Video Marketing Commentary: Video Marketing Tactics Brands Use That Are Most Successful

In the article, 5 Most Successful Video Marketing Tactics Brands Are Using to Grab Eyeballs and Convert Customers, here is one of the points made:

“Taking a stand against injustice is more rewarding than staying silent

Some corporate brands have been very vocal about their values and are using their voices to improve society. Issues of social injustice such as racial and gender inequalities and police brutality have made headlines in recent times. Brands that have been very vocal against these vices in their video marketing campaigns stand out among their counterparts, winning the consumers’ trust by choosing to speak out rather than looking the other way. 

An Edelman report revealed that 64% of consumers would either patronize or boycott a brand based on its position on a social or political issue. Incorporate your values in your video marketing campaigns as a constant reminder of where your company stands.”

 

Is Taking A Stand Against Injustice a Good Video Marketing Tactic for Brands?

In the referenced article recently published by Entrepreneur, author James Jorner discusses some major trends that have helped brands achieve a modicum of success during the COVID-19 pandemic. He discusses trends such as brand flexibility, marketing with empathy, getting creative with marketing budgets, and developing mobile-friendly content. These trends are likely to enjoy some staying power as they can certainly help brands promote their products / services effectively in a post-COVID world. However, it’s the discussion of “taking a stand against injustice” that is especially relevant to marketers in the here and now. By taking a stand on highly divisive political and cultural issues, many companies have been willing to step into the fray, risking the loss of customers. Companies like Nike and Ben & Jerry’s crafted powerful video messaging to convey their values and stance on social justice. Conversely, companies such as Goya and My Pillow also chose to reveal their positions in support of the last administration, leading many to boycott these companies’ products.

What gives? Is this the new norm for companies? Can we expect more brands to pick a side and throw caution (and profits) to the wind? Will video marketing teams continue to tap into issues that are raw and important to the public? According to Jorner, “64% of consumers would either patronize or boycott a brand based on a social or political issue.” 

While many have thought that the transition of President Biden to the Oval Office would usher in a less divisive climate, the fact remains that many issues are only growing more entrenched. For instance, take mask wearing. Supporting or battling against mask mandates is as explosive an issue as ever. Recently a Tulane policeman was shot and killed while trying to enforce a school’s mask policy.

Where Does This Leave Brands and Marketers?

The truth is, increasing numbers of consumers want to know who they’re supporting and what the company stands for. Who does that company support? Republicans? Liberal ideals? How much money have CEOs donated to various political candidates or organizations? The last incredibly divisive four years have changed the marketing environment–not to mention the social fabric of the country. While other trends listed in this article are more or less benign, this is the dicey trend that brands will have to navigate in order to do business with people who really want to know: did you give money to Donald Trump? Do you support Planned Parenthood?

Given the continued politically charged climate, more brands may be pressed to own up to their beliefs and share their values when it comes to the issues our country is facing. And, while making that video messaging mobile friendly is certainly on-trend point, taking a stand is the hottest marketing trend of late. Is your brand ready to step up?

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source https://blueinteractiveagency.com/seo-blog/2021/04/video-marketing-commentary-brand-video-marketing-tactics/