Videos help your business become more trustworthy, since they’re great audiovisual tools for storytelling; they also make your business’s marketing efforts engaging to even the most distracted buyers.
Here are a few things you should keep in mind while creating video content to market your business:
Focus on the story, not the sale
While all content marketing is ultimately a strategy to improve sales, your videos should revolve around your story and how you can help the customer.
Your videos need to define the problems that customers have, and center your solutions when it comes to overcoming them.
Make it attention-grabbing
To be effective, video marketing needs to be engaging from the very start. The first five or ten seconds of the video are critical in determining whether your audience will remember your brand.
There’s a scientific reason for people’s short attention spans when it comes to marketing: the brain has a Reticular Activating System (RAS) that sorts out what we perceive as important to store in our memories. The RAS helps us respond when someone calls our name, and ensures that our brains react to emotion, novelty, and the choices we make.
It’s important that your video content gets through your customers’ RAS so they can retain your marketing and your brand image. To do this, your video should contain emotion and contrast, and impress your customers with your creativity and the uniqueness of your message.
While creating video content, remember to keep the information relevant to viewers’ needs and interests. Relevant content is attention-grabbing inherently, and will allow your viewer to understand that your products or services are worth their money and time.
Incorporate humor into your videos
Humor is a powerful tool that’s capable of building social bonds and deep personal connections. If your video contains humor that clicks with your target audience, they’re likelier to remember it and share it.
However, it’s imperative that you use the appropriate humor for your business. If your humor isn’t refined or appropriate, you could end up offending a group of people and thereby cause harm to your brand’s image.
Moreover, make sure that the humor you use is value-additive. If your video is funny and informative at the same time, your target customers will respond to your message.