Cool Brands Do Videos…Do You?
You’ve seen it before. A really amazing promotional video that made you think, “Wow, that marketing team got it right.” A video that’s funny, controversial, artistic – whatever it is, it’s cool, and most importantly, it’s effective. A video is one of the best types of marketing material you can create, but is your business getting in on the action? If not, you should be. Here’s why…
You have a specifically defined image that you want your brand to portray. You know your brand’s voice and look, and you know how you want people to recognize it and feel about it. A video can be an excellent branding tool. It gives you a way to communicate your brand’s message online in an entirely new format. A video is much more dynamic than an article or marketing slogan, for example. Rather than just reading about your business, they can see and hear an example of it. Whether that example is purely entertaining or highly informative, it will give off strong vibes.
Cool brands do videos because they don’t want to be boring. Producing the same type of content again and again gets repetitive and boring. Perhaps the majority of your content might be one type, like articles, but diversifying and offering new forms of content is a great way to expand your reach. For example, a video can help you capture a unique audience on YouTube. It will also help you appeal to more people, because some people prefer to watch than read. Making videos to diversify your content shows the public that you’re a well-rounded company.
When a brand’s video goes viral, their exposure increases dramatically. A viral video can really send a small company into orbit. You can’t automatically create a viral video, of course, but you can try. Keep in mind, however, that sometimes trying too hard to be cool will only backfire and make you look silly. Even if your video doesn’t go viral and get viewed by millions of people, it can still spread to a large audience. Video content is very shareable. If people see a great video, they often share it with their friends, and because videos are so easy to click “play” and watch, lots of people will if their friends recommend it. Just getting a high proportion of shares, likes, comments, etc. make a video worthwhile.
Making It Work
You know why all the cool brands do videos, but how do they do it? Careful planning and expert execution are key; a marketing video shouldn’t just be thrown together in a hurry. Get creative, and use videos for many purposes, like entertaining, demonstrating a product, answering FAQs, introducing employees, or showing footage of special events. Just make sure it’s stuff that people will want to see; videos must serve a purpose for the viewer. While amateur videos are most likely to go viral, that’s a charm that’s very hard to fake, so instead of doing your best Blair Witch impression, consider a high-quality, professionally-made video. All the cool brands are doing it. What are you waiting for?
Prepared by Marcy Smith from Actin Video. Actin Video is an industry leader with a passion for education in the multimedia segment.
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