The Anatomy Of A Great Marketing Video

marketing video

When you have something exciting to announce to your customers what do you do? Or when you want to get them excited about a new product about to be launched, what’s the best way to do it? We hear marketers answer in unison – Videos! A recently favorite content type that marketers around the world have been raving about! 

A marketing video has the power to meet the expectations of content-hungry audiences and also imprint a subtle flavor of your brand in their minds. What more can you ask for?! 

If that did not sound convincing enough, hear this. Nearly 88% of people report that watching a brand’s video has convinced them to buy a product or service. Now, who can so no to marketing content that is persuasive, right?  So, yes, if you have not been taking video marketing seriously, now is a good time to start. But what kind of videos does a brand really need? How do you create videos that make a difference? We hear you! We’ll deal with these questions one by one. 

What Kind of Marketing Videos Do Brands Benefit From? 

The list of marketing video types is pretty extensive. So, we’ll tell you only about the most popular ones. The ones that get the best returns on your video marketing investment. 

Not all brands that use marketing videos manage to achieve their goals. Have you wondered why this happens even after spending so much money and time creating a marketing video reserve? Often, there is something small yet significant missing in the marketing video. It could be because the video is not optimized for the audience. Or because there is no memorable message to remember the video by. Sometimes this could also be because the video does not have a strong visual anchor to have the audience’s attention from start to end. Irrespective of the type of video you create, there are some vital elements to ensure in every marketing video. Let’s find out what these essentials are. 

The Essential Recipe to Put Together a Great Marketing Video 

1. Aim for interaction more than promotion 

Yes, a marketing video is meant to promote your brand or idea, but, your core focus should be to nurture interactions. The marketing video should create a virtual discussion rather than appear like a monologue. Ask questions. Get your audience thinking. 

For this, you can use visuals that talk on behalf of your brand. Imagery that shows a relatable scenario. For example, say you want to create a promotional video for a smartphone. And you want to highlight the image stabilization feature in its camera. Instead of bluntly mentioning the feature, ask the viewers if they have encountered the problem of shaky blurred images. 

Or even show them a couple of blurry shots. And then go on to explain that the phone being advertised overcomes these. Perhaps even add a side-by-side comparison of images with and without this feature. People who do not understand the concept of image stabilization will definitely be able to see and tell the difference between blurry and crisp pictures. That’s the power of conversational marketing videos. 

2. You can never go wrong with a bit of humor 

Videos that contain information are good. But those that have both information and emotion are even better. And a universal emotion that audiences of all age groups can relate to is humor, the decent kind of course. However, understand your audience and tread softly when you use satire in your marketing video. 

Light-hearted humor is a strong element that can make any marketing video better. So much so that it has the potential to make the video viral. So, to make videos that get people to remember your brands, try incorporating an element of humor. 

Do you remember the 2022 Super Bowl Commercial by Lay’s, the popular potato chips brand? Take a look at it below and you will know why humor can be a good thing in marketing videos. 

3. Cash in on what’s trending 

Ever wondered how some brands manage to turn customers into fans while some keep struggling to acquire customers in the first place? The key is to understand what’s trending. Not just anywhere but with your target customers. For example, a teen brand might not many any difference by creating a video that is in line with what’s trending among middle-aged professionals. So, find out what your target audience is talking about on social media. And come up with videos that follow these trending topics. That’s one way to win your customers’ hearts. 

See how Lyft brilliantly utilized this concept and attracted the attention of Stranger Things fans with this marketing video. 

4. The power of a human element 

A marketing video that shows actual people using your product will be much more effective than one that shows the product alone. But remember, if it is going to feature actual video footage, the person featured in the video should fit into the ideal customer persona. 

For example, if you are creating promotional videos for backpacks for teenagers and your video features an older model would it make sense? Not at all! Customers should see themselves in the person featured. You should get them to visualize themselves using the actual product. That’s how you take them closer to the step of placing the order. Remember this even if you choose stock video clips for your marketing video. 

5. An attention grabber to evoke their interest 

Do you think it is easy to get customers who are waiting to hit the “skip ad” button to actually wait and watch the entire ad? It’s not easy but not impossible either. If your video’s opening frame has something catchy, a visual hook, then your customers will be ready to let your ad play. 

Something like a random stock video showing random people will not make a spontaneous connection with the onlookers. It should show something relevant to them. Something that does not look staged. Or something that makes them curious. 

For example, if it is an ad for a weight loss program, straight away showing weighing scales and other cliched elements will not work. Instead, if the first frame shows an actual transformation picture showing the before and after images of someone who tried the fitness program, the video is more likely to attract attention. You can then proceed to give a quick peek into what the fitness program offers and place the CTA appropriately. 

The key is to make them stop and pay attention. Once you achieve this, you are more likely to achieve your goals with the marketing video. 

6. A word about the people and places 

Understanding your audience and creating content that resonates with them is the key to effective video marketing. A video that is visually appealing but makes no sense to the actual people your brand target will still be of no use. So, before finalizing the concept and copy as well as the design elements like colors, fonts, and tone of the video, do a thorough study of who your audience is. Some marketing videos are meant for all your audience groups. While some are meant to target niche audiences within your target customer demographics. Define your audience to be able to make better videos for them. 

Next comes the place(s) where these videos appear. The tone and visual style of each social media platform vary. Your video does not have to fully deviate from your brand’s style and follow these differences accurately. But they should be smartly optimized so that the content appears native. For example, when the orientation of your video changes, some elements appear different. Or sometimes this happens when the video is played in full-screen mode on a larger screen like a television. See if these variations bring down the effectiveness of your video. You do not want your target audience to miss the core message no matter where they watch the video. 

7. Show don’t tell 

Videos that give visual proof are often the most useful ones for the audience. And they have the power to build trust. If your marketing video can show plenty of visuals that support what you promote it will be more engaging. 

The above video shows the actual products so customers instantly know what the brand does. Moreover, the copy ensures that customers grab the information even when the video is played muted. With videos like these, customers virtually experience the brand or product before placing an order. 

8. Create a homogenous mixture of design elements

There might be many components like text, product shots, illustrations, and stock imagery put together in every frame of the video. Ensure that they all look visually connected. Otherwise, your video looks unprofessional and weak in its stance. But a video where every element plays its part effectively creates a strong first impression for your brand. 

To make this happen, understand the emotions you want your video to evoke in your audience. Take cues from the emotions your customers experience while actually using the product. Based on this identify the right color palette and use it in your marketing video. 

Ready to Create Videos That Rock the Stage? 

So, now you know what kind of videos to create and how to create them so that they impactfully represent your brand and your ideas. All it takes is the support of a good video design service possibly with video editing options. With your ideas and the team’s support, you will be able to churn out content that entertains and engages your audience. 

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