In this quickly evolving world where everything is connected, marketing through videos is one of the best methods available for targeting an audience. Businesses are now using video content to communicate with clients through TikTok campaigns and YouTube ads as never before. With expansion comes the responsibility of portraying the world’s diversity and as such video marketing also has to adapt to the world’s diversity. This article will cover how absence of inclusivity and diversity is a strong business strategy and is not adapting to the ethical marketing society.
The Current State of Representation in Video Marketing
Though changes have been made in the recent years, video marketing in itself is still lacking representation. Most of the marketing campaigns continue to use cast members that look identically the same or are shallowly reflexed, which does not appreciate the exciting mosaic of life. These out-of-date portrayals not only distance huge portions of the possible customers but also help to defend social stagnation.
The intersectionality of gender, race and class with regards to social media representation is largely ignored. A brand that fails to consider these factors is likely to lose touch with a fast-evolving customer demographic. This is validated in the 2022 report by Geena Davis Institute about gender and media which confirms the progress representing women in relation to media was made, however, lacks coverage of other aspects such as ethnicity or LGBTQ+ identity or showing disabilities.
Why Representation Matters
1. Reflecting Your Audience
Today’s audience is evolving and becoming more diverse than ever. Younger population groups in America are the most ethnically diverse cohort in the nation’s history, as described by the Pew Research Center. The global advocacy of social movements fighting for equity and fairness has furthered the awareness of the public regarding advocacy and representation. Representation in marketing deeply impacts loyalty and community attachment. Consumers build omni commitment to brands that mirror their identities.
2. Breaking Stereotypes
For years now, the entertainment industry has been guilty of perpetuating damaging stereotypes. Video marketing has the unique power to change stereotypes, as it has the power to tell different robust systematic and cultural narratives. Brands portray diverse sets of characters overcoming stereotypical boundaries. As a Sheryl Sandberg stereotype, women IT STEM movers, or children piling gay parents in advert shopping targets families.
3. Driving Business Success
Socially and economically, diversity is a foremost necessity. Marketers have noted that their digitally marketed goals achieve higher levels of engagement if the campaigns are multicultural in nature. Ethnic minorities in the U.S. are more likely to remember advertisements featuring ethnic minorities: A report by Nielsen shows that ads remember ads with multicultural societies performing activities in the ad. Inclusive ad campaigns featuring multi ethnic casts of any practical use are also initiated, purpose of self identity and value affirmation are more likely to make ads contagious.
How to Incorporate Diversity and Inclusivity in Video Marketing
Stereotypical representation does not serve anyone’s purpose. Below are some suggestions for brands depicting inclusivity to take action through videos:
1. Identify Your Audience
Basic demographics do not serve in this social media age. Understanding how your audience thinks, their culture, values, and experiences is equally important. Social listening and community participation tools can be essential.
2. Increase The Number of Staff
Production is as good as the people doing it. Inclusion from behind the lens ensures everyone implements on every level of the project from scriptwriting to directing taps into a wide multitude of perspectives.Availability of diverse groups and cultures at the company greatly improves views at all levels of video making.
3. Avoid Attempted Inclusivity
Avoid tokenism by including realistically relatable characters and not just to fill the narrative. A true story has active components in the form of building, good understory, great backstories for main and supporting characters. Make sure they aren’t backstabbing each other for the world to want or run down the street.
4. Work With Special Focus Groups
Employers are not able to account for everything regarding culture and inclusion. Getting someone from a different culture or background assists with casting and any campaign sensitivity grinding. They can focus with their diverse backgrounds while you take the lead.
The Risks of Ignoring Diversity
Companies who overlook diversity and inclusion not only distance themselves from potential audiences, but also open themselves up to severe backlash. In today’s social media age, mistakes can spread worldwide in an instant. Corporations must be cautious. Ability to take boycotts and exceptional aging in reputation damages in long term targets should be balanced with offensive tackling campaigns.
In addition, ignoring the representation gap constrains the brand’s ability to reach potential new audiences. Understanding and cherishing the cultural differences in Africa, Asia, and Latin America stands as a tremendous opportunity for economic growth, making these countries some of the fastest developing ones.
Final Thoughts
Diversity and inclusivity in video marketing is no longer optional; it is a demand. Companies that aim to profit while fostering compassion towards social inequities embrace empathy and equity. Video marketing’s ability to reflect and respond to society’s multicolored needs can motivate, mobilize, and spark social transformation.
At Reset Media, we understand that creating video marketing content that touches upon society’s multicolored layers can be challenging. Our team is ready to provide insights that fit your specific needs and help you create video content that meets your goals. Join us in transforming the video marketing industry for good. Reach out to us at Reset Media.