Videos are one of the tools that brands use to raise their voice. Did you know that 87% of marketers claim video brings more visitors to their site?
That number is only one of many reasons why brands are turning to video as a communication tool and a bridge. With ever more selective consumers, messaging needs to be more authentic than ever. When used properly, video can help companies connect better with their customers, and convert them into raving fans.
We’ll see in this article how brands in India are already making use of video to increase brand awareness. And we’ll cover tactics, real-world examples, and hacks that you can use for your own brand. At the end of it, you’ll have take-away tips on using video to not only promote your products but create advocates for you.
Understanding Brand Advocacy
Now, let’s start by getting an idea of what brand advocacy actually is. Brand ambassadors are repeat buyers who not only buy your products but share them with others. They share their success stories, refer your brand to friends, and are also the potential influencers themselves.
Why Video?
The reason video works especially well in building brand awareness is many:
- Interactive: People remember more when they can see it. Videos can show you emotions and narratives that words can’t.
- Publicity: Video is very shareable on social media which makes your brand message reach a larger audience.
- Credibility: Real customer testimonial or behind the scenes videos can be leveraged to build trust.
Strategies For How To Make Brands Vow You Thrive With Video
1. Customer Testimonials and Case Studies
The most effective kind of video content is customer reviews. Customers are much more likely to believe you when they see real individuals talking about their great experience and it makes them make an important purchase.
An example: the food delivery company Zomato is very good at getting their customers to post testimonials. And their social channels feature videos of happy users sharing their Zomato moments so you feel part of the group.
2. Behind-the-Scenes Content
People love to see the person behind a brand. Becoming believable by posting behind-the-scenes videos that you can use to get your brand to seem more real.
Example: Tanishq, one of the top jewelry brands in India, regularly posts behind-the-scenes videos which show the design process of their products. The videos are both quality and a celebration of the brand history which is a stronger emotional resonance with the client.
3. User-Generated Content (UGC)
Encouraging your customers to make and upload their own videos for your products can change everything. You don’t just get genuine testimonials from UGC, you get a community for your brand.
For example, Patanjali which makes its natural products asks customers to submit challenges on social media. They go viral which agitates the brand, and also exposes its efficacy with actual case studies.
4. Educational Videos
Offer value with instructional video content that makes your brand a thought leader in your niche. The better the content that customers find useful, the more they’ll trust and promote your brand.
Example: HDFC Bank has financial literacy videos which take customers through various complex areas such as Investment and Savings. When they reply to customer’s issues and queries, they establish confidence and legitimacy.
5. Engaging Storytelling
Storytelling that connects to your audience emotionally can make you connect with them. A good story can get people sharing what you’re saying and be advocates for you.
Example: Fevicol adhesive brand is infamous for its funny and relatable ad narratives. The campaigns they’re involved in tend to be simple, everyday scenarios where their product is used. This not only entertains but the brand will be recalled.
How To Create Good Video Content – A Guide to Make Good Video Content
- Know Your Audience: Create videos that cater to your video viewers’ tastes and interests. Take surveys or analytics and see what they like.
- Keep it Concise and Relevant: People only have so much time on their hands — especially when we do it online. Try to make videos that are short and to the point. As a guideline, keep videos under two minutes.
- Qualitative: You want to be genuine but also your videos should be high-quality. And bad quality is bad for a reputation.
- Promo on Different Platforms: Don’t post and forget your videos. Print them off for all your outlets and ask your followers to do the same.
Measuring Success
If you want to be certain that your video strategy is working, you need to know if it’s working. Here are a few of the most important measures:
- Views: The number of people who’ve seen your video.
- Engagement Rate: Likes, shares, comments can show if the viewers liked what you’re posting.
- Conversion Rate: Measure the number of viewers that take the action you want after they see your video.
- Retention: You know how long viewers are staying on the video or fading out at some points.
Conclusion
If you want video to drive brand support, it’s not only about creating content but also about creating relationships and community with your brand. With authentic content, customer connection and value-add, brands can convert dissatisfied customers into lifelong fans.
In thinking about your video strategy, always remember authenticity and engagement. If you want to increase your video marketing, Reset Media has specific solutions for connecting with your customers in a meaningful way. Let’s chat about how we can collaborate to create effective video content that reaches your customers and keeps them loyal.
Video isn’t just a choice, it’s the law of the race. So get creating and start soaring with brand advocacy!