The way in which people are consuming information and have brands captured in their memory is fast changing. From Amazon to Netflix to digital marketing videos shared on Facebook, video is fast becoming the most powerful way for storytelling and getting your message across to the audience you’re targeting.
These days, digital marketing videos are a component of a larger, continuously evolving campaign. Delivering a clear and focused message, they help to add a personable touch, lend a more visual feel and drive in the larger theme through telling a story that will stay with you or connect to your senses. Here we share a sampling of the various video formats you’ll want to help drive you closer to your audience and create interaction and an ongoing relationship.
Thought Leadership Videos
Dove’s got thought leadership covered and here’s how
Having thought leadership videos allows your brand to be respected and on the radar of influencers and key business leaders in your field. Videos promoting thought leadership are also useful to educate and inspire business leads as well as answer some of the problems faced by your industry peers.
To position yourself as a thought leader, you will need to be recognised for your expertise.
Feature subject experts in your videos prominently through the use of conversational interviews. By hearing experts speak to the subject, the viewer will gain confidence in your brand name.
By participating in showcases and conferences, you will also develop visibility and presence in the field. They are great to prove your mastery of a subject or leadership of an industry and could start the conversation to bring your business new streams of customers, a deepened understanding of your brand and increased web traffic. Remember video is not static and should be readily available elsewhere: either through solid partner relationships or the brand’s developed social media profiles.
Instructional or ‘How to’ Videos
Knorr knocks out an instructional video pretty well
Instructional or ‘how to’ videos are ideal for helping a consumer to understand a process or figure out a solution independently. If you are aspiring to make your product or service explode onto the scene or stand out in a crowded market, be sure to make them accessible and shareable easily through social media channels, emails or product detail pages.
In creating instructional videos, the script is the centrepiece. In packaging the script, think about the type of answers your audience is looking for while keeping the content true to the voice of your brand. Being able to engage and educate requires persistent interactivity and an ability to keep your audience curious and on their toes!
Case Study and Testimonial Videos
Nescafe Dolce Gusto uses a fact-driven case study to get its message across
Case studies and testimonials are an invaluable part of the content marketing plan and are usually easy and quick to produce. A testimonial is a bit more personalised and opinion-driven, featuring one person sharing their thoughts on a product while a case study is more detailed and insightful, explaining the user case with the results.
With case studies and testimonials, the best thing is to focus on a context and a customer profile. Be certain you are highlighting a customer that has challenges that are universal or that parallel those of your prospective group. Being specific with the end goal also allows the viewer how they can apply the solution to a problem that is persistent or difficult to approach.
Pull off an Office Makeup look with this easy-to-follow unboxing video
What works in unboxing videos is the element of surprise. People record footage of themselves as if they were kids unwrapping gifts of toys, gadgets and fashion and beauty products. In a humorous and honest way, they reveal the condition of the contents, give a rundown of all items that accompanied the purchased product and then explain in detail whether the product works or doesn’t. This helps to reassure consumer confidence in their buying decision. As they are capable of explaining the product experience simply and share relevant information in an approachable way, consumers also find the product more trustworthy and are likely to revisit the web page.
Brand Storytelling Videos
Here’s Sensodyne telling a unique brand story to engage consumers
Here’s how Coke is using brand storytelling to engage consumers.
Creating stories that stick with your consumer is critical to any brand that wants to be remembered and have a meaningful impact. What is interesting when using videos to tell stories is in its pace. The controlled nature of video also allows you to put forth a focused message, one that is more enjoyable for your audience when viewed.
Brand storytelling can reach to audiences with powerful, memorable messages regardless the reach or market. Here are some categories of videos that drive storytelling for brands.
Explainer videos: Introductions, overviews, processes, tutorials for products, services, or ideas.
Culture marketing videos: Content to showcase your brand, people, or causes.
Social videos: Content to engage followers on social—Facebook, Instagram, Snapchat or YouTube. May be educational or pure entertainment.
Stories Drive Credibility for Your Brand
At the end of the day it is imperative to understand who will be inclined towards what your video is proposing or arguing, and create stories that have a powerful impact and feel relevant and personal. If you think you can speak to everyone in the same way, your video will feel purposeless and forgettable. By creating stories that allow for quick and responsive customer interaction, provide thought-leadership expertise and show how you can meet their pain points, videos will make your brand presence meatier and your proposition a more powerful one.