It doesn’t matter whether you’re aggressively going for “branding” or you’re just more concerned with selling this particular product – video marketing consistency is an often-overlooked key component to success.
It’s not the proverbial rocket science, to take advantage of an overused but remarkably apt phrase: It’s just common sense.
In English-speaking cultures, our brains are hard-wired to look for “patterns” everywhere – in nature, in routines – and especially in movies. And nothing creates a pattern more easily and instantly than repetition.
So how does repetition relate to video marketing?
Easily! If you include your website URL on a blue background at the beginning and end of your first video, do it again with the second. And the third. It doesn’t matter if there’s a different URL: Using the same background – colors that people identify with you or your website – will make it feel like they’re watching something familiar and consistent. And that breeds trust.
Think of all the elements you can include in every video you make. Make a list of these elements, and create a “template” for each video, with these elements pre-included.
Have a recognizable, great logo? Put it in your video – but always in the same spot.
Have a knack for making things funny? Become known for your “funny” videos (YouTube viewers love “funny”!)
Are you a gifted interviewer? Then always use the interview format, when dealing with your subject of the moment.
Have theme music you really like? Include a bar or two to “introduce” each video in a series.
Create a series. People love repetition, remember? And even though your video content isn’t searchable, titles are.
So the next time you plan to make a marketing video, don’t just think of that one video – plan to bring consistency to all your video marketing efforts.
