Empathy is priceless
Many video marketing campaigns have one ultimate goal — to drive sales. For most marketers, their campaign is unsuccessful until it ticks that box. There is a huge gap between the point of contact with the consumer and the point of sale. Taking the consumer through the different stages of the sales funnel, successfully, requires a great deal of tact. In the past year, we reaffirmed that empathy is vital in accomplished video marketing.
People reexamined their priorities in the wake of the pandemic. Things that were top on the list dropped to the bottom as survival needs took center stage. The lockdown caused distress and products that formerly were of great value to the consumer became inconsequential. Rather than force their products down people’s throats, successful brands focused on showing concerns over the wellbeing of their audiences by creating video marketing campaigns of solidarity and compassion. They shifted their goals from making sales to offering comfort, believing that they would be remembered for being there in those trying times.
Related: How to Weave More Empathy Into Your Marketing for Better …
Taking a stand against injustice is more rewarding than staying silent
Corporate brands are driven by mission, vision, and purpose. These factors are ingrained in a company’s values. Although the values of brands differ, they share a similarity of improving humanity.
Some corporate brands have been very vocal about their values and are using their voices to improve society. Issues of social injustice such as racial and gender inequalities and police brutality have made headlines in recent times. Brands that have been very vocal against these vices in their video marketing campaigns stand out among their counterparts, winning the consumers’ trust by choosing to speak out rather than looking the other way.
An Edelman report revealed that 64% of consumers would either patronize or boycott a brand based on its position on a social or political issue. Incorporate your values in your video marketing campaigns as a constant reminder of where your company stands.
There is no better time to be creative with your budget
One of the biggest lessons the pandemic has taught us, in general, is the need to be prudent with our finances. Survival became a battle as the global economy shut down in the early days of the pandemic. Corporate organizations had to minimize their marketing budgets in order to sustain their employees and still stay afloat. Investing thousands of dollars in high-budget TV commercials was not a viable option.
Successful brands are engaging with their audiences on social media using video marketing and other digital marketing techniques. More interestingly, they are not focusing on creating their content with high-end production equipment but smartphones.
Brands had to work with whatever they could lay their hands on while everyone was stuck at home during the lockdown. The audience understood the situation and engaged with video campaigns put out by brands, including live streaming.