These days, just about everyone is putting out video content.
It's like what blogging was a few years ago.
It's not that it's just a temporary fad — it's something that can truly be affective, and in the future, it will almost certainly have real staying power.
But just having video isn't enough.
It still has to be good. It's just like any other kind of content.
If it sucks, it won't do anything to further your brand's reputation or reach.
And where a lot of video content fails is staying interesting.
A lot of it is just boring.
This is primarily because it's hard to really make a connection with it.
And you need your audience to make that connection from the get-go.
People aren't going to stick with a video for several minutes, hoping it gets better.
You have maybe 60 seconds to get someone's attention, or they're probably going to click away.
The best video content is relatable. And that's because it's emotionally compelling.
Emotional resonance is the key to getting and keeping someone's rapt attention, and to creating a video that will result in that person actually remembering your brand.
In a recent blog post, Convince & Convert offers four helpful guidelines for creating videos that forge an emotional connection.
4 Rules for Relatable Video Content
Say you want to replicate these amazing videos but could never afford the production costs.
First of all, join the club. Adopting video content without blowing marketing budgets was the conundrum of 2017 for many, many marketers.
Secondly, remember that excellence is achieved through one part content and one part strategy.
In working towards highly relatable and consumed commercials, stay true to the following.
1. In a world saturated with marketing content, embrace paid advertising.
Whether on television, YouTube, or Facebook, put aside enough budget to promote your quality content—as much as twice the production cost.
The last thing you want is an expensive video that has no place to go and no audience.
2. Tailor the video for the promotion platform.
A 20-second YouTube pre-roll ad will often be skipped at five seconds (unless a non-skippable in-stream ad was purchased).
Aim for heavy branding, product highlights, or calls to action in those first few seconds.
Remember those hilarious GEICO ads?
3. You have between 15 and 30 seconds.
Keep the story simple and the idea conveyed succinct.
4. Run everything through an extensive approval process.
You want your powerful video to inspire the intended powerful emotions.
In other words, don’t be Pepsi.
You can find more great advice for creating awesome videos in the full blog post from Convince & Convert.
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