We now live in what’s been called ‘the video era’. The vast majority of brands are creating video content on a regular basis. Even most B2B brands have jumped on the ‘we have to make some videos’ bandwagon because all their competitors are doing the very same thing.
So the most obvious questions in this regard are: What’s your video content strategy, and how do you measure the effectiveness of the videos you’re creating?
First comes engagement. This isn’t just the number of views. Instead you need to determine if the core of your target audience is clicking on your content. Are they the decision makers when it comes to purchasing your product or service? Next, are they watching the entire video or bailing out after the first 15 seconds? Far too many businesses attempt to include too much information in every video they create.
Second is response. What specific action do you want the potential customer to take as a result of watching the content you’ve created? Are you simply hoping to increase general awareness about what your brand does, or are you providing the next step in the sales funnel? That said, it’s extremely hard to measure the impact of a single video on the bottom line. It takes time to build from awareness to consideration to sale.
Third is reach. How powerful (and unexpected) are your ideas? Are people passing them along to other decision-makers in their company, or to associates at other firms? This is of course the holy grail with every video, but in reality it rarely occurs. Most businesses aren’t willing to invest in something brave enough to inspire pass-along – with the exception of leading consumer brands who’ve learned the hard way that entertaining is more important than selling.
Fourth is impact on your brand. Not every piece of marketing is meant to create an immediate sale. How does the video fit in with your overall marketing strategy and paid advertising? Where does it fit into your plan for other videos to come? The smart choice is to focus on a single part of your brand story, and tell that as concisely and effectively as you can. Give people something they can easily digest and remember. When you do that repeatedly, you create a much more powerful image of your brand in the mind of your target. If your videos are intelligent and entertaining, that’s what people will think about your business – every time they see your logo.
For more reading on this topic, here’s a link to ‘How to survive and thrive in the video era.’