Quelles sont les meilleures pratiques pour créer et distribuer du contenu vidéo pour la notoriété de la marque ?

Creating and sharing videos to boost brand awareness is like making mini stories that people enjoy and remember. First, know what your audience likes and keep your videos short, interesting, and with good picture and sound. Make sure your videos tell a clear story and include a simple message. After making the videos, share them on platforms like YouTube, social media, and your website. Use keywords and tags to help people find them easily. Don't forget to engage with your viewers by responding to comments and questions. Keep an eye on how your videos are doing and try different things to see what works best. By doing this, you can create a strong brand identity that more people recognize and remember.

1. Define clear goals and target audience for your video content strategy. 2. Tailor video format, tone, and message to align with your brand's objectives and audience preferences. 3. Use real stories and emotions to create authentic and relatable content that resonates with viewers. 4. Incorporate short examples of real people or experiences to illustrate key points and engage the audience. 5. Ensure your videos are easily shareable across platforms to maximize reach and brand awareness. 6. Measure performance metrics to track success and optimize future video content strategies.

This is also the time to determine the specific metrics that will let you know if your campaign is successful. These should be brand health metrics and creative/performance metrics.

A few of the practices for creating and distributing video content for brand awareness are to be tightly aligned with your target audience. If you know who needs to know about your product and service, is where comes the second factor - your business goal. Why do you want your audience to hear and see the message? Keeping your why, whom it can help, and knowing their why will help create meaningful video content for your brand awareness.

Goals are straightforward, and honestly, the list of outcomes is pretty finite, roughly: build awareness, build trust, increase sales, inspire positive word of mouth, build culture/engagement, improve knowledge/skills, and/or keep people informed. What's not so straightforward is knowing your audience and how to segment them appropriately so you can target them effectively. The best way to know your audience is through a personal conversation and open-ended questions that get them talking about themselves, their challenges, preferences, and more. Speak with your best customers constantly, and you'll have all the insights you need when your next campaign is planned. Or, hire a professional creative partner who can do this for you.

Don't be the brand that sprays and prays with their advertising. Don't do it for the sake of your relationship with the public, don't do it for the sake of your limited ad budget, and don't do it for the sake of the results you seek to gain from your investment. A targeted and personalized approach is the most effective means of maximizing your ad dollars. If you're not certain which platforms your audience is hanging out on, you haven't done enough audience research, and you should not be outlaying ad dollars yet, return to Step 1: Know Your Goals and Your Audience. Don't overlook opportunities in private communities like Facebook Groups and Discord, forums like Reddit, and private messaging like WhatsApp, Slack, and Messenger.

I find that having the words transcribed helps clients connect visually in addition to the auditory senses. There are many cool tools out there that can translate to different languages. I’ve just discovered a new app called #WOIS that makes recording videos very easy, well organized and simple to share. The platform itself helps you to develop a dialogue & find ones “voice”.

Select platforms based on your audience's preferences and behavior. Understand the unique features and demographics of platforms like YouTube, Instagram, or LinkedIn. Adapt your video format to the platform – short and engaging for social media, longer and detailed for YouTube. Optimize for mobile viewing to cater to the majority of users.

We experienced significant and increased engagement with video content during the pandemic as it extended and strengthened our social connections. Given our target audience’s preferences, we relied on YouTube and LinkedIn as primary outlets to disseminate cogent and relevant legal updates and trends. Here’s how we executed: 📌 We defined our audience; 📌 We distilled key substance; and 📌We dependently delivered our “ask the experts” series in less than three-minute segments.

Cheap video will cause your audience to perceive your brand as cheap so professional production is critical for brands who want to elevate themselves above their competitors. Video branding is much more than just using the right fonts and colours; its how the stories are told, the art direction/look and feel of the set and props, how the shots are composed, how you light your subjects, how you colour grade your footage, what type of beats and sound design you use, and much more. The point is to find what resonates with your audience and stay consistent with it. If your video production partner isn't talking about these aspects of your video campaign with you, it's time to find a new partner who will.

While the quality is key to ensuring your message as well received, I also encourage people not to over analyze the production. People crave authenticity and respond when it feels very “unplanned”. It’s nice to see people being themselves, speaking openly and honestly about their expertise. I like to walk while I talk so I can share my view and give my audience a break from their typical setting.

Invest in professional production to ensure high-quality visuals, audio, and storytelling. Capture attention quickly, as online audiences have short attention spans. Provide valuable and relevant content that educates, entertains, or solves problems. Align your brand message with the interests and values of your target audience.

Quality is important when video content is created. Creators use professional setting and editing skills to develop unique content. Moreover, if we consider visual aesthetics it can be said maintaining the consistent theme on the page can be a great approach. However, while trying to create consistency, it sometime becomes challenging for the creators to post in sync with the theme, and they tend to reduce the content frequency. This might lead to less posts on the page and less engagement. In my view, the overall look of the page can be similar but limiting the aesthetics to a precise theme can be less effective. The content creators should focus on the holistic approach towards visuals of content creation.

Best practices for creating and distributing video content for brand awareness include crafting compelling narratives, keeping videos concise, optimizing for various platforms, and engaging with the audience. An great example is Dove's "Real Beauty Sketches" campaign. Dove created a powerful video exploring women's self-perception, garnering millions of views. It exemplifies the best practices by delivering a meaningful narrative, maintaining brevity, adapting content for diverse platforms, and sparking a conversation, significantly enhancing brand awareness.

Posting your shiny new video to your website and calling it a day will result in better page dwell time, higher page relevance in the eyes of search engines, and overall better engagement from visitors. What it won't do is attract new audiences or build new awareness for what your brand has to offer. This is where a distribution plan comes into place. It's critically important to understand your audience at all phases of a video marketing campaign and distribution is no exception. You want to display your shiny new video to the right people, at the right place, and at the right time to capture their attention and embed your messaging in their brain. Distribution is multifaceted and working with a professional service is highly recommended.

As someone who is very visual, I do respond to post that have at the bare minimum a photo, but even better a video. We often can’t get a wide reach if we don’t engage daily on the various platforms, but can certainly ask for the support of those that do. You can keep this audience in mind when you’re hoping to get added visibility.

Utilize various channels to maximize reach. Leverage social media, email marketing, and your website to promote videos. Collaborate with influencers or partners for cross-promotion. Implement SEO strategies to enhance discoverability. Consistency is key – establish a regular posting schedule to maintain audience engagement. Track analytics to refine your distribution strategy based on audience response.

You don't want to get into your distribution phase only to realize your creative production partner didn't have the foresight to produce creative variations based on insight-driven hypotheses. When investing into a professional video campaign it is a missed opportunity not to plan for optimization through split testing ad variations. You'll also want a good idea of what metrics really matter for your campaign and how they contribute to the bottom line of your return-on-investment. Don't forget to keep records of insights gleaned from your testing and optimization process to inform future campaigns!

Ask your creative production partner about atomization and repurposing. Video is typically 30 frames per second, offering plenty of opportunities to pull frame stills to be used in other aspects of your marketing, creating consistency in your branding. With proper planning, long videos can be recut into shorter versions and formatted for use on different platforms (e.g. Instagram Reels and TikTok). Always consider the target platform's technical requirements and audience expectations in this process.