Let’s cut straight to the chase – it’s harder than ever to maintain an audience’s attention. Brands are not only competing with one another within their industry, but with the rise of social media and the ever-digital age, they’re also competing with celebrities, influencers, and even our friends and family when we are trying to capture and keep eyes on our content!
It’s not all doom and gloom though, we promise! There are ways to get a competitive advantage, increase engagement, and keep eyes and attention on your brand… brand videos. Video content has risen to prominence as a digital, shareable medium in recent years, and it shows no signs of slowing down.
So, how can brand videos specifically be used as a powerful tool for driving engagement?
Humans are visual
Us humans are inherently visual. We are not only naturally captivated through sight and sounds, but we also absorb information and retain messages better through videos. Coupled with a compelling narrtive, videos essentially scratch the human itch of curiosity, learning, and entertainment!
A good combo of dynamic imagery, music, narration and text creates a multi-sensory experience for an audience, enticing them to continue watching and inviting a deeper emotional connection with your brand. Don’t forget, the longer your audience stays glued to your content, the more valuable the algorithm believes your content to be, and the more eyes will see it!
Humans want things easy
Whilst our attention spans dwindle, more things demand our attention. This equation doesn’t work in the favour of brands that are trying to capture new eyes! But, of course there is a but, effective video content offers a format to consume information in a way that is not only convenient but also accessible.
Now, it’s important to keep your brand videos punchy and concise if they’re going onto social media. If you’ve got a lot to say, that’s great! Consider spreading the information across a few videos though to maintain retention and avoid the dreaded rise in the drop rate. Long-form content absolutely serves a purpose too, especially for a loyal audience. When deciding video length and posting platform be sure to make use of analytics to inform your strategy and save time questioning the ‘why?’ and ‘how?’!
Reach more humans
We already know that humans retain information better when it’s presented in video format, but with social media’s dominance and billions of users watching and sharing videos daily brands can not only engage their audience on a deeper level but also increase their reach substantially. Platforms like Instagram, TikTok and YouTube allow brands to actively engage and connect with audiences organically, and search engines like Google are known to prioritise video content in search results. Make use of some of the best video SEO tips and you never know, your brand could be the next viral sensation!
Essentially, video content has become one of the most (if not the most) powerful tools for brands to increase engagement. By leveraging visual appeal, accessibility and shareability, they can be used to create immersive experiences that not only resonate with audiences but also drive action. As the digital world continues to evolve, embracing video content will be the key for brands looking to stay not only competitive but also relevant!
