Online video for brand engagement: 3 important tips19-Jun-2015 12:16
Video is a very powerful tool to engage with your audience within your branded experience, to interact with visitors and to convert them to customers. Video has a high potential for increasing brand engagement. There are lots of ways to utilize that potential, from which a video channel is one of them. In the following article we give you 3 tips how a video channel could increase engagement with your brand.
UNLEASHING THE FULL POTENTIAL OF VIDEO FOR HIGHER ENGAGEMENT
Video has a huge potential in terms of brand engagement, everyone agrees with me on that. However, the term ‘potential’ can only really be used if it comes with the awareness of a certain absence. So, we are somewhat aware that there are more possibilities with video than we’ve currently experienced, and therefore more possibilities to be effective with video.
So how do you ensure an optimal performance of your video? How do you unleash the full potential with your video channel? Underneath you’ll find 3 tips.
1: Customer journeys
It’s important to be able to shape your customer journeys well on your video channel. An optimal structure of your video content is essential. Programming, therefore, is becoming increasingly important for brands. It’s more than just ‘having a playlist’, it’s also about harnessing the power of different types of content and serving it at the right time in the right place to the right customer. Series, how-to’s, prequels, sequels, hero videos, virals, documentaries, live feeds, TV ads. Carefully program your content on your video channel to achieve the most natural ‘content consumption habitat’ for your visitor.
Get creative with your online video channel
There’s a certain degree of independency and control that is needed to be able to shape your customer journeys well. In a time where marketing is quickly changing, focusing on specific touchpoints in the customer journey is one of the key points of a strategy that is not dependent on whatever plans a third party platform (like YouTube, Facebook, Twitter) may have. You can’t have your own strategy be that dependent that there’s a risk of something else ruining your plans with a next month’s update for example over which you have zero control. So, by focusing on those touchpoints itself, they can inspire you to reimagine your video channel as it is right now, and profit from market and consumer behavior changes. Give the consumer new reasons for coming back to you so start thinking in possibilities instead of restrictions and start getting creative with video.
Create rich video experiences that drive conversions. Marketers are getting more prescriptive with calls to action in the video player for customers to take the next step in the buyer journey. (...) A common practice is presenting visitors with related videos or redirecting them to a tour of the full solution set with more videos. Calls to action can also be outside the video player: Nordstrom saw a lift in cosmetics sales by syncing display ads with product mentions in videos on how to apply makeup.*
2: Contextual content
Whatever the content may be, it should be seamlessly integrated within its environment to make the entire ‘picture’ appear the most natural to the consumer. A logical question might be: should the environment make itself relevant to the video content or should the video content make itself relevant to the environment? The answer is: both. Both should complement each other. Reciprocity and resonance are key terms here. The whole picture should be coming across relevant and natural to make the content ‘on point’. If the content is on point, the consumer will sooner be likely to consume it and share it.
Next to that, we all know video often needs more than just the video itself to make a conversion. A contextual and relevant environment could very likely be the decisive factor.
“We want to have better experiences delivered to us in neat packages that make us feel as though we are discovering them.” Instead of trying to derive meaning from all the miscellaneous refuse out there in cyber space, satellites or information drones of contextualized content—comprised of video, ads, commerce and social opportunities—will be delivered right to your screen door, providing a contextualized multi-dimensional and interactive experience where the relationship between marketer and consumer is relatively seamless” (David Shing, digital prophet, AOL**).
As I said before: content should be on point. So if you are wondering how you should place which video in what specific environment, the ‘on point’ thought must be in the back of your head.
The way you categorize, announce and publish your video content has a big influence on the effectiveness of your video. But also the content that surrounds your videos is supposed to be relevant as well. When do you want to convert a visitor? How does the conversion look like? Is the video contributing to the call to action and the other way around? Timing is a very important factor here: at what moment in the video do you want to convert the visitor? Before, after, somewhere in between? So, when do show the call-to-action and how do you shape it in a way that it is relevant to the video and appears natural to your visitor?
Let’s go back to the beginning, where I said you should want to involve your visitor into your brand experience and let him/her dwell around and discover everything there is to know about your brand. A logical next step of this ‘brand tour’ is to start a dialogue with your visitor.
“The public doesn’t necessarily want to see a 20second ad with a pack shot at the end, people want to create a dialogue and engage with the brand, and that’s what makes this work exciting”.
(Stephane Levy, creative from Garnier’s agency***)
So make sure you have the necessary tools available for your visitor to start a conversation with you. Think about social media, gamification, interactive video, contests and competition. If you think about that 1 in every 10 videos is able to have interactive elements within the video itself, what happens to the other 9 videos? What if you could have interactivity OUTSIDE the video itself, you will be able to make these other 9 videos become way more effective for your business.
By involving the environment you can make call-to-actions more relevant. Make them appear at relevant moments. Is a question asked? Give the possibility to answer. Is there a funky shirt in the video? Give the possibility to shop the item right next to the video on that specific moment. But also think about the creative possibilities: is there an explosion? Make the environment react to that explosion.
With all the previous in mind, you can let your creative mind run wild. Think of all the possibilities for interactivity, gamification, e-commerce and video experience. Take the controls in your own hand and act like you live in a time where everything seems possible. Because that time is now. Everything is possible!
(*Forrester Research – market overview, Online Video Platforms for Marketing and Sales)
(** http://www.forbes.com/sites/margaretperlis/2014/06/16/aols-david-shing-deconstructed-digital-prophet-or-marketing-profiteer/2/, 6/16/2014)
Credits photo: Unsplash. License: CC0 (Public Domain)