Four Ways to Use Video to Engage Your Brand’s Audience
There’s a reason that video marketing is so important for your brand right now. It’s engaging and captures your audience’s attention. Views on branded video on Facebook have increased 258%, and 64% 0f consumers make a purchase after watching branded video content. These numbers tell us a lot about video’s effectiveness on individual consumers, but that’s only one part of the equation.
For those numbers to mean anything, your video must reach as many people as possible. This means you need to get people talking. Your video content needs to spark conversation and interaction from your audience. With the constant onslaught of content on social media, it just isn’t enough for them to watch it without saying anything.
But, how do you make this happen? How can you take good video content and turn it into something that’s a great conversation starter? Here are 4 things you can start doing today to boost conversations about your brand with video marketing.
Start by Understanding Conversation Behaviors
To get people to talk, you need to start by listening. There are obvious benefits to being aware of what’s being said about your brand, but it’s more than that.
It’s about “deep” listening and identifying the details that spark conversation. Often this means looking at conversations about your brand outside of video. There are countless details that you might notice, but there are a few that mean more than all the others.
First, pay attention to when your audience is talking. You hear a lot about posting when your audience is online, but it’s important to focus in on when they’re the most interactive. For example, if the optimal time to post on Facebook is 1-4pm, but you’ve noticed that conversations really start happening closer to 3pm, then adapt your posting time to reach your audience when they’re the most talkative.
Secondly, discover conversational triggers. This really can’t happen without engaging in the conversation yourself. Look for details like an emotional factor, or a hashtag that seems to spark conversation with a higher level of engagement. Pay attention and narrow down the topics of your video to the micro-topics that get your audience excited.
Connect with Influencers
Influencers get people talking about your brand and video gets people talking about your brand. Now, imagine the potential when you combine the two.
Some small business shy away from influencers because they think they’re out of the scope of what they can afford with their current marketing budget. It’s important to realize that you don’t need a big-time influencer to jumpstart conversations about your brand. In fact, microinfluencers can be more effective.
For example, in terms of conversions, non-celebrity influencers are 10X more likely to influence a purchase than a celebrity. Microinfluencers, such as local or industry specific people, who are known in a niche market are perfect to pair up with in your video strategy.
Strategies include asking an influencer to work on a video project for you or highlighting their product or service in your video and asking them to share it. If an influencer is excited and talking about your video content, then their audience will too.
Emily Henderson, an HGTV host and best selling author, is a well known personality in the interior design space. She frequently partners with companies like Target to promote their home and decor lines.
Variety Sparks Conversation
There are few things that will kill conversation about your brand faster than repetitive, boring video content. It’s understandable that when you finally strike conversational gold with video content, that your natural instinct is to repeat it over and over again.
It’s fine to go with what you know works well, but it’s crucial to keep it fresh and interesting. For example, if you had great success generating conversation with an explainer video, then go ahead and do more. But make sure that it’s on an entirely different subject and that you’re not relying on the same script. Make a point of making each video unique so that it stands alone.
Also, don’t be afraid to play around with different types of video. With the explainer video example above, why not make a live explainer video, so that your audience can engage with conversation with you and ask questions in real time?
Get creative and reach out to your audience through different types of video to keep the conversation going strong.
Allbirds, a San Francisco-based startup, is well known for designing environmentally friendly footwear. To follow up on the success of their original wool runners they created a video to introduce their wool loungers. They incorporated colorful environments and a quirky script into their video in order to reach their audience of young, hip professionals in the tech space.
Let’s Talk about Testimonials
Reviews and testimonials are powerful. 68% of people will form an opinion about your brand after reading less than 6 online reviews. The bottom line is that consumers are going to trust what other people say about your business more than they trust what you say.
This alone is incentive enough to encourage positive conversation about your brand.
There’s no reason that you need to leave it up to your audience to scroll through and read reviews and testimonials. Instead, you can take some of your best, and most useful testimonials, and turn them into conversation sparking video.
Get in touch with some of the people who have left reviews, or those you know to be familiar with your brand and ask them to say just a few words about you in a video compilation. You might also include screenshots of reviews.
Real people, speaking real words is incredibly engaging and conversation worthy. Plus, it instills trust in your brand. This works especially well with niche or location specific brands where people in your testimonial video might be easily recognized.
The goal is to create a sense of community with video content, which stimulates conversation and awareness of your brand.
99designs is an online design marketplace dedicated to graphic design, logo design, web design, and more. They highlight previous customers in a range of industries on their YouTube channel. Each video is meticulously crafted and showcases a small business owner that’s been successful through using their services.
Connect with the Experts
Have you been looking for ways to generate more conversation about your brand with video marketing? Sometimes all you need is a helping hand and little creative inspiration. We can put you in touch with a community of digital marketing professionals to help you get people talking about your brand. Contact a video production company near you today, and they’ll help you build a stronger, more engaging video marketing strategy.