A technically perfect video doesn’t guarantee success without an effective communication strategy. Discover how to align video productions with marketing objectives for impactful brand communication.
It may come as a surprise to read or hear this from a video production company, but a technically perfect video is not synonymous with effective communication. For a video to have a real impact, it needs to be part of a well-thought-out communication strategy that is aligned with the company’s branding and marketing objectives.
Managers are often fascinated by emotional videos from advertising campaigns or brand manifestos that aim to go viral and generate discussion. Although these videos are designed to trigger strong reactions and capture a wide audience, using them too often and without a coherent strategy can result in audience disinterest over time. The key to effective communication lies not only in creating an impact, but in developing a variety of communication content, both video and non-video, that meets the different interests and stages of the audience’s relationship with the brand. In this way, the strategy becomes more robust and capable of sustaining engagement in a continuous and varied way.
Videos with strong messages are usually created to define the brand’s discourse in the following years, reverberating in subsequent pieces, whether static, other videos or even in advertising texts. Basing all communication on this impact or always trying to replicate it in all videos as if the first reference were a “quality standard” can lead to wasted investment. Each company video needs to have a format appropriate to the broadcast medium, an aligned message and specific objectives.
Hiring junior professionals in order to save money can be counterproductive. The presence of senior professionals, although more costly, brings a necessary balance to the team, providing more solid training to less experienced members and ensuring the quality of the work delivered.
A more effective approach involves developing a video strategy that follows a content hierarchy that is guided by the marketing funnel. This not only yields better results but also provides measurable data on audience engagement at different stages of the funnel.
Top-of-funnel videos typically have a broader appeal to new leads. Over time and with relationships, the videos gradually become more instructive, promotional, and informative until the audience decides to purchase the product or hire the service.
An impactful, quality video is very important, but its effectiveness is amplified when inserted into a coherent and well-planned communication strategy. In Silvertake Video, we understand the importance of aligning each production with marketing objectives, ensuring that each video contributes to building and strengthening the brand. Get in touch and let's talk about your next video project.
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