How to Use Video to Raise Business Awareness
Jeremy Mason
Video Creation Coach | Broadcast TV Professional: I help business owners, coaches and consultants create their own extraordinary video content to build audiences, relationships and their businesses.
Video has clearly been one of the most heavily used ad formats among consumers online.?It is more engaging, more memorable, and more popular among consumers than any other type of content.
That’s why it has been most effective when used for building awareness, interaction, and engagement, and for solidifying a brand identity or brand personality in the mind of the consumer.?
Brand recognition is an important goal for any company, especially when you’re first starting out. Consumers are swamped with hundreds of options for services and products, so making your mark on the industry is vital. But how can video be used to reinforce your branding?
Here’s our guide to growing brand awareness with video and leveraging it for your business.
1. Know Your Target Audience
The first thing you need to think about when creating a video to raise awareness of your brand is your audience. The messaging of the video must resonate with potential customers. It becomes necessary, therefore, research your target audience to understand their tastes and choices.
You need to think about how to appeal to your ideal audience:
A good way to really know your audience is to create buyer personas. Buyer personas are three-dimensional representations of your ideal customers based on existing customer data, or new market research.
By creating back-stories for your ideal customers, you breathe more life into them. This helps when it comes to creating videos that will resonate with your audience.
2. Create Original And Arresting Content
Being original is?so?important when it comes to brand awareness, because you?need?to stand out from the billions of clips floating in the virtual world. Only you will know what can help you stand out in your industry. You just have to look around at what others are doing, and do something better.
No one is interested in watching a kind of content that they have seen earlier.
Every day people watch?hundreds of millions?of hours of video on YouTube alone. The competition is rife. So it’s important to make your videos original.
Original is?Attention-Grabbing. Memorable. Shareable.
3. Create A Clear But Concise Message
One of the most important factors to be considered is the length of the video. In case you didn’t already know, people are busy! In this fast-paced world, the attention span of modern customers is extremely low. You cannot expect them to spend more than a few minutes to watch your content.
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The recent rise in technology has reduced attention spans and made instant gratification a must. According to?Visible Measures,?20%?of viewers will click away from a video in 10 seconds, and according to?VINDICO,?80%?of online video ads are abandoned within the first half of the ad!
So it’s super important that you get to the point! To create a clear and concise message in your video, you should highlight a few key points about your business –?3 or 4 should be more than enough. This way, you aren’t overwhelming the viewer and they will watch your video until the end, seeing that all-important call to action.
4. Promote The Content Extensively
You might have created the best video but no one will see it if they do not know about it. All the effort and resources that were invested in the creation will go waste.
There is a common rule among marketers. It’s called the?80/20 rule?and it refers to content creation and promotion. The criteria is as follows: Spend?20%?of your time creating content and?80%?promoting it.
Yep, that’s right. All of the sweat, blood, tears and, most importantly, money, you put into creating your video is only worth 20% of the overall effort.
There’s so much content online! To make sure you are seen by your ideal customers you need to promote across as many different platforms as you can.
Promote the content extensively?across all possible platforms. Post it on video-sharing networks like YouTube and share it on social media channels like Facebook and Twitter. Send it out in email newsletters to your existing clients.
If there is another industry-specific platform in your business domain, use it too. Do not leave any stone unturned in promoting your clip.
Give it a chance to be seen by the maximum possible people so that it can be shared even more. Do not forget to post the clip on the platforms frequented the most by your target audience.
5. Never Compromise On Quality
The?video content created for your brand?must be of high quality. People today are regularly being exposed to beautifully shot and cut videos.
They will not watch a clip made without any technical finesse. Engage professionals to shoot and edit the film. This may cost money, but a viral video giving?immense publicity?to your brand is definitely worth every penny.
Bottom Line:
Visuals have immense communicating power and videos can be used to effectively promote any product or service. What you must remember though, is that you get a single chance to make a lasting first impression.
Take help from the above-mentioned?video marketing tips?to brand awareness to create a clip that will be not only liked but also shared by members of your target audience.
If you want to learn why video marketing is important for your business,?click here.
Great perspective and such good points about video marketing. We agree that it's the best thing right now when creating content for your audience. We are saying this because it's what we've been doing for the past months and we are really getting our customers attention through that.