Change your target not your bow
Posted: Sat Feb 01, 2025 5:55 am
What do you want from your brand video? More sales? More traffic? More subscribers? You can tailor your video to suit different purposes, but make sure you don’t expect the impossible.
Despite the remarkable success of Dollar Shave Club , most videos won’t double your sales overnight. Online video marketing is generally more about branding than direct profit, so your goals should revolve around building a community. First, you get your name out there and build a loyal following, and then your followers decide for themselves whether or not to pay for your services.
Sometimes what seems like a failure is actually a success, depending on what KPIs you use. Your monthly profits are concrete and easily measurable milestones, but how people feel about direct mail marketing for personal injury email list your brand is not. Focus more on elements like comments, re-views, shares, and other, more interactive metrics. For this, you need to learn more about Video Analytics .
Online videos are not about selling to your audience, they are about interacting with your audience. They are most effective at building better and more personal relationships with your customers and clients. Mobilizing Entrepreneurship by Shopify does not promote specific products on its site, but inspires entrepreneurs on an emotional level, which leads to stronger patronage in the future, not a few extra bucks today.
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However, there are still some technical aspects you can play with to optimize your success. The time you post your videos can change their effectiveness, but since every marketing group has different tastes, you'll have to experiment a little to find the best time for your audience.
At 99designs, we learned this the hard way. Last year, we published our 2018 Design Trends Video in early February, which was a decent success with 16,000 views. But for our 2019 Design Trends Video , we learned our lesson and published the post a few months earlier, in December. This timing change allowed us to get ahead of the competition (along with a coordinated social campaign), and the video performed 1,000% better, racking up 212,000 views in just three months.
Authenticity is always better than tricks
There is no one right approach to branding, especially when it comes to branded videos. A great branded video involves finding the personality that best defines your business and matching it with the voice that best speaks to your target audience. For example, a popular branding trend right now is documentary videos of real people (like Mattel’s below), usually including some kind of twist or surprise. While this has proven effective for some brands, for more serious brands like insurance or healthcare, it would be a big hit and miss.
Mattel Games: Pictionary Mall Surprise Video
It's not about finding the right style, it's about style. People are better at sensing insincerity than you think, so if you're simply copying the identity of another, more successful brand, viewers will pick up on it.
You always want to consider both who you are and who you are talking to. If you find yourself following a trend because it worked for someone else, ask yourself why it worked so well for them. Does the same apply to you?
However, this is still a business, so you can’t just put whatever you want in your video. Customer data can show you which video strategies are most effective for your target audience, and based on that, you can choose the ones that fit your brand’s personality. Data-driven analytics are mostly for branding and marketing in general — just don’t put the cart before the horse.
Despite the remarkable success of Dollar Shave Club , most videos won’t double your sales overnight. Online video marketing is generally more about branding than direct profit, so your goals should revolve around building a community. First, you get your name out there and build a loyal following, and then your followers decide for themselves whether or not to pay for your services.
Sometimes what seems like a failure is actually a success, depending on what KPIs you use. Your monthly profits are concrete and easily measurable milestones, but how people feel about direct mail marketing for personal injury email list your brand is not. Focus more on elements like comments, re-views, shares, and other, more interactive metrics. For this, you need to learn more about Video Analytics .
Online videos are not about selling to your audience, they are about interacting with your audience. They are most effective at building better and more personal relationships with your customers and clients. Mobilizing Entrepreneurship by Shopify does not promote specific products on its site, but inspires entrepreneurs on an emotional level, which leads to stronger patronage in the future, not a few extra bucks today.
3
However, there are still some technical aspects you can play with to optimize your success. The time you post your videos can change their effectiveness, but since every marketing group has different tastes, you'll have to experiment a little to find the best time for your audience.
At 99designs, we learned this the hard way. Last year, we published our 2018 Design Trends Video in early February, which was a decent success with 16,000 views. But for our 2019 Design Trends Video , we learned our lesson and published the post a few months earlier, in December. This timing change allowed us to get ahead of the competition (along with a coordinated social campaign), and the video performed 1,000% better, racking up 212,000 views in just three months.
Authenticity is always better than tricks
There is no one right approach to branding, especially when it comes to branded videos. A great branded video involves finding the personality that best defines your business and matching it with the voice that best speaks to your target audience. For example, a popular branding trend right now is documentary videos of real people (like Mattel’s below), usually including some kind of twist or surprise. While this has proven effective for some brands, for more serious brands like insurance or healthcare, it would be a big hit and miss.
Mattel Games: Pictionary Mall Surprise Video
It's not about finding the right style, it's about style. People are better at sensing insincerity than you think, so if you're simply copying the identity of another, more successful brand, viewers will pick up on it.
You always want to consider both who you are and who you are talking to. If you find yourself following a trend because it worked for someone else, ask yourself why it worked so well for them. Does the same apply to you?
However, this is still a business, so you can’t just put whatever you want in your video. Customer data can show you which video strategies are most effective for your target audience, and based on that, you can choose the ones that fit your brand’s personality. Data-driven analytics are mostly for branding and marketing in general — just don’t put the cart before the horse.