Say it with video: why video is key for your brand

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By Andrew Witkin, founder and president at StickerYou

Witkin: digital marketing is an essential element of any business

The digital marketing campaign has become an essential part of any business. More than ever, consumers turn to the online world to invest in products and services. From customer reviews to online user guides, your digital footprint needs to make a statement.

Why video boosts brand recognition

Brand recognition occurs when individuals are able to identify your business based on visual or audio cues. Brand recognition is important because it helps to develop your company’s positive reputation, which boosts customer loyalty and increases their trust in you.

Videos offer a unique way to grab the attention of customers and increase your brand’s recognition. In fact, 60% of shoppers claim they would prefer to watch a video of a product in place of reading a description. These videos not only help clarify many questions, they also provide a more interactive approach to brand recognition.

Up to 80% of businesses have noted that video content has increased the time customers spent on their product pages. Furthermore, 76% of companies have reported increased sales as the result of adding video content to their websites. Because of this, it should come as no surprise that roughly 84% of marketers are planning to increase their online video campaign over the next year.

Making the most of your video

There is no “one-size-fits-all” approach to making a brand video. After all, there are dozens of tactics used by marketers that have successfully boosted sales. However, the most important thing you should keep in mind when developing videos for your brand is to make them useful.

Before you create a video, it is important to consider several different aspects. This will help to ensure your video content addresses the “who, where, and what” that you intended it to.

Recognise your audience

The first thing you should consider is who your target audience is. This will help you tailor the level of information, type of visuals, and more. In fact, as with any marketing strategy, determining your audience is the first essential step of developing your campaign as it provides you with insights into key details most appreciated by potential clients.

For example, if you are a real estate agent, targeting specific customer demographics can help increase the ability to sell specific homes. For example, a studio apartment will attract different clientele than a mansion or single-family home. Recognizing these differences will help to develop a video that interests the demographic more likely to invest in the property.

At StickerYou, we focus on the business and marketing possibilities of our custom stickers, labels and decals in our videos to appeal to our B2B audience. 

Remember the purpose of your video

There are many different types of marketing videos. However, they typically fall into one of three categories: demonstrations, testimonials, or guides. Understanding the purpose of your video will help you to create the content in a way that is useful for the intended audience.

Studies have shown that roughly 70% of all online consumers will look into product reviews prior to making a purchase. These reviews are often considered up to 12-times more trustworthy than a written product description. Creating a video that highlights positive, real customer testimonials – attesting to quality, durability, and other important features – can be an asset to your video campaign.

Provide concise, well-stated information

Once you have determined your potential audience and the purpose of your video, you need to develop concise and well-stated content.

For example, the experts with StickerYou created a guide that helps users easily understand and begin using the stickermaker tool. A free tool that makes designing and editing custom stickers quick and hassle-free, the video tutorial provides clear, concise directions that allow even the least technologically-savvy user to create their own adhesives.

However, you should be wary of producing videos with direct sales pitches. Online consumers experience plenty of these and have learned to disregard a great many of them. “Hard sell” videos come off as desperate and often lead to some distrust.

Andrew Witkin

As the founder and president of StickerYou, Andrew Witkin believes in the enormous power of customization. With over a decade of StickerYou success, he is one of Canada’s leading experts in e-commerce, customization, startups, marketing and the tech economy. He is a graduate of Dalhousie University and holds an MBA from the Schulich School of Business, York University. Witkin has previously served as VP North American Licensing for Nelvana/Corus Entertainment and Director of Marketing for MegaBrands/Mattel.