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Wondering how to make awesome marketing videos in 2023? You're in the right place! If you’re looking to win customers over, boost your visibility online, and skyrocket your online presence, marketing videos are where it’s at!
It doesn't matter if you sell products or services - creating marketing videos for your business is a fantastic way to engage your audience, and share your message.
If you want to learn all the benefits of video marketing check out this post -> How Video Marketing Can Improve Your Business!
But how do you make compelling marketing videos that actually interest your viewers and keep them watching? Don’t worry - we’ve got you covered!
Keep reading for 6 tips that will help you create engaging marketing videos that will keep your viewers glued to the screen.
Let’s dive in!
1. First things first - you must define your video marketing goals.
Before you start, it's important to define your video marketing goals. What do you want to accomplish with this video?
Do you want to increase sales or boost conversion rates?
Are you looking for more social media shares and likes?
Is it a sales pitch, or are you trying to build awareness and credibility around a new product or service?
Whatever your goals, it should guide every aspect of your production process, from script writing through editing. By defining what success looks like before diving into the video production process, you will have clear objectives for your marketing video and know the message you’re trying to convey.
2. Engaging marketing videos will target your specific audience.
To create engaging marketing videos that your audience actually wants to watch, you MUST know them inside and out. When you know your audience, it's easier to create content they will find valuable and spend time watching.
Give them what they want by creating marketing videos that addresses their problems or answers their questions.
Don’t know your audience? Consider these questions:
What do they like and dislike?
What interests them?
What shows do they watch?
What books do they read?
Where do they get their information?
What do they value?
Getting clear on exactly who your target audience is and what they care about will help you create a compelling marketing video that successfully attracts the right viewers.
3. The secret to compelling marketing videos = storytelling.
Storytelling is the secret sauce to a successful marketing video. Why? Because stories help people make a personal connection. When your message resonates, viewers are more likely to pay attention, engage with it (share +like), and take action!
To do this effectively, think about how your product or service can be used in real-world scenarios--and then show those situations through the lens of your brand.
Also - storytelling helps build trust.
People feel more comfortable purchasing from someone who has gone through similar experiences or situations as themselves. When your marketing video can create this connection, it can build the know, like, and trust factor –which is crucial for conversion!
Check out the video below for an example of storytelling in action! This video is one of a series of commercials we produced for Raymond Corporation's 2023 recruitment and HR campaign.
4. Make your marketing videos visually appealing
Visual elements are essential for creating engaging marketing videos that capture the viewer's attention and leave a lasting impression. From colors and lighting, to graphics and animations, there are many elements to consider when creating an engaging marketing video.
And with so much competition in the online world, incorporating compelling visual elements can help your videos stand out.
Here are some reasons why visual elements are crucial to creating engaging marketing videos:
→ Attention-grabbing: By using captivating visuals or a compelling headline, you can immediately grab a viewer's attention and make them interested in what you have to say (increasing watch time!)
→Conveying Information: Visual elements can convey complex information in a more digestible way. Visuals such as infographics, animations, and charts can explain concepts and data in an engaging way.
→Creating an Emotional Connection: Visual elements can be powerful in evoking emotions. Images or videos that trigger positive emotions can create an emotional connection with the viewer, making the video 10x more memorable.
→Branding: Visual elements can help reinforce your brand identity. Consistent colors, fonts, and graphics, you can create a cohesive brand image that viewers will associate with your company, making your brand more recognizable.
Ready for an example? Below is a commerical (one of a series of commercials) that we produced for ANC Heating and Air Conditioning's 2023 advertising campaign.
5. Don’t skimp on video production
Do you know those cheesy, low-quality videos that show up on television from time to time? The slightly cringe-worthy ones?
Your video will be a reflection of your brand and its values, so if people see a poor-quality video, they may think less of you and the product or service you're selling.
Invest in high-quality equipment and software--or better yet, consider hiring a professional video production company to produce your marketing videos. This will ensure that your marketing video is professional and polished and help you to stand out from competitors. Worried about money? Check out our guide and learn how much does video production costs.
Your marketing videos don’t have to be long, drawn-out videos either. Short videos can be just as effective - Discover 10 benefits of short-form videos here!
6. Appeal to your audiences emotions
Emotions are the strongest driver of human behavior, and they're what drive people to take action. The more you can tap into your audience's emotions, the more likely they will engage with your brand.
Emotional marketing videos are everywhere--from Dove's "Real Beauty Sketches" video to Apple's" Think Different" campaign that featured icons like Bob Dylan and Muhammad Ali.
These videos were successful because they resonated with viewers' deepest desires or fears, which makes them memorable and shareable!
How can you use emotions to create compelling videos?
Choose a relatable topic: Pick a topic that your audience can relate to and that evokes emotions such as happiness, excitement, or empathy. It could be a personal story, a case study, or a testimonial that showcases your brand’s values and mission.
Create a narrative: A compelling story is the backbone of any emotionally engaging video. Use storytelling techniques (described above!) to hook your audience. You can use humor, suspense, or drama to create a memorable experience.
To see this technique in real time, check out the marketing video we did for the Elder Law practice division of the law firm Levene Gouldin & Thompson.
7. Use curiosity to HOOK your viewers.
Creating a hook is essential for keeping viewers watching your marketing video. It should capture attention and draw them in - so they continue engaging with your video.
Here are some tips for creating a hook that keeps viewers watching:
1.Start with a Question: An interesting question that resonates with your target audience is a great way to pique their interest and make them want to learn more.
2. Use Shock Value: Using a shocking statistic, fact, or statement can grab the viewer's attention and create a sense of urgency. Make sure the shock value is relevant to the video's message (and not something gimmicky or irrelevant.)
3. Start with a Problem: Begin your video by highlighting a problem that your target audience is facing. This could be a pain point or a frustration that they're experiencing in their daily lives. By focusing on a problem that resonates with your audience, you can immediately capture their attention.
Create a marketing video strategy for your business in 2023!
We’ve said it before, but we'll say it again: marketing videos are a great way to engage with customers, boost visibility, and land clients. You can create a variety of videos that show off your brand personality, entertain, or describe your services (it's also a huge plus that they can be easily shared across social media platforms and help convert viewers into buyers!)
Videos are also more effective than traditional marketing materials like brochures or print ads because they allow viewers to interact with them in real time--making them highly effective.
If you’re ready to add engaging videos to your marketing strategy for 2023, we’d love to hear from you! Hit the button below to schedule a FREE consultation!