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Your guide to navigating the video marketing movement

by Michelle Alexander
on 24 Jul, 2018

If a picture is worth a thousand words, a video can engage a million.

It is impossible to deny that video has changed the way we consume and interact with content online. Social video is said to be 1200% more engaging than text and images combined and embedded videos on landing pages can increase conversions by up to 80%. Regardless of whether the content is original, repurposed, or shared, harnessing the power of video should be a priority for every business in 2018.

It is confronting to believe that by 2019, 80% of all content online will be video. Viewers simply do not appreciate or have as much time for the written word in today’s visual social media landscape. With the over-saturated feeds of information consumers are faced with on a daily basis, content needs to make an impact to break through the clutter.

To put it simply, visual content gets views.

It’s as straightforward as that, and when it comes to visual engagement video reigns supreme. So whether you are a video veteran or looking to refresh your marketing content with something new, tune in and read our top tips and tricks for achieving video marketing success.

 

The importance of video marketing

Video does so much more than convey a message, it immerses a consumer in an experience. Straying from basic visual cues, video allows you to combine music, speech, movement and storytelling to further make an impact on your audience. When partnered with the right marketing message, video can create an emotional connection with a brand, elevating brand equity and cementing your brand voice.

The greater real estate your message has in the minds of your consumers, the more effective your message will be.

Holding consumer attention has become one of the largest challenges in marketing. Not only does video have the ability to attract attention, it also has the power to engage consumers for longer than ever. From five seconds to five minutes, video can transform engagement rates and encourage viewers to spend longer on your website, e-commerce store or social platforms.

Finally, video is incredibly effective in moving viewers to take an action. After watching a video, 64% of viewers are more likely to buy a product online. This ability is incredibly unique to video and proves that conversion rates can often be directly linked to the information, engagement and entertainment quality of video content.

 

Creating the right video content for your brand

If we’re honest, creating epic video content isn’t always plain sailing. It can often be a challenging and complicated endeavour. Not only is there a strong technical function involved in the production process, there are an overwhelming number of options and directions your business can choose from when it comes to video.

To simplify the process a little, we’ve outlined 5 essential factors that need to be considered when it comes to creating the perfect video content for your brand.

 

1. Determine your audience

Understanding the purpose of your video, what you want to say and who you want to say it to is an important starting point. Is your video a sales and marketing tool for an external audience? Is your video a recruitment tool for prospective employees or internal staff? Is your video a branding tool for your company website or social media? The possibilities are endless.

Begin with setting the foundation of your video and build the rest from there.

 

2. Outline a content strategy

When approaching the vision for your content, it is important to first consider a few essential criteria.

  • Your brand
  • Your target audience
  • Your existing tone of voice and visuals assets
  • Your industry and competitive landscape
  • The meaning behind your message and value proposition

What do you want to achieve with this video? Which of the list above do you want to grow, alter or improve on?

Always begin with building your video concept around your competitive strategy, never the other way around.

You may have an ambitious idea for video, but if it doesn’t convey the right message or align with your existing branding you run the risk of tainting your positioning and wasting precious resources.

Here are some ‘do’s and don’ts’ to help guide your video content strategy.

 

DO

  1. Think big.
    Start with your dream concept and slowly tailor your video to a realistic standard.
  2. Review your competitors content.
    See what video content already exists in the market and let it guide your approach. Avoid overused concepts and appreciate creative branding ideas. Be inspired by the work of the market leaders, but always remember to centre your concept towards your own brand voice and values. Make your video unique and memorable for all the right reasons.
  3. Be bold.
    You’re looking to capture your audience’s attention, so be sure to use colours, music and visuals that will catch the eye of someone scrolling even the most cluttered Facebook news feed.
  4. Keep your target audience top of mind.
    It’s all too easy to get caught up in the trends of visual media, however not all topical concepts, as popular as they may be, are going to suit your target audience. If your audience isn’t online, maybe a viral video meme is not the best direction to take.
  5. Be consistent.
    Branding is everything, so it is paramount that your video stays true to your values or remains consistent with a distinct campaign. You are using this video as a method of amplifying your brand message, don’t confuse viewers with conflicting messages or content that doesn’t reflect who you are.

DON’T

  1. Overcomplicate your concept.
    Keep it simple and easy to follow. Video marketing has the ability to reach an incredibly broad audience, many of which may not be familiar with your brand. Take this fresh exposure as an opportunity to represent your brand in its best light and highlight your most important qualities and offerings.
  2. Copy your competitors.
    If it has been done, let it rest. Video content online is certainly plentiful, but also memorable. Your consumers will spot an unoriginal idea from a mile away.
  3. Be boring.
    A video is only as impactful as its message. Bring out your creative guns and produce a video that will engage viewers and encourage them to take an action.

 

3. Define a budget

There is no shame in a DIY video and there are no limits to what can be achieved with a larger budget.

Video is attainable for every price point, but production expectations should certainly be aligned to your budget.

With social media on hand, low budget video has never been more accessible. With event coverage, product demonstrations, influencer reviews and live video feeds such as ‘Facebook Live’, there are an abundance of fantastic outlets for video content at a low price point.

However with a slightly more flexible budget your production, filming and editing quality will reap the benefits of a professional video team. Multi-camera productions, drones, animations and green screens are just a few extended services that can be utilised at a more flexible budget.

Our greatest tip is that if you are hiring a professional production team, make the most of your time on set. Don’t just produce one corporate video. Use your resources to create multi-purpose and/or evergreen content that can be repurposed across different platforms; whether that be highlights for your social channels, eDMs or for your company website. Maximise your filming resources and build a library of content you can tap into regularly to ensure your communications are always consistent and at a high quality.

 

4. Choose a visual style

Your visual style sets the tone for your video and holds a great deal of importance in communicating your branding message.

There are a number of different video styles to choose from and with all of the creative minds out there, this list keeps growing; from stop motion, parallax to isometric and animation. Of the visual styles you can choose from, our favourites include:

  • Animation: isometric, 2D or 3D, this style alone contains a number of sub-styles that can bring your image, cartoon or drawing to life.
  • Live action: Real people telling a real story; from testimonials and tutorials to event and corporate videos this style has become increasingly popular with brands.
  • Cinematic: utilising the techniques previously reserved for big budget Hollywood films can do wonders to tell your story in a visually impactful way.
  • And if you can’t decide between the different video styles you can always try a hybrid.

Your visual style needs to make an impact but should never overpower your brand voice.

Always be sure to choose visuals that amplify your message as opposed to drown it out.

We’ve contrasted two of our favourite Thirst Creative video productions below to give you an idea of two vastly different but highly effective visual styles.

 

Our Thirst Creative Core Branding Video – ‘Thirst Creative Gives You More’:

 

The ‘Burwood Brickworks’ Project video our video production team designed for Frasers Property:

 

The company profile video our team put together for Popcorn Displays:

 

5. The user generated and curated phenomenon

Your greatest resources can come from unexpected places.

User generated content has been the backbone of platforms such as Youtube and Instagram for years, with countless hours of organic promotional video being posted online daily. Your consumers can be your greatest advocates and their organic and original content can be a powerful and often free source of video your brand can add to its library. Sharing your users content will only further fuel positive brand equity within your community, with Instagram and Facebook being prime platforms for this kind of promotion.

Similarly, curating video information pieces or content from reputable and non competitive sources on your social media networks can also be a valuable resource your brand can access to increase your engagement and expand your content library. ‘Sharing’ relevant content on social media will not only grow your video content capital, but will also elevate your brand awareness, strengthen your position within many social media algorithms and may potentially prompt a video share from a popular page in return.

 

Now that you’ve got your video, where do you share it?

The right selection of media is vital for video content success. Your video needs to be strategically placed to guide your consumers through to the next stage of their buying journey.

Think firmly about the message you are trying to communicate and where it most appropriately fits into your audiences personal buying situation and perception of your brand.

(Insert buyers journey diagram with annotations of best suited platforms)

 

The Awareness Stage

Within this phase, your video should simply be drawing attention to your brand and purpose; building your brand’s image and awareness. Most video content online fits within this broad category due to the shareable characteristics, ‘viral’ tendencies and ability to meaningfully reach a large audience.

The best method for increasing video awareness is usually through ‘sponsored’ or paid advertisements to relevant audiences within platforms such as:

  • Facebook
  • Instagram
  • LinkedIn
  • YouTube
  • Snapchat

A tip for increasing your brand awareness comes from taking advantage of emerging platform trends and releases. Instagram TV is a prime – and rare – example of a brand new platform for video content with a relatively untouched audience.

Instagram TV holds a vast opportunity for businesses looking to extend their use of video content to drive organic exposure. IGTV seeks to extend marketers access and control over organic creator/user generated video content and communities and provides an exciting mobile-first outlet to share video content with an audience that is claimed to be more in touch with video.
Leveraging off current video trends in the market will further boost engagement and awareness amongst your consumers.

Be the first to utilise new platforms, trends and technologies within a niche audience and your exposure will likely skyrocket.

 

The Consideration Stage

Within this phase, your consumers are actively searching and deliberating product and service alternatives to fulfil their needs. Their decision can be greatly persuaded by video content that delves a little deeper into your companies offering; such as hero product videos, testimonials, demonstrations, culture videos or core branding and value profiles.

These videos are best positioned on owned media platforms that a consumer may have directly sourced to discover more information, such as:

  • Your company website
  • Company social media profiles such as Facebook, Instagram and LinkedIn
  • Youtube: this platform is particularly effective for product demonstrations, tutorials or instructions

 

The Decision Stage

Your target consumer may have selected your brand over your competition, however with today’s over-saturated environment, consumer purchasing behaviour can be fickle. Video is a powerful tool for influencing loyalty and keeping your brand top of mind.

Reinforce the buying decision and enhance your brand’s community with video testimonials, branding videos and content that delves deeper into the brands values, vision and origins, such as ‘our story’ profiles. Highlight your social responsibility, innovation, staff culture or positive actions that position your brand above your competitors.

Video content relating to loyalty enforcement are ultimately most effective through platforms and avenues your consumers are actively, voluntarily and independently exposed to, such as:

  • Social media profiles such as Facebook, Instagram and LinkedIn
  • eDMs
  • Your company website

 

It’s more than marketing

Video is much more than a promotional message, it also provides your company with an opportunity to be accessible to more members of the community.

Producing content that includes both auditory and visual cues (including features such as closed captions) means that your message can reach a broader audience, being more accessible to those with disability.

Video content breaks down access barriers for up to 18% of the world’s population and will guide your brand into a much more supportive and inclusive realm.

 

Convinced that video content is no longer an option, but a necessity?

Our expert video production team can pull together engaging storyboards, impactful graphics and animations to produce professional videos that tell your story and amplify your creative strategy.

Contact us to find out how our team can help you.


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