Your Brand Needs Video Marketing 

Any marketer worth their weight will tell you to invest in video content. It’s continuously proven to be one of the most effective forms of digital marketing. But, you can’t simply produce a video without any thought to strategy and expect it to be effective. There are different forms of video advertising which target specific audiences and a variety of ways to advertise them.

Everywhere you look, video marketing is being utilized; the use of video on a landing page can increase conversions by 86%. With more than 50% of consumers preferring video over other types of content, it’s especially effective with digital marketing.

None of this is news to marketers. So, we’re here to tell you how to plan video content strategy to meet your goals and reach your audience.

Have a Clear Objective

The first step in your strategy is to decide on an objective. What are your goals for this video? What do you want to accomplish? Often, this objective will be the answer to a problem. For example, you have a product you would like to sell but no one understands what it is and why they would need it. So, you create a video where you explain your product to your audince, addressing that problem. Your objective here is to educate your audience. 

The type of video you will create depends on your answer to these questions.

The Three Main Types of Objectives:

Awareness: These will promote knowledge of a subject, whether that’s a brand or a political opinion. These should entertain your audience in some capacity.

Engagement: These will make your audience want to do something. These videos will inspire a conversation with your audience, make your audience want to join or follow you, or to share your video with their network.

Education: These videos will inform your audience. They could be showing your audience how to create something, to educate them on your services or business practices, or inform them.

These objectives, of course, aren’t mutually exclusive. You can decide to engage and entertain at the same time. But deciding on your main objective will help guide you towards the best format to deliver that objective.

Video Content Types & Their Benefits

Lifestyle
Lifestyle content isn’t necessarily about your brand or your product. It’s effective because it sells a way of life or an idea, something ephemeral and desirable that people cannot actually buy.

Lifestyle marketing is why celebrity endorsements and influencer marketing are so effective, too. People see others using or endorsing a product and immediately trust it more — it’s human nature to trust other people. Survival in numbers, right? Consumer’s also want to embody the lives of others that they respect or admire.

Instructional
Instruction videos build brand credibility and obtain your audiences trust. Giving your audience the opportunity to learn something while explaining things from an expert standpoint positions you as a trusted source of information. A microvideo showing people how to  —-  lends vailidity to the business posting the content.

Behind the Scenes (BTS)
Behind the scenes content makes your brand relatable. Showing the faces behind the work is an effective way of humanizing your brand. People want to work with other people, people trust other people. Often, these videos are raw and unedited but don’t necessarily have to be.

For Beedie Luminaries, we used the concept of BTS footage for a part of the Class of 2019 video. A recording of the phone call the students received when they were told they won the scholarship was played over the video. By showing what it was like “behind the scenes” of the students receiving their scholarships we had powerfully emotional results.

User-Generated Content (UGC)
User-generated content is effective in engaging your audience. People love to see their own content on a brand’s page and often want to be recognized as fans. Your audience will develop a personal relationship with you and your brand.
7-eleven’s ‘Dance the Slurp’ campaign uses UGC to promote their product. The dance was created to celebrate Slurpee turning 50 in Canada and encourages users to post videos of themselves “Dancing the Slurp”, tagging @SlurpeeCanada.

Storytelling
The ‘storytelling’ method should wind its way throughout all of your content marketing. Don’t tell your audience why your product is the best or who your company is, let them see it for themselves. We took this concept and ran with it for a White Spot campaign.

White Spot, a 90-year-old BC restaurant chain, wanted to show tell their audience they shopped local for their produce.  We created the Meet the Kennebec Potato video to highlight White Spot’s relationship with local farmers.

video marketing

Live
Much like BTS, live footage humanizes your brand. This footage is raw and unedited, showing what is happening at that exact moment. This footage should be shown on a casual platform, like Instagram Stories because it is essentially a more intimate, less refined piece — and that’s where it gets its power from.

Event Coverage
Much like live footage, event coverage videos will give your viewer an inside peek into what you and your company are up to. Event coverage should be edited, however, and can be used on a more permanent platform.

Product
Having a video to show your product is more dynamic than a photoshoot with a white background.

Oakwyn Realty’s marketing agency, for example, created an urban brand through lifestyle marketing to position themselves as a desirable agency to work for. Part of this campaign was to create a fashion line and promoted it through the video We Are Oakwyn. You’ll notice the video not only shows off their product but uses music and cuts designed to reach their audience.

As always, plan to publish your video content accordingly. Facebook, YouTube and Instagram feeds are the perfect place to promote a video you’ve made, longer videos have their place on IGTV and more casual videos on Instagram Stories. LinkedIn should be used for a serious audience and Twitter traditionally has not been a great platform for video content. Twitter can be used, however, to direct content back to your video platform.