There are many popular ways to go about getting your name out there, but video marketing is one that has proven itself flexible and versatile time and time again. Even through various technological changes, there has always been a place for it. It features on TV, social media, dedicated platforms like YouTube, and this means that investing money into a piece of marketing content in this area is going to go a long way.
However, how do you make sure that your money is being spent in the best way? Understanding what an opportunity this is for your brand means getting a good idea of the targets that you want to hit, making sure that no moment of your video content is wasted.
Convey Vital Information
An advantage that a video has over other forms of marketing is how dynamic it is. Whether it’s your focus or not, there’s a story being told here, something that your audiences are going to take away about what your brand is and how it can fit into their life. Therefore, this is an opportunity to convey some of your values—either directly, or subtly through imagery and insinuation.
For example, say you value your ability to protect customer data, and offer a refined modern platform equipped with everything from an open source API gateway to cutting-edge features that make for a more convenient usage—this is your time to express that. Less directly, you might want to make yourself known as a business that strives toward something such as sustainability, without making it look like it’s hollow and just a marketing ploy.
Establish Your Tone of Voice
Some businesses are going to use their video content as an opportunity to connect with their audiences and showcase what differentiates them from their competitors. Similarly, you might want to use it as a means of connecting to your audience by getting on the same wavelength as them. Do you see yourself as a sleek, minimalist brand that retains its composure? As tempted as you might be to go for more eye-catching visuals, a less busy video, and something that instead works in this aesthetic will help you stay within your brand identity.
Going overboard on the mania of one might help you to grab attention initially, but it could also prove to be obnoxious to some people, making it a risky tactic, and one that will work for some brands more than others.
As stated previously, there are so many places for video content in the modern world. One piece of video content can be cut up and re-edited to fit a variety of formats. Perhaps the full version airs in cinemas before a film starts. However, a condensed version can just as easily fit on banner ads or social media feeds. Even those who don’t directly engage with the video are going to gain an awareness of it and its connection to your brand, and then an impression will have been made—reaching people who might not have heard of you before this.