How to Build Your Brand with Online Videos
Your audience is busy running its own business, so it wants whatever information you have to present immediately, and it would like to be moderately entertained while obtaining it. Therefore, your company’s online videos about services and products have to be informative and brief. Being humorous won’t hurt. And since one of the main goals in creating videos is to build your brand, here are a few tips to help you get started.
Decide Who Your Online Videos Audience Will Be
Hopefully, your marketing team has already outlined your target audience down to age, gender, income level, education level, and languages spoken. This is a good starting point when you’re entering the land of online video production.
Be sure to keep your audience in mind as you’re deciding the content of your video. Creating a tailored, specific message for your consumer will help build your brand and a steady, consistent voice for your company.
Set the Tone
Your online videos, like your brand, must have a voice and tone. Loyal consumers don’t just buy services and products for the services and products. They remain dedicated for the personality that is conveyed behind those services and products. That’s why companies spend millions of dollars on Super Bowl ads. So whether you’re producing an educational video, a testimonial, a tutorial, or a product demo, your brand’s distinct voice must carry over into each video.
How Long Should My Online Videos Be?
Now that you know what you want to say and have an idea of your company’s voice, how long should you take to say it all? The easy answer is, as long as it takes to effectively say what needs to be said without becoming repetitive (or just plain boring), but let’s break it up a little.
Decide whether your message best fits short-form, mid-form or long-form video content. Short-form videos are generally no more than five minutes long. Examples include music videos, made-for-web videos or social media content. Extended clips, corporate videos and web series videos are mid-form and can range from five to 20 minutes long. Finally, long-form videos are over 20 minutes long and can include feature films, TV segments and corporate training videos.
Facebook, YouTube, Website: Where Should I Put My Videos?
This is the million dollar question, and the answer is (drumroll, please)…it depends. Where is your audience? Facebook and YouTube are strong sources for video hosting, but they reach very different communities.
For example, the Pew Research Center says 82% of online adults between the ages of 18 and 29 use Facebook, and the majority of users are women. YouTube, on the other hand, remains fairly male dominated, particularly with the 18- to 24-year-old demographic. So again, understanding your audience will help you decide the best online channel for your online videos.
Statista has reported that 78% of Internet-savvy Americans watch videos on any device. So now you must decide who your target audience is, what voice and tone your brand should convey, and where your consumers are hanging out online to make sure that you’re using your online videos to build your brand awareness.