The world is crazy about video – we consume video content at a crazy pace and in huge quantities. The best proof of the fact that mobile communication has become a real trend in communication is the fact that the two largest social networking sites in the world, i.e. Facebook and YouTube, have been fighting for the title of a video hegemon for almost two years. So it’s no wonder that brands all over the world include the form of message that is film in their campaigns and I’m convinced that in 2019 we’ll be able to see a multitude of really effective examples of video content marketing.
Why video?
I won’t discover before you America by writing that people most often choose the forms of communication that require the least effort from them. And film is just such a form. One can say that the very activity of watching video is passive. This means that when you choose to read a folder or watch a movie, the latter option is most often chosen. No wonder that more and more video materials are used in content marketing strategies by people involved in building effective communication.
How to effectively use video format in communication?
In order to be able to effectively and efficiently use video material in communication, we have to answer a key question, which is not a question about trends, but about the purpose of the action. What is popular will not always be the best for us. Therefore, before we start to act, shoot, search for a distribution platform, we have to determine what we want to achieve with the help of video marketing. In this text I will show you three different video formats, which you can use in a practical way.
Testimonial video: can a “talking head” be interesting?
Sounds unattractive, but testimonials in the form of video can convince even the most unconvinced customer to use the service or product. At a time when around 3,000 brand messages reach people every day, they are reluctant to trust them. What is more, he assumes in advance that brands do not want to help him, but only to earn money from him. That is why communication itself has been changing very much in recent years and, as Philip Kotler describes in his latest book “Marketing 4.0”, it is becoming horizontal, i.e. customer-focused. No wonder, therefore, that brands more and more often decide to replace the artificially created advertising message with an even more authentic one, as it were said by the customer. And this is where the testimonial video comes to our aid. Imagine that you find yourself on the website of a company whose services interest you. However, instead of the standard and boring sounding rule: “We are a company with more than 10 years of experience, providing services of the highest quality…”. You come across testimonials in which real customers of the company talk about why they have used its services and how they have affected their work or life. I am convinced that such a procedure would definitely improve your experience with the brand and would have a stronger impact on your decision to cooperate with the company. Such a message has an impact on me!
Can a brand create authentic stories? Video reportage.
What does it have? Video reports created by brands are part of the storytelling trend, which has been very strong for several years. However, these are the most authentic stories told by brands, as they concern real people. In 2017 I came across a lot of great examples of how brands use the form of reportage. What’s interesting is the fact that in most of these films there appeared people I haven’t heard about before, and their stories were amazing. From the point of view of effective communication, these stories are phenomenal, because they match the values and DNA of the brand, and it is not uncommon for us to see, for example, products of a given brand in films.
How can we use this format? Video reportage is such a universal video format that it can be used by the brand in many points of contact with the customer. Therefore, it will be a great complement to the product page. It can also be a key element of the brand’s narration on YouTube. The example you will see below comes from the channel of a brand selling equipment, which is used by people who spend a lot of time outdoors, e.g. fishing.
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