Building a solid marketing strategy that supports your brand is all about connecting with your customers and taking a stand as the expert in your field, and being the trusted provider of a certain product or service. But how can we in an efficient way reach potential customers and build this trust?
In a crowded marketing space, the key to successful branding lays in listening to the market and how people prefer to be communicated to. Us marketers should take that information and use it as the backbone for the company's marketing strategy. And if we listen to the market and the stats right now, it tells us that people love video content!
Video has over the years grown to become one of the most effective methods of communicating with people. By 2020, it's predicted that there will be almost a million minutes of video per second crossing the internet. And studies also show that 83% of consumers have bought something after watching a video of a product.
The power of video is clear! It can be used for brand building, as well as in all stages of the sales and marketing funnel. However, the horrible truth is that our attention span is constantly declining, and people have less time to stop up and interact with the marketing content you put out there. So the question is: how do we use video in a smart way that both gives people the great content they want, and in a format they prefer?
Make the small moments matter:
Instead of thinking of your video marketing strategy as creating one long and extensive video every now and then, you could start thinking of this strategy as an always on-going conversation with the audience. By creating a video series with "episodes" in bite-sized pieces, you'll continually fuel your audience with valuable content that will help keep them engaged, and that will again help with brand recognition.
And because people swipe through content faster than ever before, it's vital to keep your content short and to-the-point. You should, therefore, make the most out of the time you have. Creating snappy videos can and will do the job for you. If you're wondering exactly how long your videos should be for the different social media platforms, you can dive into this blog post.
10-30 second teasers or product/software intros are perfect to spike interest, because that is exactly what the purpose of these videos are. We want to peek audience interest just enough to seek out more information, or so that they'll recognize you next time they see your content. Whether you are in the B2C market trying to get a direct purchase on Instagram stories, or a B2B company looking to collect new leads on Linkedin, short targeted videos are the way to go.
A short video format can work for any kind of video a company needs. The examples below show two different companies using a short-format video series in two very different ways, but showing that you can get a message across, without dragging on.
Spotify - here Spotify is focusing on moments and feeling to connect with their audience.
Grammarly - while Grammarly are showcasing themselves through short and effective customer stories.