The basic structure of capturing video footage has never changed.
Aside from camera structures and accessories, the same recipe tends to demand our attention consistently. Good (and bad) videos have the same elements, and they can be as complex as a 3-hour award-winning film or can concise as a simple animated greeting.
Video has come a long way when it comes to different outputs, video sizes/quality, and executions. Just like all technology that we currently have our eye on, all of the advancements have come into view within the last 50 years. But why has video as a marketing tool just become a focus in all industries?
Marketing alone has its own scope and rules to follow. Between segmentation and philosophy, there’s probably nothing more stressful to a future marketeer. However, within these rules lie the different focuses to digital and print media campaigns that only seem to be captured best by the power of a good video.
Let’s focus on the four E’s to figure out why video content is necessary and more importantly why videos are the best tool when creating messages.
1. Educate:
Just about every millennial (and others) grew up watching Sesame Street. A colorful production filled with music and funny jokes, interesting character voices and games, and most of all a problem and solution that turns into learning. (Take that simple math!) Educating an audience through video is probably the most effective method simply because it adheres to the emotion of empathy. We use that to connect with one another, and if you are using videos for your audience to educate, most likely you are using this tool to share things your viewers didn’t know or things they are needing to reinforce.
Do you have a new product or service your company is offering? I'm sure you have a video explaining the best perks in some slick fashion, just like this one of our newest verbCRM feature: Pulse.
2. Empower:
Speaking of sharing through education, empowering one another is one of our best human characteristics. Sometimes this comes down to sharing the same language or cause, but in lieu of educating, being able to teach someone the process and skill to accomplish a goal is quite fulfilling. Ever heard of the proverb, “Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.”? Well, your new video tutorial could be the fishing lesson your audience is waiting for.
3. Entertain:
The next video you choose to watch, either online or on TV, has a 96% chance to be entertaining. (That's not a real stat, but we're willing to put some bets towards it!) With a number like that, why aren’t ALL videos entertaining?! The preference for video content is not just limited to entertainment purposes. Video extends to brands. Studies show that 54% of consumers want to see more video content from a brand or business they support (HubSpot, 2018).
We know there is a huge learning curve to transform any video into an entertaining one, and just like all repetitious actions, we are just imitating the gestures of characters that have entertained us over the years. Therefore, we keep a good cycle going. This is GOOD for the culture of making a video and amazing for yourself as you continue to make videos that make your audience chuckle, excited, and even pleased to watch your content. Creating content that allows your audience to relax just a little bit right before you send them a call to action can almost always guarantee success!
(Speaking of entertaining, were we right?)
4. Engage:
Out of the four E’s, allowing your audience to engage is truly the meat and potatoes of your video. Whether the call to action is to Click, Create, or Call, we always want our audience to DO something during or right after watching the video. The more content that is created with some innovative ways to entice viewers to engage is truly the key to unlocking your video's full potential. The action of engaging itself means you have your audience’s attention. Whenever a magician asks for a volunteer, the excitement that soon follows gives the audience member an experience that no one else in the room can have. Imagine being able to multiply this experience for every viewer and more importantly use that experience as its own marketing tool.
Verb for Humanity utilizing interactive video every month, and when it comes to creating video content that checks all boxes, and interactive video is the cream of the crop.
Video has even more room to expound on these topics, which is why we here at Verb are passionate about video, interactive video, and live-streaming e-commerce. We recognize the space we are disrupting, and with the tools we just went over, we know that you’ll be creating more content that will evoke emotion for your business and beyond. Did we miss anything on our list? Comment below and let us know what you think, then share this post with your colleague, and lets a get a discussion going!
About the author:
David Butler, Creative Lead, is currently working with our creative team, as they tackle daily issues surrounding everything from client success to Verb's sales and marketing efforts. He also just started learning how to play the guitar and plans to go on a small winter tour in the Pacific Northwest in a few years.