Video Marketing Guide for 2019 (Part 1)
Here at Penceo / TravlrStudio, we are often asked by clients WHYvideo marketing needs to be a part of their marketing strategy. They want reassurance that they’re investing in the right kind of tools and strategies to push their brand forward, and they trust us to know the answers.
So we’ve put together this guide to help you understand the value of video marketing, and see for yourself why it absolutely needs to be included in your marketing strategies for 2019 - and beyond! As a specialised Communications, Video Production and Digital Media agency based in Geneva Genève and Lausanne, Switzerland, which works with clients from around the world, we have seen countless different types of companies come to us for help. Whatever your field, we can help your brand augment its visibility.
We will present out Guide in sections, each recapped by a handy infographic. So, should you not have the time to read everything right now, or wish to hang onto the essentials, you can download the infographics for future reference. In the relentless world of business, time is money, and we fully appreciate this! We’ll start with the WHY, move on to the HOW, delve into the FUNDAMENTALS and finally take a look at reaping the RESULTS to their full potential.
Why use video in your marketing strategy?
To cut a long story short; video is everywhere, and it is here to stay. Rates of video usage in marketing have soared in recent years, and at this point, you simply cannot put together an effective marketing strategy without it. Wyzowl studied the current video marketing trends, and the results are very clear: if you’re not using video yet, you are unquestionably falling behind.
The key stats from their survey indicate that 72% of consumers prefer watching a video to reading a product description, 87% of businesses use video marketing, and a whopping 99% of marketers who are currently using video as part of their strategies intend to continue using video in 2019. Once you start using video, there’s no going back to static materials.
For more statistics, in case you don’t feel convinced, visit: https://www.wyzowl.com/video-marketing-statistics-2019/
You are the experts in your field, and we’re the experts in creating an authentic and engaging brand identity people engage with.
How can you use video in your marketing strategy?
Incorporating video into your existing marketing strategy is easier than you think. Once you begin to familiarise yourself with the way videos encourage engagement, you’ll notice the empty spots in your strategy that are perfect for video. To help you along, let us introduce you to one of the best types of video content you can make to bring your brand back into the spotlight - and we’ll even outline the basic framework they need to have for success! We will discuss Product Demos, How-to Videos and Update Videos, all of which have their unique structure and ways of engaging your viewers. Are you ready to learn?
1) Product Demos / Product Presentations
No matter your product, you can create videos promoting and demonstrating what your brand has to offer. Do you sell electronics? Great, show the viewers how to make optimal use of them and pique their interest. Are you a sports federation? Demo your best merchandise or show your audience what kind of information you have available on your channels throughout competitions and events! This is your chance to showcase who you are as a brand and give a voice (or even a face) to your message.
Briefly introduce the problem your product solves. The problem may be a physical one, e.g. a nice, big towel makes your post-shower experience much better, solving the problem of being uncomfortable, or it may be a non-physical / virtual one, e.g. an online platform providing access to information on an event, solving the problem of reliable information being difficult to find.
2. Value proposition
The value proposition is the ‘why’ of the product, looking beyond the problem. It is how the problem is solved, as well as the benefits the product brings the consumer. Plus, it includes how the product differs from any competition. E.g. why is your towel the best one? Not in terms of ‘because it is soft’, but in terms of ‘because it makes you feel like royalty, and it dries well too!’. Appeal to the viewer, make them want to have your product available to them. Show them how it would improve their life, and give them reasons that resonate!
3. Reveal of product
Now, the big reveal. By now, ideally, your audience really wants to see and know more about the product. This can be done through a static image or a sweeping video shot of the product that shows it from all sides, with music, text overlay or voice-over. This is the moment to grab that big, fluffy towel and show someone looking very cosy with it, with their hair still wet and shower steam around them. It should be the first very good view of the product that the audience has, so make it impactful.
4. Features of product
What can your product do? The towel you market, does it quick-dry? Maybe it’s extra-large in size, or extra soft yet very absorbent, or made with eco-friendly products… and so on.
5. Physical demonstration / non-physical product demonstration
How does your product work? In some cases, this part is obvious and is made clear by the ‘reveal’ and / or ‘features’ section of your video already. The demonstration takes the product value proposition and applies it to a realistic situation, showing off the very purpose of your product.
6. Recap & call to action
Bring your audience back to the beginning: there was a problem, and your product is the solution! No more struggling, because they can simply use your product and make their lives easier. What do you want them to do now? Link them to a website or online store, give them a number to call for more information, or tell them to download a brochure. Make it very easy for them to continue their interaction with your brand, going straight from the video to action (purchase, download of more info, visiting the website).
But what about video length?
Your storyboard has to reflect all of these steps, but their length can differ vastly. You can make a highly effective product demo of just 30 seconds in length, or an equally effective one that lasts ten minutes! Time will depend on the nature of your product, its complexity, your budget, your platform of choice, and more.
And one final note: never stop learning. Your next product demo can be even better if you take into account all the feedback and responses you receive from viewers! Or, you can contact an agency such as TravlrStudio and start off with great materials right off the bat.
2) How-to Video Guides
The how-to video concept is simple: you show people how to do something, whether a physical or virtual activity, and they consult your video primarily to obtain information. This is your chance to both show off your brand expertise and position yourself as a leader in the field. What you want to convey is that you know your stuff so well, that you are capable of creating guides to help others. You are a leader and an innovator.
Briefly introduce the problem. This can be e.g. how to create a good Instagram post, or how to knit a team scarf to wear to an event. You want this part to be engaging, and to propose the issue in a way which appeals to the viewer - even if they have never thought about it before! Also introduce the person featured in the video, and why they matter and have the required know-how.
2) The how-to
There’s such a thing as too much information, and stuffing a dozen tips and tricks into one video risks becoming overwhelming. It should be short, sweet, and sufficient. A handful of steps, maybe a couple of them broken down into subsections, is enough. The same goes for tips - a nice even 6 tips in list format is plenty. Are these tips from a specific team member? Name them! Make it as authentic as possible, so the audience feels like they’re watching a how-to they can actually use in real life.
3) Recap & further information
Bring your audience back to the beginning: there was a problem, and your tips and explanations solve it for them. A few words of recap also bring it to a nice close and leaves the viewer feeling like the problem is resolved. But what do you want them to do now? Make it very easy for them to continue their interaction with your brand, and e.g. link to another, related how-to video, or a downloadable how-to guide. Or, to your blog or website!
And what about video length?
Your storyboard has to reflect this backbone of key steps, but much like the demo video, the length can vary greatly. You can make a highly effective how-to of just a few minutes in length or an equally effective one that lasts fifteen! Time will depend on the complexity of the explanations, the detail you wish to go into, and the platform you intend to post on. A combination of short and long how-to videos can be a great tool - you could even create a 1-minute Quick Guide for those in a time crunch, and a 10-minute Complete Guide for those with a little more time on their hands, on the exact same topic. Cater to your audience’s needs!
And one final note: never stop learning. Your next product demo can be even better, if you take into account all the feedback and responses you receive from viewers! Or, you might’ve guessed, you can contact an agency such as TravlrStudio to get the ball rolling the right way from the start!
3) Update Videos
Do you have a new team member, any soon-to-be-starting initiatives, some upcoming events or brand milestones? Create an update video to keep your audience involved in your brand! Being authentic and humanising your brand appeals to the public and gives a sense of personhood to the brand itself. You want people to see the intentions, the authenticity, and the message behind the brand, rather than just a logo without any promise or personality.
Briefly touch on the update you’re bringing to your audience. Say you e.g. have a great internship programme and would like to introduce your latest intern to encourage more people to join, start by having them introduce themselves by name and role, introduce the company, and show their enthusiasm for the organisation. Likewise, for event updates, introduce the company and mention past event highlights to pique the viewer’s interest.
2) Tease the topic
Continuing on the example route of internships, e.g. show that the person is having a great time working at your organisation, and what they are learning. Also showcase their profile a little, making people view them as relatable, authentic and human.
3) Update reveal
Time for the update! It may be e.g. that you are expanding your internship programme and it will open shortly. Or there’s an event whose tickets are going on sale imminently. You want to focus on the message of the reveal, why does it matter and what does it contribute to the lives of the audience?
4) Call to action & recap
Provide a quick recap, reminding them of the name of the intern and their satisfaction with the programme, and why your company is the best. What do you want them to next? Is the aim to get them to apply for an internship? Provide links to the application pages. Want them to purchase event tickets or merchandise? Link to the webshop or ask them to visit your page. Again, the video length depends on a lot of factors, including the nature of the update and the amount of relevant video footage and engaging information that surrounds it.
And the video length?
You want your audience to engage with you in a positive way. Humanising the brand is a very important step to take, as it turns it from an abstract concept to a palpable thing people can profit from, work with and put their faith in. Update videos should ideally be short and sweet, because no one wants to spend ten minutes listening to something they could read in one minute. It’s all about getting the information out there easily, accessibly and clearly.
And one final note, which you might’ve guessed by now: never stop learning. Your next product demo can be even better if you take into account all the feedback and responses you receive from viewers, and you can boost your brand ever better by incorporating all that you learn. If you’re unsure how to get started, it’s a great idea to consult an agency such as TravlrStudio, whether for a consult or a project - we do workshops to help your team understand the ins and outs of social media, video production, and more, and you are welcome to come to our Geneva office for a consult!
Let’s recap all of that before we move on
There are many types of video which can engage your fans, and with the incredible growth and success video has enjoyed in recent years there is no denying that it is the marketing tool you have got to be using. You can use video types which work well for your brand, match your needs and showcase that which you wish to convey to your audience.
Part 2 of this Guide, which will be released shortly, will focus on four more exceptional video types for success, and delve into both how to get started, and how to analyse your performance once you’ve added video to your repertoire! Here at TravlrStudio we are always available if you want a consultation to discuss your brand’s video needs, whether you’re a local brand in the Geneva area or are an international, global brand. We’ve got the know-how, you’ve got the questions, so don’t hesitate!