Videos can be a powerful addition to the way you share your brand story and help increase how memorable and effective your campaigns are. The majority of video views now take place on mobile devices, so brands need to learn how to capture the benefits of mobile viewership.
Recent research suggests that incorporating video into your marketing campaigns can positively impact a range of different consumer behaviors.
Here are three ways you can use video as part of your next mobile campaign:
Increase brand awareness
Is your brand top of mind when customers think about your products or services? Video provides a great way to introduce new products, reach prospective customers or bring your brand experience to a new audience segment via their mobile device.
Research from a Nielsen Brand Effect Norms study shows that people who view videos on Twitter are 50 percent more likely to be aware of an advertiser’s brand. It also found that videos on Twitter and two times as memorable as those on other premium platforms.
In the example above, Major League Baseball created the @MLBStatoftheDay to connect with followers. It pairs these nuggets of information with short, fun videos that increase engagement.
Improve brand sentiment
You need to go beyond simple awareness and use video to get people to love your brand. By improving brand sentiment, you’re increasing the positive association customers have with aspects of your brand.
So how can you do this via video? Draft your narrative that shows the performance of your products or services. Keep the focus on how your offerings help customers. Look for stories that generate other positive sentiments, such as the social or environmental impact your brand has. Or brief testimonials or case studies can show the happy association people have with your brand or products.
Interestingly, video by itself can positively impact brand sentiment. Research shows that people who view videos on Twitter feel 14 percent more favorable about a brand.
Notice how, in the above Tweet, @blueapron finds a creative way to tell its brand story. By engaging with viewers through this clever video, it can reach followers with messaging that can add to the positive sentiment they already feel about the brand.
Increase purchase intent
Whether you’re launching a new product or building interest in a product or service among a new segment, increasing purchase intent is all about driving conversions. Consumers aren’t just watching your ads or talking about your products—they’re getting out there and voting with their dollars.
As mobile becomes the dominant channel for marketers, it is increasingly important to find ways to rise above the noise. Videos capture your audience’s attention, and, more importantly, move them to action. According to Nielsen Brand Effects study, using videos on Twitter increases the average lift in purchase intent by 34 percent.
@glossier, in the above Tweet, creates a video product demonstration, a tried-and-true method for enhancing purchase intent. Pay attention to how it ends with a brief-but-impactful “available at” message.
Ready to increase brand visibility, improve sentiment, and drive up purchases? Start integrating video into your content strategy today, or check out Twitter’s latest research on video.
