The face of marketing is constantly changing alongside the growth and demands of social media. Millennials have come onto the scene and continue to re-define which marketing methods work and which don’t.
Companies have to get creative when it comes to finding successful marketing strategies that will get their voice and product in front of the consumer. One of those strategies is creating and sharing engaging video.
Videos are a great way to trigger emotions and are highly effective in building engagement and consumer trust. They are also an easy way to explain an idea or concept, no matter how complicated and when shared, help build a company brand and social media presence which in turn increases exposure.
A well thought out, quality video will entertain, inform, educate and inspire viewers to take action. While creating a meaningful video is more than just pointing and shooting, it doesn’t need to be complicated or break your budget. Before getting started, here are a few things to consider:
- Understand your audience—Who are they and what are their wants and needs? How will you capture their attention within the first 30 seconds? Take a step back and try to see it from the perspective of your target customer. What would you want to see?
- Add Value—What kind of video or message will they respond to? And what do you want them to do after they watch it? You should have a clear goal in mind with some kind of call-to-action, i.e. follow us on social media, contact us for an appointment or product sample, etc.
- Be Consistent—The video should reflect the company brand and values every time. It should be distinctly recognizable as “you.” Inconsistent marketing can quickly lead to disengagement and distrust.
- Measure and Adjust— After publishing your video, encourage your team and viewers to share it and then track it’s engagement. What worked and what didn’t? This will give you a clear idea on how to move forward in the future.
Leverage Existing Content in New Ways
One of the reasons so many companies fall behind when it comes to video creation is due to a lack of compelling content, or they are overwhelmed by the amount of available content and aren’t sure where to start.
To combat this, many companies will turn to the user-generated content industry: crowdsourcing. Crowdsourcing offers a wide variety of ideas and stories, gets the consumer engaged with the company and cuts down on costs related to video creation.
What makes a crowdsourcing project successful?
- Define Boundaries—Set clear guidelines and expectations. Make sure the audience is defined, as well as the desired overall tone, concept and length.
- Set the Bar High—Crowdsourcing is a great way to brainstorm new ideas, but you have to give participants a great idea to start with. Be bold. Be brave. Don’t be afraid to think outside the box!
- Make it Easy for People to Join—Make it clear on the company website or social media platforms how people can participate and where videos should be submitted.
- Encourage Teams and Networks to Participate—This is especially true if the concept is complex, like a social or moral problem. Getting people to work together is a great way to cast a wider net for ideas.
- Be Selective—A bad video could be detrimental to the company and brand. Avoid the common pitfalls of insensitivity, inappropriateness, and anything disturbing. Be thoughtful and aware of how the video’s message may be received before moving forward.
Feature Real People Telling Their Real Stories
People respond to emotional, inspiring, and narrative-driven content when deciding which products to buy and which companies to support. Crowdsourcing, additionally, is a great way to get real people telling their real stories.
Which is exactly why you should use real people. Hiring your friends and family will save you a ton in costs related to hiring actors or using paid testimonials.
Adapt Content for Social Media
Videos on social media get more engagement than any other content, according to Leighton Interactive, which also says that video generates 1,200 percent more shares than text and images combined. Internet users have an average of 7.6 social media accounts and spend an average of 116 minutes per day on them.
Consistently sharing every new piece of video you create, and encouraging viewers to share it on their social media, will increase your company and product exposure.
You may be thinking that coming up with the idea is the cheap part of video creation and it’s the equipment that will cost you. That doesn’t have to be true.
Have a smartphone? Grab a tripod and a microphone and you’re pretty much set. Use natural lighting whenever you can. Sit or stand near a window or shoot outside if possible. Find an area that’s free from clutter and too many distractions. And remember that quality is much more important than quantity. If you can get your message across in a two-minute video, don’t make the video 10 minutes long.
Instagram allows 15 seconds of video. Twitter allows for 140 seconds. YouTube allows for much longer videos, but most aren’t much longer than five minutes. The length isn’t nearly as important as the message. Be clear and concise.
Joining the world of video content creation is an exciting step forward in the marketing industry. Crowdsourcing is a great, affordable way to harness creative and passionate ideas from people who care about what you’re selling.
Whether the message is simple or complicated, a video is a great way to share it with a wide audience and increase your company reach.