Wellness brands tap into a self-improvement lifestyle, empowering people to strive to be their best. What used to be only a cyclical trend (think New Year's Resolutions and vacation or wedding season) is now a desire to build sustainable practices into our everyday lives. Wellness brands need to know the best type of marketing to help them rise above the fray and stand out as a knowledgeable source of healthy lifestyle information.
The best media to conduct marketing for wellness brands include video and OTT. Since many fitness enthusiasts and followers of health and wellness brands are looking to improve their physique in some way, video is critical for presenting instructions, techniques, results, and more.
In this post, we'll show you how to use video and OTT to spread awareness of all that your health and wellness brand has to offer.
Video & OTT Marketing for Wellness Brands
Digital marketing has given even fledgling businesses a way to reach a wider audience. By leveraging video and OTT, wellness brands have a lucrative option for spreading brand awareness and increasing ad personalization. Online video is ideal for in-depth marketing, while OTT helps spread broader awareness.
Let's look at how brands can use video & OTT for their wellness marketing.
Personalize Ads to Specific Customer Groups
Wellness is a highly personal journey. Video lets you showcase highly specific journeys people can relate to. For instance, teenagers' skincare needs are vastly different from those of adults. While many products may apply to each group, their end goal differs. A teenager may respond better to an acid or retinol serum specifying acne treatment, whereas an adult would use the same product to reduce pores, lines, or sunspots.
The same can be true for the nutritional needs of different genders or age groups. Knowing who you are talking to and their specific needs is how you can make relevant and engaging content.
Use Analytics to Target Specific Customers
Analytics and online customer info let you target your customers with high precision, letting you lean into this personalization more by sending ads. OTT is beneficial here. For instance, it can use viewing history and preferences to help you target their interests, such as serving up ads for clean eating recipes and instruction to people who watch healthy cooking shows.
Highlight Testimonials to Share Relatable Perspectives
Let real customers share their stories through quick videos online or on social media to let them speak for you about their positive experiences. Consumers want to know if your products or services are worth their time and money. These types of videos offer "social proof" that the claims you make about your products or services are validated by your users and help drive sales and awareness.
Inform and Guide People
So many entities have different opinions on how to achieve wellness. When marketing for wellness brands, video lets your brand find its niche to stand out with your core audience. Some of the most effective are:
- How-to videos - Many people look to online how-to videos for new workouts, such as pilates, yoga, HIIT, and more. It offers a convenient alternative to having a personal trainer in their home to guide them without having to join a gym or leave the house.
- Educational videos - Teaching your customers how to apply a product correctly can make using them easier and improve the customer's results. While your product may be revolutionary, using it wrong could lead to user dissatisfaction and poor reviews.
- Instructional videos - These types of videos are particularly useful for explaining new concepts. For instance, a nutritionist could make it easier to understand why certain foods help maintain a healthy weight or prevent illness.
Create Quality Videos
Not all videos need to be professionally done, but they must still look good, or people will ignore them. Creating quality videos yourself is easier than you may think. All it takes is a little planning.
Adequate lighting is vital, but the type of lighting is even more critical. If the lighting is too harsh, there will be distracting shadows, but if it’s too dim, the video will look homemade and unprofessional. You'll also want a neutral and uncluttered backdrop without mirrors or windows that could create distracting reflections. Sound is another critical element that can make or break your video, so invest in a good microphone and try to avoid filming where external noises are prominent.
Finally, you'll rarely ever have a perfect video without editing. Good editing software lets you easily remove an unexpected sneeze, your doorbell ringing, a baby crying, or other interruptions. That way, you can make an "okay" video into an exceptional one.
Spread Brand Awareness with a Trusted Partner
Don't leave your success to chance. McClatchy has the expertise to help you reach your goals. We are here for all your needs, from assisting you with inspiration to collaborating on the best way to execute your vision.
If you are ready to take your marketing for wellness brands to the next level, contact us today to get started.
