The Internet is by far the most powerful tool that businesses can use to reach their audience. In fact, the average person between 16 - 64 spent over six hours each day engaging with digital media in 2019.
It's essential, though, to place an emphasis on video when developing your digital marketing strategy. Doing so can result in your connecting with your target demographic in ways you never thought you could.
Not sure where to start? Don't worry, we’ve got you covered.
Let's take a look at everything you need to know about using video for audience engagement.
Provide Insight into Your Brand
One of the most notable benefits of video marketing is the opportunity to provide insight into your company. Although this may seem like an ambiguous concept at first, it leaves you with a large range of options for your content.
For example, you could create a video that introduces core members of your team and the experiences they've had while working with your brand. You could do the same for your brand's owners or executives and have them tell their story while on camera.
Similarly, you could create a sort of 'vlog' series that details what your facility is like on a daily basis. Over time, your audience will learn plenty of information from these that they would never know otherwise. This will lead them to develop more familiarity with your brand.
Videos of this type are often shared at a high frequency, increasing the chance that the content will go viral. At the very least, videos that provide insight into who you are as a company are great ways to increase brand awareness. And, they'll provide useful content to your audience.
You'll get even further if you teach the audience how to do something on their own. Your content won't seem as though it was created to advertise your products.
Establish Your Brand's Voice and Tell a Story
It's essential for brands to have both a strong voice and a relatable story behind them. Although there are plenty of ways to convey both of these attributes, video is a medium that does it best.
You'll also have far more flexibility in terms of content. It's much easier to showcase your brand through video as opposed to photographs or writing.
How you use video, though, is entirely up to you. You could take this opportunity to explain what your brand is and what it aims to do, or you could illustrate how effective your products and services can be.
If applicable, you could even include customer testimonials to further back up your claims.
The goal, though, should be for the viewer to know exactly what your brand culture involves by the time they're done watching (no matter how on the clip is). They should also learn how your brand was founded and the core values that it adheres to.
Informative Content
People love to learn new things. That's why so many written guides and how-to videos exist online.
They also enjoy watching someone show them how something works.
You can incorporate both of these concepts into your video content, as well.
For example, let's assume you sell high-quality cutlery for those who cook in their homes. You could make a series of cooking videos that simplify complicated recipes while simultaneously showcasing your products.
It's not always possible for every type of business to use content in this manner. You can, however, make informative content that details how your products/services function.
A simple guide that details what your clients can expect from your most popular models or premium services can go a long way in generating sales. It may also answer questions that they had before they even needed to ask them.
Personalised Video
If you are looking to step up your video marketing strategy this is such a powerful tool, that will set you apart from your competitors.
Unfortunately for most businesses, there's often a large disconnect between them and their audience. Put simply, there's a clear line between who is the seller and who is the buyer.
When brands begin to build communities, though, that business begins to feel more like a resource for its customers than a company that's aiming to increase sales numbers.
Depending on your industry, it may not be practical to develop a community in this way. However, you can target segments of your audience with personalised video in order to show them that they're more than a member of your target demographic.
As with other forms of video marketing, there is a wide range of possibilities here. These may include:
- A invitation or meeting video where the company mentions the viewer by name
- A video that incorporates metrics of how the viewer interacted with the company is another great way to unite the viewer and the company.
- A 'thank you' video that personally greets the viewer and expresses the company's gratitude for their behaviour (purchases, business interactions, etc.)
Keep in mind, though, that you should make these videos as unique as possible for the ultimate wow factor.
Implementing Video For Audience Engagement Can Seem Difficult
But it doesn't have to be.
With the above information about incorporating video for audience engagement in mind, you'll be well on your way toward getting the most out of your marketing efforts.
Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.