Come on; you know you’re singing “Guacamole, Guac-Guac-amole.”
Why did we show you this? No reason whatsoever. It’s just fun and energetic. And strange. So strange.
See where we’re going with this? If you post a video on social media that’s fun, energetic, or quirky, it may catch some views. It may even catch a lot of views. But it will not have an impact beyond “That was cool. Next.” It will not drive you towards key brand-building goals. What will change your marketing — forever — is integrating video with strategy.
The Secret to Effective Video Marketing: Strategy First
Who loves statistics? We know you do. Between 2016 and 2017, views of branded videos increased 99% on YouTube and 258% on Facebook; video tweets are six times more likely to be retweeted than those with photos; and Insta video is up more than 80% year over year.
Two takeaways. One: video is compelling, and it is powerful. And two: there is a virtually endless supply of content available. While consumers’ have voracious appetites, your videos need to stand out.
Strategy is the first step:
- How does your video and its message fit with your overall strategy?
- Who is your target audience?How does the content fit into the buyer’s journey?
- What type of feeling/emotion do you want to evoke?
- What format will best deliver your message (e.g. explainer, how-to, live, interview, product review, testimonial, demo)?
- What do you want viewers to do?
- What is your CTA?
- Where and when are you going to share this content?
If you do not align video content with your overarching strategy, you’re casting brilliant ideas — and resources, time, and energy — to the wind. Strategy doesn’t constrain creativity; it guides it.
Now the fun part: bringing your strategy to life with engaging video. How? Stories. This is the single best way to make your point, engage your audience, and persuade them to take the next steps of the buyer’s journey with you.
Let’s take a look:
In this video, created for the Lumina Foundation’s launch of America Needs Talent by Jamie Merisotis, the message isn’t “Buy this book. It’s a good read.” Instead, the video captures the attention of the viewer with captivating images telling the story of how the US became a global force in the 20th Century — and how we need talent to survive and thrive in the 21st century.
Merisotis says, “Here in the 21st century, we need talent, and we’re going to have to produce that talent and we’re going to have deploy it in ways that are very different from what we’ve done in the past. We can’t hope for the outcome; we have to produce the outcome.”
Hold that thought.
Here’s another brand video that tells a story that breaks down language barriers — and tugs at the heart. An older man receives a gift: English for Beginners. Inside on a rainy day with his loyal dog, he begins to learn. He seems overwhelmed, but he sticks with it. Literally. He puts sticky notes on everything, even the dog.
The gentleman practices on the train, in front of the mirror, in the bathtub. And then he takes a trip to meet a special little girl. “Hello, I am your grandpa.” Perfect English. Perfect story. Perfect brand video.
Different from What We’ve Done in the Past
Jamie Merisotis could have been talking about video! He’s right: we do have to produce and deploy video in very different ways from what we’ve done in the past. Traditional corporate videos no longer apply; they’re not relevant to today’s market or its consumers.
Dynamic, compelling stories that align with your strategy make the difference.