As we’ve discussed previously, video marketing is becoming a must-have for a brand, and it can be done in a cost-effective manner as well. Video marketing is now reaching into businesses at every level, up to the CEO and other executives. It’s especially important for Millennial decision-makers, and likely to be even more important to Gen Z, as they begin to move into the business world.
However, how you choose to deploy video marketing within your ecosystem is extremely important! Today’s marketing videos have very little in common with those produced in prior decades. They’re about pushing a product, yes, but they have another purpose which is arguably just as important: humanization.
Buyers distrust “faceless” corporate brands. A great video allows you to promote your product and show off the human face of your organization at the same time!
Four Tips For Successfully Making Promotional Videos That Humanize Your Company
1. Use real employees; not paid promoters
Super-slick corporate videos full of obvious actors will tend to increase distrust of a company. When making videos for marketing on sites like YouTube, you want to keep it down to earth. Try to avoid use of paid professional actors. Your pitch will be much more convincing if it’s coming from genuine employees of the company.
Keep it relevant. If you’re showing off technical features, get someone from IT or tech support. If you’re making a money argument, get someone from your budgeting or accounting department. This will give them real-world credibility, while avoiding the perception that they’re just a paid mouthpiece.
2. Leave a few errors in. Perfection isn't necessary.
When it comes to authenticity and believability, you’ll actually help your case if you occasionally leave in a flubbed line or a bit of back-and-forth between the director and the person on-camera. YouTube isn’t television; viewers like seeing these little glimpses behind the scenes. It’s even better if your on-camera spokesperson has enough personality to make the flubs entertaining.
It increases the perception that these are videos being made by everyday people, not “soulless” hired marketing firms.
3. Tell a story
Whenever possible, try to weave in some sort of human-focused story that adds emotional engagement. It doesn’t necessarily have to be the focus of the video. For example, if you have a presenter demonstrating unboxing and setup of a product, have them tell a little story about their lives, or an amusing anecdote about a time they dealt with a hard-to-setup product.
Of course, the occasional documentary-style “A Day In The Life At (X) Corporation!” video can be highly effective as well. Just don’t make it your sole video marketing focus.
4. Use engagement as your KPI
When you’re first starting off in video marketing, it can be very difficult to know what your audience wants or will respond to. Experiment! Try out different formats, presenters, and video types. You’ll know that you’re on the right path when you start seeing more comments on your YouTube channel, more subscribers, and more social media shares. That should be your guideline for refining your content.
And of course, don’t forget to remind viewers to hit that “like” button, subscribe for more content, ring the “bell” for updates, and leave a comment below! It’s annoying and practically a rote ritual at this point, but you really will increase engagement with a self-plug at the top and bottom of your video.