This month I had the privilege and honor to be a judge for the Public Relations Society of America’s National Bronze Anvil Awards. I judged the video programs category, and I saw firsthand the creative and impactful ways today’s marketers are using video in their marketing and communications strategies.
From national products looking to build brand awareness to nonprofits using high-emotion stories to inspire action, video is hot and it’s everywhere. Over 70% of B2B marketers today claim video performs better than any other form of content for engaging and producing conversions*. That’s because video has been proven to elicit emotion, build trust, and help influence behavior better than other forms of text-based communication.
I realize I don’t need to convince you on the merits of video communications. But, before you run off and press play on that iPhone, take a moment to make sure your strategy is on track for success.
- Identify your audience and be specific. Unless you are a big brand with a large target audience, your video does not need to have mass appeal. In fact, the more specific your audience is, the better your video will perform. It makes sense right? The more you can define your target audience, the more directly you can speak to their needs.
- Show some personality. Good videos have personality. Don’t just tell people about your product or company, but give them a feel for your culture and what you have to offer. That means your new product video should not feel dull or boring, like you are reading a set of stereo instructions. No one wants to watch that. You can be funny, excited, and yes, even passionate about your company. Marketers, this is your opportunity to break the mold, show some personality, and stand out in the marketplace.
- Understand your broadcast options. YouTube isn’t the only game in town anymore. Last week, Facebook announced that it is making a strong play to become the place people watch online video. Also, Instagram, Vine, and SnapChat all have native video options, and Twitter’s recently released Periscope App has us all talking about opportunities for live streaming. Before you start posting video online, it is important to understand the different options on each channel and what is the best approach to grab people’s attention.
- Measure your results. One of the greatest reasons to start using video in your content marketing strategy is that it’s trackable. Downloads, audience views, shares, likes, comments, and other call-to-action activities provide you with leads and insights for future video opportunities. Begin with the end in mind. Have your metrics for success in place before you start shooting.