By now we’re all aware that video is the most powerful tool in your toolbox when it comes to capturing that ever-elusive audience – whether it’s new clients, customers or stakeholders. Here in Canada, we have a social network penetration rate of 89 percent, making us one of the world’s most connected online populations. So as we move into the new year, it’s a great time to take a closer look at your social media presence and consider how your brand video content is performing, and how you can keep it consistent and engaging – but most of all – drive results for whatever outcome you’re looking to achieve.
To help you maximize the impact of your brand videos and even go viral, here are our top four tips for crafting better brand video content in the upcoming year.
Tip 1 – Choose your Channel
When it comes to crafting great brand video content, the number one thing you need to consider is your audience. TikTok, Instagram, YouTube, and Facebook all have their own unique demographics, styles, and creative constraints, so it’s important to take some time to research, and choose the platforms that are most suitable for your brand and your goals.
A few stats to help you out. If you’re looking to reach a younger demographic, TikTok is an excellent choice – the social media juggernaut is now the #1 app among Gen Z, or 18-25 year old consumers. But don’t count it out if your ideal customer doesn’t fall within those demographics – 1 in 5 adults over 35 are now TikTok users as well, and growing.
If you’re looking for a more professional and long-form video presence, YouTube may be better suited for you. With 1.7 billion monthly users, YouTube is the world’s second most-visited website. Sports, kids, music and gaming content thrive on the platform, as do how-to videos.. With a third of all internet users watching a tutorial video each week. That being said, the vast majority of YouTube’s viewing audience is between the ages of 18 & 34, skewing slightly male. Keep that in mind when planning content for this channel.
Instagram is the top social media platform for ROI, engagement, and lead generation for sharing marketing videos – and its stories or reels features can also be great for creating fun, short videos that quickly engage with users. Instagram has a wider audience reach, with most users falling between the ages of 18 & 44.
And finally, the mother-of-all social networks – Facebook. Great for reaching a broad audience, Facebook is the most popular social media network for men and women aged 35-44. If you’re looking for a slightly more mature audience – this is the place to be.
Tip 2 – Keep It Short
In the age of digital media, attention spans are shorter than ever. Consumers are used to receiving a lot of information quickly, so you should make sure your brand videos are concise and to the point. Shorter videos will also help you reach more people, as people tend to prefer watching shorter clips over long ones.
Every network has different ideal lengths for video engagement, but one thing is crystal clear – when creating a video, be sure to focus on one message or idea and make sure it’s communicated quickly and clearly. Don’t try to cram too many points into one piece; instead, spread out your content across multiple shorter videos if needed. Keep your video short and sweet, and don’t forget to include a call-to-action at the end to drive conversions.
Tip 3 – Figure out your Funnel
Creating a sales funnel is an important part of any marketing strategy. A sales funnel is a way of visualizing how your customers move through the buying process and can help you better target them with the right content. When it comes to video content, using different videos at different stages of your sales funnel can maximize engagement and increase conversions.
At the top of your funnel, use videos that focus on building awareness and introducing your brand and product. You could create a brief promotional video or even a fun animated explainer video that gives potential customers an overview of what you’re all about.
As prospects move further down the funnel, you can use videos that focus more on driving conversions. This could include customer testimonials, product demos, or educational content that dives deeper into your product and its features.
Finally, at the bottom of your funnel, you could focus on using videos to drive repeat purchases and loyalty. This could include special offers, discounts, and rewards programs. By tailoring your videos to each stage of the sales funnel, you can effectively reach your target audience with the right message at the right time.
Tip 4 – Go Live
Live videos are a great way to engage with your audience and show off your brand’s personality. They’re also easier and faster to produce than edited videos, generate more engagement, and allow you to get more content out quickly and consistently. People are also more forgiving of imperfections on live videos because they know the video is being produced in real-time. You don’t need to worry about lengthy editing processes or finding the perfect soundbite; just hit record and go!
There you have it! Our top 4 tips for better brand videos in 2023. We know that creating content can be overwhelming, and we’re always here to help. Please don’t hesitate to reach out with any questions or start a conversation with us about your next brand video project! And good luck with those 2023 goals! If you keep these four tips in mind when crafting your annual campaigns, you’ll be off to a great start.