In today’s digital market, creating video content is a sure way to give your product a considerable boost. It’s a great way to draw in new customers – as well as creating deeper connections with existing ones. It is also key to understand that most marketers identify video content as some of their top-performing digital assets. But how do you make sure your video content is appealing enough to make conversions? Let’s look at a few ways to approach the creation of video content for your customers.
1. Stay on Brand
Whether you’re making a video with the intent to draw in new customers or to re-engage the customers that you already have, you need to make sure that it stays relevant. By the end of the video, your customer should know exactly what you want from them, how to do it, and what benefit they’ll get if they do. If you’re bringing up products that you do not offer, or things that have little to do with your brand, you’ll hurt your keyword SEO and confuse existing and prospective customers alike.
Sticking with content that directly relates to your product and brand not only helps to hold your customers’ interests, it also improves the chance that they will seek out more content that you post. It helps to build up your brand’s aesthetic, enabling existing customers to recognize your content immediately and helping prospective customers to learn what you’re about. Think about Apple’s video content used to advertise iPhones – clean, sleek, minimalistic. This plays a huge part in maintaining their image as a high-class, exclusive brand. Think about what you want your brand to look like and stick to that.
2. Stay on Script
The script is the key to making a successful video. When you create video content, you need a plan that keeps you on task and helps to avoid repetition. A script helps to maintain the pace of the video, streamlines the editing process, and helps to ensure that you don’t forget key information and the original purpose of the video. You should write the script before doing anything else so that you’re able to work through the points and arguments you want to touch on in the video and what to leave out. If you don’t want much actual dialogue in the video, you should write up a simple screenplay of the action you want to occur.
Of course, scripts aren’t meant to be written in stone, and it’s okay to steer away from your original ideas throughout the production process. You may find new points along the way that you want to include, or find that some things just don’t fit like you thought they would. What’s important is that you have some sort of touchpoint to come back to when you get stuck. Without a script or screenplay, it’s easy to lose track of your video’s purpose, and this can often lead to a confusing and ineffective communication.
3. Show Personality
When writing a script, keep your buyer’s personality in mind as well as your brand’s. You want to convey the information in a way that keeps your customers’ attention while still feeling natural. Using video to connect with your audience on a personal level gives your brand a face that they can associate with your products. By casually using relevant keywords and speaking in a way your audience can identify with, you’ll make them feel as if they know you and can relate to you. This can help to create long-lasting and powerful connections between your customer and your persona.
However, it is possible to overdo it. If you’re targeting teenagers and young adults, for example, it’s not a good idea to talk down to them or speak too casually. It’s obvious when a brand is trying too hard to be “relatable”, and it doesn’t look good. Make sure you find a balance between relating and pandering.
It can be difficult to know where to start with producing video content for your brand, especially if you’ve never done it before. If you want help creating high quality, effective video content for your brand, we have fantastic tools that can help you throughout the process. We strongly recommend 30 Second Explainer for simple, effective videos that communicate your brand’s purpose and promote your products and services. Click here to learn more about how they can benefit your brand.