Developing a video strategy at your credit union or community bank is critical. As we tell clients during marketing assessments, video is the future. Here are five examples of successful video marketing and how these examples should apply to your video strategy.

 

Relate to your audience

 

The key to harnessing video prowess is relating to your audience. Especially when your subject matter is generally boring (*ahem* banking). But boring subject matter does not mean boring video content.

 

Think back to that first time you realized you were starting to become your parents. Don’t be shy. We’ve all been there; we can all relate. In some cases, it’s a good thing (thanks, Mom and Dad). But most of us were shocked and horrified at that first epiphany of, “Oh my gosh. I sound like my dad.” Or, “Geez. That’s so something my mom would say…and I just said it!”

 

Watch how Progressive Insurance really took hold of that moment in life. And remember, it’s insurance (*ahem* boring). But it’s downright hilarious. And most importantly, it’s relatable.

 

 

Solve a pain point

 

A video that shows a solution to a common everyday problem is sure to grab attention. This requires a general understanding of what your credit union and community bank members face each day.

 

For instance, if your call center is flooded with calls about how confusing it is to set up bill pay, make a video tutorial your members can follow.

 

Take a look at this video from Google that identifies a very real pain point…and then offers a solution.

 

 

It’s ok for your organization to talk about itself

 

AKA: brag! Yes, that’s right. We all know it’s distasteful to brag as an individual, but it’s a must for any organization. People want to know what you do that sets you apart from the rest…and then how that helps them. So, show them!

 

And if you just aren’t a fan of bragging, look at it this way. MLB Hall of Fame pitcher Jay Hanna “Dizzy” Dean hit the nail on the head when he famously said, “It ain’t braggin’ if you can do it.”

 

Here’s a good example. Everyone has a right to privacy. But the line between what’s private and what’s public became very skewed in the internet age. Many companies harvest your personal data, activity and online habits…and then they sell it. It’s a lucrative business model; albeit an invasive one.

 

This video from Apple showcases its dedication to user privacy. It informs people what sets Apple apart from everyone else. And that’s important to know as a consumer.

 

 

Less is more

 

A great video doesn’t need an introduction. It doesn’t need a voiceover, nor does it need any form of auditory explanation. It depicts a clear story; one that’s understood in every language.

 

Watch how powerfully this video from Lowe’s conveys a clear message and speaks for itself.

 

 

Tap into the senses

 

Money isn’t transactional; it’s emotional. Emotion drives action. The best way to get people to act is to hit ‘em right in the feels, as they say.

 

Video has the power to do that because it isn’t just about what’s seen; it’s about what’s heard. Adding a subtle overlay of music really helps to drive home your message.

 

This video from Ally is an example of how great videos elicit emotion from what’s seen and what’s heard.

 

 

Record a win with your video strategy

Now, it’s your turn. Which of these principles from the successful video marketing examples most applies to your credit union or community bank’s video strategy?

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