Video Content Marketing Strategy
Changing Behaviour through Film
As a strategy first video production agency, we have found time and again that brands are just not getting the results they should from video marketing. This is despite the countless indisputable reports, stats and studies showing the power and efficacy of using video in today’s online marketplace.
Paradoxically many brands on first glance don’t realise they aren’t getting the most from film because it still outperforms most other activity, but just isn’t realising the potential of the medium.
Marketers have become accustomed to video being measured in basic metrics such as views, likes and clicks on the play button. They don’t and won’t start to accept that video should be expected to do more until agencies like ours start to provoke that sort of thinking.
The structure of the industry exacerbates this problem by approaching film as just a part of wider campaign and advertising initiatives, with often the most significant asset being thrown over the fence to a production agency and independent director who haven’t been involved in the same brand journey as the creative agency.
Even for the most innovative marketer it is hard to find a film partner who can both make amazing content and make it work in terms of how it gets used. Marketers expect that they need to hand hold the video production company through the process, micro-managing the messaging and script and then being left to their own (or those of the social/digital team) devices to activate and make it work. This inevitably leads to mundane work and lack lustre results.
Film can change how people behave and has proven over and over again to be the most consistently powerful way to impact what people do. Film can change minds, it can make the idle act and it can move and change the conversation.
A good brand film should change how people behave in relation to that brand. It can fix past mistakes, create conversations, get people picking up your product rather than walking past or putting it down.
To build an indelible and enduring brand online you have to look to change viewer behaviour and expectations through film, as well as other content forms. When planned and executed properly film can change the game, putting your business on a new trajectory .
BUT this requires a fundamental rejection of hackneyed video tropes and content saturated with mundane hygiene messages and the adoption of a much more creative approach; one that is nonetheless anchored in customer research to understand the needs, passions and interests of the viewer, along with an understanding of the considerations related to the customer journey…
Standing out in today’s crowded online environment isn’t easy, online consumers are increasingly sceptical of advertising and are more likely to switch off and go elsewhere than any other audience that has come before them.
Whilst video marketing spend is increasing across the board, the proportion of those businesses getting it right is still staggeringly low. This is perhaps best illustrated by a survey by Contently that found just 18% of brands were getting more than 3,000 views across an entire series of content on their YouTube videos (see image below).
Moreover people aren’t being as impacted by film as they could be: According to a recent report by IPG Mediabrands’ Media Lab 65% of people skip online video advertising, and they do so as soon as they get the chance. Most people skip ads out of habit, with 76% percent saying they do so because it’s an ingrained behavior.
So not only are many films failing to change behaviour….the audience is repeating the same behaviour to avoid both good and bad branded content.
Perhaps more than anything this statistic highlights the scale of the challenge brands and video marketers face.
So what’s going wrong?
Even if you’ve succeeded in creating an amazing brand film, this is no guarantee that it’ll get noticed in such a crowded online environment.
Compounding the problem of a sceptical online audience is an army of amateur YouTubers creating entertaining and educational content that puts a lot of expensively produced brand content in the shade.
And that’s still not all. Other challenges businesses face when creating brand films include:
- Competitors ahead of the curve
- Influencer generated content
- Entertainment content
- Diminishing attention spans
It’s not an exaggeration to say that brands are engaged in a war for attention when it comes to video.
Cinegy – Where Cinematography meets Strategy
Of course getting it right isn’t easy. There will always be losers but there can be big winners. And there’s no reason that can’t be your brand. Becoming part of the 18% takes involves an entire paradigm shift in your thinking; with the end result being a more considered, strategic and altogether holistic approach to your video marketing.
It’s this belief that led us to create Cinegy – where cinematography meets strategy.
Developing Cinegy took us away from a purely reactive approach to a client brief, to developing a strategic framework that helps inform the content that will achieve brand goals, engage audiences and outperform the competition.
Film is so subjective that an evidence and viewer behaviour led strategy is the ONLYway to help our clients arrive upon and substantiate the creative approach and ensure stakeholder buy-in.
It’s only through a more holistic approach to brand video strategy that brands can start to maximise investment in video creation and production, not only pushing those YouTube view counts from the low thousands into the tens or hundreds of thousands; but truly understanding the role and ROI that video can play for their brand
The What, the Why and the How
In this exclusive video strategy guide we’ll explore the ins and outs of the Cinegy approach to brand content strategy and what makes it different. By breaking each stage into its constituent parts we can look at what it is, why it’s important and how it works, citing examples and listing common pitfalls and tactics to ensure success.
The guide will offer practical advice for both established and up and coming brands, listing various methods and approaches to video strategy, such as how your content can be broken down and segmented using the tried and tested help, hub, hero approach.
We’ll take you through the process of identifying your goals, developing a compelling brand story, being clear about your brand archetype, your voice and behaviours in film, as well as understanding and researching your target market. The guide will then dive into the application of a more cinegistic approach to developing and executing brand content from creative considerations through to production, post production and activation strategy.
In each chapter we’ll explore the what, the why and the how in order to give you and your marketing team or production agency a better understanding of what it takes to be a successful video marketer.