Lensmen: What does a video marketing strategy look like in 2020?

When creating a marketing strategy, you must first understand the wants and needs of your audience. If you are promoting a business that appeals to different generations and genders, it can be difficult to know how exactly to market your products or team correctly. It is no secret that social media has taken over our day-to-day consumer lives – 81% of social media users have been encouraged to buy a product or use a service based on watching a brand video! This makes video an essential marketing tool for successful businesses. But not all videos are created equally. There are still many elements to incorporate in order to appeal to your target audience. It is not just about the footage, your videos also need readable information and/or photographs for context. When your business needs a professionally produced video, our team at Lensmen media agency are here to help you bring your video strategy to life. 

Now, how does one begin when creating a video marketing strategy?

1. Understand who your audience is and decide what it is you want to get out of your campaign

Clearly defining and then researching your audience is the best way to get inside their minds and get a clear picture of what they search and view online. If you know there is a certain age group that buys your products then you can focus your research even more and find out what platforms they are using also. There is little point in creating amazing content if your desired audience isn’t going to see it. What results exactly are you looking to get out of this campaign? Drive more people to your site/increase sales/awareness for a certain cause? To achieve these and more, ensure that you are using the correct tone of voice and the right imagery.


2. Make sure you stick to your brand and the message you wish to convey

When creating a video strategy, don’t sway from who you are as a brand or business. The temptation might be to create a flashy video with some big brand photography and strobe lighting and all the works, but if that is not you and not your brand, then don’t fake it for a video. Be true to yourself and the video will be more authentic and appealing to your target audience. A study by McKinsey revealed that companies that are consistent in their branding are 20% more successful than those who are not. This is where an overarching strategy is important, it ties all elements of the business or product offering together in a familiar and consistent way. 

3. Define your budget and understand what is achievable within it

When creating brand videos, people often make the mistake of going too big and too flashy the first time, effectively overspending because they don’t know what to expect. There are times this might work, but as a strategy, it’s not smart. Having a clear strategy in place allows for a plan of several well thought out  videos, strategically addressing different priorities for the business at different times. When you know your goals, that will help to determine the budget.

4. Create your video and adjust for each channel/platform

Here at Lensmen we can help you adjust your video for each of your social media platforms. For example, a video that you upload to your website most likely won’t be what you upload to Twitter, LinkedIn or Instagram. For LinkedIn you may want to look more professional for work purposes but on Instagram you’ll want something fun, and eye catching for the younger generation. 

5. Don’t be afraid to test the waters first

It is common enough to see people creating tester videos themselves to see how they are received. Many people create videos using Facebook and Instagram Live to see what will be picked up by their current audience and what will engage new customers. You need to gather information such as engagement rate, view counts, social sharing and comments or personal feedback. Do a handful of tests with all different variables in order to figure out what works best for you. Live or streamed video content has an important place in the overall brand video strategy, however, there will still be a need for more professionally produced videos to showcase the service or product offering. 

Talk to the team at Lensmen for a bespoke video solution for your business.

Founded in 1952, Lensmen is one of Ireland’s most established and accredited photography and video production agencies. The Lensmen team specialise in press, PR and commercial photography, corporate video services, time-lapse capture, and 360 videos.  Lensmen: Brand storytelling designed to engage https://www.lensmen.ie