I want to talk a little about the fine line between building traffic and building an audience through consistent video production. In my 5 Things Never to Do in Video Marketing blog a little while ago, I warned people to steer clear of making the “viral video” a goal and insisted that companies focus on frequently engaging their target audience.
Viral videos are obviously awesome: they build traffic and create a stir, but the long-term benefits drop when that 15-minutes-of-fame timer dings. People find other viral videos and forget your brand message.
However, the research on building an audience of fans (not just casual followers, but people so excited about your brand they spread that excitement to others) through video production brings me to the following tips:
- Solve their Problems—Post videos often on your website, social media and YouTube channel that show how your product or service can solve real, every-day problems for your target audience.
- Include Your Customers in the Video Production—Successful marketing is all about the relationship. If you already have some fans in your target audience, invite them to be part of video FAQs and testimonials.
- Engage and Remember—Again with the relationship already? Yes. Example: Do you ever get letters from customers about how your product solved their problems? Featuring their personal stories in video snippets by name (with permission, of course) will cement their loyalty, and they’ll tell their friends.
- Fix Problems in a Delightful Way—If you made a mistake (we all do), go above and beyond to fix it with a smile for the unhappy customer and you will probably make that customer a fan for life. Featuring these instances in videos shows that you’re real, that you’re not afraid to apologize, that you care and that people can trust your brand to make things right.
- Frequency and Consistency—You’ve already seen me sprinkle these words throughout this blog, but it’s critical to post video content regularly to all of your channels to keep your subscribers and target audience coming back and gathering new subscribers. Lags in video postings cause your fans to cool; keep them hot!
Contact Bruce Productions in Wilmington, DE and we can help you plan and execute a great video marketing strategy to help you consistently engage and delight your target audience so they become fans who generate even more fans!
By next year, three quarters of all Internet traffic will be video. And Facebook already reports well over 8 billion video views every day. Businesses using video as a marketing tool report video-related sales boosts between 64-85 percent!
Why is it so powerful? This is what our video production team sees:
- It sticks in the brain—The brain recalls about 20 percent of what it hears, 30 percent of what it sees, yet a whopping 70 percent of the total sensory experience of hearing and seeing combined. And the brain also processes this combination of visual and audio about 60,000 times faster than plain text. The brain likes slurping up information via video. This is why an excellent video production really impacts the minds of your target audience and encourages action.
- Everybody loves a story—One of the things that draws people to a video that talks about your brand is “the story”. Including a protagonist, a problem and a triumph (courtesy of your product or service) tells a universal story that people immediately connect with.
- Video is versatile—You can adeptly take care of a broad range of marketing and customer service needs with video. Aside from storytelling in classic advertising format, you can also produce tutorial videos that demonstrate cool ways in which your product makes lives better. Webinars, video FAQs and customer testimonials… the list goes on.
- Video is the most popular shareable—Across social media, the most liked and most shared items are videos. And now that platforms like Facebook are streaming live videos, you can use video to actively engage with and interact in real time with viewers, answer their questions, gather customer data, and build relationships.
- It works—Twisting it back to the numbers, let me just reiterate that video actually brings solid results on so many levels. It boosts open rates in email marketing and click-through rates by a whopping 200-300 percent. 64 percent of viewers are more likely to make a purchase after watching one of your videos. What’s more, a great video interaction boosts brand association by 139 percent. How are these numbers even possible?
Simply this: Video production technology—like everything else in tech today—is exploding. Here at Bruce Productions in Wilmington, DE, we are part of that exciting explosion. Contact us today and we’ll help you plan out a great video marketing strategy for your company or organization!
Facebook is logging over 8 billion video views by its users per day—even more than the population of earth—and it’s one of the most effective marketing-to-sales conversion methods ever. If you have something to sell, video production should be high on your list of marketing tools. That said… I have to tell you, there are some huge no-no’s when it comes to video marketing that you absolutely must avoid:
- Trying too hard to go “viral”—I know. We all love those tear-jerky Olympic moms ads and share them like there’s no tomorrow. Viral videos are an ever-changing-magic-voodoo mix of emotion, timeliness, tastefulness and humor. Videos that try too hard almost always end up horrifying. Like the Kia video with the human hamsters. Shudder.
- Making videos too long—Attention spans are getting shorter! 5 minutes is just way too long for most video projects. People get bored easily and move on to the next thing. We aim for the current sweet spot of between 2-3 minutes.
- Unclear branding—Ever watch a video ad and come away wondering what the point was? In the quest for “viral” content, marketers sometimes lose sight of the goal: making the sale. Don’t let your central brand message get lost in a herd of Internet cats.
- No call to action—Leaving out the call to action (giving the audience clear instructions about how to contact you and buy all the things) is so sad. Even if you have the best viral video ever, if your audience has no idea what to do next, all that hard work is more or less wasted.
- Not addressing a specific target audience—You know the old saying about trying to please everyone and not pleasing anyone? That’s truer than ever with today’s consumer. Before you even think about viral anything, focus on your target audience’s problems, needs and desires; your video should answer those problems for them.
One last thing: another huge mistake people make is not choosing the right video production team for their project. You need a partner who will communicate openly with you, understand your needs and narrow in on your marketing strategy and target audience from the get go. That’s something we excel at here, and I’m not just tooting my own tuba. Contact Bruce Productions in Wilmington, DE and we’ll help you avoid these pitfalls while engaging and enchanting your target audience!