▷ Succeed in Your Video Marketing Strategy with 6 Principles and Maximize Your Chances of Getting Good Results

Before talking about how to make your video marketing strategy work, let’s see the benefits that can be expected from a good video marketing strategy:

  • create a friendly image in the eyes of your customers;
  • maximize your visibility in your communications;
  • Express your business philosophy;
  • Tell your story and humanize your work;
  • Demonstrate your company’s participation in your market;
  • Prove your business in the collective awareness of your customers;
  • Show your strength and raise your spirits against the competition;
  • View and solve a problem in a few minutes;
  • Create desire by promoting the benefits of your product/service;
  • Create a strong and recognizable brand image;
  • Invite your audience to a specific action (buy, subscribe, share, etc.).

These benefits are valid regardless of your sector of activity.

It’s beautiful, isn’t it?

The list is not exhaustive!

To take advantage of all these advantages, it is necessary to consider the Six Principles of Influence that govern all our choices, which are described in the work of Dr. Robert Cialdini, a very famous Professor of Social Psychology, at Arizona State University.

Use these six principles in your video marketing strategy, and you will naturally increase your chances of influencing your customers.

According to some agencies, every type of video has its place in their video marketing strategy, as long as it is used correctly and presented to the right people…

… This is the letter of the video marketing agency Enord, which offers a full range of video products, to allow you to use these six principles to influence your video communications.

So let’s look at these principles in more detail.

1. Create a feeling of empathy

Tell your story in a dynamic company video and provide your audience with visual elements to get to know themselves within you.

Your company video shouldn’t be used on its own for networking, but it’s an excellent complement to maximizing your visibility, thanks to a simple exposure effect (the more people see you, the more they remember you, it makes sense).

In addition to humanizing your speech through your story, use company video to share your values, business philosophy, why you do the things, and principles you care about.

With a beautiful image, your brand will prove in the collective awareness of your customers, it is not enough to campaign on networks for that, we agree. But it helps.

Beyond the business side, your company video has to show you your best shot, it has to appear stronger than you really are, and it has to give strength to your competitors!

2. Create a sense of reciprocity

Reciprocity is a very strong feeling that most people (usually) feel when they are offered something (a gift, a special feature, a service, etc.).

We are social beings, which is why the “give and take” balance is so important to us.

Therefore, reciprocity is one of the foundations of our relationships (cooperation, friendship, love).

Give something of great value that doesn’t cost you much (because value ≠ price).

Offer real expert advice to keep your audience accountable.

You know the saying… you have to give to take!

This is exactly the whole principle of the video tutorial!

This type of content is widely consumed on the internet and I am sure you will enjoy watching the tutorials too.

Problem, you may not know what kind of advice to give to your clients?

So look at these examples:

  • If you work in the food industry, offer tutorials on original recipes;
  • If you sell beauty products, show good practices to achieve a perfect result;
  • If you sell baby products, offer practical, step-by-step advice for sleeping or developing baby’s senses.

Ask yourself: “What do my customers need to know to get the most out of my product?”

And usually, you will have materials to create educational videos that will really help and will make your customers very indebted.

3. Reassure social proof

What is your reaction when buying a product online?

You always look at customer reviews, right?

It has become so normal in the buying journey.

Although we know that fake reviews abound, we still consider the reviews of those who have purchased a product from us as quite reliable.

Because in principle, these people have almost the same expectations and the same needs as the rest of us.

So the question arises: How can you use the principle of social proof effect to improve your video communication?

Simply by creating videos of customer reviews (who are satisfied with your products or services of course).

Who explains how you solved their problem or how you helped them achieve the goal.

The more testimonials you get from satisfied customers with your business, the faster people will trust you.

The shape is important, but it is the material that prevails here. Message content does just about everything.

This means that you don’t need to have the best video production to create this type of content.

You can even create customer reviews videos filmed on the webcam, and it will work very well.

4. Impress through power

Since our childhood, we are accustomed to obeying authority figures. It starts with our parents, then nannies, teachers, firefighters, police, doctors, etc.

We obey authority because this model is reliable. You wouldn’t go to a gardener’s market for legal advice, or how to cut tomatoes from an attorney.

On the other hand, you blindly trust what your doctor tells you about your health.

After all, the doctor has done at least 10 years of studies and is qualified enough to care for you in the best of conditions, not trained on the job, by tossing a coin, to make a diagnosis.

You can use contextual elements (staging, props, etc.) to create your video interviews and reflect an authoritative image.

There are many video campaigns with actors wearing white coats to subtly bring the element of power…

… The best thing is not to cheat, but to use certain elements to give yourself the edge.

Instead of doing your video interview at your workplace (like your competition), you can rent a TV studio for half a day to differentiate yourself and appear more attractive in your field. Do you see the idea?

But you can also ask influencers to promote your products on video (if your customers use Instagram).

The idea, as the title of this part suggests, is to convince, support and give credibility to your words thanks to the principle of influencing power through good interview videos.

5. Build loyalty with commitment and consistency

A study in social psychology, described in Dr. Cialdini’s book, shows that our writing preoccupies us more than we think. Especially if it’s going to be public.

When you leave a comment, below a video or post on Instagram, that you’re publicly taking sides for something, you’re giving your opinion.

Absolutely objective and good opinion of course, huh! lol.

In fact, when we give our opinion in public, our minds will do everything to support us in our thinking and find all the arguments that go in that direction. This is called confirmation bias.

And usually, when your customers give you their attention and leave you a review (let’s say positive), that review is like a start that will only get stronger over time.

Obviously it works almost the same way, your haters will hate you more and more too.

But don’t forget to design your videos to invite people to talk about you openly.

People who talk about you well are more likely to become your next customers.

Oh and also… making customer review videos contributes, in a certain way, to increasing the commitment of your customers, which bears witness to your favour.

If they assume that they openly praise you, it will enhance their thinking and reinforce their idea that you are the best among the best.

6. Creating urgency with rarity

What is rare is often precious. Thus often, desirable. You know him well.

But you can make your product or service more desirable by creating urgency around your offer.

The fear of missing out on a good opportunity is very unpleasant (fear of missing out, or FOMO). Rarity can make a lot of common things interesting.

We see this most of the time in video ads.

“Offer is reserved for loyal customers, within the limits of available stock”; Offer valid for 24 hours only. “Prices will double next week”; The product will no longer be available for sale [telle date]”; etc.

All of these alerts are in frequent use, because they work so well.

So don’t forget to give a specific action to take at the end of your advertising videos, but if you can do it with great enthusiasm, it will make your offer more rare in the eyes of your customers, and therefore even more desirable.


Everything said here is only valid if you are addressing the right people.

Gary Halpert (perhaps the best mail-order seller) often asked his students, if they had a french fries stand, what advantage they would like to have (if they only had to pick one), hoping to gain the upper hand over their competitors.

Some called for the flashy banner, others bet on local and organic produce, and still others on food packaging.

Often far from the benefit Gary Halpert wanted, a hungry crowd.

No need for a nice sign, nor to put a lot of effort into packing french fries, nor to have organic fries, if you have a hungry crowd in front of you.

Knowing the people you are talking to should be your main obsession. If you haven’t already established it, you need to determine who your ideal customer is, or your personality (the principle is the same) to find the “hungry audience”.

If you know your customers’ needs perfectly, using the Six Principles to Influence in your video communication should make your offerings irresistible.

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