How to Create Compelling Video Content to Increase Brand Awareness
Over the years, information consumption has moved from text and images to videos and audio. The average internet user spends 100 minutes watching videos every day, while social media users are 1.8 times more likely to share a video than any other type of content.
As a result, creating compelling video content has become an essential part of marketing strategies for businesses and organizations. After all, videos have the power to increase brand awareness, engage audiences, and boost conversions.
It is essential to understand the basics of good video marketing to create compelling video content. By following a few simple steps, you can create videos that will help increase brand awareness and engage your audience. Here are the steps:
1. Focus on Your Brand Story
Stories should be at the heart of the content you produce. Through storytelling, you can illustrate the value of the products or services you offer. You can use stories to share information about your company in a relatable way too.
One of the best ways to communicate a story is by video. Video content is powerful because people can see your facial expressions and hear the tone of your voice.
A good sales or explainer video will provide enough information to convince a viewer to take your desired action. In general, the more pain points you need to address, the longer the video. So a video in which you try to sell a $2,000 course would be significantly longer than a video in which you sell a $5 eBook.
Of course, smart marketers understand the best way of generating a conversion is by having an extended conversation with the lead. That requires you to collect the contact details of a viewer.
One easy way to do that is by creating squeeze pages.
Squeeze pages can help businesses generate leads, as they allow you to capture the details of the people watching your videos. They can also act as explainer videos that demonstrate your product’s capabilities and convince the viewer that your product is exactly what they need to meet their business needs.
Once your audience is convinced, you can use the squeeze page to get their contact details and sort individual users into specific segments.
2. Tailor your Video Content to the Target Audience
The best video content addresses your target audience’s pain points and aspirations. Understanding your audience is critical. The better you align your messaging with the needs of your prospects, the more likely you are to generate a conversion.
Here’s a checklist you can follow when conducting your customer research to create your buyer personas:
- Demographics: Knowing your target audience’s age, gender, location, and other demographics will help you create content that is relevant to them.
- Behaviors: What are your target audience’s interests and activities? What type of content do they prefer?
- Psychographics: What motivates your target audience? What are their values and beliefs?
There are many data sources you can use to know your audience better. Google Analytics, for example, provides plenty of demographic information about your audience. Customer data, collected through a CRM, is another valuable data source.
Understanding your audience’s interests allows you to create more engaging content. For example, you could include pop culture references and insider jokes that only your audience would understand in your explainer videos.
The ability to create this type of content will help you build your tribe. The little details can help keep your viewers hooked.
3. Add Storytelling Content
Business storytelling is a powerful way to engage and build audience rapport. When you add a storytelling element to your videos, you can create a more engaging and memorable experience for viewers. You don’t need flashy graphics for these videos – a clear, compelling story is all you need.
To write a good story, you need to include a few fundamental elements
A good story must be relatable to your audience. There are many personal stories you can share about your company that are relatable. One example is the founder’s journey.
The founder’s journey is where you share the circumstances that led you to set up the business. A good founder’s story makes the company more relatable. It’s also a way to share your brand values and what the company stands for.
Before & After
The before and after strategy helps people envision the benefits they would gain from purchasing your products or services. You start by discussing their problems. You then introduce your product or service and show the impact it has.
For example, let’s say you’re a luxury skincare brand. The status quo for your target audience might be using drugstore skincare products that are not effective. The resolution would be the target audience’s skin looking and feeling better after using your products.
For these types of videos, you don’t need expensive software or advanced equipment. You can use simple equipment, like a smartphone with a camera, and a video maker software like simpleshow.
4. Create Animated Produced Videos
When done well, animated videos can be an engaging and effective way to communicate your message to your target audience. They are also a great way to stand out from the competition.
There are a few things to keep in mind when creating animated videos:
- Keep your story simple: Complex stories can be confusing. Create a simple storyline, and ensure the animation does not detract from the messaging.
- Make sure the animation matches your brand: Your animation should align with your brand’s style and voice.
- Add a call to action: Include a call to action (CTA) at the end of your video so that viewers know what to do next.
Explainer videos lend themselves well to animation, especially when they deal with software products. By explaining a typical customer workflow and how the software transforms it into a more efficient one, an explainer video can make an intangible process seem more real to the viewer.
The video above talks about business process management and how it can help businesses improve efficiency. As you can see, the animation is simple and easy to follow. It also matches the serious tone of the narration.
It is a good example of a compelling animated video that meets the criteria listed above.
5. Include Brand Testimonials
Customer testimonials are a great way to build trust and credibility with your target audience. They provide social proof showing your brand is trustworthy and that your products or services are effective.
You can create a more engaging and effective video marketing strategy by including relevant and powerful testimonials in your videos.
When using customer testimonials in your videos, make sure to:
- Choose testimonials relevant to your target audience
- Testimonials should be powerful. They should include some statistics to show the results generated for the client by your product or service.
The growth of social media apps like TikTok confirms that whether we like it or not, video content will dominate all other types of content in the coming years. So if you want to stay ahead of the curve, it’s time to start creating videos as part of your content marketing strategy.
Videos take different forms: product videos, explainer videos, storytelling videos, and customer testimonials. Each type of video is designed for a specific goal. For instance, explainer videos give the viewer a good idea of your product and how it can solve their problem, while customer testimonials give us a glimpse into the product’s real-life applications.
Video marketing is a great way to connect with your target audience and engage them with your brand. Consider using online animation tools such as simpleshow video maker that will help you easily create engaging videos that will inspire your audience. The tips discussed above will help you create compelling videos using simpleshow video maker to boost your brand awareness.
Michal Leszczyński is immersed in developing, implementing, and coordinating all manner of content marketing projects as the Content Marketing Manager at GetResponse. He has 8-plus years of expertise in online marketing with a Master of Science Degree in Strategic Marketing and Consulting from the University of Birmingham (UK). Michal is the author of more than 100 articles, ebooks, and courses for both GetResponse and renowned websites like Crazy Egg and Social Media Today.