Brand films and video content have the capacity to deliver brand messages in a way that truly achieves an emotional connection with your audience.
At the 2017 CMO Conference, Good Eye Deer discussed what marketers are doing in the video marketing space and how brand values, good ideas and story can be effectively leveraged to capture engagement. Below is a summary of that discussion.
Statistics covering everything from social media engagement to general internet usage show that consumers engage more when video is involved. They are more likely to watch than read. They are more likely to recall a brand after watching a video. They are significantly more likely to visit, spend time and purchase from a website that has a video than from competitors who don’t.
Create Your Paradise rebranded the Coffs Coast in July, 2016, and resulted in a 60% increase in web traffic and a 10-20% increase in holiday season turnover.
As much as good video content, can engage audiences, a bad video can alienate them. In fact, whether we like it or not, every video we produce either builds or undermines our brand.
The Game Changers was produced in 2017. This government commercial was slammed by the Sydney Morning Herald and created a lot of bad press for both the department and agency responsible – quite the opposite response to what they were intending.
So, why do some videos resonate with us and others not? And how do marketers make sure that our content is worth watching? Below are some tips to get you headed in the right direction.
Video, like film, is an emotional medium. Make sure you are impacting people positively.
Discover Waterfall Way was released on social and received over 100K organic views in 10 days.
To make video content that captures your audience you need to consider brand, audience, message and the delivery medium before you even start to consider a story idea. Each of these factors need be considered and inform your choices along the way.
With these things top of mind, create a story that makes people feel something – laugh, cry, get excited or inspired and you will capture their attention.
Video that resonates with your audience will provide great RIO. But good films don’t just happen, they are planned – and they are usually the cornerstone of, and supported by, a great campaign. If you want to create effective video campaigns think about these points.
Good brand films, commercials and branded content can do wonders for your brand. They have the ability to take on a life of their own and work for you 24/7. Social media, YouTube and the web in general offer a myriad ways to make impressions on audiences. Follow the suggestions in this guide and you are far more likely to capture rather than alienate your audience.
Good Eye Deer is a full service video marketing agency. We offer both video consultancy and script to screen creative video production services. Get in touch to find out how video can help your brand improve consumer engagement.