Transforming Your Brand with Video Content

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If you’re yet to fully tap into the potential of video content, you’re missing out big time. Even though video content has proven to be an effective way to engage, convert, and retain customers, it is still underutilized by many brands.

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As long as YouTube, TikTok, and Instagram continue to grow as marketing platforms, video content will remain an effective way to expand your reach and grow your brand. Beyond the physical attractiveness of video content, it is a good way to “tell” your brand story in a way that customers can relate to.

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Besides, customers don’t want to be told about a product, service, or a topic. Rather, they want to be shown, and it is at this point that video content becomes necessary. In this article, we’ll be showing effective ways to make the most out of video content in your marketing efforts. 

Why You Should Use Videos

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A surveyreveals that 63% of businesses have adopted the use of video content. Is video content worth the hype? The answer is a simple ‘yes.’ These are basic reasons why you should consider using video content.

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Research indicates that Google places a high priority on sites with quality videos in search results. It increases such a site ranking, thus giving your brand more exposure. When you consider building trust as an integral part of your marketing efforts, video content does it well. It can engage the target audience and stir up emotions in them. A good example of a social media platform that can help in brand promotion is YouTube.

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Videos can also boost conversions and sales. Studiesreveal that 74% of users bought a product or used a certain service after watching an explainer video. This is because videos have the power to promote products in a way that texts, pictures, or a combination of both cannot. Consumers will always choose to watch a video over reading through a report or email marketing campaign, for instance.

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You may be concerned about the resources and tools you’d require to make video content. Well, video tools are constantly evolving and becoming affordable. Therefore, you can be sure that you’d easily make videos at no high costs. It’s never too late to get aboard the video marketing train.

How To Use Video Content Effectively

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It’s not just about creating video content; it is more about creating captivating branded video content that will capture and sustain the audience’s attention as well as provide great value to them. Here are four ways you can use video content to transform your brand. It is important to note that the tips provided here suit every brand, irrespective of their marketing and business goals.

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1. Show your unique brand story

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There is an old marketing adage that says, “Show; don’t tell.” This is the essence of a brand story. Just like your brand, a host of other brands are striving to get their names on the lips of the target audience. These audiences hear different names and come in contact with different products or services every day. Therefore, any brand that wants its target audience to relate with it must go beyond showing off its products or services – it should be able to tell its unique story.

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What is the thing that makes your brand stand out from others? It is what could be called a personality touch. Such a brand story should communicate your brand’s mission and values in a way that engulfs your target audience. You may decide to weave in some funny elements, depending on your type of brand. Oftentimes, this video could be found on a brand’s website.

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2. Leverage social media platforms

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Statistics reveal that video accounted for a significant portion of all internet traffic. If you factor that into the over two billion social users across the globe, then you shouldn’t hesitate in making quality video content the first option on your to-do list.

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Brands with video content on social networks will have their target audience feel an irresistible urge to hit the “like” and “share” buttons. This applies more to social videos. They should be unique as well as connect with users.

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Facebook took video content a step further by introducing the ‘live’ and ‘stories’ options. With live video, brands can provide a behind-the-scenes experience to their customers, answer real-time questions, and help viewers feel the real-life experience of an event.

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When planning video content for your social media, you can increase engagement by using captions, so viewers get your message since most of them watch social videos without sound. Also, be sure that the first several seconds of the video is catchy and loaded with key messages so that it could keep viewers on the video.

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3. Fascinate with trust

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Customers only relate with brands they trust. Since the goal of marketing your brand to a prospective customer is to give them a reason to purchase your product or use your service and subsequently become loyal, it will be very wrong for you to consider the stage when you initiate a conversation as a stopping point.

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You need to take it a step further by continuing that conversation. Position your brand as a trustworthy option. To do this, you should state facts and figures in your video scripts, use qualitative customer feedback, and use video reviews. All of these serve as proof to demonstrate that you are who you truly say you are.

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4. Offer selection advice

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Sometimes, your customers may be stuck on the kind of product or service to purchase or use. They may remain indecisive until they consider moving away from your brand website. You can help potential customers decide which product or service suits their interests.

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If it were to be a product, what are the features? And if services, what benefits do they offer to users? When your customers are more informed, they are less likely to leave your website or purchase the product that they end up not using, just because it wasn’t what they should have bought.

How To Get Strategic with Video Content

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​Video content has a powerful impact on content marketing efforts, which is why a significant percentage of video marketers continue to use it. It only suggests one thing: there will be increased competition. Thus, you’d have to take your time to create high-performing videos - videos that encourage people to take action.

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Here are effective tips to help you develop the right video content plan:

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✔ Define your audience

​What problem are you trying to solve? Who would be having that problem?

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Before setting a marketing campaign, you already have an idea of what you want to achieve. Remember you’re marketing to the target audience. It is important that you define them, so you know their personas. When you define your audience, it becomes easier to market to them and make videos that suit them. Doing this will help you keep your costs at bay while also expanding your reach.

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✔ Keep it simple

​Whether you’re creating an explainer video, a social media video, or a video that tells your brand story, a general rule of thumb is to keep it simple.

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The reality is that consumers do not have the luxury of time to stick to a video for a lengthy period. They could have simply visited a cinema if all they seek is a long movie to help them unwind. Besides, you don’t have to spend so much money on video production. Most times, a simple video is the magic wand your brand requires to reach and expand its audience base as well as hit more sales and conversions.

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✔ Be organized

​Develop a social media calendar and schedule your posts.

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For you to have the best chance of success with video content, it is important that you maintain an organized approach. Video production is no easy task. The workload may become too much, and you get confused about your next step. To avoid this, be organized so that you can create your content in a manner that makes the audience’s journey with your brand an enjoyable experience.

Conclusion

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If used well, video content can serve as an effective marketing strategy that helps to build and increase brand awareness, improve the customer experience, and drive sales. In the past, cost was a major factor that prevented many brands from embracing video content. However, the story is no longer the same.

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Today, you can make studio-quality video content in less than 15 minutes. No small thanks to smartphones and numerous video editing apps. Therefore, there is no excuse for you not to leverage video content to grow your brand. At vling, we help you to leverage YouTube to expand your brand reach by connecting you with quality influencers that offer a good return on investment. Save your time with vling.

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