3. Test different video assets.

Thanks to the versatility of both video content and digital media, you can take many creative approaches when deciding on the type of video assets your brand should produce and distribute. From interviews with the owner of your business to educational material, such as tutorials and how-to videos, audiences love seeing products in action.

This is especially true in the home and building category. Take our friends at VELUX skylights: The brand does an incredible job of depicting the transformative power of natural light to create a better living environment. Through the power of video and photography, VELUX puts its homeowner audience in the driver’s seat.

4. Don’t bury the lede.

While expressing your core message can seem like a simple concept, too many advertisers fall victim to a desire to be “cute and clever” with their videos — and lose possible customers as a result.

Research has shown that there are sizable dropoff levels the longer a video runs. Consider the following real-life example of a home category brand and Wray Ward client utilizing long-form videos:

If you want your target audience to connect with your creative messages, don’t waste time getting to the point:

• Quickly identify the brand and product at the beginning of the video.

• Consistently display a call-to-action banner throughout the piece.

• Be creative yet direct about the key message you want the audience to take away from this video.

• Don’t overwhelm the audience with every talking point you have. Shorter videos with focused messaging will work harder for your brand.

5. Avoid these common digital media mistakes.

No matter how you tell your brand story, it’s easy to fall prey to mistakes. So, how can you avoid missteps? Here are simple yet instrumental ways to stay on track.

• Value quality over quantity: This is marketing 101, but rather than seeing how much video content you can create and distribute, prioritize producing fewer videos that more effectively connect to your audiences and your marketing objectives. Sometimes, the digital world can feel impersonal. However, putting a 30-second tutorial of a new product on YouTube or filming a full-length Q&A with a thought leader on Instagram can be an excellent opportunity to change that.

• Be mindful of the tone and tempo of your content: Video is great for getting all types of messaging out in the open. However, remember that the tone and tempo of the video should be appropriate for the channel, the brand and the audience.

• Test, test, test: How do you provide a great user experience? This is a question with many right (and wrong) answers. But when it comes to video content and digital media channels, smart brands already have a plan. Remember, it’s critical to not only test across different digital media channels, but also test different methods of storytelling — from demos and how-to videos to ways your organization gives back to its community. Once you’ve tested creative, use the learnings to optimize future content.

While there’s no one-size-fits-all approach to maximizing video content through digital media channels, these methods, tailored to your brand goals and objectives, can help bring you one step closer to elevating your digital footprint. Ready to get started? Contact me.