Top 3 Tips for Using Video Effectively in Your Marketing

Using Video in marketing
Using Video in marketing

Every brand needs to consider the power of video as a marketing strategy. It began as a simple novelty you could add to certain social media platforms, but video has become a mainstream way of getting your point — and your brand — into the minds of the public.

Video currently dominates social media. Global video consumers now turn to social media for their video consumption, and Facebook has even announced that they expect to be all video within a few years. If your company is not producing effective video, you’re already behind. Here are some tips to make sure that doesn’t happen.

1. Consider the type of video you need

There is more than one way to skin a cat, so they say, and there is more than one type of video that can be effective at attracting viewers.

a. Brand videos

These are typically produced as part of a campaign to bring your brand’s vision, services/products, and ideas into the public eye. These videos need to quickly grab audience attention and intrigue them about what you have to offer.

b. Demonstration videos

These are videos that help consumers understand how your product works, or specifically how your service can help them. These videos need to be concise, interesting, and to the point. Make sure the resulting product is clear to someone who has never used your product before.

c. How-to videos

These videos help the viewer build their foundational knowledge about an issue, service, or item. The idea here is to be clear and helpful; producing something of value that will help viewers understand your business or their problems better. By volunteering valuable information, you win brand loyalty.

d. Interview videos

When you take time to interview a few experts in your company’s field, you build authority and trust with your audience. The key here is to find objective influencers that people want to hear from, and then give viewers something genuinely helpful and interesting.

2. Get professional help

In the smartphone era, it’s easy to think that anyone can be videographer. While it’s true that nearly anyone can push the “record” button and give you something in video format, these kinds of posts aren’t what you want your audience to see.

What you need are exceptional videos that grab viewer attention, showcase your brand and its values and vision, and get people interested in learning more. You need high quality video that is professionally done. For this sort of thing, professional video production companies are your best bet, because these companies are used to working with brands and understand the level of quality they’re expected to deliver.

3. Carefully lay out your video process

There are a lot of things to consider when building a video. Fortunately, if you have hired a competent video production company, you can expect them to go through all the steps with you. As part of the process, you need to consider a number of issues:

a. Where will the video go?

Does this video need to go up on Facebook? On your homepage? On YouTube? It’s crucial to decide where you’re going to put it, as this affects the length and purpose of the video.

2. What is your budget?

If you don’t set up a budget before you begin, you’ll quickly run into trouble as you try to get the perfect end product.

3. What is your goal?

The answer to this question informs your budget and just about everything else. What do you want your viewers to do after they see the video?

4. Who is the audience?

Who do you want to see this video? What demographic is it pointed at, and how will this target audience benefit you if the video does what you hope?

A video is one of the most powerful ways to introduce your products or services, showcase your strengths, or just increase brand awareness. Don’t leave it all up to chance: plan your strategy and then hire the right services to make sure you’re getting the results you want.