How to use Online Video to Market Your Business

Video has never been more valuable as a communications tool for New Zealand marketers. In a country of just over 5 million people, 4.13 million of us watch YouTube. Overall, a staggering 78.9% of Internet users aged 16-64 are tuning into streaming and on-demand TV. But that's not all – New Zealanders are dedicating an average of 1 hour and 22 minutes every day to watching online videos.

These numbers tell a compelling story: video content isn't just a passing trend in Aotearoa; it's becoming deeply woven into the fabric of daily life. For New Zealand businesses, this presents an unprecedented opportunity to connect with audiences in meaningful ways. But in a sea of content, how can Kiwi brands ensure their videos stand out and make a lasting impact?

The answer, according to recent research from YouTube, lies in the art of emotional storytelling. The "Why We Watch 2.0" report, a comprehensive study on viewer behaviour and content quality, reveals a crucial insight: emotional resonance is the key to creating high-quality, memorable video content.

So let’s explore how New Zealand businesses can craft narratives that not only capture attention but also forge genuine connections with audiences, all while staying true to the unique spirit of New Zealand.

In the digital age, where content is abundant and attention spans are short, emotion has emerged as a powerful differentiator. The YouTube "Why We Watch 2.0" report offers compelling evidence.

Key Findings from the YouTube Report on Emotional Engagement

The research paints a clear picture: emotion is at the heart of high-quality video content. A striking 86% of viewers agree that high-quality content is emotionally resonant. This isn't just a minor preference – it's a fundamental expectation of the audience.

Even more tellingly, the study found that emotional aspects of content are valued even more than technical markers. While 92% of viewers expect high-quality video to have technical markers (such as clear visuals and good audio), a whopping 96% associate high-quality content with emotive markers. These include factors like:

• capturing attention
• telling a compelling story, and
• offering a unique perspective.

For New Zealand businesses, this means that investing in expensive equipment or flashy production techniques isn't enough. To truly connect with Kiwi audiences, content needs to strike an emotional chord.

 

The Science Behind Emotional Engagement

The power of emotion in content isn't just anecdotal – it's backed by hard science. The YouTube study included a fascinating neuroimaging component that sheds light on how our brains process emotional content.

1. Neuroimaging Study Results

The study used Steady State Topography (SST™) to measure viewers' brain activity while watching YouTube content. The results were illuminating:

• When viewers watched content from creators they felt close to, their emotional response was amplified.
• Content from creators perceived as authentic and relatable triggered the strongest emotional responses.
• High emotional engagement was linked to enhanced global memory encoding, meaning viewers were more likely to remember the content.

 

2. How Emotions Impact Memory and Decision-Making

These findings align with broader psychological research on the role of emotions in memory and decision-making. Studies have shown that emotional experiences are more likely to be encoded into long-term memory. This is why we often have vivid recollections of highly emotional events in our lives.

Moreover, emotions play a crucial role in decision-making. Neuroscientist Antonio Damasio's research has demonstrated that people with damage to the part of the brain responsible for processing emotions often struggle to make even simple decisions. This suggests that emotions are not just a reaction to information – they're an integral part of how we process and act on that information.

 

Why This Matters for New Zealand Businesses

Understanding the power of emotion in video content is crucial for New Zealand businesses for several reasons:

1. Cut-Through in a Crowded Market: With Kiwis spending over an hour a day watching online videos, there's a lot of competition for eyeballs. Emotional content is more likely to stand out and be remembered.
2. Building Brand Loyalty: Emotional connections foster stronger, longer-lasting relationships between brands and consumers. In a market like New Zealand, where word-of-mouth and reputation are crucial, this can be a significant competitive advantage.
3. Leveraging Kiwi Culture: New Zealand has a rich emotional landscape to draw from. Businesses that can tap into these shared emotional experiences can create powerful, uniquely Kiwi content.
4. Driving Action: Whether you're aiming for sales, sign-ups, or social shares, emotionally engaging content is more likely to prompt viewers to take action.
5. Cost-Effective Impact: While high production values are important, the study suggests that authenticity and emotional resonance are even more crucial. This levels the playing field for smaller NZ businesses that may not have big production budgets.

 

Quality Markers for Emotional Storytelling

Creating emotionally resonant video content isn't about manipulating viewers' feelings. Instead, it's about crafting authentic stories that genuinely connect with your audience. The YouTube "Why We Watch 2.0" report identifies several key quality markers that contribute to effective emotional storytelling. Let's explore these in the context of New Zealand businesses.

Authenticity and Relatability

1. Research Insights:

The study found that 61% of respondents perceive YouTube creators as authentically themselves. This authenticity is a crucial factor in building emotional connections with viewers.

 

2. Application for New Zealand Businesses:

Kiwis are known for their down-to-earth nature and dislike of pretension. This cultural trait aligns perfectly with the demand for authenticity in video content. Here's how NZ businesses can leverage this:

• Showcase Real People: Feature actual employees, customers, or community members in your videos. Their genuine stories and experiences will resonate more than polished actors.
• Behind-the-Scenes Content: Give viewers a look at how your products are made or services are delivered. This transparency builds trust and relatability, essential components of any effective marketing campaign.
• Embrace Imperfections: Don't aim for perfection in every take. Sometimes, a slight stumble or genuine laugh in your videos can make your content more relatable and human, enhancing viewer engagement.
• Local Flavour: Incorporate distinctly Kiwi elements – whether it's local slang, recognizable locations, or cultural references – to increase relatability for your NZ audience.

Example: A small Wellington cafe could create a video series featuring regular customers sharing their favourite menu items and why they love coming to the cafe. This authentic approach showcases real connections and local charm.

Here's an international example:

 

Relevance and Personal Connection

 

1. Research Insights:

90% of viewers agree that high-quality content should be relevant and relatable. This underscores the importance of creating content that speaks directly to your audience's interests, needs, and experiences.

 

2. Strategies for Creating Relevant Content for Kiwi Audiences:

• Understand Your Audience: Use data analytics and customer feedback to understand what matters to your New Zealand audience. What are their pain points? What brings them joy?
• Address Local Issues: Create content that addresses topics relevant to New Zealanders, whether it's sustainability, housing affordability, or celebrating local achievements.
• Seasonal Relevance: Align your content with the New Zealand calendar – from summer beach safety tips to Matariki celebrations.
• Personalization: Leverage YouTube's personalization features to ensure your content reaches the most relevant audience segments.

Example: An outdoor gear retailer could create a series of videos showcasing how their products are used in iconic New Zealand locations, addressing specific local weather conditions and terrain challenges.

Here's another offshore example, simple and engaging:

 

C. Trust and Credibility

 

1. Research Insights:

The study revealed that YouTube ranks highly for providing accurate and trustworthy videos, especially among younger viewers aged 18-34.

 

2. Building Trust Through Consistent, Valuable Content:

• Expertise Showcase: Demonstrate your company's expertise in your field. Share insights, tips, and industry knowledge that viewers can't easily find elsewhere.
• Consistency: Maintain a regular posting schedule and consistent quality to build viewer trust over time.
• Transparency: Be open about your products, services, and business practices. Address potential concerns proactively in your video marketing strategy to build trust with your audience.
• Collaborate with Trusted Figures: Partner with respected New Zealand personalities or experts in your field (where budget allows) to boost credibility.
• User-Generated Content: Encourage and feature content from your customers or community, which can be seen as more trustworthy than brand-created content.

Example: A financial services company could create a weekly video series where their experts explain complex financial topics in simple terms, relating them to current events in New Zealand's economy.

 

Emotional Resonance

 

1. Research Insights:

The study found that content evoking feelings of happiness, inspiration, relaxation, and being informed performed particularly well.

 

2. Crafting Emotionally Resonant Content:

• Storytelling: Use narrative structures that take viewers on an emotional journey. The classic Kiwi underdog story, for instance, can be powerful.
• Visuals and Music: Leverage our stunning landscapes and local music to evoke emotional responses.
• Humour: Kiwi humour is distinctive – don't be afraid to inject some light-heartedness into your content where appropriate.
• Inspire Action: Create content that not only informs but inspires viewers to take action, whether it's for personal improvement or community benefit.

 

Example: A travel company could create a video series showcasing lesser-known New Zealand destinations, combining breathtaking visuals with personal stories from locals, evoking a sense of wonder and inspiration.

Here's an extended video from Norway that illustrates the idea:

By focusing on these quality markers – authenticity, relevance, trust and emotional resonance – Kiwi businesses can create video content that not only captures attention but also builds lasting connections with their audience. Remember, the goal is not just to be seen, but to be remembered and valued.

 

Practical Techniques for Emotional Storytelling

Now that we understand the importance of emotional storytelling and its quality markers, let's dive into practical techniques that New Zealand businesses can use to create emotionally compelling video content.

A. Capturing Attention

1. The Importance of Strong Openings

1. • Hook in the First 5 Seconds: With Kiwis spending 1 hour and 22 minutes daily on online videos, competition for attention is fierce. Use a compelling visual, an intriguing question, or a bold statement to grab viewers immediately.
   • Showcase Kiwi Imagery: Open with recognizable New Zealand landscapes or cityscapes to create an instant connection with local viewers.
   • Tease the Payoff: Give viewers a glimpse of what they'll learn or experience by watching the full video.

Example: A local tour company could open their video with a drone shot of a hidden waterfall, followed by the question, "Did you know this slice of paradise is just an hour from Auckland?"

1. Maintaining Engagement Throughout the Video

1. • Use Pattern Interrupts: Change scenes, switch speakers, or introduce new elements every 30-45 seconds to maintain interest.
   • Create Curiosity Gaps: Tease information that will be revealed later in the video to keep viewers watching.
   • Incorporate Movement: Use dynamic shots and smooth transitions to keep the viewer's eye engaged.

Example: A craft brewery could create a video that switches between brewery scenes, pub settings, and customer testimonials, maintaining visual interest while telling the story of their beer-making process.

An international thought-starter:

 

B. Crafting Compelling Narratives

Classic Storytelling Structures that Work Well for Business Content

1. • The Hero's Journey: Adapt this classic structure to show how your product or service helps customers overcome challenges.
   • Before-After-Bridge: Show the problem (before), the solution (after), and how your business bridges the gap.
   • Problem-Agitate-Solve: Present a problem your audience faces, emphasize why it's important, then offer your solution.

 

C. Showcasing Authenticity

1. Behind-the-Scenes Content and Employee Stories

1. • Day-in-the-Life Videos: Show what a typical day looks like for different roles in your company.
   • Product Development Journey: Take viewers through the process of creating a product, from idea to shelf.
   • Employee Spotlights: Let team members share their personal stories and connections to the business.

1. User-Generated Content and Customer Testimonials

1. • Customer Success Stories: Feature real customers sharing how your product or service has impacted their lives.
   • User Challenges: Encourage customers to create videos using your product and share their experiences.
   • Community Impact: Showcase how your business contributes to local communities in New Zealand.

Example: A New Zealand-made skincare brand could create a series where customers of different ages and ethnicities share their skincare journeys and how the products have helped them embrace their natural beauty.

Here's some international inspiration:

 

D. Evoking Specific Emotions

Based on the YouTube study, focus on content that makes viewers feel:

1. Happy

• Celebrate Wins: Share success stories of your team or customers.
• Use Humor: Incorporate Kiwi wit and humor where appropriate.
• Highlight Positive Impact: Show how your business contributes to making New Zealand a better place.

1. Inspired

1. • Share Vision: Communicate your company's mission and how it's working towards a better future.
   • Showcase Innovation: Highlight how your business is pushing boundaries or solving problems in unique ways.
   • Feature Local Heroes: Tell stories of everyday Kiwis doing extraordinary things.

1. Relaxed

1. • Use Calming Visuals: If appropriate, incorporate some of our beautiful natural scenery.
   • Soothing Soundscapes: Use gentle background music or natural sounds in your videos.
   • Mindfulness Content: Create content that helps viewers take a break from their busy lives.

1. Informed

1. • Educational Series: Create "how-to" videos or explainers related to your industry.
   • Myth-Busting: Address common misconceptions in your field.
   • Industry Insights: Share your expertise on trends and developments relevant to your New Zealand audience.

Example: A New Zealand wellness retreat could create a video series that combines all these emotions - showing happy customers, inspiring wellness journeys, relaxing scenery, and informative health tips.

More inspiration:

 

E. Leveraging New Zealand's Unique Culture

• Embrace Kiwi Colloquialisms: Use local slang and expressions to create a sense of familiarity.
• Celebrate Diversity: Showcase New Zealand's multicultural society in your videos.
• Highlight Local Events: Create content around uniquely Kiwi events like Waitangi Day, Matariki, or local festivals.
• Address Local Challenges: Create content that addresses issues specific to New Zealand, showing how your business is part of the solution.

Example: A local bank could create a video series on money issues, using humor and local references to explain financial concepts and how they apply to New Zealand's unique economic landscape.

Here's an international exploration of that idea:

By implementing these practical techniques, New Zealand businesses can create video content that not only captures attention but also forges emotional connections with viewers. Remember, the goal is to create content that resonates with the Kiwi spirit - authentic, relatable, and deeply connected to the land and people of Aotearoa.

 

Technical Considerations for Emotional Impact

While the YouTube "Why We Watch 2.0" report emphasizes the primacy of emotional engagement, technical quality remains a crucial foundation for effective video content. For New Zealand businesses, striking the right balance between technical proficiency and emotional resonance is key to creating impactful videos.

A. Balancing Technical Quality with Emotional Content

Meeting Viewer Expectations: The research shows that 92% of viewers expect high-quality video to have technical markers such as clear visuals and good audio. However, it's important to note that these are seen as baseline requirements rather than differentiators.

Key technical elements to focus on:

• Video Resolution: Aim for at least 1080p resolution. 4K is becoming more common but isn't yet essential for most business content.
• Audio Quality: Clear, crisp audio is crucial. Invest in a good microphone - poor audio can undermine even the most visually stunning content.
• Lighting: Ensure your subjects are well-lit. Natural light can be very effective.
• Stability: Use a tripod or stabilizer to avoid shaky footage, which can distract from your message.

 

Achieving Professional Results with Limited Resources

Not every New Zealand business has access to a professional studio or high-end equipment. Fortunately, you can achieve great results with limited resources:

• Smartphone Filmmaking: Modern smartphones can capture high-quality video. Invest in a smartphone tripod and external microphone for better results.
• Free Editing Software: Tools like DaVinci Resolve or OpenShot offer powerful features at no cost.
• DIY Lighting: Use natural light where possible, or create a simple three-point lighting setup using affordable LED lights.
• Location Scouting: Leverage New Zealand's natural beauty as your backdrop. A stunning location can elevate your video's production value.

Example: A small Queenstown adventure tourism company could create compelling videos using just a smartphone, showcasing their experiences against the backdrop of the Southern Alps.

Here's how you could make that work:

 

Using Technical Elements to Enhance Emotional Impact

Camera Techniques

• Close-Ups: Use tight shots of faces to capture and convey emotion effectively.
• Slow Motion: Employ this technique to heighten emotional moments or showcase product details.
• Drone Shots: Aerial footage can create a sense of awe, particularly when featuring New Zealand's landscapes.

Colour Grading

• Warm Tones: Use these to evoke feelings of comfort and happiness.
• Cool Tones: Employ these for a more calm or professional feel.
• Saturation: Adjust this to match the mood of your content. Higher saturation for energetic content, lower for more serious topics.

Sound Design

• Music: Choose tracks that complement the emotional tone of your video. Consider using music from New Zealand artists to add local flavour.
• Ambient Sounds: Incorporate natural sounds (like waves or birdsong) to create a sense of place and enhance relaxation.
• Sound Effects: Subtle SFX can heighten emotional moments without being intrusive.

Example: A Wellington-based coffee roastery could use warm colour grading, close-up shots of brewing coffee, and the ambient sounds of a busy café to create a cozy, inviting atmosphere in their videos.

What's Colour Grading? This video shows it in action (very nicely):

 

Leveraging YouTube Features for Emotional Storytelling

1. Personalization and Curation Tools

• Playlists: Create themed playlists that take viewers on an emotional journey through your content.
• End Screens: Use these to guide viewers to related emotional content, keeping them engaged with your brand.
• Chapters: Break longer videos into chapters, allowing viewers to easily navigate to the parts that resonate most with them.

1. Community Engagement Features

• Comments: Actively engage with viewers in the comments section to build emotional connections.
• Community Posts: Use these to share behind-the-scenes content or tease upcoming videos, building anticipation.
• Live Streaming: Utilize live streams for real-time interaction with your audience, creating a sense of community and immediacy.

Example: A New Zealand fitness brand could create a "30 Days of Wellness" playlist, with daily videos featuring different exercises, nutrition tips, and mindfulness practices. They could use end screens to guide viewers to the next day's video and engage with participants in the comments.

Perhaps something like this:

#

 

Accessibility Considerations

Making your content accessible not only broadens your audience but can also deepen emotional connections:

• Captions: Always include accurate captions. This helps viewers who are deaf or hard of hearing, and those watching without sound.
• Audio Descriptions: For content with important visual elements, consider adding audio descriptions to assist visually impaired viewers.
• Transcripts: Provide full transcripts for your videos, which can help with SEO and allow viewers to engage with your content in different ways.

Example: A tourism board promoting accessible travel in New Zealand could showcase their commitment to inclusivity by ensuring all their videos have high-quality captions, audio descriptions, and transcripts available in multiple languages.

Here's an example of an accessible video:

 

Mobile Optimization

With Kiwis spending significant time watching videos on mobile devices, optimizing for mobile viewing is crucial:

• Vertical Video: Consider creating vertical versions of your videos for platforms like YouTube Shorts, Tiktok or Instagram Reels.
• Text Size: Ensure any on-screen text is large enough to be easily read on small screens.
• Quick Loading: Optimize your video file sizes for faster loading on mobile networks.

By carefully considering these technical elements, New Zealand businesses can create videos that not only meet viewer expectations for quality but also enhance the emotional impact of their storytelling. Remember, the goal is to use technology in service of your message, creating a seamless viewing experience that allows your emotional story to shine through.

 

Measuring Emotional Impact and ROI

Creating emotionally resonant video content is crucial, but how do you know if your efforts are paying off? For New Zealand businesses, measuring the emotional impact and return on investment (ROI) of video content can seem challenging. However, with the right approach and tools, it's possible to gauge the effectiveness of your emotional storytelling and its impact on your business goals.

Key Performance Indicators (KPIs) for Emotional Engagement

1. Viewing Metrics

1. • Watch Time: Longer watch times can indicate emotional engagement. YouTube's analytics provide detailed watch time data.
   • Retention Rate: The percentage of the video that viewers watch on average. Higher retention often correlates with emotional connection.
   • Replay Rate: How often viewers rewatch your video. High replay rates can signal strong emotional impact.

1. Engagement Metrics

1. • Likes and Shares: These are direct indicators that content has resonated with viewers.
   • Comments: Both the quantity and quality of comments can provide insights into emotional impact. Look for comments that express emotions or personal connections.
   • Subscriber Growth: Consistent growth in subscribers suggests your content is creating lasting emotional connections.

1. Click-Through Rate (CTR)
   • For videos with calls-to-action, a high CTR can indicate that the emotional story has motivated viewers to take the next step.

Example: A Wellington-based eco-friendly clothing brand could track the watch time and comments on a video series showcasing the sustainable journey of their products from design to wardrobe. High engagement rates might indicate that the story is resonating with environmentally conscious Kiwi consumers.

 

Tools and Techniques for Gauging Audience Sentiment

1. YouTube Analytics

1. • Audience Retention Reports: These show where viewers drop off, helping identify which parts of your story are most compelling.
   • Demographics: Understanding who is engaging with your content can help refine your emotional storytelling approach.

1. Social Listening Tools

1. • Monitor mentions and discussions of your video content across social media platforms to gauge emotional reactions.
   • Tools like Hootsuite or Sprout Social can help track sentiment around your brand and content.

1. Surveys and Feedback

Use YouTube's card feature to add polls to your videos, asking viewers about their emotional responses.

Conduct post-viewing surveys using tools like Google Forms to gather more detailed feedback.

1. Sentiment Analysis

1. • Use AI-powered tools to analyze comments and social media posts for emotional sentiment.
   • This can provide quantitative data on the emotions your videos are evoking.

Example: An Auckland-based travel agency could use sentiment analysis on comments from their video series showcasing hidden gems around New Zealand. This could help them understand which destinations evoke the strongest positive emotions and tailor their offerings accordingly.

Here's how one of the available Video Sentiment Analysis tools works:

 

Connecting Emotional Engagement to Business Outcomes

1. Conversion Tracking

1. • Use UTM parameters in video descriptions to track traffic and conversions from YouTube to your website.
   • Set up conversion goals in Google Analytics to measure actions taken by viewers who engage with your video content.

1. Brand Lift Studies
   • YouTube offers Brand Lift studies that can measure the impact of your video ads on brand awareness, consideration, and purchase intent.
2. Customer Feedback
   • Conduct customer interviews or surveys to understand how video content influenced their perception of your brand or purchase decisions.
3. Sales Data Correlation
   • Compare sales data with video release dates and engagement metrics to identify potential correlations.

Example: A Christchurch-based artisanal food producer could track sales of featured products before and after releasing an emotionally compelling video series about their local suppliers and traditional production methods.

 

Calculating ROI

While emotional impact can be challenging to quantify directly, you can calculate ROI by considering:

1. Cost of Video Production
   • Include all costs: equipment, software, staff time, and any external services.
2. Ad Spend (if applicable)
   • Include any costs for promoting your videos on YouTube or other platforms.
3. Revenue Attribution
   • Use attribution modelling to understand how video views contribute to conversions and sales.
4. Lifetime Value (LTV) of Video-Acquired Customers
   • Customers who connect emotionally with your brand may have a higher LTV. Track this over time.

ROI Formula: (Attributed Revenue - Total Cost) / Total Cost * 100

Example: A small Nelson-based craft brewery invested $5,000 in a video series showcasing their brewing process and local ingredients. They attribute $20,000 in new sales to these videos over six months. Their ROI would be (20,000 - 5,000) / 5,000 * 100 = 300%

 

Long-Term Impact Measurement

Remember that emotional storytelling often has long-term effects that may not be immediately measurable:

1. Brand Equity

1. • Track changes in brand perception and recognition over time using surveys or brand tracking studies.

1. Customer Loyalty
   • Monitor customer retention rates and repeat purchase behavior for customers exposed to your video content.
2. Word-of-Mouth Marketing
   • Track mentions, referrals, and user-generated content inspired by your videos.

 

Challenges and Considerations

1. Attribution Complexity
   • Emotional impact may influence decisions long after viewing. Consider using multi-touch attribution models.
2. Qualitative vs. Quantitative Data
   • Balance quantitative metrics with qualitative feedback for a fuller picture of emotional impact.
3. Cultural Nuances
   • Be mindful of cultural differences within New Zealand when interpreting emotional responses and engagement data.

By systematically measuring these aspects, New Zealand businesses can gain valuable insights into the effectiveness of their emotional storytelling efforts. Remember, the goal is not just to create content that performs well metrics-wise, but to forge genuine connections with your audience that drive long-term business success.

This approach to measurement allows you to continually refine your storytelling techniques, ensuring that your video content resonates deeply with Kiwi audiences while delivering tangible business results.

Learn More About Online Video Marketing

If you’d like to know more about how to market your business effectively using online video, check out our Online Video Marketing course.

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Frequently Asked Questions About Marketing Your Business Through Online Video Marketing:

 

What is video marketing?

Video marketing is a strategy that utilizes video content to promote and market a product or service. It involves creating various types of videos, such as explainer videos, how-to videos, and product or service demonstrations, to engage and inform potential customers. By leveraging video as part of your digital marketing efforts, you can enhance brand awareness and reach a broader audience.

How can I create a video for my business?

To create a video for your business, start by defining your goals and the message you want to convey. Next, brainstorm video ideas that align with your brand's objectives. You can either hire professionals for video production or use tools to make a video yourself. Ensure you focus on quality, clear messaging, and engaging content. Finally, edit your video using appropriate video editing software before sharing it on relevant social media platforms and video platforms.

What are the different types of video I can use in my marketing?

There are several types of video you can utilize in your marketing campaign, including explainer videos, how-to videos, customer testimonials, product demos, and even live videos. Each type of video serves a unique purpose; for example, explainer videos can simplify complex concepts, while customer testimonials can build trust and credibility.

How can video marketing help market my small business?

Video marketing can significantly benefit your small business by increasing engagement and boosting brand awareness. Videos can effectively showcase your products or services, driving potential customers to take action. With the right video marketing strategy, you can enhance your social media marketing