Marketers are more convinced than ever about video's success in achieving various marketing goals. After all, it is on every social media platform and marketing channel, provides higher engagement than a static post, and allows customers to retain more information. With more marketers wanting to invest in video marketing this year, one of their strategies may be to build awareness and loyalty.

Many businesses use video marketing to promote their brand and hundreds are succeeding. To capture the attention of online users, creating awareness around your brand and building loyalty is key to long-term success. What video marketing goals should you set to help customers get to know you and stay with your brand? First, it is essential to understand why you need to establish your objectives.

Why Do You Need Video Marketing Goals?

Video marketing goals are essential for several reasons, especially if you aim to enhance awareness and loyalty. Firstly, these aims provide direction — when setting them, you must create a plan to achieve them. This strategy approaches the type of content you should make so it is more relatable to your audience.

Secondly, specific goals allow for measurable outcomes, such as tracking progress and understanding the impact of your video content. For instance, you can tell whether your videos get enough engagement or increase website traffic. If your content could use adjustment, you can use the data to refine or improve your strategies.

Lastly, goals help in resource optimization. By knowing what you aim to achieve, you can allocate time, budget, and effort to make the most out of your videos and increase your return on investment.

What Is the Importance of Brand Awareness and Loyalty?

Brand awareness and loyalty are important for a few key reasons. Consumers increasingly prioritize shared values in their brand relationships, with one survey finding 29% of U.S. adults established an emotional connection with businesses that aligned with their desires. When consumers get to know a brand more, they are more likely to establish a bond with it, ensuring loyalty and keeping them returning for more of what it offers.

Brand awareness and loyalty also have greater influences on consumer spending habits. When a company increases its awareness, consumers have higher recall and recognition when purchasing because they often associate brands with positive experiences.

For instance, if you publish a highly relatable video — whether through humor or being informative — consumers are more likely to explore. They may see the value you provide in a product when this occurs, which a brand name adds to, making them willing to pay more for your products.

Video Marketing Goals to Increase Brand Awareness and Loyalty

To increase brand awareness and loyalty through video marketing, set the following goals for success.

1. Increasing Video Engagement

Video engagement is essential for increasing brand awareness and loyalty because the higher the engagement rate, the more visible your content becomes. Higher interaction on social media platforms and marketing channels like YouTube (News - Alert) push a video into more feeds. With more likes, shares and comments, the platforms’ algorithms see this content as popular. The content then ranks at the top of users’ feeds, increasing its reach for more engagement.

This visibility introduces a brand to a wider audience, making it the first step towards building brand awareness. In turn, more people become aware of the brand and start to build familiarity with it, becoming the first step toward loyalty. Engagement also implies the content resonates with viewers, stimulating an emotional connection.

Increasing engagement can involve several strategies, but high-quality content is one of the top ways to achieve this. Good lighting greatly enhances visual appeal and professionalism — natural light is ideal, but you can use soft artificial lighting to create a pleasant viewing experience. The content must also be relatable, so verify you understand your audience to create content that speaks directly to their needs.

2. Improve Search Engine Ranking

Another key video marketing goal to have is improving search engine rankings. This objective is crucial for increasing brand awareness and loyalty because it ensures more people discover your brand. Additionally, people often perceive high-ranking videos as more credible — they may see your brand as an authority figure on a topic, establishing you as a leader in your industry.

Once users find your content through search engines and engage with it, they are more likely to return for more information or entertainment. Repeated engagement fosters more trust — a key factor in developing loyal relationships.

One strategy to improve your search engine ranking is using relevant keywords — terms people use to discover content. Be sure to research your target audience to find out what they are searching for and incorporate it naturally into your video description. Additionally, you should place the keywords in the video’s title and tags.

3. Fill Market Gaps to Stand Out

Standing out is a strategic video marketing goal that can bolster your brand’s presence. There will always be another brand that has established its place in the market before you. You will also have competitors with louder voices and higher engagement.

As a small business, creating videos can be a great way to make your brand unique, since it captures an audience's attention and differentiates your brand from competitors. It is an easy way to fill a market gap if similar brands use marketing tactics other than video. With the use of this content, you make your brand more memorable, making it more likely to retain a loyal audience.

When using video to stand out, consider observing what your competitors are doing. Identify any gaps in their strategy to find opportunities for content that fills a need. You will be more likely to increase brand awareness from there, as 51% of people share videos more than any other content. It is important that you use feedback to understand your audience better — that way, you guide your content creation and ensure it constantly aligns with viewer interests.

Increase Brand Awareness and Loyalty by Fulfilling Your Video Marketing Goals

Setting clear video marketing goals is essential for enhancing brand awareness and fostering loyalty. By focusing on the key objectives, you can make your brand stand out and attract potential followers. However, making impactful video content requires continuous innovation, so stay creative, listen to your audience, and keep refining your approach. Your patience and persistence will create a path to success.