The pandemic solidified our want for video leisure. There’s nothing higher than binging a brand new Netflix collection or scrolling the TikTok For You Web page for hours – and few disagree with that. Movies pull our consideration in a method that weblog posts, Instagram images, or adverts merely don’t, and there’s some psychology behind that: in accordance with analysis from the College of Sydney, your eyes are interested in motion, and due to that, individuals are 27 instances extra more likely to click on on a video advert versus a banner advert.
After all, these movies must be attractive and entertaining to maintain the viewer’s consideration after they’ve clicked. However movies are additionally sharable – and common 1,200% extra shares than textual content and pictures mixed, in accordance with Thought Rocket Animation – which means that whenever you create a very nice piece of video content material, there’s no telling what might be accomplished with it.
So, it’s no marvel why extra manufacturers and people are shifting to video content material as a type of advertising and marketing, however not in the way in which you assume. Video-form adverts aren’t at all times the transfer right here. Modern-day shoppers robotically tune out something that sounds promotional, or infomercial like, which presents a brand new alternative to create a distinct sort of video content material than you’ve ever created earlier than. You get to reply the query: what does my goal shopper need most? What burning questions do they want answered? Right here’s the way to create attractive video content material in your model.
Select A Medium
There isn’t any scarcity of choices on video content material mediums in the mean time, as a result of current explosion of TikTok and the intently following introduction of Reels on Instagram. Then, there’s our trusty steed YouTube, which remains to be going sturdy. The medium you select ought to come down to 2 elements, and the primary is what sort of content material you wish to create. TikTok and Reels are for brief type content material (60 seconds max and 30 seconds max, respectively), whereas YouTube is for lengthy type content material.
The second issue is visibility. Many are flocking to TikTok and Reels due to the inherent promotion performance, which means that each platforms will then present your video to new audiences. Nonetheless, you may as well make a sneak peek, condensed model of your YouTube add and repurpose for TikTok or reels.
Create A Strong Content material Plan
The content material ought to each be instantly associated to and in the identical sphere as what it’s that you just do. Somebody who has accomplished an all-star job of that is Houston-based actual property mogul Julia Wang. Wang is altering the sport of actual property with the intently knit inclusion of her private model in her advertising and marketing efforts.
For instance, her YouTube channel options content material that’s instantly associated to her work: a video that gives info to residence listers about why they need to stage their residence and the way to get residence gross sales prepared. Then, she additionally has content material that’s associated to her work in actual property, however piques curiosity with out being overtly promotional or salesy, reminiscent of her video, “What a $20M home in Houston looks like.”
Observe this similar construction in constructing out your content material video plan. Ideally, there will likely be movies that supply direct instructional recommendation or showcase your services or products to the viewer, then different movies which can be associated. For instance, in the event you personal a pet accent enterprise, perhaps you could possibly additionally compile a montage of humorous canine movies out of your clients. This kind of content material will naturally entice different pet homeowners.
Show Why Shoppers Can Belief You
You could have heard the phrase “Know, Like, and Trust” – the three step course of to successful a shopper’s buy. “Know” means they’re conscious of you. “Like” means they’re on board together with your model or really feel compelled by your product. However “trust” is in an entire new sphere – when a shopper trusts you, you may rely on them to be a repeat buyer.
Movies present an unparalleled alternative to determine belief with viewers, when accomplished proper. So, contemplate – what is going to make your shopper belief you most? Normally, it’s whenever you share one thing that needs to be coveted with them, like ‘secrets’ or ‘never before seen access.’
In case you’re a private model or folks know your identify and face related to your small business, this can be sharing behind the scenes movies of a day within the lifetime of constructing your organization, or movies wherein you share your story. In case you’re a product-based enterprise, perhaps you’re taking the cameras to the manufacturing facility the place your product is manufactured, or present the preliminary design prints you sketched.
Offering pertinent info will even go far. If your organization is a digital advertising and marketing agency, expose a few of the ‘secrets’ of digital advertising and marketing, as in the event you’re instructing the buyer to go and do it on their very own. Many corporations shrink back from the sort of advertising and marketing, apprehensive that they’re gifting away commerce secrets and techniques and eliminating the necessity for his or her service. The other is true. To ensure that shoppers to belief you, they’ve to know your processes and experience. That is what is going to make them comply with you and, ultimately, rent you.