When consumers purchase an item, they are connected to the brand because of its narrative and its promotion to the consumer. All of this is influenced by the tone and the language of the communication. At this moment, it is crucial to identify an appropriate "brand voice" suitable for your business and use it appropriately.
However, the main question for every marketer's head to be asked is "how do you create a strong, differentiated", unifying voice for your brand?
Here's the solution; Video can be a powerful way to create a buzz around your company's image.
In the past several years, marketers and consumers alike have observed a dramatic rise in video content. Consumption of video content has further increased after this pandemic. You can look around the increase in downloads of OTT platforms, online learning app, and social media short and long-form of content, are best e.g. of how video content is getting consumed in different ways.
According to Hubspot's recent case study, a few crucial statistics show that 85% of businesspeople use videos to promote their business, up from 61% five years ago. Google's research shows that 6 out of 10 people would rather watch online videos than television.
Here are five tips to boost your brand's voice with video marketing!
Focus on existing video platforms (Youtube):
People who use platforms like YouTube are already geared up for videos, and it's your job to bring them with your content. Instead of waiting for your customers to find your content naturally, you can speed up this process by targeting them through YouTube's advertising platform.
Tell your story (be it with or without the audio):
The information you're trying to share via video can be transformed into a story. Are you looking to provide product specifications? Incorporate them into the history of the product's idea and creation.
E.g.
Do you want to promote a discount? Let us know what made this price reduction feasible.
Customers will notice and react to your effort, resulting in an immediate ROI.
When considering telling a story through video, you should experiment with it in different ways, such as telling a story without audio. If viewers can comprehend the story without sound, you can improve the effectiveness of your video.
For, e.g. Wistia utilizes colorful caption overlays to allow you to follow the story without sound. If you decide to turn the sound off and you're greeted with adorable small music.
Here are a few ways you can optimize videos without audio:
- Beautiful visuals
- Text-heavy descriptions
- Subtitles
Add CTA's
When making videos, make certain to optimize your content by using calls to action (CTA). CTAs CTA doesn't have to lead directly to sales or signing up videos can be used to promote:
Join your channel
Like and Follow your Page
Send this link to your friends
Make a comment on the clip
Find other related content
Add Thumbnail
Both Facebook, as well as YouTube, permit the upload of thumbnails to go along with your video. The thumbnails are an excellent method to draw viewers' attention and make them excited about your video before the video starts to play.
Good thumbnails can create a narrative and tell viewers what they're going to get from this. Consider thumbnails as an essential first impression.
Use Ads to Their Full Potential
Even if you're trying something completely new via video content, there's not a reason to abandon the basic principles of marketing you've employed in the past with other video content.
If you've been using an effective marketing strategy that is well-rounded, that includes both paid and organic traffic.
If your target audience prefers to watch your videos on Instagram, use Instagram advertising.
If they are fans of Facebook, then promote your posts on Facebook.
If you're getting maximum exposure from YouTube, invest in YouTube advertisements.
Follow the current momentum, make the most of the small wins, and your video marketing strategy will be booming sooner or later.
