The average adult in the US spends approximately 5.5 hours each day watching online videos. For more than 60% of marketers, video is likely to be prominently featured in their marketing strategies. Businesses of all sizes are trying to enter the space to grab their piece of the pie.
It’s becoming increasingly difficult to capture the attention of your target audience with the volume of videos uploaded daily. What makes video an even more challenging landscape is that it’s constantly providing marketers with brand new ways to drive customer loyalty and ROI. From on-demand and live streaming, to mobile viewing and more recent video trends like AR/VR and 360-degree video, tremendous opportunity is waiting to be unlocked by adopting video into your pet retail marketing strategy.
But how do you connect and engage with your audience in a world where they are bombarded with all sorts of content, including marketing videos, every minute of every day? How do you cut through all that noise?
Here are some ways to leverage video marketing to connect with your target audience and deliver a positive and memorable brand experience.
Maintain consistent brand voice
Not only is it important to have your content resonate with your audience, it’s essential to maintain consistency with your brand voice. A one-off ‘viral’ video might create awareness about your brand for a short period of time, but it doesn’t necessarily earn consumers’ trust. If your content is not genuine and true to your brand, they won’t engage with you.
Simply put, you can’t capitalize on a trend simply because it’s ‘hot’ at the moment. If it looks forced, your consumers will see through it. Stay true to your brand.
Identify what makes your product/service useful or entertaining for your audience
It’s easier to create interesting videos if what you do involves something that people normally find interesting or pleasing to the eye. Videos made by a travel company will be visually appealing, but what if your brand sells something as simple as collars or flea/tick treatment? You’ll need to get creative.
People often go online looking for ways to do something, or to see a product before they purchase. Making videos with customer’s pets wearing the collars your store carries can share a lot with your audience, as can an instructional video on how to apply flea/tick treatment at home. What you’re essentially doing here is offering practical value to your audience while integrating your product seamlessly into the narrative.
Use social media to generate ideas
Social media is not just a great platform to share and promote your video, but it’s also an effective tool for finding content ideas. While you need to be original to stand out, keeping an eye on the videos being made in your brand category can spark off ideas.
Another great tip is to look at what your competitors and video creators in your niche are doing. It’s easy to figure out what’s working for them and what isn’t by observing the reactions their videos are generating on social media. That way you can avoid making the same mistakes.
Maintain a schedule
So you’ve posted some videos and the responses are positive - that’s great! Now, look into the future… do you see that the positive response to your videos won’t last if you are not consistent with your videos? We hope so!
Posting videos on an erratic schedule will fail to sustain your audience's attention in the long run, so keep up with a schedule but creating a video content calendar and scheduling your production days and times. The calendar will not only help you stay organized with the topics you want to focus on but will also allow you to get your videos put together and posted more efficiently. You can also keep track of seasonal or upcoming events that your audience may be interested in.
Pay attention to detail
Pay close attention to the thumbnail and first shot of your video – these two visuals should grab your audiences’ attention since they will be seen first (many videos now auto-play on social media). Often brands lose sight of small things like the titles, but paying attention to these simple things can make a world of difference.
For instance, the title of a video also serves the purpose of SEO. If your titles don’t have the right keywords and tags that are relevant to your audience, your video will get lost in the sea of videos being churned out every day. Small details like this matter!
Creating engaging and entertaining videos and getting them out in the world for people to see is great, but it’s not enough. You need to interact with your audience in as many ways as possible — reply to their comments, host giveaways and rewards, and encourage more participation through quizzes and contests. By engaging with them, listening to them, and talking about what's interests them, you can leverage video successfully to build a loyal audience for your business.