on any device, screen, and network, and in the most optimized manner.
It might sound a bit paradoxical, but Justina from Evamotion noted that the last couple of months gave opportunities for brands to expand their audience reach that we have never experienced before. They simply know what has to be done – creating engaging systematic videos to grow their audience. In fact, most of them (about 88%) share that they are satisfied with the ROI of their video marketing efforts on their social channels.
[1] https://www.cisco.com/c/en/us/solutions/collateral/executive-perspectives/annual-internet-report/white-paper-c11-741490.html
