Eighty-five percent of Americans watch digital video content, and they’re watching it across devices and platforms, according to a recent Google Consumer survey. Marketers understand the storytelling power of visual content and those who do it well execute an engaging and consistent brand message across video in all channels.

They seamlessly connect videos to the point of purchase through emotional connection or practical guidance- everywhere along the customer journey. Almost half of shoppers look for videos related to products before purchasing, showing the influence that video can have over buying decisions.

Consumers also have high expectations of the quality and relevance that videos will provide. For too many marketers, the failure to meet these expectations leaves their video marketing investment and assets to underperform. Brands take a one-off approach to video content development, sacrificing an authentic, connected brand story that identifies with audiences and drives sustainable engagements in pursuit of the elusive viral video hit.

Don’t get distracted by the all too common desire to make your video go viral. To succeed in your video efforts:

  • Know your brand narratives and ground your video content development in strategy.
  • Use customer personas and journey maps to identify where and how your video content has the greatest impact across each stage of the buying journey.
  • Account for shifting consumer expectations and video usage across platforms.
  • Take advantage of new video content approaches, processes and technologies to scale and meet consumer expectations.

Gartner clients can read more about how to Create Video Content That Resonates With Consumers (Subscription required.)

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