Marketing Video: transforming your marketing strategy

Use the AIDA technique : Attention, Interest, Desire, and Action. Then, your marketing video should attract attention immediately. When users scroll through their Facebook or Instagram news feed, your product presentation video, even though it’s drowned out by the crowd, must catch their attention. The marketing video on social networks must above all be visual. The visual of your video should not necessarily represent your new product, but put forward a daily situation that many people have to face. All efforts on the visual aspect.
Then, by highlighting the difficulty encountered, your video can start with a question or a statement. Create desire and need through marketing video.
For example: in a new clothing collection, highlight the comfort, the materials used to make it, say that they are easy to put on and take off, that they can be worn in several circumstances.
Get your target to take action. To do so, you will need to make a tempting offer in your video. To highlight this offer, use keywords in your video montage: the message must be clear, explicit and brief.

The objective: create a short and attractive video, announcing the location and the date of the event / convention or the opening of a store. You can share it on your social networks, according to your target. It can either be a teaser, a presentation video (if you want something a little more complete and professional, and insert more details), or a retrospective, if you organised an event for the opening of your store.

Nowadays, Internet users consume information much more quickly, almost instantaneously. The goal is to get the maximum benefit and information in a limited time. The interactive marketing video will not only be seen, it will also be clicked! The viewers will become actors of their own information, and will be able to go directly to the elements that interest them.

The idea in your marketing video is not to give away too much information. The objective is that the user can get more by clicking.

If you’re launching a sale, don’t post all the product photos and discounts, don’t say how many you have left in stock,

If you are launching a new collection, don’t say too much: encourage viewers to click to learn more about the product benefits, the design, etc… Tell how this new product will answer a problem encountered in everyday life,

If you are teasing an event: encourage people to click through the program. Tell them how this event will meet some of their expectations.

Don’t hesitate to be original, to create scenarios

Nothing stops you from having fun! And that fun will be felt in your video, and will encourage your audience to have fun too. The point of an interactive video is to encourage the audience to rewrite your story. What if we went back to the classics?

Today, many marketing teams collect data (via forms, and with the consent of customers and prospects of course), a set of information about your customers that enables you to adapt your communication strategies. Thus, it is possible to produce personalised videos, with visuals and messages adapted to the recipients. Depending on the information you have collected (type of subscription, previous orders, first name, last name, age, gender, interests….), the person will receive content that meets their personal expectations. If we take the example of a bank: a person exchanges with an advisor about an investment project or a financial operation. With the data collected, you can send this person a personalised video that summarises their request and provides them with appropriate solutions.

Thanks to a video platform accessible to all, you can choose a template, among different customizable templates, which can of course be adapted according to your colour code and your graphic identity, and even draw some shots. It is recommended that these templates include your logo, or another graphic element that characterises you, so that the content is immediately identifiable in your promo video, explainer videos and social media videos.

The personalisation will include other elements, such as the choice of music, text font, tone of voice, voiceover selection, intros/outros, footage etc.