In a market saturated with video, how can you determine if your brand’s content is creating an impact? And if they do, what are the factors that contribute to this impact? In summary, what are the key elements of producing a successful video?
According to Wyzowl’s latest report*, “The State of Video Marketing 2023,” 91% of companies use video as a marketing tool, and 96% of marketers say video has been an important part of their communication strategy.
Few marketers now do not take advantage of this powerful tool, and why is this happening? 18% of them do not know where to start.
So let’s see what questions to start with to integrate video into a communication strategy.
The right questions
We begin by asking ourselves:
- What goal do we want to achieve?
- What audience do we want to address?
- Where will we publish our videos?
Questions that might seem obvious but certainly help us think deeply about our strategy.
The goal of the video
We begin by identifying and summarizing the goals of the company and the marketing team. Let’s imagine that the company’s priority this year is to retain its best customers, or that the marketing team is trying to convert more and more leads into customers.
An interesting approach to help us better explore and decline our goals, representing the customer journey, is inbound marketing, where we start with content to attract, convert and entertain people who fall within the target audience, to transform them from strangers to brand ambassadors.
Word to (our) audience
Ok, in all likelihood you haven’t hit the button yet (we know), but you’ve already guessed that studying your audience is crucial to finding out what channels they use and what content they prefer.
The amount of video content online is massive, and we can feel overwhelmed as we try to understand how to ensure that video speaks to our target audience on topics they consider important.
Various tools and approaches can be used to identify target audiences: from market research (out of budget for many) to the Empathy Map* (free and affordable).
Remind us that the target audience is not made up of data but of people, human beings like us, into whose lives we can identify,
Where: the channel
We know: Youtube, Instagram, Facebook and TikTok are the main social channels for people who use video content. Yet it is not certain that our target audience is present on all of them, nor is it certain that the video is already ready to be published on any platform.
The truth is that channel dictates the rules: trends come and go, and choosing the right social media platform has more to do with understanding the nuances of each channel and considering those preferred by your target audience.
Well, the bulk is done.
After (re)cognizing the target audience, choosing a clear goal and selecting through which channels to reach them, we are ready to create our video.
Making impactful content is difficult.
Whether you want to try to create a video together with your in-house team or whether you choose to outsource this project to an agency, it is from these questions that you need to start. In the guide we also give you a couple of tips for making this choice consciously 😊
Wyzowl, The state of Video Marketing 2023 https://www.wyzowl.com/video-marketing-statistics/
D. Gray, S. Brown, J. Macanufo, Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers, O’Reilly Media, Inc., 2010