Using video to increase engagement with your customers is one of the best ways that you can spend your marketing dollars. Videos are easily shared through social media sites and are quickly consumed. It’s no surprise that video marketing is dominating the latest marketing trends.

However, with the popularity of video marketing, you need to have a way to stand out and ensure that your videos get consumed. Statistics indicate that most individuals prefer YouTube for videos.

It’s essential that you focus on prioritizing this platform. includes getting the word out about your products or create higher brand recognition. The first step that you’ll take when focusing on increasing engagement is to identify your audience.


Identifying Your Audience

When you create a video promotion, it won’t appeal to all individuals. Don’t worry — that’s okay. You need to narrow your focus and target a certain segment of your customers. If you have a product that’s suitable for women, you may want to create a video that focuses solely on them.

For example, if you have a product that is used by 20 percent women and 80 percent men, you can try to increase market share with women by tapping into their needs and desires. Identify their biggest challenges and provide a solution.


Creating A Budget

You don’t need to spend a lot of money on building a video promotion. If you have a decent budget, you can hire actors or rent a facility, but in all likelihood, it may not be necessary. A great video can be created by using employees or friends and scouting out locations where you can film the project.

Another part of your budget that you will need to consider is the distribution of your video. If you are planning on using the video for your website, a YouTube channel, social media and your email list, the cost will not be that high.

Of course, if you are filming a video for television, you need a higher budget.


Focusing On A Single Goal

You need to come up with a goal for your video. Are you advertising a sale? Do you want to build hype for your latest product? There are many endless possibilities for shooting a video.

It’s vital that you have a single goal for your campaign. Also, this goal needs to be related to the audience that you’ve targeted. By focusing on one goal, you will prevent confusion for your audience.


Filming Equipment

To shoot a great video, make sure that you have equipment such as a quality camera, microphone, lighting equipment and editing software. Many cell phones have cameras that will work just fine if you are on a low budget. Another tip is to shoot outside if you don’t have any lighting equipment.

Since you are going to the trouble of making a video, you don’t want it to look unprofessional. If you do need help, ask around and see if any employees or friends will help.

Note that 62 percent of consumers stated that a poor quality video gave them a negative perception of a brand. With the statistic in mind, don’t take too many shortcuts if it is going to result in a video that you aren’t proud of.


Writing A Script

A director wouldn’t even think about shooting a scene without having a script to follow. Be sure to write outlines for your actors and how to portray their parts.

By having a script, it will keep things organized and efficient so that filming leads to a solid product. A script will also ensure to eliminate any future issues.

You’ll be able to focus on shooting quality scenes that will make an impact on your target audience.


Capture Their Attention

You need to grab the attention of your viewers fast so that they don’t abandon your content. To help with figuring out the ideal length of your video, you can use this guide.

Offer value when you are creating a video and get to the point right away. You’ll need to have a specific type of theme that uses emotion. Is your video going to be corny and quirky, or serious and informative? Here are seven emotions used:

  • Interest
  • Curiosity
  • Uncertainty
  • Admiration
  • Acceptance
  • Cheerfulness
  • Amazement

You also need to decide if your video is going to have music. Be sure to use noncopyrighted content if you do. Also, focus on having just one or two themes. You don’t want to confuse your audience by including too many different emotions.


Strong Call To Action

At the end of your video, you want to reinforce your message by creating a strong call to action. Whether that’s sending someone to a website, checking out your product, or signing up for a list – tell your viewers what to do next.


Your Final Product

If you have the time, you might want to film multiple versions. This way, you can edit your shots later and decide which ones will work best. By following these steps, it will help increase engagement with your audience. This will also result in higher conversions.

Head of Fulfillment
Samir’s wall-street background lends itself well to the long hours and streneous tasks of managing our vast fulfillment team in order to garner amazing results and maintain the excellent work quality our clients have come to expect from Kobe Digital. His background in data analysis helps guide our philosophy in campaign optimization.