Video has always captured our attention however how and why we watch video is constantly changing. Brands need to keep up with the latest trends and create videos that are engaging in today’s content landscape.
According to Hubspot, more than 50% of consumers actually want to see more videos from brands – but how do you get yours seen and heard?
Content that is meaningful and aligned with what your audience thinks and feels is the most successful. You don’t necessarily need the highest quality video going – people want good content and will overlook the odd wobble if they are enjoying what they are watching. Videos need to be more creative, thoughtful and authentic.
So how do you create meaningful content?
Step 1 – Listen and understand your audience
Research who your audience is, what platforms they use, how they communicate, what they’re looking for and what they’re interested in. Use this understanding of why they might watch your video to keep them engaged.
Action Fraud used this approach to find out that 23,959 people aged 30 and under were victims of identity fraud – but that many under-30s were unaware of the dangers. To shock this age group they went to a coffee shop to teach them a lesson about protecting their personal data. By using a familiar setting in an unfamiliar way they were able to effectively engage their target audience.
Step 2 – Make sure the video is in line with your brand goals
Think about what your key messages are and how they can be translated into the video. It’s important to always keep in mind why you are making the video and what your objectives are.
Iceland launched an anti-palm oil campaign – showing that at its core it is an ethical business that does the right thing for the environment.
Step 3 – Create content that is memorable
Video has the power to create emotional responses in viewers. If you know what resonates with your target audience make sure that is reflected in your content.
So think about how you want your audience to feel while watching your video and what you want them to do once it has finished. Keep in mind the emotions you’re creating and why someone might share it.
In this older video, Google Earth used the incredible story of Saroo Brierley to create a heartfelt story showcasing the amazing possibilities of Google Earth. After becoming lost as a child Saroo was adopted by an Australian family before finding his way back home with the help of Google Earth. This remarkable true story engaged more then 2.5m people, and Saroo’s story also went on to inspire the award-winning feature film ‘Lion‘ starring Dev Patel. Can your product or service be used to evoke your audience’s emotions in a way that resonates with your brand?
Step 4 – Be brave
Experiment with the latest technology. Social media platforms are always adding new features and virtual reality is set to be a big trend for 2019. VR means people can feel part of a video and Facebook is one of the main networks looking to integrate this feature into its platform. Facebook Spaces will allow users to become immersed in a 3D world where they can build their own avatar, meet and interact with friends and play games.
Take a look at the teaser trailer for Facebook Spaces:
Step 5 – Evaluate
Once your video is made measure, analyse and evaluate it. The great thing about online video is you can easily track how many people were reached, how many people engaged and if your targets were met. Knowing what worked and what didn’t means that the next time you make a video you won’t make the same mistakes and can take advantage of what works well.
Video is vital for getting your voice heard; contact us to find out more about how to get the best out of this increasingly important medium.