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A Guide to Developing Online Video Marketing For Your Brand

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If a picture paints a thousand words, then a video offers a million. Brands have long been aware that consumers are very visually driven. With the rise in online video sites such as YouTube, Vimeo and Vine, brands have a new visual medium to explore.

Online videos offer a visual component comparable to television ads, but at a fraction of the cost. In addition, audience data available through these sites is extensive, so it’s possible to create highly targeted ads that reach customers who are likely to covert. Research has shown that consumers are more receptive to brand videos than print ads, case studies or direct marketing. The interactive nature of videos contributes to their accessibility.

As the second most searched website in the world, YouTube illustrates just how powerful online videos have become. A staggering 6 billion hours of videos are watched on YouTube every month. Brand videos are a simple and easy way to reach a very targeted audience comprised of people who are interested in your business. Well-crafted and moving brand videos also have a chance to go viral. Videos are easily shared on social media, which creates a snowball effect that can generate more traffic, the more popular a video becomes.

Tips For An Effective Online Video Marketing Strategy

Here are a few common strategic points for online marketing through brand videos:

Quality Content
Quality content is essential for effective online video marketing. High production value and a clear, articulate message convey professionalism and show that your brand has put effort into crafting your videos.

Connect With Your Customers
Create videos that resonate with your customers. Your message is the heart of your videos. Make sure your brand personality shines through, and use it to start a conversation with customers.

Link Your Other Content
Connect your video marketing to other web content your brand offers. Developing pathways between your website and other online touch points prolongs your relationship with your customer and gets them to interact with your brand. Include social media icons and link to your blog. Your customers should be able to easily find other content you offer.

Engage Your Audience
Another important consideration is user engagement. Create video content that resonates with your audience, and it’ll be more successful. A good example of target engagement is seen in Old Spice’s video marketing.In response to the community feedback on YouTube, Old Spice created video shorts responding to their customers. This approach resulted in a spike in campaign popularity, and a sales increase of 107%. The power of your video marketing is amplified when integrated with social media.

What to Include in Your Video Content

With so many types of videos available, what type of online video should you create for your business? Some of your options include: advertising clips, how-tos and tutorials, testimonials, behind the scenes videos and informational videos.

Here are a few tips to keep in mind for creating video content that will resonate:

Be Creative and Relevant: The more creative your videos are, the more engaging they will be. However, while stepping out of the box is important, it’s also important to remember to keep your brand in mind. Create videos that connect to your business and offer value to your customers. For instance, tutorials or how-to videos are great if you have something to demo.

This Allstate Insurance video creatively demonstrates how dangers on the road can be found anywhere. The message stays close to the brand, explaining why their services are necessary.

Make it Humorous: Fun and entertaining elements tend to be popular. Humour is contagious and motivates people to share your content. The more entertaining your video is, the more likely it is to go viral.

This funny series of videos by Ameriquest, a mortgage company, explains they won’t judge you on first impressions. The video carries a clear message, but does so in a way that is entertaining and memorable.

Play with Emotions: Some brands don’t fit a humorous approach. Instead, eliciting an emotional response can be a good route. Make viewers cry, smile or feel good and your content can be just as successful.

This emotional video from Tim Hortons connects with the Canadian identity by playing up how Tim Hortons unites Canada’s rich mosaic of cultures.

Build Confidence and Reliance: Sometimes putting the focus on your company values is a winning strategy. One way to gain your customer’s trust is by having people at your company, such as the CEO or president speak passionately about your business. This gives the audience a level of confidence about your company and products or services.

This video by the founder of Link Humans,gives viewers insight into the company and how they operate, inspiring confidence in their abilities.

Share What’s Happening in Your Company: People are often interested in behind-the-scenes activities they wouldn’t ordinarily see. Showing a new side of your company that is fun or interesting may capture attention, and give your customers insight into how your company operates, and what makes your business great.

This video by Coke showcases a behind the scenes view of an event in South Korea and demonstrates Coca Cola’s unique approach to marketing.

How to Film Your Content

The technology required for creating video marketing content has become accessible to anyone and everyone these days. Digital cameras and smartphones make it simple to film just about anything from anywhere. While it is not mandatory to hire a production company, doing so will increase the production value of your videos and your company’s credibility and professionalism. There are several video marketing services available to make filming content easy for you:

  • Animoto: Just drop your video or images into this web tool to get started. You can add music from the Animoto library or use your own background music. Also available are several user-friendly editing effects and motion formats.
  • Bravo Video: This one is ideal for live video feeds. Using this web service, your customers record and send their own videos to you, which can be approved and used within your website content.
  • Screencast: This video tool can be used for instructional videos or PowerPoint presentation videos. Simply drop in your images or slides and add in your voiceovers.

Online video marketing is one of the most powerful ways of conveying a message that resonates with customers.Consider adding branded video content as a part of your online marketing strategy to expand your presence online and grow your business.

If you are looking for guidance or support when creating brand videos, Eden is happy to provide insight. We sit down with you to discuss your online marketing strategy and develop video marketing that matches your vision. Call us at 1-800-844-0106 or fill out our contact form to schedule a consultation.

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