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Who is your buyer? With video marketing becoming more prevalent and effective in terms of marketing, companies must pay closer attention to who they are marketing to. The buyer persona is the representation of your ideal or most likely customer. To define who this is, a wide range of data must be considered. The goal is to determine who is most likely to buy your product. When you do, you then can create ads to your business.

When you target ads at your most likely buyer, it is possible to increase sales. Your marketing ROI is better because you are reaching more of the people most likely to buy from you. The question is, how do you define and use that buyer persona to achieve these goals?

Gathering Data Is Essential

The goal first is to determine who is the target market or buyer persona. A wide range of data can help with this, including information about who is buying your product now, why or when they are, and how they do so. You also want to consider more than just demographics. For example, where are they learning about or seeking information about your company? You want to know what type of technology they are using, too.

Once that data is in hand, it is then possible to develop videos that either portray that buyer or work to attract those people to your product. When you do this, you can achieve significant growth within your business.

What You Can See Happen

Video is an excellent way to use your buyer persona for the best possible outcome. The reason is simple – it is visual. When people can see others like this or when they can interact with stories and messages that they respond to, they are more likely to buy from you. The benefits may include the following:

  • More people will click on your ads and videos. Some studies report that click through rates using video like this can increase by as much as 300 percent.
  • Your customers are more likely to take action after watching your video. They identify with the person they see and, as a result, are more willing to buy.
  • They may buy more because they feel more comfortable with you and your product. When your video allows them to relate to them, they end up more willing to spend.

The key here is identifying your buyer persona, developing video to attract them, and then being ready to deliver. You should keep this persona as part of your brand, which means all segments of your marketing campaign should focus on it. When you achieve this, you see your company’s growth occur. You see more sales. And, you develop more followers who know and trust your brand.


Posted in: Getting Ideas, Making Decisions

Whether it is in advertising, blog posts, or the news, video is increasingly present on the internet. While improvements in technology partially explain this increase, that is far from the whole story. One of the main reasons that videos are increasingly present in the digital world is because they are scientifically more effective than other mediums at expressing a message.

The Science of Vision

Human beings may have five senses, but that doesn’t mean that all of those senses are used equally. Studies show that 83% of our sensory input comes from vision and hearing makes up another 11% of our sensory input. We are literally biologically programmed to see more than we hear, smell, taste, and touch combined.

And when it comes to that visual sense, it is particularly effective when movement is involved. Even the tiniest amount of movement engages the eye, causing it to track that movement. That tracking instinct means that humans focus better on videos than they do on static text. This also means that scrolling text in video, like at the opening of Star Wars, is easier to focus on than static text like subtitles.

Whether or not movement is involved, visual imagery is transmitted to the brain faster than text is converted into a mental image. Humans can recognize the primary conceptual idea of a visual image in about 1/10th of a second. A description of that image takes significantly longer to read and then still requires extra time to fully process.

Visual Memory is Better

Not only do we identify and process moving images better than we do text or audio recordings, we also remember them better. One study shows that 80% of the subjects were able to recall the details of an advertisement they had watched up to one month after watching it. That rate is considerably lower for an advertisement that has been read.

Emotional Response to Video

Finally, while emotional responses are difficult to quantify, we can quantify the presence of emotional responses. Video is much more likely than other forms of media to cause neurons to fire that correlate with emotional responses. This matters greatly in the marketing world where emotional responses, even ones that are not fully positive, correlate with higher conversion rates.

More Than Just an Art

Creating the perfect video is mostly art, but choosing to use video in the first place is scientifically sound. Our knowledge of biology and psychology both prove that video is a more effective means of engaging an audience than any other form of media.


Posted in: Camera and Editing Services, Interactive Videos, Online Videos, Video Marketing, Video Production

As a marketing outlet, video has been growing in popularity as technology powering high-speed internet improves globally. The 2017 projections released by eMarketer stated video consumption would increase in Canada, the UK and the US compared to years prior – and they were right. With viewership estimated to continue through 2020 and beyond, video content is one of the backbones of modern marketing. Discover video trends worth noting in 2018.

Live Video

Made popular by the launch of Facebook Live in 2016, live video use among brands is expected to surge in 2018. Live video not only has the appearance of being unscripted, it also gives companies the flexibility to showcase their brand in real time. For example, brands are using live video to capture participation in community service events, industry-specific conferences, live interviews and rare behind-the-scenes footage.

360-Degree Video

One of the best ways to capture attention with video is to make the production stand out from the rest. A fresh way to shoot videos, 360-degree or spherical videos are shot with omnidirectional cameras and provide a panoramic view of the scene. For brands, shooting a video in 360-degree view allows further creativity during the editing process. Choose to keep only the best scenes or use panoramic shots to soften scene transitions while adding interest.

Square Video

Mobile video consumption continues to gain popularity year over year. In 2018, brands are responding with increased production of square videos. When viewed within a social media platform such as Facebook, square videos tend to command more attention and receive higher engagement rates. Additionally, square video tends to perform well within mobile apps as either featured content or ads.

Silent Storytelling

Storytelling isn’t a new concept in video marketing. The most successful videos clearly capture and tell a story, but in 2018 more brand stories are being told in silence. After all, it’s a video’s imagery that is responsible for holding a viewer’s attention, not it’s script. Brands are using silence to their advantage by using bolder imagery to tell their stories and sprinkling captions or bold text throughout.

Cross-Platform Video Marketing

Between Twitter, Facebook and YouTube, millions of video hours are consumed annually. In the past, brands would focus their marketing efforts on a single platform per video. Now, it’s become evident that marketers in 2018 will need to consider branching out to incorporate multiple platforms for every video produced. This strategy enables brands to gain more exposure while potential customers benefit from viewing brand-centric videos on their preferred platform.

Streamline Your Video Marketing Strategy

Creating a solid video marketing strategy is no longer an option; it’s a requirement. In 2018, video consumption is projected to grow across all digital channels. As industry competition heats up, brands now need to focus their efforts on creating the most popular types of video content and strategically promoting them on digital platforms to increase exposure.


Posted in: Video Marketing