Video Marketing

Experience based content – Video Focused Marketing

Experience based content – Video Focused Marketing

Ever watched some really interesting video on YouTube and hours later found yourself watching something completely different? Well, we’ve all been there. Videos are compelling. They keep you engaged and have the power to make you feel things more intensely. Sound and visual makes a terrific team and brands have realised this. The ALS Ice Bucket Challenge raised over 115 million dollars. Every person with internet knew what it was, and was aware about ALS. Videos have a way of reaching out and when brands understand their importance, they have better odds when it comes to awareness and influence. When paired with a good experience, videos can change the face of your brand for the better.

The Essence of Videos

Purpose -

Videos serve your purpose only when it is clearly stated before the production of the video. If your aim is to create better brand awareness, then the script of the video should be tailored to showcase you as a brand, your brand’s personality, and mission. If your aim is product awareness or product launch, then the video will have a completely different agenda which needs to be highlighted in the video. If it’s a product video then your video will focus on customers experiencing the product through the video, while an ‘about us’ video of the brand will give the customers a personal experience of how the brands work.

Consistency -

Ever since we were kids, our parents tried to grab our attention with storytelling. They did so because stories kept us hooked and the teaching stayed with us for a longer time. Even after growing up, stories have a way of grabbing our attention. When content is visualised it creates a greater impact. The visualisation could be through videos as well as written. If a written content is able to weave us an interesting story then our curiosity will get the best of us and compel us to read the complete story. For this, brands need to make sure that the content they put up is able to tell a story to the users. Even a simple photograph can speak a thousand words.

Anatomy of videos –

Just as there are different ways of writing when it comes to blogs, novels & short stories, videos too serve different objectives. A five-minute long video may not work on your social media, but it will work on YouTube or your brand’s website. Whilst social media videos are crisp, videos on YouTube can afford to be longer. Although social media is used as a generic term, there are branches within it that need to be taken care of individually. A story on Instagram only lasts 30 seconds, so your video needs to be crisp enough to make an impression in those 30 seconds. Another factor that comes into play is the dimension of the video. A Facebook or YouTube video can be landscape as well as portrait, but for Instagram the video has to be 1:1. If a video is not specifically created for the said platform, it will fail to deliver the complete experience.

Social trends –

Even if you can’t keep up with the Kardashians, you need to keep up with social trends. They keep you in the loop with your customers. Hopping on the bandwagon is a need of the hour since trends keep changing every moment and if you keep yourself away from these trends, it will hamper customer recall. Involving your customers in such trends will make them feel like they’re a part of something important too. This is when meme marketing comes in.