June 29, 2018

Video marketing works- but only when you nail the content

video marketing - a boy watching a video on his phone

Video content marketing works. And there are a growing number of studies to prove it. But put that aside for a second. Think of it this way. At the end of a long day, when you’re foraging the net for entertainment, do you pick a written piece or a video? There you are.

Now let’s back that up with statistics, shall we? There has been a consistent growth in the marketing and consumption pattern of digital video content. It has risen to an average of 83 minutes per day and is likely to rise to 92 minutes by 2020.

Moreover, since the medium must always influence content creation, remember that videos on social media are being watched the most on mobiles. In fact, 75% of worldwide video viewing is being done on smartphones.

Now that you are armed with appropriate facts and figures let’s dive into what makes for good video marketing content

Vertical videos

Instagram has recently launched a new feature called IGTV, that allows users to upload videos in a vertical format. Video durations range from a few minutes to an hour. Many were unsure about the move. But you know that the idea has taken off well when the top brand on the platform, National Geographic, uploads and successfully disseminates a 48-minute video.

Check out this vertical video made by OnePlus for IGTV

An article also makes the leap to suggest that IGTV might replace television in the future if advertising and paid subscriptions are eventually introduced.

You may want to opt out of poly-formatting since it takes planning or requires you reshoot due to your traditional choice of landscape framing. But put in the extra effort and jump in on the upcoming trend while there’s still space for experimentation and making an individual mark.

Shoppable videos

Links to brand products and services can now be found nestled within short narrativized videos. Ted Baker, a fashion brand, features its garments and accessories in a 3-minute video constructed as a spy assignment.

You forget about it being branded content as you grin at the fashion puns encountered in almost every dialogue. Dramatized to comic extents, Ted Baker leaves you wanting more as the video ends on a cliff-hanger.

In the end, you’ve got an engaging story for the consumer, and effortless linkage of products that they now associate with your infectious brand voice.

Interactive videos

Consumers often lose focus due to their passive consumption of content. Many brands are beginning to remedy this by enabling users to interact with television ads using their tv remotes. This also creates opportunities for personalisation. During the 2018 Winter Olympics, users were able to surf through trivia about their favourite athletes with a remote.

Virtual interaction isn’t just limited to tv ads. YouTube content has also found ways to utilise this feature. Monsoon Shootout, a film featuring Nawazuddin Siddiqui, released an interactive trailer that allowed the viewer to decide on behalf of the protagonist. The remaining trailer progressed based on that decision.

Try to apply these examples to your field. Break the fourth wall. Make the viewer feel included and even responsible! Make them look forward to the release or continuation of your product.

Relatable contextualisation

Have you ever read the comments under trending videos? Viewers claim all kinds of reactions. Goose-bumps. Teary eyes. Some even go as far as to share their own similar experiences. That’s the sign of content well delivered.

You need to aid the viewer find personal emotional connections to your visual narrative. You know how actors tap into appropriate emotions? Sometimes they focus on an event in real life that made them feel similarly. And then they channel that emotional remembrance into their act. When creating a video, you can try something similar.

Help the consumer relate real-life experiences to the story you tell on screen. Amway India made a video celebrating 20 years of dedicated service provided to their customers. They commemorated their spirit of nurturing and providing delicate care through the story of a single mother.

The real-life relationship of Lucknow’s Mrs Snehlata and her daughter is witnessed through its different stages. As the anecdotes lead up to the daughter’s wedding day, you reminisce about your relationship with your mother. The concluding scenes possibly leave a more sensitive viewer tearing up.

Use video to create positive emotional associations through relevant content marketing. Base videos within settings viewers are already familiar with. It’ll help you reach the desired level of audience engagement.

Conversational and humorous content

I’m not an automobile enthusiast. But I enjoy watching the occasional episode of Fifth Gear, a show catered to motoring enthusiasts. It talks about technological developments in navigation and what not. Quite a niche. So, how has it managed to attract someone outside its target audience?

The secret lies in the conversational techniques of the anchors. They talk to the viewer as if they’re chatting with a friend across the table. And they do it with jokes aplenty.

Derive inspiration from content like that. Don’t train all focus onto the technical details of your product or service. It distances you from your audience. Let them know you’re like them. Allow your friendlier side to show.

Animated graphics

A- Attractive content
C- Compact narrative
E- Easy explanation

That summarises what animated graphics have to offer.

Aesthetically striking videos are always more pleasing to watch. But graphics do more than entertain. Graphics are an assurance of effective comprehension. They make description and narrativization more vivid. Fluid retention also means it took lesser time for the consumer to absorb information mentally. This, in turn, allows you to create shorter videos.

Finally, remember-

  • Majority of visual content is viewed on mobile phones.
  • Vertical video consumption is on the rise.
  • Encourage viewer participation through purchase options and virtual interaction.
  • Create relatable content through contextualisation.
  • Allow your friendly side to show through conversational content and humour.
  • Incorporate animated graphics

Click here to learn about the importance of video in content marketing strategy.