The art of marketing has been greatly refined by the evolution of videography. Of all the possibilities opened to us by technology, videos are one of the most versatile mediums when it comes to marketing; they engage, entertain and enhance brand image along with eventual sales. So love it or hate it, video marketing is here to stay, and no matter which sales strategy you favor, there’s bound to be a video type that fits your intended goal! But this then begs the question: What kind of style should you pick? Drip campaign or a one-off video? Here are 5 factors to take into consideration for your next project.
Building a Brand
What kind of reputation are you looking to gain? Are you looking for a complete drastic revamp towards a new image or a more subtle reassurance of your current one? Answering these questions will help make your decision clearer, since prolonged campaigns and single videos both have distinct advantages in this field. For instance, drip campaigns are good for those seeking to drum in a particular image over time. Keeping you at the forefront of consumers’ minds, drip campaigns reassert your relevance at any point in time. But that’s not to mean that a single video isn’t effective at all. A creative and memorable video can make just as great an impact on viewers!
Now if we were to compare just the final cost of production, it’s a no brainer. Of course making one video is going to be cheaper than making multiple ones—unless you’re looking at it from an investment point of view. Think of the three golden words: economies of scale. It’s the same reason why businesses buy supplies in bulk and not individually. Bundling your video resources will in fact save you more money and energy in the long run. While planning an extended video campaign, optimize your schedule and resource allocation in order to streamline your production and wrap up shoots in the least amount of time possible. You can even repurpose some of the assets from a previous video for your next one, such as brand icons, characters and taglines!
Your target group should be one of the biggest determining factors in choosing between single videos or extended campaigns. These are the people that are going to be consuming your content, forming opinions and reacting accordingly. The fact that there are so many different types of audiences out there, harboring contrasting subjectivities and life experiences too, means that there’s no one size fits all. If your viewers are infamous for their limited attention spans (ahem, Gen Z), then just having a short and sweet video will do well in turning their heads. If you have a consumer base that values stability and consistency, however, then you should be leaning towards a longer campaign—showing videos linked by a similar theme helps reinforce your brand’s message and promote reliability.
Choose a format that complements your video content. Sometimes it adds a certain artistic element to the piece, sometimes it’s just pure practicality. Start by examining the overarching themes and narrative structure of your videos. Say you’ve come up with an episodic storyline, or have compiled a bunch of testimonials. These are best presented in a series format whereby viewers get to see short clips from different point-of-views. Whereas if you just have one standalone narrative that can be compressed into a couple of minutes, you might want to opt for a single video encompassing the entire message instead, so as to ensure continuity.
The sales funnel is the golden model through which you can chart a buyer’s progression from interest to purchase. Consisting of three main stages (curiosity, further interest and decision), your customer’s thought process and emotions will fluctuate throughout this timeline. Consequently, trying to address all their wants and needs in just a single video is going to be near impossible. Craft different videos that cater specifically to each funnel stage and focus on optimizing each one to target their respective consumer base. Doing this makes you crystal clear on the type of sentiments you want to elicit with each video, creating an end result that is more effective in pushing consumers along towards the next stage, heading steadily towards clicking the “Buy now” button.