We’re currently at a time where businesses have realized that video is a must for their brand, but is it really that simple to get audiences to fall in love with a brand?
Let’s first talk about what makes people fall in love with people?
- Mutual respect
These are in fact the same characteristics for a person to fall in love with a business. Think about how you feel about some of your favorite brands and which of these characteristics apply.
It takes a great understanding of your audience to empathetically connect with them. When you use these 5 steps to creating web videos, you will not only make your audience fall in love, but help them to become loyal customers.
Identify your audience. One of the most important things you can do before marketing and advertising is narrow your audience to a single person. You could talk to a whole bunch of different kinds of people with your messages, but you won’t truly connect with any of them if you tried. Not having a target person for your messages is like doing a crossword puzzle without any clues.
Learn as much as you can about your target audience. What do they value? What do they dislike? Where do they spend their time online? Who do they follow? What content are they reading and watching? Do they live in certain places? How old are they? Where do they hang out?
These are just a few of the hundreds of questions you should be asking to learn about your audience.
Determine your ONE goal. The most effective web videos focus on just a single goal. What is it you want your audience to do after they watch a video? No, it’s not as simple as just saying “ok, now go buy stuff”. The goal you choose for your video should match where a person is in your sales cycle. A person just visiting your site and learning about your product will likely want more information after watching, rather than a link to “buy now!”.
The key part of making your users fall in love with your videos is to develop a story using empathy that matches your audience and your goal. This is where many brands turn to the explainer video but that not always the right answer. Telling of the personal benefits your audience will receive and showing that you understand them is much more effective than rambling features, stats and facts.
Develop a visual style for your video. All the info above will help you determine the best visual direction to go in. The choices here are endless, with styles ranging from live action video to animation, the style you choose will help communicate your message as a professional and trustworthy company.
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