Successful video content turns curiosity into action. For online brands, this is essential, as it differentiates you from the competition, builds a loyal customer base, and helps generate a consistent stream of revenue.
Creating successful video content is more than purchasing the latest camera, turning it on, and saying “Action!” Content has to be planned, intentional, and complement the brand as one part of a greater whole.
1. Recognize what kind of brand you are
Video content for every brand must be approached and implemented in its own way.
Every company has a different customer or client base and its own essential information to communicate.
Kelby Joseph, a digital content producer and strategist at KKO Productions, has said, “Developing content strategies for online brands is a beautiful mix of quality, quantity, and effectiveness. The first thing you have to do is figure out what kind of brand you are. Do you have information people need to learn from, see, or glean? Is that your brand?”
A brand is a unique compilation that includes its story, mission, services or products, and people. These components affect what information needs to be communicated in the videos. If they are not, then the videos will not successfully communicate the brand or compel the target audience to action.
Essentially, this is planning the content for your video and establishing the narrative which the videos will communicate.
2. Remember that your video quality reflects the quality of your brand
Quality video, like success, is not defined by the quality of the camera. Quality means effort.
If you put enough effort into your videos, your clients and customers will trust you to put the same effort into their products or services.
Creating quality video means putting your best foot forward in every part of the process.
The process of creating quality videos means putting in the effort to plan the content, record the videos, and ensure they accurately reflect the online brand.
If the effort is not given during planning and creating the video, then the video can undermine your online brand as a whole.
Customers and clients know quality when they see it—they are exposed to innumerable brand videos on a daily basis. To illustrate this, a study by Top Line Film showed that over 65% of consumers said that the quality of a company’s video affected their perception of that company’s quality.
Ensure your videos are quality by knowing what needs to be communicated, creating a schedule to effectively convey the information, and emphasizing your brand’s distinct voice.
3. Match the content of your brand
Videos are often a brand’s first point of contact with customers and clients. This suggests that the videos must be congruent with the rest of the brand. They must share a tone and visual style, as well as remain consistent in information, voice, and personality. Most importantly, the target customer and client base must remain constant across content.
The videos you make should match the ‘About Page’ of your website.
If a client or customer is compelled to follow a video to the brand’s webpage but sees an entirely different brand, they will feel something is off.
When this happens, their curiosity turns to mistrust. When this happens once, they will often ignore any other videos they see from the brand.
A video can only be successful if it’s made in the image of the holistic brand.
Your brand consists of multiple pieces, but video should be considered the keystone of it all. Lisa Lubin states, “It is a known fact that people engage more when they watch a video and tend to stay watching it. They are also happy to pass it along. Video informs and entertains people and, good or bad, today most people prefer to watch a video rather than read a page of text.”
That is why it is essential to put in the effort to make quality videos and ensure those videos effectively flow into the rest of your brand’s content.
4. Ensure consistency in everything you produce
Consistency does not mean repetition. It means turning the content into a cohesive narrative.
As a component of your brand, videos need to communicate everything clients or customers need to know. This includes communicating the services or products as well as the story, mission, and people.
This means the videos must share a variety of information. They need to communicate the different components of your brand, but still evoke the same emotions, use thematically similar visuals and music, and match the brand as a whole.
It means communicating these components in a way that consistently tells the story of your brand.
Consistency is essential because a brand creates loyal clients or customers when they are distinct and identifiable. They follow the brand and keep up to date on events, products, and announcements.
They demand consistency, so it is the brand’s job to deliver it.
In a recent Forbes article about brand consistency, Zaheer Dodhia, the CEO of Logo Design said, “I’ve found that it’s so important to brand consistently across all platforms. This is another unique challenge because different platforms appeal to different demographics, and that information is useful for making the most of your marketing. If you want to reach a female audience age 25-34, focus on Instagram. If you want to reach a male audience age 30-49, focus on Twitter. And so on. But even with those demographics in play, it’s still more important to keep consistency as your goal.”
If a brand suddenly starts producing content that no longer speaks to their target audience, then they lose that audience.
Know your brand, put in the effort, ensure the videos match with the rest of your brand, and be consistent. Do this, and you will produce videos that will consistently turn curiosity into action.