You've probably heard people say that video is the next BIG THING in marketing your business online, the reality is that video is NOT an up and coming strategy to reach your target clients; video is already HERE.
Which begs the question - Why aren't you using it?
I posed this same question to a sample group of my creative peers. This is what I heard back:
"I don't like being in front of the camera."
"It feels overwhelming to know what to do or say in a video."
"I can't afford a big production company to do it for me."
"I don't understand how I would use it in my business."
Do these reasons sound familiar to you?
Chances are if you are reading this, you have an interest in creating a Brand Film but maybe you aren't sure how to overcome the reasons you aren't yet using video to set your business apart. If you are stuck in that place, I so feel you.
Being in front of a camera is terrifying for most people, but great news friends - Your Brand Film doesn't necessarily need to have you in it! (I know, I just blew your mind, right?)
The best Brand Films captivate their audience. They make you feel things. They touch the deeper parts of you causing you to ACT. It isn't something you watch passively, successful Brand Films are about emotion and story. They are about creating a connection that lasts, making you unforgettable to your ideal clients. You do not HAVE to be in your own film for it to be about YOUR brand. Your brand is basically the collective result of how people experience you and your business. It's more about the values and feelings you represent - the intangibles, than it is about anything else. So, if the idea of having to put yourself in your Brand Film is a major stumbling block to creating one, take heart friend.
Did you know, 80% of users recall a video ad they've seen in the last 30 days?
---->This beautiful Emotive Campaign film for Flora Apothecary by Arizona filmmaker, Ale Vidal, has been stuck in my head for a year.
People who interact with video ads remember them long after they are done watching. The best ones solidify your brand into the minds of your audience, building trust and connection with you that is far greater than your competition who aren't connecting to clients in this way.
According to statistics, if people enjoy your video ad it increases the likelihood of them buying from you by a staggering 97% AND it increases your brand recognition by 139% which means having a Brand Film can not only help people notice you, but also remember you and want to hire you specifically because of the connection they had with your Brand video.
"But Lisa", you'll say, "how do I even know where to start with video? How do I know what it should look like or what to say?"
More great news, friends: You don't have to figure it out alone!
Hiring a Filmmaker who specializes in Emotive Brand Films means you have someone who will guide you through the confusing stuff to help you find the clarity you need to create a brand film that feels so RIGHT for your specific brand. It means you get someone who can help you discover the meaningful answers behind your brand so you can feel confident with your message and translate that into visuals that have just the right tone and feeling to reach your kindred clients.
While there are some amazing production studios out there with large teams of people ready to create a video for you, at Salt and Light studio I want to create a Brand Film WITH you. Relationship, Intimacy and vulnerability are so key to crafting a Brand Film that actually connects. For that reason, I keep my equipment simple and my team small so the focus is always on your story and you are comfortable enough to do the heart work required to get to the good stuff. This means the final film feels more authentic to your Brand and not overly produced or sales-y.
Creating an Emotive Brand Film doesn't have to be a huge overwhelming production. And you shouldn't need to sell your first born child to create a marketing piece that is worth it's weight in gold.
Once you've created a Brand Film, you will have a marketing resource that can be used on many different platforms to maximize it's impact and generate the most excitement for your brand.
Most of my clients are excited to use their film on the homepage of their websites, which is a great start, of course, but a Brand Film can be used many different ways.
Since we know that '5% of viewers will stop watching a video after 1 minute and 60% will stop after 2 minutes', creating a short film that is under 1 minute is ideal for use on Instagram and will retain the maximum amount of viewers. Since people will engage with video 22% more than with any other content, it's worth posting video across all of your online social platforms to reach the most people in the most efficient way. (We'll talk in a later post about the perfect length for your video)
Have you ever thought about including your Brand Film into your response emails with inquiring clients? It's a perfect way to set yourself apart right from the start! Clients might be sending out inquiries to several people in your field, but they will definitely remember the reply that included a beautiful video that "had them at hello".
Have you thought about producing a series of smaller Emotive Brand Films that tell a larger story? Create buzz and excitement by showcasing a video series that creates a reason for your kindred clients to keep coming back to you so they can't stop talking about you to everyone they know even after your work with them is complete. Stay fresh in their minds and boost your word of mouth by using short impactful videos to reinforce your messaging.
Hate blogging? Why not Vlog instead! Let me help you clarify your messaging and articulate it into short films instead.
The bottom line is: Brand Films are more than just a nice thing to have on your website. They are the single best way to reach the most potential clients in the most impactful way.
The stats don't lie.