SEE it to Believe It - Use Video To Promote Your Brand
By: Marcela Mack
In this day and age, not many people are going to just take your word for it when you tell them to buy your product. Consumers engage with video more than any other form of content. The best way to persuade an audience is to captivate them through video.
Videos are not only visually enticing, but they have the power to evoke emotion, to spark curiosity, and so much more. There are so many ways to keep an audience engaged with video if you do it right. The best way to persuade someone to buy your product is more than telling them your message, it is to make them feel your message.
Tell A Story
In “Webs of Influence: The Pyschology of Online Persuasion” by Natalie Nahai, the importance of powerful storytelling through video is stressed. Whether you are trying to get someone to buy your product, follow your page, or support a cause, the means to that goal remain the same: tell a story. People are more likely to be engaged if you can create a narrative that they can follow.
It can also be helpful to have the narrative be a specific one, focusing on the story of one person or one subject, rather than that of the masses. Viewers are more drawn to a story that focuses on an individual.
Now, this obviously depends on your brand and it’s target audience, but if you can find a way to include a narrative and create an engaging story through video, you will see success.
Best Practices For Video Content
Make it Visually Engaging
Once you’ve made your video, you don’t just want to throw it out there raw. You want to edit the video to ensure it is clean and professional, and follows a linear progression, and even add some special effects. A video like this will be sure to keep your audience angaged as they are being visually stimulated and they are able to follow the video easily. You can use softwares such as Adobe Premiere Pro, Final Cut Pro, and many more to make your edits.
If you want to go the extra mile, you can even add some animation to your video. The entire video could even be solely animation or kinetic typography, creating an engaging experience. You can use softwares like Adobe After Effects, Adobe Animate, and more for this.
Optimize Your Video For Browsing
Make sure that your video is optimized for those who are just scrolling past it, since that is probably how they will come across it.
No Sound? No Problem.
A lot of videos on social media platforms start out muted, and the user has to perform an action to hear the sound. This means that your video still needs to be engaging even if no one can hear it. Your goal is to make them want to press the button to hear the sound, and stay to watch your full video.
Keep it Simple
You’ve probably heard this time and time again, but there’s a reason for that. You want to convey your message through your video, but you don’t wanna tell everything in your video. Viewers’ attention spans are getting shorter by the year and content needs to be straight to the point. Don’t over-saturate your video with information because viewers will be quick to move on if they feel they’re just being bombarded by facts.
Make it Mobile
It is imperative that your video is accessible and responsive on mobile device. Most people are surfing the web and social media on their phones, not on desktop. If your video won’t fit seamlessly in a mobile newsfeed, then viewers will immediately go past it.
Now Your Viewers Will See it AND Believe It
So, be sure to make a captivating video that not only persuades viewers, but tells a story and inspires them to become a customer. The way to persuade people is to evoke emotion and curiosity from them, among other feelings. You want this video to have a professional feel to it, achieved by editing on multiple platforms. And finally, you want your video to be optimized for the very best user experience, no matter what device they are watching on.
Once you’ve achieved this, your video content will cultivate engagement and your brand’s popularity will grow.
Thinking Photo Instead of Video?
Check out this blog on Photography for Social Media
Check Out More Of My Blogs
Keep It Reel - Instagram Reels To Grow Your Brand
Sources:
http://library.sadjad.ac.ir/opac/temp/18541.pdf
https://www.laneterralever.com/blog/best-practice-for-more-effective-digital-video-campaigns#gref
https://marieennisoconnor.medium.com/best-video-marketing-practices-and-resources-16478fd4740a
https://biteable.com/blog/video-marketing-statistics/
https://www.oberlo.com/blog/video-marketing-statistics