An awareness video increases recognition and appreciation of your organization with the preferred audience you want to engage. It’s marketing content that helps create a positive association with you to build relationships and establish trust with your customers, employees, and stakeholders.
Awareness videos tell your brand story, including who your company is, what your mission and culture are, and what you do. They educate your audience about your core values and how you make life better for people.
Awareness video content also creates value for your target audience so they will take meaningful action to learn more about your organization.
Blueprint for Creating Awareness with Video
Whether you want to position your company as an industry leader, draw attention to key issues that matter to you, or share compelling news about your business, these seven steps will help you create the most effective awareness video possible.
1. Define Your Purpose
Defining a specific purpose for an awareness video will help you produce content with clear, more precise messaging that will resonate more effectively with your target audience. Your video will also be length-appropriate and easier to digest.
Start by deciding the measurable outcome you want to achieve. Examples include:
- Build awareness for your cause
- Introduce or position your brand
- Demonstrate a new product or service
- Educate a market
- Generate leads
- Make a sale
Entertain your audience
2. Establish Your Target Audience
Your target audience is made up of the people you prefer to reach with your messaging. Your awareness video should:
- Target one type of audience at a time
- Include messaging that is customized for your target audience
- Get your target audience to take action
3. Outline an Effective Content Strategy
To increase awareness successfully, your video needs to engage the viewer emotionally. Start by establishing a tone of your content such as:
- Formal or informal
- Humorous or serious
- Traditional or irreverent
- Technical or colloquial
- Corporate or independent
- Market leader or new entrant
- Collaborative or competitive
An awareness video is most effective when it focuses on fixing a problem or a challenge your viewer experiences:
- Learn what people search for to solve their challenges
- Answer common questions related to your brand, product, service, or cause
- Tell your audience what you want them to do after watching your awareness video with a call-to-action (CTA)
4. Choose a Video Type That Compliments Your Purpose
Different types of video lend themselves to serving different purposes. Choose a video type that helps you to attain your purpose successfully. Awareness video ideas include:
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ENGAGE Brand Videos Testimonial Videos Social Content Videos Commercials Virtual Tour Videos Culture Videos |
EDUCATE Animated Explainer Videos How-To Videos FAQ Videos Case Study Videos Internal Videos Service Videos Safety Training Videos |
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INSPIRE Event Videos Product Videos Promotional Videos Recruiting Videos |
DELIGHT Welcome Videos Thank You Videos Announcement Videos Company Update Videos |
5. Shoot and Produce Your Video Content
Whether you decide to shoot and produce the video yourself or hire a video production company to partner with you, it’s helpful to create an outline or script before you start shooting. Also, consider the following:
- Choose an appropriate location for your subject matter that showcases your company culture or personality
- Identify and solve any production challenges to ensure you not only get good footage but get good audio too
- Get all stakeholders involved, including the marketing team, subject matter experts, and those responsible for approving the awareness video
- Make sure your final awareness video is optimized for multiple platforms
6. Develop a Distribution Plan
How does your target audience like to watch video content? Determine their favorite ways of consuming content and post your video where they are most likely to see it, engage with it, and drive traffic to your website. Popular awareness video distribution channels include:
- Social media like Facebook, Instagram, TikTok, and YouTube
- Highly-trafficked web pages on your company website, including the home page
- Blog posts where videos can add more to a topic
- Landing pages where a video can tease the specific offer to get conversions
- Content pillar pages that cover an entire topic in-depth with links to related content, where a video can add value to the page
7. Measure Your Success
To measure your success, it’s important to track metrics like:
- Website traffic to a page, blog post, landing page, or pillar page
- The number of video views
- The length of time people are viewing your video
- The number of conversations from your video’s call-to-action (CTA)
- Social media engagement
Ready to Produce an Awareness Video for Your Organization?
Since 2007, we’ve helped our clients accomplish their marketing goals with corporate, nonprofit, and other types of video production that reach their target audiences and inspire them to action. Find out how our simple four-step process for producing high-level awareness video content can work for you — and don’t forget to take a look at our featured work.
