Many companies have some kind of video relating to their business up on their websites. Those trendy, animated videos that explain things in a fun-to-watch way are everywhere. They are excellent for explaining how things work while keeping people’s notoriously fickle attention, but a two-minute animated video can easily run into the tens of thousands of dollars. But there is an alternative that costs less and gives your brand an authoritative voice in your industry in a way that an animated video doesn’t. Thanks to newscasts being largely unchanged since their inception on television, we’ve become accustomed over the decades to seeing a person talking authoritatively into a microphone and just accepting that what they’re saying has merit to it.
It’s this societal programming that helps targeted, advertorial videos stand out from just plain old commercials, because we’ve also become accustomed over the decades to mistrust claims made in commercials (and for good reason). You may not know about the concept of the advertorial video because it is underutilized. on this webpage, I’ll explain what these videos are, why they work so well and how you can use them, in combination with specific customer segment targeting, to introduce your business to new potential clients who are in the most likely position to become paying customers. What makes advertorial videos so great is they have the air of authority and objectivity about them because they are structured and presented like the aforementioned newscasts. They are invaluable tools that effectively communicates to the intended target audience in nearly any business model you can imagine.
Advertorial vs advertisement: For big, long-established brands, advertorials aren’t necessary because people already know and trust the brand. They’ve already established a presence in their industry and they’ve got a sizeable following. For the rest of us, advertorials help establish that coveted industry authority. We should clearly define what we’re talking about here, first. We all know what advertisements are. They are commercials that tout your brand, how great it is, what deals you have going on, how you’re better than your competition, etc.
Advertorial videos don’t do that. What they do is report on some aspect of your business or demonstrate your expertise in your field, instilling trust in the people watching it. Their main focus isn’t on trumpeting your brand, but on teaching viewers something they didn’t previously know. Therefore, watching the videos are beneficial to the viewer. If viewers learn something from your advertorial, they are left with the feeling that they’ve actually gained something of value rather than having the feeling that they’ve lost time watching a commercial. They are made to look like a journalism broadcast, so you have a “reporter” interviewing people and saying things about your brand in that newsy way reporters have. When people see this style of journalistic type reporting, it gives them the sense that what they’re seeing is factual.