There are a lot of reasons companies hesitate to incorporate video content into their marketing campaigns. You might think that it’s too expensive. Perhaps you don’t think you have anyone in the company that has the personality to be on video. Maybe you’re worried about how complicated it might get trying to juggle all the moving parts of creating engaging content.
We understand that it’s really easy to find reasons not to include video in your strategy, but it really is time to embrace that fact that video marketing is absolutely crucial in today’s millennial-dominated customer base.
Take a look at some of the Video Marketing Services we offer.
Occasionally, it’s been said that millennials have a worryingly short attention span. However, the reality is that millennials want to care about something enough before they commit to it. And that includes watching a full video. If they feel like the content isn’t relevant to them or important enough, they’ll just move on to the next thing that’s trending on YouTube.
In your video, come in with a bang and grab their attention within the first ten seconds. Do this not only with appealing visuals, but also by making your point known within that short time frame.
There is a heap of sales clutter on the Internet that is actively annoying and repelling your customers. Don’t let your brand be that guy – instead, your video should be centred around the story and not the sale. Remember: the same rules that apply for written content marketing apply for video marketing – concentrate on the value you’re providing for your customers.
Make the most of the emotive power of video by appealing to your consumers’ needs and hidden desires. Scared you’ll lose leads this way? You can always place a strategic and relevant call to action alongside a tracked URL at the end of your video (just make sure it fits into your overall story).
Millennials are tech-smart. That much is obvious. It’s important that you make your videos easily accessible for everyone.
In today’s world inundated by smart devices, it’s likely that your videos are viewed on a variety of different devices. Do your due diligence and make sure your videos are playable on laptops, tablets, smartphones, and other smart devices.
Also, make the content more accessible by adding shareable links to the end of the video along with a call to action to share the video with their friends and co-workers.
As previously stated, millennials use videos to help them make purchasing decisions. That means you really need to incorporate videos along every step of the purchase process.
Use a video in your About Us page to provide testimonials or recommendation videos. This is also a good place to show off your company culture. Millennials’ decisions reach past simple product usefulness. They want to know that the company from which they are buying is fun and aligns with their beliefs.
Using videos to guide millennials through the purchasing process creates a more intimate and fun experience, which in turn they’re more likely to share with their friends.
Millennials are perceptive and can almost be suspicious of corporations trying to take away their money.
Be genuine in your videos so you can avoid their suspicions and position yourself as the company that really does understand them. Show your passion for the product or service that you are trying to sell. If you can get your millennial viewers to connect with that passion, they will be more likely to purchase your product.
After reading some of these tips, you might think it would be best to go wild and start creating hundreds of videos. However, quality over quantity rings more true with videos than any other type of content.
Hundreds of poorly-created videos actually run the chance of hurting your brand, especially when compared with one creative and well-produced video.
Be creative with your video marketing, and don’t hesitate to start publishing even the simplest videos. But just remember, even in simple videos, millennials can judge its level of quality.
Video marketing to millennials doesn’t have to be hard. In fact, it can be one of the simplest ways to start building lasting connections with them. As long as you’re creating genuine, appealing, and impactful videos, you can start to see an increase in conversion and reach.
Dharmesh Shah, Founder and CTO of HubSpotsays it best: “The worst thing to do is make a completely boring video. Videos that are pure marketing puff pieces don’t spread.” So what do your audience want instead? They want to laugh, they want to feel enlightened, they want to be pulled out of their boring 9 to 5s and forget about their realities. HubSpot don’t take themselves too seriously – Dharmesh insists that humour works well for their video marketing campaigns.
He goes on to say that some of their videos might be seen as ‘edgy.’ However, HubSpot try not to be too conservative. Instead, they actively encourage video creators to be creative and take risks. Think your B2B audience can’t handle humour? Dharmesh makes an excellent point: the HubSpot audience is primarily B2B (but that won’t hold them back from being entertaining). Don’t feel constrained by what’s gone before you in your industry and don’t try to emulate your competitor’s stiff tone and yawnsome script. Stand out and take a chance on being funny.