In today’s competitive market, effective video content is crucial for capturing and nurturing your audience through the consumer journey. Understanding which videos to create and how they align with the stages of awareness, consideration, and conversion can significantly impact your business’s growth and success. In this blog post, we will explore three key video types that every business should have and explain how they fit into the consumer journey.
1. Awareness: The Brand Ad
At the beginning of the consumer journey, your priority is to be seen and recognized. A compelling brand ad is essential for creating awareness. The versatility of a well-crafted brand ad allows it to be used across various platforms, including social media, TV, and online. Here are five guiding principles to ensure your brand ad stands out and resonates with your audience:
- Stand Out: Capture the viewer’s attention within the first three seconds.
- Make it Relevant: Clearly communicate the key benefit your product or service offers.
- Be Authentic: Use honest, emotive language to engage viewers.
- Tell a Story: Build a story arc with a clear beginning, middle, and end.
- Prompt Action: Guide viewers on the next steps they should take.
To maximise the effectiveness of your brand ad, consider creating bespoke versions for each platform. For example, wide-screen 15 or 30-second spots for TV and YouTube, and vertical or square formats for Instagram, TikTok, and Facebook. This tailored approach can significantly enhance your ad’s impact.
Example: Nike’s “Dream Crazy” Ad
Nike’s “Dream Crazy” ad featuring Colin Kaepernick is a perfect example of a brand ad that stands out and resonates with the audience. The ad captures attention immediately, tells a compelling story, and prompts viewers to take action.
2. Consideration: The Explainer Video
Once potential customers move beyond awareness, they enter the consideration phase, where they seek detailed information about your product or service. An explainer video is a powerful tool to address their questions and remove barriers to purchase. According to HubSpot, 72% of customers prefer learning about a product or service through video.
To create an effective explainer video, follow these steps:
- Identify Questions: Consult with your customers and sales team to uncover the most common questions and objections.
- Draft the Script: Create a script that directly addresses these questions and objections.
- Find a Reference Video: Look for creative references that align with your brand. Consider animation, film, stock footage, or a combination of these.
Animation is excellent for visualising complex information, while film and stock footage convey authenticity and showcase tangible products or services. If your budget allows, combining these elements can make your explainer video more engaging and effective.
Example: Slack’s Explainer Video
Slack’s explainer video is a classic example of how to simplify complex information through animation. It clearly explains what Slack is, how it works, and why users need it.
3. Conversion: The Case Study Video
Even after potential customers are aware of your brand and have their questions answered, they may still need assurance that your product or service delivers as promised. Case study videos offer powerful and authentic proof of your reliability.
To create compelling case study videos:
- Identify Customer Personas: Determine your key customer personas and create specific case studies for each.
- Find Happy Customers: Select satisfied customers who fit these personas and are willing to share their positive experiences on camera.
- Plan Your Questions: Craft your interview questions to ensure that you capture the most persuasive statements, information, and answers to potential questions your viewers might have.
- Streamline Production: Reduce production costs by scheduling several case studies into consecutive production days. Ensure good direction, lighting, exposure, and seamless editing to maintain a professional appearance.
Example: Afterpay’s Case Study Videos
Afterpay’s case study videos highlight how their payments tool has helped various businesses achieve their goals. These videos provide clear, real-world examples of Afterpay’s impact and build credibility with potential customers.
Conclusion
In summary, having a strategic approach to video content can significantly enhance your marketing efforts. By creating a compelling brand ad, an informative explainer video, and authentic case study videos, you can guide your audience through the stages of awareness, consideration, and conversion more effectively.
At Story Machine, we specialise in producing high-quality videos that help businesses thrive. Whether you’re looking to create a brand ad, explainer video, or testimonial video, our team of experts is here to help. Contact us today to elevate your video marketing strategy and drive your business forward.
