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Creating compelling stories to connect with your customer

We finished 2018 by launching a new brand with an animated video for Open Source Satellite, and started 2019 in much the same fashion, creating an exciting promotional video for Crystal Interactive’s Event App. To say that video content is starting to become more prominent in the makeup of your marketing portfolio would be an understatement.

Hubspot writer Sophia Bernazzani identifies ‘Almost 50% of marketers are adding YouTube and Facebook channels for video distribution in the next year.’

Being open and willing to change your current strategies to meet the preferences of the modern consumer is going to be key to the continued growth and success of your business. Creating compelling video content to engage your busy audience is going to be one such way to do this.

Creating emotive stories

As human beings, we are emotive creatures. Whilst facts and figures maybe compelling, it is the emotional pull and desire to connect with one another which will affect a change in your audience and cause them in turn to connect to your business. Video helps to do this in such a unique way, allowing you to tell a story with a real human element. LinkedIn has identified its ‘top-performing B2B video ads feature at least one of three emotional drivers: compelling music, brand-reinforcing colours, or emotive storytelling.’

In the Event App promo video we recently created for Crystal Interactive, we combine the amazing potential of the technology alongside the more human side of the service offering the company provides. It was this key human element that transforms the video from just another ‘technology app promo’ to something more engaging, more real and most importantly, more relevant.

Integrating video into your social content plan

A single video is a powerful medium in and of itself but combine it with social media and you have an incredibly powerful tool that has the potential reach to affect millions. However, creating a video is only the first step in getting your message out there.

If you’re committing the resources to create a video, you must ensure you take the next step in maximising its impact by effectively promoting it on your website and social media channels. This is now made easier than ever by video hosting sites like Vimeo creating solutions to ‘publish to social’ with a single click button.

This is not the end of the story. Whilst the video can stand alone as a wonderful promotion of your product, service and brand, creating a long-term video strategy that integrates fully with your other marketing priorities such as SEO presence and blog content creation will deliver much more impact. Think in terms of topic clusters and creating content along multiple channels, this will allow your message to reach a much wider audience.

If you are thinking of creating a video or would like to talk to us about different types of social media marketing, please contact one of our team at info@mzuri.co.uk.

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