Since Bill Gates popularized the now-ubiquitous “content is king” mantra in the mid-1990s, the marketing industry has seen numerous content trends rise and fall. The importance of video content, however, has continued to rise.
In fact, in today’s marketing landscape, video is the #1 tool for promoting brands — and its role in engaging audiences is only growing. If your brand is looking to better capitalize on the power of video marketing, here are a few key tips from our team at Asen…
Secrets to Successful Video Marketing Content
Start by getting clear on the essentials: successful video marketing requires strategy, creativity, and expert production — and that’s where we come in. Here’s a look at some essential components of effective video marketing that we’ve seen generate success over the years:
1. Know Your Audience
Start with this fundamental rule: understand your target consumer, partner, or client. Outline your brand’s buyer persona(s) and keep those characteristics at the forefront for video marketing content that thrives.
We’ll work with your team by answering questions like:
- Who wants/needs your products?
- What are your audience’s viewing preferences (platforms, video length, etc.)?
- What are their interests (popular search terms, influencers they follow, pain points, etc.)?
- What are their lifestyle and viewing habits?
Already feel like you know your ideal audience? Remember, many of these are ever-changing, so if it’s been a while, a fresh look may be in order.
2. Prioritize Quality Over Quantity
“The more, the merrier” may seem like a tempting approach with a powerful marketing tool like video production. However, let “quality over quantity” guide you instead. Professional, strategic video content will make a greater impact on your audience (and your long-term ROI) by building trust and maintaining your brand’s credibility.
3. Plan for Platform Optimization
Once you’ve identified which social platform(s) or media channels to utilize, tailor your video content accordingly. Keep in mind: what’s successful on one platform or channel may not be on another. For instance, Instagram and TikTok Reels need to be shorter, while YouTube content and website videos can be longer but are less likely to be watched all the way through. High-end commercial videos for TV or streaming also require different considerations.
Sometimes, you may simply repurpose content to optimize it for different platforms. For example, with strategic scriptwriting and editing, a 1-minute brand overview video made for commercial use could be clipped into a 15- or 30-second spot for social media use.
A smart way to stretch your marketing budget is with a video content plan built for repurposing. At Asen, we help you strategically plan scripts and production, ensuring every shoot delivers maximum impact for your brand.
4. Include Compelling Calls-to-Action
For the most success with video, know your end goal from the beginning. That goal should drive the entire video strategy and production, helping you and your marketing partner determine which calls-to-action (CTAs) will drive your audience to take action.
If your goal is to increase brand awareness, for example, you might include a CTA for viewers to click a link simply to “learn more.” On the other hand, if the aim is to drive sales through video marketing, your CTA might be to “purchase now” using a limited-time discount code. Either way, successful video marketing requires clear, compelling CTAs.
Finding The Right Video Marketing Agency For Your Brand
At Asen, we blend creativity and strategy to craft exceptional video marketing campaigns. Our team produces high-quality videos tailored to various industries and platforms, serving clients in Knoxville, other East Tennessee markets, and beyond. (But that’s just one piece of the puzzle — explore our full range of marketing services.)
With a deep understanding of regional audiences and the expertise to drive results for national brands, we deliver video marketing that makes an impact. If you’re looking to collaborate on your next video production project or marketing efforts, we’d love to help! Let’s talk about your brand or project to see if we’re the right fit. You can also follow Asen on social media (@thrivewithasen) to learn more about what we do and how we do it.