Video is increasingly becoming a preferred method for promoting a business online. In 2020, 85% of businesses used video as their marketing tool and 93% of marketers said that video is an important part of their marketing strategy.
With an increasing number of consumers preferring video over written content, it’s one of the best ways to promote your brand, build loyalty among customers and make a lasting impression to the industry.
But the question is: how exactly do you use video content to separate your business from the competition?
- Know what makes your brand different.
Before you could think about strategy, you need to identify the things that make you different first. What makes your product more beneficial than the competition? What value can you offer to consumers that the other brands can’t?
Why should consumers choose you over them? Having a good understanding of your brand will make creating the right video strategy a lot easier.
Since video is all about triggering emotions, knowing your “why” will help you create meaningful video content that really speaks about your brand.
- Identify your audience.
Now that you know what you have to offer, it’s time to learn about the people who you’re offering your content to.
Defining an audience for a video content strategy is all about building your buyer’s persona, which will tell you what your ideal customer is like, so it’s easier for you to target your videos towards people who will really appreciate your content.
- Keep your message simple.
A video content done right could easily go viral and catapult your brand to fame. But if you’re going to make that happen, you need to make your message crystal clear every time.
If you are offering different products or services, you need to create different videos for each of them. For instance, you can start with a TED talk type of video where you give a glimpse of your industry, your brand and what you can offer.
Then, you can move on to an explainer video that demonstrates the different uses of your products. Don’t cram all your information into one video to keep your customers from being overwhelmed.
- Nurture your brand.
You can’t just stop with one video. Effective video content strategy is all about nourishing what you started by continuing to create different videos that will allow consumers to build that relationship further. But you also need to keep certain branding elements consistent throughout your content like greetings and sign-offs.
If done right, it’s easy to stand out with the content that you create using video.
Whether you’re a new business trying to build your brand identity or an old business looking to improve your visibility online, video content can really help you gain more exposure, build connections and even make meaningful long-term relationships with your consumers. You just need to follow these tips and make sure that you are implementing all your strategies properly.