A great video — the mantra for successful brand marketing

Any brand worth its salt knows that video has to be part of its marketing strategy. Why? Simply because, time and time again, it has proven superior to other forms of content in terms of generating traffic and enabling conversions. This success is in no small part thanks to the fact that it has the power to humanise your brand like no other collateral. It allows your target audience to put a face to your brand, and feel like they’re a part of your brand story.

Of course you can go the tried and tested route and put up videos on your website, but don’t underestimate the reach of social media. According to a recent Hubspot report, four of the top six platforms on which global consumers watch videos are social channels. Even so, there are nuances — certain kinds of videos do well on certain platform. Want a clothing hacks video to go viral? Try Facebook or Instagram. Want to release a conversational, personalised video? Then Twitter is your best bet!

Don’t jump the gun, though. Let’s first talk about how your brand’s video can break through the clutter. After all, an individual is exposed to dozens of videos in a day. How do you make sure he or she shares your video, and not the others?

If I were to answer this question in just one line, I’d say — a successful video ideally generates at least two of these feelings among the audience: compassion, happiness, curiosity or shock.

A great example that comes to my mind is a video made by a popular over-the-counter medication brand in 2017, the brand featured a trans woman in their video, to showcase the belief that everyone deserves a ‘touch of care’. This was a revolutionary move in itself, and coupled with its social message and emotional storytelling, the video went viral on social media, garnering millions of views in a day. 

Now let’s take a slightly different example — a blender company that is well known for producing unique demo videos on its YouTube series ‘Will it blend?’. In this series, they blend everyday objects like cellphones, keys, etc to demonstrate the power and quality of the blender — it’d definitely make me curious!

If you’re a small brand starting out with a limited budget, however, you don’t need to feel disheartened. Even relatively new brands can experiment on social media with simple videos focused on FAQs, testimonials, behind-the-scenes footage etc. Authentic, raw and simple ideas are more likely to matter than the budget when it comes to video marketing. 

Here’s my quick guide on how you can get started:

All you need to do is ask yourself a few important questions.

  • What is the central point of the video?
  • What is the tone?
  • What do you want your audience to feel?
  • And what is the call to action?

Once you have these answers, you’ll be on your way to a video that breaks the internet! And there’s no better time than right now to join the video marketing party. As we move into a new decade, social media is offering unique set of formats such as live videos, 360 degree videos, stories, VR videos etc. These have allowed audiences to engage effectively with the brands as well as make rational purchasing decisions. For instance, buy-after-viewing ads on Instagram are an extremely popular way to demonstrate the product features.

Now you’re armed with all the information you need to make a standout video. Just remember that when it comes to the future of video marketing, a data-driven approach that allows for personalisation is likely to be the differentiator between a good and a great video. So what are you waiting for?

Tina Garg
Founder and CEO at Pink Lemonade, an Integrated Marketing & Communications agency in Bangalore.
Tina launched the company in 2011, and today, it is known for its award-winning work in creative & business communications, and digital services. She comes with extensive experience in the creative industry, and is passionate about empowering women entrepreneurs.

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