With social media rapidly growing in today’s day and age, marketers are facing challenges when creating video content. Some of the challenges are navigating the internal battles for video resources, incorporating videos into the brand’s content strategy, and turning the marketing message into an entertaining story. Videos can be a benefit to all functions of a brand as it has the potential to make connections, and rive action among different consumer segments and buyer stages. Videos are a dynamic way to engage the buyer; while being an efficient method to tell a story in a short time frame. Trying to see what marketing goals can be pretended can get difficult, especially with limited support. Internal disagreements can be a distracting factor in creating video content. It can pro- long the length of the production cycle and the compromise of the quality of the video. Nevertheless, it is imperative that to create a strong video marketing campaign, marketers must include everyone in the development of the video. Making time to meet with different departments of the company, reviewing all the different objectives and decide on what will be the story. By bringing the team together, brands will be able to support each part of the effort goes into video marketing.
Creating video content is such an intensive process, that it makes it easy to get stuck and forget about the field evolving around the brand. Marketers keep in mind the brand’s goals, and purpose is crucial. The videos have to include the brand’s message, supported by amplification strategy, and followed by customer stories. Brands like Always have been approaching their marketing by combining empowering messages with realistic situations that their target market can relate to. Recently, they had a campaign called “Like a Girl” by getting the famous insult to grab their attention and change the conversation about what it truly means to fight like a girl. Their women empowerment campaigns have even won prestigious awards recently. Marketers need to prove the brand’s value in any marketing strategy they create. Video is one of the most effective ways to show the brand value, rather than a list of facts. Consumers don’t look for facts, and they tend to remember stories. The challenge of finding the right story to fit the image of the message the business is trying to deliver to consumers. Sometimes they might not add the right story that will reach people’s hearts. No matter how well-produced and promoted a video is, it will only impact if marketers invested in the story.
