Consideration: Generate demand

[mstakh.i.mo.mi]

With video you may only have seconds or minutes to capture your audience’s attention–get right to the point when you’re creating awareness-stage video content. For example, eye-catching educational videos or opinionated thought leadership can establish credibility and your brand identity, so when consumers intend to buy, your brand is top of mind.

Some brands use videos heavily for advertising. These videos can appear on product pages on a brand’s website or in social ads across networks. This is especially useful for direct-to-consumer brands like Patagonia, where product videos are necessary to help the consumer picture themselves with the product.

In the below product video, the outdoor gear brand showcases some of thailand mobile database their children’s winter gear, including coats and hats. It features kids wearing the gear while exploring the wonder of the outdoors and participating in sports like skiing. The video is relatable and short, and can be used as both a Facebook post and promoted as a social ad.

Still from Patagonia’s children’s gear video ad, featuring two kids in hats and coats and the onscreen text “for a lifetime of wonder.”

Once consumers have reached the consideration stage, they may know about your brand and what you offer, but it’s still your job to generate demand for your products and services.

There are several ways you can achieve this goal with social media video marketing. For example, how-tos and tutorials show your product in action and make it easy for the consumer to envision how they’d use the product themselves. Brands in the skincare, makeup and wellness spaces, like HUM Nutrition, are masters of consideration-stage videos.