{"id":4368,"date":"2015-02-26T17:55:30","date_gmt":"2015-02-26T17:55:30","guid":{"rendered":"http:\/\/www.bigstockphoto.com\/blog\/uncategorized\/5-key-elements-marketing-videos-must-have\/"},"modified":"2018-05-29T17:10:10","modified_gmt":"2018-05-29T17:10:10","slug":"5-key-elements-marketing-videos-must-have","status":"publish","type":"post","link":"https:\/\/www.bigstockphoto.com\/blog\/uncategorized\/5-key-elements-marketing-videos-must-have\/","title":{"rendered":"The 5 Key Elements Every Marketing Video Must Have"},"content":{"rendered":"

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Launching a video marketing campaign is an excellent strategy for any business. Every marketing format is valuable and has its place, but video has demonstrated a unique ability to inform, inspire, and entertain customers by telling a story.<\/p>\n

More and more businesses are using video to market their product or service and to increase engagement, action, and sales<\/a>. According to Digital Sherpa<\/a>, when businesses use video in marketing campaigns, they see up to a 51 percent increase in conversion rates. Not only that, but while only 20 percent of website visitors will read a full page of text, a whopping 80 percent will watch a video.<\/p>\n

However, just throwing together a video about your business or product is not enough. The most successful marketing videos may not all be the same format, length, or style, but if you watch the popular ones, you\u2019ll see that they share some characteristics.<\/p>\n

Here are five key elements of successful marketing videos:<\/p>\n

1. Emotional Appeal<\/strong><\/p>\n

Humans have been using storytelling since the beginning of time as an important way to connect with others on an emotional level. In fact, studies<\/a> have shown that when people feel an emotional connection, or empathy, their brains are stimulated in a way that impacts their decision-making.<\/p>\n

These days, with so much of our daily interaction being digital, remote, and text-based, this human connection is more important than ever. WestJet Airlines understood this emotional element when it created its Christmas Miracle: Real-time Giving<\/a> video company. With 175 WestJet employees helping out in three airports, they handed out miracles to more than 250 (very surprised) customers flying to Calgary during the holidays. Not only did this event make a big difference in the lives of these passengers, but the video now provides powerful marketing content for countless potential customers.  <\/p>\n

Don’t have an airport-sized, miracle-making budget? Fear not. Royalty-free <\/span>video clips<\/span><\/a> are a great way to enhance the emotional element of your marketing video. <\/span><\/p>\n

2. Useful Information<\/strong><\/p>\n

Once you\u2019ve connected with viewers, you need to give them a reason to stick around. Make sure your marketing video establishes the customers\u2019 problem, presents your product or service as the perfect solution, and then showcase the specific benefits of your product that will change their lives.<\/strong><\/p>\n

The information you share may go into some detail if it\u2019s a complex service, such as Panorama9\u2019s \u201cIT-MAN\u201d<\/a> video for its cloud-based IT management service. Using eye-catching, old-school video game graphics allow the company to explain – with animation and narration – how their service will make your IT department\u2019s job easier.<\/p>\n

On the other hand, the useful information shown in your video can be as simple as a product demonstration, like Buff\u2019s \u201cHow To Wear Buff Headwear\u201d<\/a> video. At first glance, their colorful headbands may seem straightforward, but Buff created a fast-paced, upbeat video to demonstrate the myriad of uses, from practical to fashionable, for its product.<\/p>\n

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3. Call To Action<\/strong><\/p>\n

Having captured the viewer\u2019s attention and demonstrated how your product or service will solve a problem or fill a need, a third crucial element is the call to action. Rather than rely on the consumers to make that leap for themselves, it\u2019s important to direct them what to do next. <\/strong>It may seem obvious, but it is critical to end your video by saying \u201cvisit us here,\u201d “call us today,” or by including a text overlay with your website\u2019s URL to make the transition to action easier.<\/p>\n

Effective CTAs include:<\/p>\n