What Are You Afraid Of?
Don’t Be Afraid of 2021.
Remember when our evenings would consist of dinner with friends, weekend movies, social outings, and in-person conferences and professional events?
Ahhh… the good ol’ days. Our lives were slightly more predictable and filled with… well, less fear.
When it comes to Marketing, standing out and making a difference is extremely difficult. It’s literally the Holy Grail that we all seek – the campaign that catches fire, or the video that goes viral. Yet, no matter the stakes of the situation – whether it’s a simple post or a million-dollar ad campaign, Fear inhibits Creativity. We’re afraid to put ourselves out there because… what if things go wrong?
The Catch522 of that is that Marketing doesn’t favor Safe. Playing things Safe means your message gets lost, overlooked, or scrolled by. Safe gets a few eyeballs, a few attendees, a few purchases. In Marketing, Safe might meet expectations. Safe gets a “C”.
The challenge of planning for Q4 and even 2021 can seem daunting with all of the unknowns that are inevitably coming our way. Luckily, we have a plan. Whatever you’re afraid of, we have resources for you listed below to get past the fear and challenge your organization to maximize results right away.
A common source of Fear is the Unknown. So, we figured we’d start by mitigating some of those fears by starting with what we do know about video marketing. 2020, saw a dramatic shift in the way audiences viewed and engaged with brands.
Social video generates 1200% more shares than text and image content combined.
97% of marketers say video has helped users gain a better understanding of their products and services.
Including a video on your landing page can boost your conversion rate by up to 80%.
72% of customers would rather learn about a product or service by way of video.
25% of companies publish videos every week.
85% of consumers want to see more video content from brands.
Yet, despite these figures, we know companies still face decision paralysis: when the fear of the unknown becomes a roadblock and prevents organizations from moving forward with strategic initiatives.
Here are some of the most common fears we’ve heard in 2020 when it comes to producing marketing videos:
We get it. It’s hard to please everyone. But oftentimes, reaching group consensus on a script means that scripts lead with facts, and not emotion. It’s too easy to simply check a box and go with what has worked in the past, or with what you’ve seen work for others. But where’s the fun in that?
Sometimes, you need to stand out. Get creative and take a calculated risk. We’re not saying that you need to be bold for bold’s sake – but simply let the story lead with the emotion and find unique and interesting ways to present the facts. There are lots of creative ways that you can be bold, yet stay true to your brand. Because let’s face it – you’re producing a video with the hopes of having the viewer make a decision – and decisions are more often driven by emotion than facts. Be bold, but more importantly, be authentic.
When planning budgets for your online campaigns, it’s important to consider outcomes as well. There has been incredible value within digital engagements and especially in 2020, it’s imperative to have a presence online for your target audience.
Smaller budgets means that you have to be even more creative if you want your video to make an impact. You’ll want to develop a strategy that enables you to get the most mileage out of your budget, and invests in the right areas of the video – whether that be in Pre-Production developing the concept and script; Production in capturing the story and visuals’ or Post Production to make the story pop.
Video is an investment but it doesn’t have to be expensive. We’ve seen a wide range of budgets, and we can confidently tell you that it is possible to tell your story at different price points.
With our communities changing pretty much daily, it’s definitely understandable that our teams face more decision paralysis. It’s hard to move forward when you don’t exactly know what your message should be for your target audience, especially in times of uncertainty
That said, with 85% of consumers using videos to connect with brands (see stats above), it’s important to develop a strategy that keeps you top of mind with your audience. It’s important to start with the basics – understanding who you are, and where you’re trying to go. A video agency should be able to help you develop the points in between – how you achieve your goals. Sometimes, all you need is an outside perspective to evaluate how you’re currently positioned and develop a plan to help you get where you’re trying to go – whether your goal is brand awareness, explaining a new product or service, generating donations, or attracting the best talent to your organization. Speaking of which, check out this conveniently located link to find out more about the types of services we can help you out with.
Honestly, that’s kind of a great thing. It’s our time to shine! Although you may find it more helpful video concepts help to drive internal buy-in at your organization, really, all we need are the answers to a few basic questions to get the ball rolling…
- Audience: Who are we trying to reach and what do they care about?
- Purpose: Why are we trying to reach them?
- Goal: What do we want them to do?
- Distribution Strategy: Where are we going to reach them?
- Outcomes: How do we want to measure success?
To us, this is the true nature of a video agency. It’s a partner that serves as a strategic resource committed to creating the most effective video campaign(s) for your Brand. A video agency generates video strategies based on your mission, your audience, and understanding what success means for your marketing goals. It means that you get custom videos tailored to specific needs.
Innovative, strategic, and action-oriented concepts (both internally and externally with your audience) need to have a purpose. Fortunately, that’s what we do best To learn more, check out some of our video concepts and strategies here.
Haven’t read enough yet? That’s the spirit! Time to check out some of these blog posts.
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