Once you know your audience, you can set about creating video content that will engage and delight them. Your content shouldn’t assault your audience with a sales pitch or overt advertising – it should genuinely provide your audience with value (e.g. education and inspiration), and better engagement will follow organically.
Although your videos shouldn’t be overly ‘salesy’, they should always have a clear goal in mind (e.g. encouraging your customers to join your mailing list, follow you on social media, contact your business or request a product demo). To encourage your audience to follow through with this goal, your videos need to have a clear, relevant ‘call-to-action’ that tells them what to do.
There are several different video production formats that you can leverage. Just a few of these include:
- Tips and tricks
- Recorded webinars
- Behind the scenes footage
- Customer testimonials
- Stories that feature your products or services
- Case studies, helpful product / service explainers and demonstrators
We recommend you try out a few different formats (with the same overarching goal in mind), so you can measure which videos work best for your audience. Don’t forget your videos need to grab attention within 10 seconds (3 seconds on social), or your audience is likely to stop watching.
For an example of a unique and emotive use of video marketing, check out the video from HarperCollins (one of our clients) below. They really nailed the blend of connective storytelling and brand promotion.