It’s no secret that branded video content has proven to be the most effective medium when it comes to garnering traffic, engagement and lead generation. Videos offer a unique opportunity for brands to differentiate themselves from competitors. Now, in 2021, video will account for 82% of all online traffic.
Here are 5 ways to create thoughtful video content to help your brand break through the noise:
1.SET GOALS: Your video content strategy should always centre around a goal. It’s important to understand from the outset how you’ll measure success. For most businesses, goals fall under the following general categories: lead generation, thought leadership and SEO. Once you determine the goal, this will inform your content.
2. KNOW YOUR AUDIENCE: Who are you targeting? Get to know your audience. Understand their language, interests, passions and paint points. When you truly understand your target demographic and their worldview, you’ll be able to create content they genuinely want to engage with and find valuable.
3. DO YOUR HOMEWORK: Know what works. Keep in mind what type of content is most compelling and likely to attract the most engagement:
Humourous/Entertaining/Inspirational: Mist people appreciate this type of content. Seeing something funny or entertaining in the mix of intense news stories can be a nice change of pace.
Helpful: These are the informative and educational pieces. Their purpose is to teach consumers something new or make their lives easier.
Story: This is the basic idea of sharing experiences with others.
4. CONSIDER CAPTIONS: Captions should never be an afterthought. Ensure each caption is carefully crafted to capture the attention of your audience without being too sales focused. All captions should have a purpose and include a call-to-action (learn more, comment below, shop now).
5. DISTRIBUTION & FORMATTING: Optimize your mobile user experience! Mobile devices are seeing increased marketing dominance when it comes to all-around usage, especially in advertising, customer engagement and conversion rates.
Consider adapting your video for each platform: experiment with vertical videos and 4:5 aspect ratios.
Add subtitles. Your video should tell the same story with and without audio.
Equipped with all these great tips, you’re ready to create quality video content. Have fun!