It's no secret that digital platforms are increasingly making room for and valuing audiovisual content. Becoming the algorithms' favorite, videos help viewers identify and connect with the content being shared. YouTube, IGTV, Instagram Reels, and even TikTok show the power of videos, which can reach and influence thousands of people. From a marketing perspective, this type of media can be the turning point for your brand to attract more attention in the market. According to the survey The State of Videomarketing , conducted by Wyzowl in 2021 , 86% of businesses currently use video marketing as a tool. Therefore, this service is no longer something distant, but almost an obligation for any business that wants to grow in today's market. That's why we've put together 5 tips on how you should use audiovisual content to stand out from the competition!
Tip 1: Understand who and what you want to reach
Perhaps one of the biggest problems faced by videomakers is knowing how to establish the purpose of a video, that is, what you want to achieve and who your target audience is. If you don't define the final objective, your video may end up lost, with nowhere to go and generating no impact. There are several forms of audiovisual content, each of lawyer database them specific and with different levels of engagement. A 2-minute advertisement is much more likely to work on a platform like YouTube, reaching older people, than through an IGTV on Instagram, aiming to reach younger people. At the PUC-Rio Junior Enterprise, for example, there are such differences. An institutional video service may work better with more patient people who are more familiar with the content in question, while branded content (a service in which the brand is talked about without necessarily addressing it) aims to be more direct and less explanatory – consequently changing the audience.
Tip 2: Don't sell products, sell brands
What ends up stagnating the marketing of many businesses is not knowing how to step outside the box. Of course, playing it safe and only focusing on the quality of a product is not necessarily a bad strategy, and it can work. But since we want to stand out from the competition, there are other ways to base ourselves on. An important factor to consider is selling a brand's lifestyle . How does the culture of a given business work, what makes it at least slightly different from others in the same industry, and what creates identification, when we see it and identify it right away. It is a mix of showing the experience a customer will have when in contact with the business, while also creating a connection – like a bond of friendship. This characteristic leaves aside the impersonal factor of “we just want to sell you something”, to get closer to your audience and provide something far beyond the simple purchase of the product. In other words, through video marketing, it is possible to win over not only the consumer of a product, but also the consumer of a brand.
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