People watch and share videos they deem “valuable.” But how do you know if your videos are actually valuable to your audience? How do you know if you’re getting your message across? Is your audience understanding and connecting with what your video is trying to do?
That’s what we’re addressing in this piece. How do you ensure your video communicates the value proposition that will engage your audience, promote your brand, and deliver on your content marketing goals? How do you use video to add legitimate value that will resonate with your viewers?
1. Use one value proposition per video.
Which statement is more effective?
1. The video will tell our brand history, share our values, talk about our founder, connect with the audience, promote our brand reach, launch a new product, thank our sponsors, and generate customer loyalty while acquiring new customers.
2. The video will share our five core brand values with our audience.
You’re a lot more likely to understand, interact with, and remember the second statement than the first. Then, why are we trying to complicate our videos and content marketing like we do in the first statement? Direct and focused wins the game.
You don’t want a video with 10 different value propositions that all get diluted down in a confused mess. Instead, create 10 different videos, each with one value proposition. Pick out one piece of information or value that the video will deliver… then deliver it.
It’s much more effective to follow-through on one promise than 10 promises, especially in a 1-5 minute video. This allows you to hyper-target a specific audience who’s interested in that value proposition, and then really sell them on it.
2. Add value people care about.
Don’t pick a value proposition out of the sky. Be specific and targeted. What sort of value do your customers actually want to receive from your videos?
If your brand isn’t comedic, your value proposition shouldn’t be to make people laugh. If your brand has nothing to do with recycling, you don’t want a video about eco-friendly recycling practices.
The biggest mistake you can make is selecting a video’s value proposition simply because it’s a hot or controversial topic. That’s the quickest way to a failed video that never gets watched.
Instead, the value proposition should directly reflect your brand’s goals and mission. What is the “why” behind the video? Figure out your video strategy’s purposeful “why” with this resource.
3. Tell a story.
“Marketing is no longer about the stuff that you make but about the stories you tell.” – Seth Godin
Video storytelling is the most effective way to provide value for your viewer. Whether it’s a story about your founder, a client, or someone impacted by your business, stories create an authentic connection between business and community. Stories generate an impact that last long after the viewer has watched the video. That lasting impression is what lends itself to brand awareness and conversion.
Learn how to use video storytelling to inspire your audience here. Even better, click to see real-life examples of brands who have added values through their video storytelling!
4. Share the value proposition in the caption.
To intrigue them to click play, use the caption to tell your viewers the exact value they’re going to get in the video. Explain what they’ll learn or see and why it’s relevant to them. Write out exactly what problem you’re going to solve or address. This doesn’t just get people to press “play,” but it also adds value before they even start watching.
Plus, summarizing the value proposition in the caption helps your team understand what that value prop actually is. We recommend writing a summary or caption of your value proposition before even filming the video, so you can be laser focused on what the end-goal is during every step of the creation process.
5. Collect feedback.
Look in the comments. Ask your viewers. Get all the feedback you can. The more you hear from your audience, the more you can understand what your value proposition needs to be in order to engage them.
Consider what viewers are saying about your video:
- What value did they pull from it? What did people like about the video?
- Were there any moments of confusion or further clarity?
- Do they feel like you solved a pain point or provided them some sort of emotional or informational value?
- What questions are they asking in response? Those questions could be the subject of your next video.
The questions your customers have should be the answers you want to provide in your video.
6. Create “wow.”
The greatest value you can add is the value no one else in the marketplace is offering. You’re not just solving your customer’s pain point anymore. You’re connecting with them through messages and missions that are more profound. That means crafting videos that break norms, inspire action, and surprise people in some way.
Let’s work together to create “wow.” True Film Production will help you strategize and craft videos that promote your brand’s value propositions through stunning storytelling and gorgeous design.
Start a conversation now to create wow.