Use branded video to educate your target customers

While most likely the end goal of your branded video campaign will be to sell your product, marketing content that is too much like an advert in this medium will not deliver your best possible results.

Many brands fall into the trap of trying to pack their branded content with a blatant sales pitch rather than thinking in terms of what value the content is bringing to the audience and what they want to watch.

When this happens it is easy for target customers to tune out, skip over the sales pitch and not engage with the content.

As a result the branded video will get fewer views, likes, shares and comments than it could have achieved if the format had been slightly different and it will not deliver the optimal performance.

Instead it is better to play to the strengths of branded video and think of the presentation of your product as a way to educate your target customers about its unique selling points and why it would be beneficial for them to purchase the product.

Target customers who understand more about the product at the point of beginning their customer journey are more likely to follow through on the purchase and become recurring and even loyal customers.

This is because their expectations have been managed, they understand how to use the product and there is less chance they will be disappointed.

Branded video is one of the few marketing tools that enables such education, given the length and demonstratory aspect of the content formats available.

Couple this with content that is valuable to the target customer, maybe in the form of entertainment or learning content and your branded video should get you the return on investment you planned.

Facilitating content that gives something back to the audience also strengthens its impact, increases engagement and helps with brand positioning.

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