Branded Video / Social Videos

Digital influence in consumer behaviour. We have witnessed a sea of changes in the consumer behaviour. Today the collective power of internet is eclipsing the traditional channels, almost two out of three use smartphones to gain information about a brand or a product.

Most marketers accept and understand the fact that they need to maximize their online channels to make it easy for consumers to access the information about their brands.

what information to put on these channels is something worth discussing

the new different breed of tech savvy consumers, they are to be addressed differently. direct selling videos and traditional advertising does not work for them.

Brands need to create content that viewers want to engage with and don't consider it as advertising. The premise for Branded content is that you can't buy the consumer's time instead they have to give you their time.(and you wanted them to give you their time). For them to do that, Brands have to shift from selling to storytelling , prioritising on audience engagement through relevant and meaningful content which consumers are more likely to voluntarily seek out and consume .

This presents a major shift in the way brands use video, to tell inspirational educational, or entertaining stories as the main aim and selling as secondary indirect goal.

Branded content allows consumers to become acquainted with the brand values and helps building brand awareness and affinity. videos that aim to tell stories first and sell second can help brands gain a loyal, engaged audience. A community of customers and prospective customers that brands can engage ,interact and get feedback from.

You have a cause to promote or a new product to launch. You’re looking to connect consumers with your brand, or simply get the word out there about what it is you do. You’ve decided to allocate some of your budget to video production, but before renting the cameras or even before writing the shooting script, you need a video strategy. It’s an essential step many businesses and organizations skip, one that could either make your video a huge success or — if done improperly — a chaotic disaster.

Consult the Experts

If you were installing a new network in your office, you wouldn’t tackle it yourself just because someone on your staff is good with computers, right? You’d call in an IT expert. Don’t assume because you have a dynamic marketing team that they’re ready to make the leap to video campaigns without professional guidance.

Decide on the Overall Goals

Whether you plan on making one video or 20 videos, define campaign’s goals. These goals may cross over with the overall goals of your business or organization. For example:

To build your online presence
To increase sales
To increase brand awareness

Shelve these goals for now as you develop a strategy to make your video a small part of your company or organization’s overall goals. You can’t expect everything from a single Corporate Advertising Video; you’ll write that video off as a failure if you can’t achieve it all. Videos are made for more defined goals.

Define the Video’s Goals

An essential part of your video strategy is determining the individual video’s goals. Ask yourself to define the goal of the video in one sentence. For example, it might be:

To launch a new product or service
To instruct consumers on how to use a product
To introduce consumers to your company
To drive more traffic to your site
To get more followers for your social media profiles

This smaller goal should serve an overall goal. For instance, driving traffic to your website or increasing the number of followers of your social media profiles can help build your online presence. Once you have an individual goal defined, your strategy to achieve that goal — and achieve success with the video — will fall into place.

Acknowledging the importance of videos in the modern marketing arena is the first step to success for your business or organization, as Forbes reports more than 90 percent of marketers rely on videos in their content marketing campaigns. However, preparing your video strategy is an important second step — and not one you should tackle alone.

Get in touch to discuss how we can best help your business reach it’s full potential.

by Adam Krell