We’re all about tackling obstacles that get in the way of your success. Turns out there’s a persistent, pernicious myth out there that might be hindering you without you even knowing it. But before we get to that, a story:
I recently visited the website of a product I had heard great things about it and was really excited to try. It was a 6-month commitment and I wanted to make sure I was making a sound investment. I clicked on their videos to learn more about their services. I am so glad I did.
They. were. terrible.
Scary terrible. Scary like: Is this a scam? How could a company with a good reputation not be able to afford a decent 3-minute video? I skipped the purchase and I had to wonder how many other potential customers were lost over that no good, very bad video.
Video technology is quickly advancing and it plays a major role in acquiring and maintaining a client base, but it has to be done well.
Here are three strategies to incorporate into your video marketing plan to stay on trend and attract new clients in 2020
Personalized videos (PVs) aren’t new, but they are predicted to really take off in 2020. Customers are looking for engagement. They want to know who the company is they are doing business with and they want to feel known in return. Personalized videos are an excellent and creative way to help your customers feel seen, understood and important to your business. There is something special about seeing your name, photos or interests reflected in a video. Barclays produced a PV that manages to transform something as complicated and impersonal as lending services. They create a feeling of trust, engagement and true connection. How can you share the same feeling and personalize your next video?
Social Media is THE WAY to attract / interact with clients and maintain their loyalty. And now it’s easier than ever to engage users through do-it-yourself, simple Instagram stories. This doesn’t require hiring a crew, complicated post-production or rehearsed performances. With a phone and a message they care about, you can entertain, inform and captivate users in seconds. Stories also provide that personalized connection this generation of consumers is craving. They get to learn more about you while also being offered the immediate opportunity to contribute feedback through emojis and comments.
For a more detailed look at expanding your brand through Instagram Stories, check out this great marketing article by Neil Patel.
Long-Form Videos (ready to bust that myth?)
For years, we have been hearing that the attention span of the human race has dwindled down to mere seconds. We’ve been told our videos need to be thirty seconds or three minutes… tops. I’ve always found this to be a little insulting, but it was the (very persistent) word on the street and I went with it. However, study after study is busting that myth. Turns out human beings are not only capable of watching longer videos, but that they can actually be really interested in that video… if the video is interesting. That, of course, is the key.
Long-form videos are an opportunity to tell a story and take potential customers on a journey where they sense the purpose of your brand and feel something. Feel connected to people, a greater cause, nature, themselves… you.
This is where you really need a professional crew. This is when you need the DP who can execute powerful and cinematic shots, the soundtrack that inspires, the editor who understands the emotional impact of a perfect cut and the producer who can put it all together. This is where you want to put your money, so budget appropriately.
Senior Digital PR Executive at Click Consult, Daniel Sarath, said, “The rise of long-form video content is one of the key changes we expect to see in 2020” and he believes this beautifully shot and well-executed video by Patagonia is the long-form video to aspire to.
Good luck and welcome to 2020!
Post by Dani Lyman
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