When your company is getting started with digital marketing, it is sometimes difficult to find a specific voice for your marketing. There are many ways to go from being a brand to a BRAND, but one of the simplest is video marketing.
It is generally agreed that, from a marketing standpoint, print is pretty much dead. Most people aren’t purchasing magazines and newspapers at the levels necessary to make marketing by print worthwhile.
Early internet advertising followed suit by mimicking legacy media types. Banner and pop-up ads would look the same as the banners and inserts from print media, with the addition of some moving graphical content, perhaps.
When video ads first started to become prevalent, they have repurposed TV ads. Many older video ads could just as easily pop up during a network sitcom as they could during the middle of a Youtube video.
These traditional video ads are effective enough in a scenario where they have a captive audience, like a TV show or an unskippable break in an internet video. Still, they don’t work in places where you can just skip away.
Social Media Has Changed the Game
Now that social media has become the primary way many people engage with content, content creators and advertisers have had to reimagine how advertising content is made. Video content for your company should match the branding you have established unless you intentionally use it as part of a rebranding effort.
The modern video ad has to be something that an internet user wants to watch because it is no longer something they have to watch.
The average user watching videos on one of the major social media platforms takes seconds to decide if they want to give a video a chance or scroll away. Youtube typically requires ads to play for at least five seconds before you are allowed to skip.
This quick decision-making can make it hard to figure out how to reach the audience, but it does highlight the importance of having a strong brand. In five seconds, the right company can still create a feeling.
Your brand is essential to your customer base. For example, if your company is an organic cleaning supply provider, your marketing materials, including videos, should represent the fact that you are organic and natural. Producing a video supporting oil pipelines as vital to the economy will probably not appeal to your customer base.
Video marketing allows you to give your brand a literal voice. Spoken messages are received and remembered much more strongly than written. Make sure that the statements your customers hear in your videos represent the brand as you want it to be perceived.
The Structure of The Video Determines Outcomes
Everything in an ad spot matters now. No matter what your business is, the internet gives your customers the ability to find your competitors in a second. Well-made marketing has to make them feel like they have the answer to their problem already, so there is no need to look further.
Structure your videos so that customers choose to watch and learn more about who you are. Include entertaining content, not just informative. And keep it brief!
To summarize, video marketing allows you to reach your customers directly and tell them who you are as a company, and establish how you can meet their needs. If you are struggling to figure out exactly how to convey your brand, or even how you want your brand to be perceived, it might make sense to consult a digital marketing agency. They will have experience establishing brand identities, and they will know exactly how to tell the world who you want to be!
