Marketing Video: transforming your marketing strategy
Why use video marketing and storytelling?
On many aspects, video marketing approach energises and makes all communication and information media more attractive for viewers, influencers, and futures users. Rooted in the use and consumption of content, powerful narrative story has become a standard format almost essential for being able to exist and being noticed. Beyond visibility and classic narrative structures, videos allow marketers to multiply by 5 times the memorisation rate of your branded content. No matter what the message is (story, product launch, communication video, event, social media animation, video storytelling, new features, ...) and your target (internal or external), video marketing adapts perfectly to all needs. You can better distribute and share your video marketing content with your target audience directly, as well on social networks (such as linkedin or youtube) or smartphone/iphone. Since videos are now referenced by search engines, the visibility of your marketing content will be greatly enhanced. With Pitchy, an online video editing software, you can upgrade your content marketing to the next level and get started in video marketing. And remember: in these short-form videos, the main goal will be to create emotion.
With a platform like Pitchy, you can create your own video ads or explainder videos, bring authenticity, without being a pro. For example, you will be able to add your images, template, subtitles, text and other elemnts you want to integrate. Here are some tips we give you to stand out from your competitors before you start making your animated videos.
Events
Before the event, you want to have inscriptions and conversions. Afterwards, you want some views of your retrospective videos on youtube and on your linkedin page. Your brand will have more awareness, more inspiration from your viewers and it will have a good impact on your brand image (a good script, a good story, narration, visual storytelling, other visuals, images, emotion).
Internal events aim at creating links between employees, although external events, are aim to make yourself known, to develop your network, get as much attendance as possible, to exchange with your partners and to convey a good reputation through authenticity.
Social media
At a time when social media algorithms are promoting the video format, social media marketing can no longer do without this format to have better statistics and data. These marketing trends and techniques have one main goal: to give you more visibility and engagement on all social networks, and can be a real advantage in terms of SEO on google if you get a lot of views.
Products promotion
Another common example of marketing video, appreciated by marketers. 73% of internet users are more likely to buy a product online after watching a video. Video marketing makes it easier to understand the product and builds confidence in the brand, by emphasizing on your quality, trough different elements.
Content promotion
Content marketing is much cheaper than push marketing to set up, while conversion are much more important. 7 out of 10 consumers prefer to discover a brand by its content than by advertisements.
Customer testimonials
Prospects today are often wary of fabricated customer testimonials. A customer testimonial on video humanises the subject and is more authentic. Your audience can easily relate themselves with the client who is speaking.The goal of this good content is to let legitimate people talk about you, rather than yourself: your clients are more neutral. Their voice will be heard.
Commercial prospecting email
Business acquisition lever with an excellent return of investment, commercial prospecting emailing is modernising. It is possible to integrate a marketing video to improve the conversion rate.
Enriched by vlogs
In video blogs, a person speaks directly to the audience and gives their opinion. By leveraging an influencer’s following and reach, vlogs can be used as a special channel for highlighting a brand, promoting a product or service, and even giving out freebies.
Other usecases of marketing video
Launch a new collection
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.
Announce the opening of a new store
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.
Make customers and prospects want to go further
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?
Create customised video with an online editing tool
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, 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.
The personalisation will include other elements, such as the choice of music, text font, tone of voice, voice-over selection, etc.
- Content marketing
- Marketing presentation
- Use video for your storytelling
- Promotion
- Social media
- Event
- Snack content is an entry point for your content on social media to increase brand awareness
- Snack content vs long-form content
- Advantages of long-form content
- Snack content and long-form content: a complementary strategy
- Understand your audience’s expectations to define your editorial line
- Use the right tone with your audience to boost engagement
- Choose the right video formats and distribution methods
- Follow each platform’s standards to optimise your posts
- Use multiple video styles
Emmanuelle Leduc, Head of Project Contributions and Deployment at BNP Paribas 
Olivier Pottier, Head of Education at Orange 
Delphine Gloux, Project Manager & Designer / Innovation Lab at IT-CE - Complete demo
- Examples of customer video creations
- Offers and prices
