It's not about finding the right style for your style. People are more sensitive to insincerity than you might think, so if you're just copying the identity of another, more successful brand, audiences will pick up on it.
You always want to consider who you are and who you are speaking to. If you find yourself following a trend because it worked for someone else, ask yourself why it worked so well for them. The same goes for you.
However, this is still a business, so you can’t just put whatever you want in your video. Customer data can reveal which video strategies are most effective for your target audience, and from there you can choose the ones that match your brand personality. Data-driven analytics is basically for branding and marketing in general — just don’t put the cart before the horse.
Know your limitations and hire a professional
You may have handled your company's social media yourself. You may have even overseen its advertising and marketing line database campaigns yourself. But when it comes time to shoot your own video, ask yourself one question... do you know the right way to hold a boom mic?
Film production is a highly specialized field that, at best, involves entire teams of independent specialists working together. Unless you have extensive film experience and a film crew in your contacts, you may find that shooting a two-minute video for YouTube is harder than launching a startup from scratch.
Luckily, no one expects you to do it yourself. Once you know what kind of video you want—including its goals and who it’s aimed at—you can outsource the project to a film professional. A video professional can help you refine your idea into something that works on video. Plus, once you have your perfect script ready, they have the know-how (and skills) to make it a reality.
Product video for Leigh & Taylor
Having a popular video doesn’t necessarily help your business. Having a video with few views but passionate comments doesn’t necessarily mean failure. Video marketing doesn’t play by the same rules as traditional marketing – it’s more about the non-quantifiable aspects of a business, like brand appeal and personality, than dollars and cents.