Why Your Video Marketing Is Failing? 4 Best Practices to Align with Your Company's Goals

In today’s digital landscape, video content is more than just a trend—it’s a dominant force in marketing. Consumers are increasingly drawn to the dynamic, engaging nature of videos, and brands are leveraging this medium to connect with their audiences in more impactful ways. However, despite the rising popularity of video marketing, many businesses find themselves disappointed with the results. Why aren’t your videos resonating with your target audience? Why is the ROI not matching your expectations? The answer might lie not in the quality of your videos, but in a misalignment between your content and your company’s overarching goals.

Creating visually stunning videos is only half the battle. To truly succeed in video marketing, your content must align with your brand’s identity, mission, and goals. Without this alignment, even the most aesthetically pleasing videos can fall flat. Here are four innovative strategies to ensure that your video marketing is not only on-brand but also on target.

1. Reimagine Your Storytelling with Purpose

Traditional marketing often emphasizes the importance of setting clear goals from the outset. While this is undoubtedly important, what if you turned the process on its head? Instead of starting with a goal, why not begin with the story? Storytelling is a powerful tool in marketing, capable of forging deep emotional connections with your audience. But to truly resonate, your story needs to have a purpose that aligns with your brand’s core values and mission.

Think of your video content as a narrative journey rather than a mere sales pitch. The story should reflect your brand’s purpose and invite the audience to be a part of that journey. Consider the iconic "Just Do It" campaign by Nike. It wasn't just about selling shoes; it was about inspiring a mindset, encouraging individuals to push their limits and achieve their dreams. The campaign transcended the product itself, becoming a cultural movement that deeply resonated with consumers. The success of this campaign was rooted in its alignment with Nike’s purpose—to empower and motivate people through sport.

To implement this strategy in your video marketing, start by asking yourself: What is the core message I want to convey? How does this message align with my brand’s purpose? Your video should evoke an emotional response, whether it’s inspiration, joy, or even empathy. When your audience feels connected to your story, they’re more likely to engage with your brand on a deeper level.

Example: If your company specializes in eco-friendly products, your video should go beyond showcasing the features of the product. Instead, tell the story of how your brand is contributing to a larger movement towards environmental sustainability. Show real-life examples of how your products are making a difference, and invite your audience to join you in making a positive impact on the planet. By doing so, you not only highlight your products but also position your brand as a leader in a meaningful cause.

2. Make Data Your Creative Partner

In the past, creativity and data were often seen as mutually exclusive in the marketing world. But in today’s data-driven landscape, this mindset is outdated. Data is no longer just a tool for measuring success; it’s a critical component in the creative process itself. By leveraging data, you can create video content that is not only visually compelling but also highly effective in achieving your marketing goals.

Data provides valuable insights into your audience’s preferences, behaviors, and engagement patterns. By analyzing this data, you can identify what types of content resonate most with your audience, what messaging is most effective, and even what time of day is best for posting your videos. Armed with this information, you can fine-tune your video content to maximize its impact.

For example, A/B testing is a powerful tool that allows you to compare different versions of a video to see which one performs better. You can test different elements such as the video’s length, the call-to-action (CTA), or even the tone of the narration. The insights gained from A/B testing can guide your creative decisions, ensuring that your videos are optimized for success.

Example: Netflix is a master of using data to inform its content creation. The streaming giant uses data analytics to understand viewer preferences, predicting which shows or movies will be hits based on previous viewing patterns. This approach has allowed Netflix to create original content that consistently resonates with its audience. Similarly, you can use data from your own audience to inform your video marketing strategy. For instance, if data shows that your audience prefers shorter, more concise videos, you can focus on creating high-impact content that delivers your message quickly and effectively.

3. Go Micro, Not Macro

In a world saturated with content, it’s easy to fall into the trap of trying to appeal to the broadest possible audience. However, this approach can often result in generic content that fails to resonate with anyone. Instead, consider adopting a micro-targeted approach, where you create highly specific content tailored to different segments of your audience.

Micro-targeting involves creating content that speaks directly to the unique needs, interests, and pain points of specific customer segments. These "micro-moments" are designed to meet your audience exactly where they are in their customer journey, delivering the right message at the right time.

Example: A B2B software company could create a series of short videos, each tailored to a different industry segment. One video might focus on how the software addresses the specific challenges faced by healthcare providers, while another video might highlight its benefits for financial institutions. By targeting these niche audiences, the company can create more relevant and impactful content that speaks directly to the needs of its customers.

Micro-targeting can also be applied to different stages of the customer journey. For example, you might create an introductory video for potential customers who are just becoming aware of your brand, followed by more detailed content for those who are further along in the decision-making process.

4. Embrace the Unexpected

In a content-rich environment, standing out requires more than just good production values—it requires creativity and originality. Predictability is the enemy of engagement. If your audience can anticipate exactly what’s going to happen in your video, they’re likely to lose interest. To keep your audience engaged, embrace the unexpected. Use storytelling techniques, visual elements, or plot twists that surprise and delight your viewers.

Unexpected elements in your videos can create "aha" moments that make your content memorable and shareable. These moments can also help to build a stronger emotional connection with your audience, as they feel more invested in content that surprises them.

Example: Consider the success of Old Spice’s "The Man Your Man Could Smell Like" campaign. The video was quirky, humorous, and completely unpredictable, which made it stand out from the typical cologne ads. This element of surprise not only captured the audience’s attention but also made the video highly shareable, leading to widespread brand awareness.

To embrace the unexpected in your video marketing, think about how you can subvert expectations. This could involve using unconventional storytelling techniques, incorporating humor in unexpected ways, or even breaking the fourth wall to directly engage with your audience.

Conclusion

Video marketing is a powerful tool for brands looking to connect with their audience, build brand awareness, and drive results. However, to truly succeed, your video content must be more than just visually appealing—it must be strategically aligned with your company’s goals. By reimagining your storytelling with purpose, making data your creative partner, focusing on micro-targeting, and embracing the unexpected, you can elevate your video marketing from ordinary to extraordinary. The key is to ensure that every video you create is not just a piece of content, but a strategic asset that drives your brand’s success.