Everyone remembers a time when something they’ve watched — either at home, at the movies or on the internet — impacted them. And, the emotion that came with it.
But why do videos have such a powerful effect on us? What about them is different from other types of media? Rich Herbeck, FIFTEEN’s Senior Copywriter and Video Producer, knows a thing or two about why videos resonate with people: “Videos are simply fun to watch. We all love to be told a story, and then share that story with others. Videos make it easy to ingest a brand’s message — you sit back and let the video tell you everything you need to know, think, feel. And then that multi-sensory experience tops every other tactic in consumer recall.”
As marketers, you can engage your audience with this vital visual medium. We’ll share how you can get started with creating your own videos, and how to share them with the world.
P.S. — We’ll also introduce you to FIFTEEN’s newest video series, Channel 15.
WHAT SHOULD MY VIDEOS BE ABOUT?
It’s important to have a goal in mind before you hit ‘Record.’ What are you hoping to accomplish with your video content? Whether it’s lead generation, awareness building or sharing your industry smarts, this will help give focus to the content you’ll share with your audience.
Speaking of your audience, you should put your thinking cap on and reflect on what they want to see. The content needs to be relevant, and tell a story your audience wants to hear. Is there an opportunity to teach the audience something, or to answer a question they have? According to Hubspot, an overwhelming majority of people (94%) report watching explainer videos to learn more about a product. If you can help your audience get the information they need, you’re one step closer to staying top-of-mind for future inquiries.
But it doesn’t have to be all seriousness all the time. If your brand allows, try adding some fun videos in the mix. Overall, 73% of consumers worldwide prefer seeing videos on social media that are “entertaining.” Fun doesn’t necessarily mean “funny,” either — a new video style with interesting visuals can be a welcome change for your audience.
At FIFTEEN, we’re doing a mix of both educational and fun with the launch of our Channel 15 video series. The first video will focus on nostalgic ads that we still remember, and why they are so effective. The fun part: Singing along (badly) to our favorite jingles. The educational part: Analyzing why these ads work so well.
HOW DO I GET MY VIDEOS OUT THERE?
The short answer is YouTube. This social media platform is not the YouTube that first launched in 2005. While you can still find cute cat clips, YouTube has exploded in the sheer number of videos and variety of content available. 83% of consumers worldwide prefer YouTube to watch video content, and the best part is — it’s free. All you need is a Google account to get your YouTube channel up and running.
Once your videos are hosted on YouTube, you can promote them on your other digital assets, including websites, blogs and social media channels. More places for your videos = more exposure. You can also see which platforms get the highest engagement with your video content, so you can focus your efforts there (but more on that later).
“In terms of ROI, YouTube is where a brand should be,” said Rachel Spence, FIFTEEN’s Creative Director. “Thanks to emerging technologies, you can produce high-quality content with fewer resources and less time. For example, our onsite studio and equipment has allowed our team to make a variety of video genres for our agency and clients. Being able to upload content quickly and regularly on YouTube is key to brands growing a large and loyal following.”
DATA, DATA, DATA!
While not the most glamorous part of content marketing, analytics provide valuable information on what is performing well, and where there’s opportunity to increase engagement. By watching and listening to where your audience views and engages with your videos, you’ll know what content is working and where. Views are a good indicator, but keep an eye on shares! Your audience will share information with their followers that was beneficial to them.
You can use the analytic reporting included on social media platforms or Google Analytics for your website as a starting point, but there are fancy options as well.
You have so much to share, but meet your audience halfway. Make content that gives what they’re looking for. And engage them with the medium they want. Because when you put your audience first, everybody wins.
Check out how we put our own spin on video marketing on our YouTube channel.
