Video marketing isn’t about following well-worn paths but forging your own. While it’s true that repeating proven strategies may work, finding fresh and inventive ways to connect with your audience is more important. In this blog post, we’ll introduce five techniques that break from the norm, guiding you to create content that resonates, engages, and makes your brand truly memorable.
1. Embrace Vertical Video Marketing
It’s time to pivot to vertical! Social media platforms increasingly favor vertical video formats, with platforms like TikTok, Instagram, YouTube, and even LinkedIn endorsing the trend. It’s no wonder vertical video is emerging as a game-changer for marketers. A recent study shows that adopting a ‘vertical video first’ approach can significantly increase views and watch time. You can maximize your reach and engagement by creating content with a vertical video-first approach.
Pinterest, a platform that emphasizes visual content, started experimenting with vertical video advertisements in 2018, paving the way for businesses to promote their products and services in a vertical format. Adidas was one of the first brands to leverage vertical video on Pinterest. They created visually stunning ads to showcase their products, which resonated well with Pinterest’s user base, known for their creative interests.
2. Keep it Real and Concise
Overproduced videos are a thing of the past. Your audience craves authenticity, and they want it delivered quickly. Videos that are genuine, concise, and get straight to the point are the order of the day. And don’t forget humor; if you can make your audience laugh while making your marketing point, you’re on the right track.
A great example of this is Chipotle’s TikTok campaign. The fast-food chain embraced the short-form video trend on TikTok by creating a series of fun and engaging videos under the hashtag #GuacDance. This campaign resonated with the audience, garnering over 250,000 submissions and leading to the biggest guacamole day in Chipotle’s history.
Remember, your audience wants to see the real you, telling your story and letting them know how you can help them solve their problems. So, keep it short, keep it real, and keep it engaging.
3. Harness the Power of Short-form Video Content
Short-form video content, like TikTok’s bite-sized clips, is skyrocketing, especially among Gen Z. The key to winning in this space? Consistency in message and content, authenticity, and providing value. As you develop your video marketing strategy, consider how you can deliver impactful, relatable content in a short and sweet format.
An example of a company leveraging short-form video content to great effect is “Wave.video”. They adopted a ‘vertical video first’ approach, which led to a 507% increase in views and a 319% increase in watch time over a 30-day period. By focusing on vertical video, Wave.video was able to significantly increase engagement with their content.
In terms of creating engaging short-form video content, businesses can consider several strategies:
Product demonstration videos show how a product works and can be a great way to introduce it to potential customers.
Customer testimonial videos can provide social proof and help attract new customers.
Q&A sessions with prospective customers to gain insights and engage their audience.
Video-scribing or whiteboard videos can be an affordable and visually engaging way to present information or solutions.
4. Cultivate Communities on Niche Platforms
Building communities on niche platforms is an emerging trend showing great promise. Content creators are exploring platforms like Mighty Networks, Circle, and Discord, among others, to foster a sense of belonging and community. These platforms provide opportunities for live streaming, video content publication, creating and leading classes, webinars, and more. It’s about creating an ‘owned’ space where your content and community can thrive.
One of the most crucial aspects of this trend is the shift from mainstream social networks to more niche and focused platforms. These platforms offer a more personalized experience and give creators more control over their content and interaction with the audience.
Mighty Networks, for instance, allows businesses to create their own community platforms to engage their customers more intimately. Companies can even offer online courses directly on their community platform.
5. Promote Positivity and Community Building
Lastly, share content that supports, uplifts, and shares life with your audience. Live shows, short videos, and series that foster a sense of community and provide a positive experience are increasingly desirable. These strategies not only make your audience feel less alone but also create opportunities for your brand to voice its unique vibe and build positive relationships.
The landscape of video marketing is evolving, but by embracing these five tips, you’ll be well-positioned to create impactful content that resonates with your audience.
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