More memorable. More dynamic. More effective. Those are just a few of the ways content marketers describe the difference between video marketing and traditional content. Whether you’re trying to educate, entertain or sell, video is the easiest way to influence customer decisions.
But let’s be honest: not all brand videos drive action equally. While some content attracts exceptional results — like this stellar “Oreo x Game of Thrones Title Sequence” — others miss the mark entirely (we’re looking at you Pepsi).
So what helps some videos drive action while others fall flat?
One word: strategy. The best way to predict if a video will drive results is to look at the strategy that created it. Videos with a plan in the beginning are the most likely to see increased views and engagement in the end.
If you’re thinking about creating a video, follow these tips to ensure it accomplishes your goals.
- Determine the Call-to-Action: When planning a video, it should include a call-to-action that aligns with broader business objectives. This could be anything that moves customers through the sales pipeline — like visiting a website, registering for an e-newsletter or purchasing a product. Most importantly, it should feel like an obvious next step. For example, including a custom link will help viewers easily navigate to your website. Plus, if the link is video-specific, it will help your team determine if the visual was the cause of that action.
- Define Success: How will you know if your video is successful if you haven’t defined success? Once you’ve determined your call-to-action, it’s essential to flesh out clearly-defined goals. This will help your team make informed, intentional decisions throughout the production process. Most importantly, after your video is published, be sure to report its performance to your team so they can adjust their strategy accordingly.
- Clarify the Target Audience: Understanding your audience will help you make informed creative decisions. For example, are you targeting Millennials or Baby Boomers? Is your audience men or women? Answers to questions like these can significantly alter the messaging and visual elements needed to drive results.
- Become a Storyteller: Our brains are built for storytelling. Whether your video is about new cancer research or your team’s annual results, constructing a narrative will help your audience better understand and retain your content. In fact, it’s been shown that material presented in a storytelling format is significantly more likely to be remembered than information presented in a non-storytelling format. Most importantly, try to tell a story that connects with your audience’s emotions whenever possible. Not only will it make your content more memorable, but it’s more likely to drive action in the long run.
- Have an Amplification Plan: Even if you create a stellar video, it won’t matter if you don’t have an amplification strategy. Taking time to determine how you’ll promote your video is essential to ensuring it earns results. For example, will you post it on your company social media pages? Will you promote it in your newsletter or on your website? Most of all, once your video is live, you’ll need a plan to monitor its performance and adjust your amplification strategy in real time.
From setting the right goals to editing the final product, it takes a lot of planning to create a video that moves the needle. But if you take time to craft a strategy beforehand, you can be confident you won’t have anything to worry about, and you can watch your video rake in the results.
Looking for help producing a video that drives your audience to action? We’d love to help! Send us a message on our Contact Page and we’ll get back to you as soon as possible.