“Help! I Produced a Unique Image Video and No One Watches It!” | Ask Dr. Film

Where content and marketing are twins: Video content must be successfully promoted today | © Montage: filmpuls.info; Photo: freepik

Neither the commissioning clients nor the executing video productions like to admit it. Nevertheless, it happens more often than one would like: the new corporate video, produced at great expense, hardly meets with any response. Many films do not find their audience.

The more video films are produced by companies, the more demanding the battle for attention is for the individual film. That’s why today, if you want to have presentable success with videos, you also have to take care of video content marketing.

The following points will help you in your successful application for commissioned productions:

1Know the target audience of your video

Every commissioned production has impact goals. Professional film productions clarify these goals with their clients as early as the briefing stage.

Clients like to play on the argument that because films on the Internet or websites are accessible to all, they must “work” for any audience.

Even though the desire for the maximum possible audience – not least because every video is also a cost factor in the marketing budget – is understandable:

At least priorities must be set always and in any case. Because in most cases you can at least reach an agreement on which target group should get priority A, i.e. is the most important. These are the ones to focus on first and foremost. Most of the time, the most important group is also the one with which you can make the most, or the easiest money.

2Find the right measure to promote your film

When it comes to video content marketing, there is never just one right way. In the end, it is success that validates the choice of a measure. Because success (effectiveness) is measurable in 99% of all cases, there is still little room to reinvent the world.

The majority of all successful marketing measures are in reality nothing more and nothing less than a clever adaptation of already known forms of marketing. In doing so, you can learn a lot from other campaigns and no longer have to make every mistake yourself.

To market a video have proven themselves in practice:
  • Newsletter / Newsmail
  • Paid advertisements (Ads)
  • Customer events
  • Information events for employees
  • Intranet
  • Monitors at the Welcome Desk
  • Trade fair appearances
  • Live streams
  • Making-Of and photos in social media

In the case of more complex film productions, a new image film can also be launched and promoted with a customer or employee event in the form of a cinema premiere. In addition to the film, messages can also be conveyed by means of speeches, and can be deepened in an informal setting at the subsequent aperitif with canapés.

3 Special features and challenges of the respective marketing measures.

Cleverly designed newsmail can often achieve appealing conversion rates. Mail marketing may not be the latest craze, but it still works extremely reliably. There are different technical possibilities for theintegration of videos in e-mails, which must be taken into account. Otherwise, there is a risk that email clients will filter out the video content on the recipient side.

Paidads are almost inevitable in digital marketing today:

  • First, because the algorithms of the respective social media platforms are programmed in such a way that content without accompanying paid measures is disadvantaged.
  • Second, because videos in the commissioned film segment never go viral. Statements contradicting this fact belong in story time. Or confirm the rule as the absolute exception.

As application platforms for business customers (B2B), LinkedIn, Xing and Google Ads in particular have proven their worth due to the possibilities of very precisely defining target groups. In the case of paid advertisements on the Google search platform(Search Engine Advertisement, or SEA for short), it should be noted that an optimal advertising effect is only guaranteed in combination with a dedicated landing page for the video.

It is highly recommended that a new corporate video is not only used for existing external communication channels. In addition to customer events and (virtual) trade fairs, internal communication also offers various opportunities for effective multiplication of the advertising message for an image video.

When is it unnecessary to market a video?

Marketing efforts to increase the visibility of a video may be abandoned whenever …

  1. … if the video is consciously produced for a narrowly defined target group, which is regularly addressed on already existing channels and which therefore comes into contact with the new video content anyway and without additional effort.

Examples include CEO videos, live streams of townhall meetings, and internal audiovisual training.

  1. … if the moving image is not the cause and trigger for considerations in connection with successful distribution from the very beginning. This refers to all films and videos which, in concert with other communicative measures, represent only one element in the marketing mix. Because here you plan strategically right from the start: The messages follow the specific conditions of the pre-defined respective channels.

Examples include launching new products or services, producing targeted content for social media to increase subscribers, likes and interactions.

What do the Filmpuls readers say?

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This article was automatically translated into English using AI. If you would like to help us improve the quality, we would be happy to hear from you.

Editorial Staff Filmpulse
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Under the designation Editorial Staff Filmpulse, articles appear that are created or edited jointly by several members of the editorial staff.

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