How Entrepreneurs Can Maximize Their Model Voice Via Video Advertising and marketing

Consumers and marketers have seen a significant upward trend in video content over the past few years, but what does that trend look like in practice? A current report by Hubspot highlights some key figures: 85% of business people use video as a marketing tool, compared to 61% five years ago.

Perhaps the most important statistic for marketers, however, is that 99% of those who use video content do so again the following year. Once video is provided, the results speak for themselves.

Related: 6 ways to strengthen your video marketing strategy

That is, if you use the medium correctly. Video can take the brand voice to a new level, but the shape isn’t easy to master. If you want to get the most out of your video strategy, you need to be careful. Here are a few important things to keep in mind:

Benefit from existing video platforms

Although banner ads embedded in videos are becoming increasingly popular, the best destination for your video content is on platforms that are already video-based: YouTube, Tik Tok, Snapchat, Hulu, and so on. When users can seamlessly switch from playing content of their choice to well-curated ads, they’re more likely to be responsive to what they see.

Experts say YouTube ads are the next “blue ocean,” a place where advertisers can expect four to five times their typical ROI. Consumers on platforms like YouTube are already prepared for video content – it’s up to you to deliver it to them. And instead of waiting for these customers to find your videos organic, you can cut the process short by targeting them through YouTube’s ad platform.

Deliver quality over quantity

With so much excitement about the future of video, it can be tempting to jump in headfirst. However, it is important to understand that users are already bombarded with more videos than they could ever see in their life. If you want to get through all of this noise, you need to produce the highest quality video content.

Related: Tell me a story: 4 ways videos can generate brand fanatics – maybe even your brand fanatics

Hootsuite has published a helpful guide to help you know what Video formats and qualities work best for any platform, but your search for great content needs to go beyond orientation and pixels. Make videos that you want to see for yourself, videos that stick with people after they see them.

Show your product – don’t sell it

Telling someone to make great videos is one thing, but actually demonstrating is another entirely. The first step is to create videos that have a fundamental respect for their viewers. Consumers know how valuable their time and attention is to you, and your content needs to earn it.

It is important to remember that over 70% Consumers believe that ads are more intrusive than they were three years ago, according to consumer insights agency Kantar. Your video should of course blend in with the surrounding content and never explicitly sell your product. Instead, show the value of your product and emphasize some of its key elements – you can trust consumers to connect those dots themselves.

Be a storyteller

If you can land content on a platform that supports long-form content, then you should dig deep into the storytelling aspect of things. Video is perhaps the most appropriate of all marketing media for storytelling, and consumers are ready to respond for their part: 55% of customers who love a brand’s story are ready to make a purchase, according to researchers at the University of West Alabama.

Related: How brand storytelling is the missing link in building a loyal follower community

Any information you want to share about video content can be shaped into a narrative. Would you like to share product specifications? Weave them into the history of the product’s design and development. Would you like to apply for a new discount? Show what made this fall in prices possible. Customers will recognize your efforts and respond to them, which means serious ROI down the line.

Follow the three “E” s

When all else fails, there are three simple commandments you must obey: commitment, education, and energy. You engage prospects by getting your video content in the right place at the right time and making sure your audience is exactly where you want them to be. You train them with well-written content that is elegantly produced and contains information relevant to them. Most importantly, you encourage them to keep engaging with your brand and secure a new relationship for your company.

While no two companies want to produce the same content, following some of these guidelines can go a long way in refining your output. 2021 will show how far video content has come, and any business worth it should ride that wave as far as possible.