3 questions to unlock the power of video storytelling for your business
Video marketing is the most powerful way to tell your business story. Don’t take our word for it; this is according to Nicola Mendelsohn, EMEA VP for Facebook. When this powerful social network starts to champion video, it’s worth taking note.
Moving images command our attention and help us digest information in a quicker way. With the rise of mobile and smartphones overtaking laptops as the UK’s number one device last year, there are more opportunities than ever for businesses to reach their customers, and if you’re not already using the power of video, we’re pretty sure your competitors are.
However there is a content overload – or what we call the content soup; every minute 300 hours of video is uploaded to YouTube, 2,460,000 posts on Facebook, 1,400 blog posts and so on, meaning that your content needs to be of high quality and focused on your audience’s needs.
Here are three questions to start your winning video marketing campaign:
What’s the emotional connection?
To maximise the effectiveness of your video content, you need to move beyond simply listing your business features and services. They’re relevant but will simply vanish in the content soup. Video can help you show rather than tell your audience what your business does and why they can’t do without it. Emotional stories are the best way to achieve this goal.
Your video needs characters that your audience can identify with and that make them feel, thereby creating positive and memorable brand associations with your business. Once you’ve established this emotional connection, your film can back it up with factual arguments; these will be more likely to stick because you’ve already captured your audience’s imagination.
This is a useful question to force you to focus on the key messages that will connect with your target customers. List what you think the messages are, and then put yourselves in your audience’s shoes. If “So, what…?” is the answer, ditch that message.
What are the emotional drivers that make people want to use your business? Will they feel happier or healthier? Will they get more time to do what they love by using your service? If you pull on their heartstrings or fear of missing out (FOMO), will they buy your product?
In the video’s narrative, your business can now play the role as the solution to the emotional drivers. Always focus on one clear message, aimed at one audience segment in each video; if you try to reach everyone, the result is that you please no-one. Get this right, and these video viewers will move from leads to customers.
Now, who’s watching?
Once you have your emotional, tightly focused video story ready, the work starts to ensure it’s viewed and shared by the right audience. In the first place, your video should be integrated across your owned brand channels: website, blog, YouTube, email marketing and social media.
This will not suffice to engage new audiences; you also need to draw on earned and paid media to expand reach. Seed your content with bloggers, influencers and reputable publications, in order to develop trust. Paid ads will help boost your video content; you can set clear objectives, reach highly targeted demographics, and test and refine continuously.
Want to learn the secret formula of video marketing?
Hurricane MD and former BBC documentary maker, Jon Mowat will share his formula for video marketing success at 2.45pm on Thursday 17 November in the Digital Marketing Zone.
Hurricane will be on stand 224 - book a free video marketing consultation for your business now.