If the old adage, “A picture is worth 1,000 words,” holds true, then 60-seconds of video is worth 1.8 million words, according to James McQuivey of Forrester Research.
Written content will continue to be important for telling your brand’s story. Yet for making your content searchable, and demonstrating thought leadership in a subject area — video is one of marketing’s most powerful tools. A tool that allows your brand to cut through the noise of the market.
And reach the emotional core into your audience’s decision-making.
Emotion gets customers to stop thinking and start feeling. While it’s important to appeal to logic… most people won’t convert from prospect-to-customer, until they feel good about what they are considering buying.
If you’re in the business of selling building products, videos can help get your customers over the emotional barrier in a shorter amount of time. This innovative marketing strategy will also help prevent the commoditization of your product or service — and instead — help to differentiate your brand among the competitive landscape.
The evidence is compelling:
- The New York Times recognized $185.5 million in revenue for digital subscriptions and ads during the second quarter of 2020. The number for print revenue was $175.4 million — the first time digital revenue has exceeded print for the iconic newspaper.
- According to HubSpot, studies show that 54 percent of consumers want to see more video content from a brand or business they support.
- Animated explainer video company Wyzowl reports that 72 percent of consumers would prefer to watch a video to learn about a product or service.
- Cisco estimates that by 2022… 82 percent of global internet traffic will come from video streaming and downloads — an 88 percent increase in traffic share from 2017.
- According to Animoto, 73 percent of consumers are more likely to make a purchase after watching videos that explain a product or service.
- The average person watches more than 90 minutes of online video content per day… with around 15 percent averaging more than three hours.
Telling Your Story
Great video captures the imagination in a way that ‘short-circuits’ the logic centers of the brain. So, why not streamline the purchasing process by helping potential customers overcome initial hesitations? Thoughtful and strategically-placed videos make it easier to drive home your messaging and help your brand stand apart.
Consider these three strategies for creating videos that are original and compelling. And that help promote a convincing brand story:
Authenticity. Showcase your brand’s long heritage. Its unique history. Or how the brand acts on its mission and values. If your company makes a product that can be purchased from a variety of different distribution partners, it’s important for potential customers to understand from your unique perspective… the thought leadership and strategic foundation, that goes into your research and development process.
A great example of this is the Dodge Brothers commercial which showcases the Dodge Charger, Challenger and Charger Pursuit. The video accomplishes this by telling the history of the competitive nature between John and Horace Dodge. And how the company was built from the desire to be better. In the video, the Dodge brothers battle against each other — in an epic car chase — that cycles through Dodge’s most impressive vehicles of the past century… ending in a duel between the latest cars that continue the Dodge legacy.
Personality. Adding a little humor to your product videos can help humanize your brand. And make it stand out from competitors. At the height of the COVID-19 pandemic — when many shoppers were scrambling for toilet paper — TUSHY (whose motto is “For People Who Poop”) seized on the opportunity to build their brand by injecting levity into the situation with TUSHY TV … a variety of funny and smart videos that promoted the benefits of its bidet products.
While humor always involves some element of risk (especially in challenging times), showing off your company’s lighthearted side, can help your brand appear more approachable. And personify the kind of company that people will want to do business with.
Quality. Showcase products, services, processes (and habits) that make your brand stand out from the competition. For instance, you might shine a light on how your brand assembles or finishes some parts by hand — rather than by automation. How your brand carefully sources materials. Or the extra precautions your company takes… to ensure that branded products are safely and humanely made.
When you go the extra mile to make an outstanding product, use video to highlight that fact. A great example is the leather messenger bags made by Saddleback Leather Company. The brand is so confident in the quality of their bags that they created a video entitled, “How to Knock Off a Saddleback Leather Co. Briefcase.” The video deconstructs how these bags are made. And dares counterfeiters to recreate their process. Yes, it absolutely highlights quality. But more importantly, it manages to define personality and authenticity — achieving the trifecta of effective video product marketing.
Making a Great Video
There are many paths to approach videos. Some videos may incorporate creative elements like storylines, music and vivid imagery. While others focus more directly on the features and benefits of products. Great videos, however, typically leverage certain elements in common.
Originality. Playing it safe — and creating the same old product and features-focused video — will ensure your video blends in with every other brand. Instead, don’t be afraid to show some personality!
Emotion. A great video will enable a brand to connect emotionally with its audiences. Your brand story is what you do to solve your customers’ problems… so put that “promise” into a story that grabs them by their heartstrings.
Dynamic Visuals. SHOW your story… don’t just tell it. Ensure your visuals are engaging. Yet authentic — to stay true — to your brand story.
Brevity. Keep your videos crisp and to the point. Remember, even when fully engaged… most audiences may not devote more than a few minutes to watching a video.
For more tips on using video to market your building product brand, contact us at sk@kleberandassociates.com.
