A guide to better video marketing

Today’s consumers want to get to know the brands they like and use. How should marketers relish that opportunity? A new report points to video. Here’s how to get started—or improve.

Ragan Insider Content

In marketing, effective storytelling is essential to reaching audiences.

What makes certain stories more effective than others? It has to do with drawing a special “something” out of the reader, listener or viewer.

The goal for many of today’s marketers is to inspire their audiences and elicit an emotional response to their content. What’s the best medium to do that? Many marketers would suggest video.

According to data from VidYard’s Video Marketing Handbook, more and more brand managers are presenting powerful themes through visuals. A recent report even calls video “the storytelling format to rule them all.”

Thinking of adding a video component to your next marketing campaign? Have a story to tell, but you’re not sure whether a visual element is the best way to tell it?

If you seek to share your organization’s values and message with your audience through a brand-focused video, here’s how—along with highlights from the report:

Make people feel something

 

Engagement often starts with a desire to “strike a chord with your audience” or “better understand your customer.”

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