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Want to know a secret?
The secret to creating great marketing videos?
Okay, we admit, it’s really not a “secret”. But it is the number one piece of advice we share when we’re asked how clients can make extraordinary marketing videos. It’s quite simple actually.
Developing and producing an emotional experience with your video marketing is one of the best ways to capture your audience’s attention and create craveable content.
Emotional marketing and advertising efforts use emotion to make audiences notice, remember, share, and buy. This is typically done by tapping into an emotion, such as happiness, sadness, anger, or fear, which elicits a consumer response.
The best viral marketing campaigns focus on a problem, the solution, and the emotion that comes with those challenges.
Think of the infamous “In the arms of an angel” ASPCA marketing campaign with Sarah McLachlan. It was extremely successful. The campaign managed to raise $30 million in the first two years of its release. In fact, it’s been the most successful campaign the organization has had!
Another successful campaign that relied on emotion is the Dove “Real Beauty Sketches” campaign which addressed the insecurities that women feel and worked to empower their audience by showing them “You are more beautiful than you think.” The video was viewed more than 114 million times in the first month alone and ended up being the most-watched internet video of 2013.
Ask yourself these questions when you start planning your video.
What’s the purpose?
Figure out what you want your viewer to feel, know, experience, and understand. When they are done watching, what do you want them to take away from your message?
Who will be watching?
Knowing who your ideal audience is will help you select the music, message, design, feel and purpose of the video. It will also help you plan captions, call-outs, and call-to-action.
Where are you hosting the video?
When you know the audience and the purpose of the video, you can determine the best platform on which to host it. Then you can optimize the layout.
What visual elements do you need?
What images, videos, and designs will help articulate your message and interest your audience? The more visual elements you can produce yourself, the better.
How can you make the video craveable?
What makes your company and your brand unique? Think of ways you can add that into your video to entice people and make the message memorable.
How will you measure and track success?
What is your measurement of success and how will you track it? Knowing this ahead of time will help you plan, execute, and improve your videos.
More than anything, viewers care about passion
Bring energy to your project! If you’re speaking on video, bring all the passion and personality you have. The best thing about video marketing is that it’s humanizing—which means your audience will be able to feel the energy you’re putting off. What will make your audience want to listen and respond; what will keep them coming back for more?
Lastly, make sure you have fun! Videos are a great way to build relationships with your audience. If you’re having fun and can feature others in the process it’s a win-win!
Need some help with your video marketing? Check out our YouTube Channel to see projects we've completed and contact us to get started.