A potential customer scrolling through their social feed comes across a video that grabs their attention. It’s not just any video; it’s a quick, engaging showcase of your product’s features and benefits. You’ve got mere seconds to hook them and spark their interest in what you offer.
So, how can you harness the power of video to make that impact?
In this article, we’ll dive into practical tips from Indian brands that nail it when it comes to using video for promotion. By the end, you’ll walk away with actionable insights to supercharge your marketing strategy. Let’s get started!
The Video Power of Marketing
Video marketing has grown to become an incredibly popular tool over the years. According to one study, 85 percent of the audience would like brands to provide more video content. In India, where mobile video is on a rise, brands are using it to their advantage.
Why Choose Video?
- Video attracts attention more than text or images. They are able to communicate complex ideas easily and clearly.
- The viewer retains the information more efficiently when seen in video form. For example, a person remembers 95% of a message while watching it in a video, but only 10% when reading it.
- You can deploy videos on any medium—social media, websites, email campaigns, etc.
Crafting Your Video Content Strategy
You require a thoughtful plan to highlight your product advantages and features. Here are the
key components
1. Define Your Audience
It is essential to get to know your audience. Who are they? What are their pain points? Bajaj Auto, for example, has perfected this by customizing the videos based on the demographic, whether it’s their kid-friendly bikes or family-friendly cars.
2. Highlight Key Features
Find out what makes your product stand out from the crowd and what problems they solve for customers. Tata Motors, for instance, has videos that illustrate the safety of their vehicles (crash tests, safety scores etc. This both informs prospective customers and creates trust.
3. Showcase Benefits Visually
While features matter, benefits mean more to the customer. Make videos that demonstrate how your product makes the user’s life better. HDFC Bank has a knack for storytelling in their videos where they tell stories about how the products/services help their customers achieve their financial dreams.
4. Keep It Short and Engaging
Attention spans are short. You should aim for videos that are 30–90 seconds in length. Use eye-catching images and an engaging storyline to hook the audience. Zomato does this pretty well with their short, funny ads that show how efficient their food delivery service is.
5. Use Authenticity and Emotion
People connect with authentic stories. Include actual users or employees in your videos. Flipkart, for instance, often includes customer reviews with real-life experiences with their service and this makes it seem relatable.
Types of Video Content
Videos come in various formats to illustrate your product:
1. Product Demonstrations
These videos demonstrate your product. Patanjali often creates videos explaining how their herbs work, tempting health-conscious customers with real-life examples.
2. Explainer Videos
These are ideal for high-level products. Paytm has created a series of explainer videos about the app to make the experience easier and more engaging.
3. Customer Testimonials
Videos with satisfied customers can give you a huge boost in credibility. Ola also leveraged customer reviews in their marketing, demonstrating how their platform has democratized mobility for regular citizens.
4. Behind-the-Scenes
Behind-the-scenes content makes your brand more human. For example, Tanishq, a popular jewelry manufacturer, will regularly post video footage of their craftspeople creating jewelry to demonstrate their workmanship and reliability.
Distribution Channels
When you have your video assets in place, you have to share them. Here are a few avenues to consider:
1. Social Media
YouTube, Instagram and Facebook are all great places to publish videos. Myntra, for example, utilizes Instagram Stories to post short fashion advice and product demonstrations, reaching a younger audience.
2. Your Website
Video integration on product pages can help improve the overall user experience. Croma’s website has product videos where you can watch products on use prior to buying them.
3. Email Marketing
Using video in your email campaign will help drive more clicks. Amazon India puts videos on the newsletters to promote their new products and specials and invite subscribers to visit more.
Measuring Success
If you want to know the success of your video advertising, check the metrics:
- The number of people who saw your video.
- Quantifies likes, shares, comments, and total interaction.
- Counts how many viewers converted after viewing the video (e.g., making a purchase).
With the aid of Google Analytics or social media analytics, you can collate this information and adjust your strategy.
Conclusion
Proving product information and features through video is a highly effective method for marketing that can make a big difference. If you know who your viewers are, what features and benefits they have, and if you share it effectively, you can make videos that are relevant.
If you’re in this sea of competitors, look for ways your brand can communicate through video. If you’re looking for tips on how to make an impactful video, consider working with Reset Media. They know how to create specific video campaigns that will help your brand shine in an otherwise saturated marketplace.
So, what are you waiting for? Begin using video today and watch your engagement rise!