Audiovisual communication is essential for any company looking to better connect with its audience. Using videos, podcasts, or webinars not only helps you convey your messages but also reinforces your brand identity and improves engagement with both current and potential customers. Everything you project in your content speaks to who you are as a company, providing a great opportunity to increase visibility.
The best part is that you don’t need to spend a fortune on complex productions. What’s most important is understanding your audience and making the most of the resources you have. With a creative, well-planned approach, you can create an effective audiovisual strategy that is easy to execute and, at the same time, powerful.
The importance of an audiovisual strategy
In recent years, the way we create and consume audiovisual content has completely changed. From the arrival of the Internet to the evolution of smartphones and advances like artificial intelligence and augmented reality, everything has transformed the way we interact with content. But the true turning point was the COVID-19 pandemic, which forced companies to adapt to the digital world, where audiovisual content became essential for connecting with their audience.
Social media became the main stage for companies to boost their presence, and according to HubSpot, 4 out of the 6 most-used channels for consuming audiovisual content are on social platforms. Today, audiovisual communication is not optional—it’s essential. Without a solid strategy, it’s difficult for your message to stand out and create that authentic connection with your audience.
Parameters for creating a strong audiovisual strategy
First, it’s important to recognize that not everyone will be interested in what your company has to say. That’s why it’s crucial to know your target audience. In simple terms, this is who you’ll be speaking to. If you can identify the audience that truly resonates with your message, values, and company mission, you will be able to connect in a more authentic and direct way. And when you achieve that connection, the impact of your communication grows considerably.
The type of content and the narrative you use are also key, as they will shape how your message is received and how much it resonates with people. A well-crafted narrative doesn’t just grab attention—it touches emotional chords, making your audience feel closer and more interested in what you offer. Additionally, if you choose the right type of content, you will be able to convey your company’s values and purpose in a way that is clear and aligned with what your audience expects.
Now that you know the basics, let’s dive into some specific points to help you start applying all this to your company’s audiovisual strategy.
How to classify your target business audience
- Demographics: Age, gender, income. These details are crucial to understanding who you’re addressing. Is your audience young, middle-aged, or older? Is it primarily male, female, or a mix? It’s also important to know their income level and education because this affects how they perceive and consume your content.
- Customer life cycle: Are they single, married, divorced, or retired? Are they university students? Understanding their life stage helps tailor your message.
- Geography: While it may seem obvious, it’s worth mentioning: the more personalized your content, the better. Speaking to a Latin American audience is different than addressing a European one. Each region has its unique characteristics, and taking them into account will help you connect more effectively.
- Habits: Analyze how they consume your content. How often do they engage? What are the key moments or seasons when they are most active? Are they new clients, frequent customers, or brand ambassadors? Understanding this will help you adjust your communication according to the level of relationship they already have with you.
- Hobbies: Discover what motivates them. What are their favorite pastimes, sports, or activities? These details allow you to find common ground with your audience, helping you empathize and connect better with them.
- Social media usage: Segment your audience according to the media they consume most. Are they more into TV, social media, podcasts, or blogs? This will show you the best way to reach them effectively.
These details help you segment better and adapt your message to these characteristics, allowing you not only to personalize your communication but also to define your company’s personality and tone, ensuring a more authentic connection with each group.
What does your audience need?
Dedicating a specific section to this point is crucial, because the clearer your target is, the better your focus and, consequently, the results. Defining who your audience is directly ties into your company’s objectives. These goals should be clear from the outset, as they act like a compass: they guide you and help ensure that all communication efforts are directed at the right audience.
There are several ways to understand what your audience needs. You can conduct surveys or interviews with your current or prospective customers. It’s also useful to review comments on social media, forums, or any platform where your audience engages. That’s where you can identify patterns, such as recurring problems or desires. Remember, this information is pure gold.
Identifying your audience’s pain points is crucial from the first interaction to the moment of purchase. This is where you need to determine where your company can offer a real solution. Then, ensure that your value proposition is well-aligned with these needs. The idea is to make it crystal clear how your company will solve those problems that keep your customers up at night.
Finally, but no less importantly, it’s vital to continuously monitor these needs. Things change, trends evolve, and so does your audience. If you have an active feedback system, you can adjust your strategy based on what your customers are saying. This also keeps you up to date with new market trends and changing expectations. Don’t lose sight of that connection!
3 Key narratives for business communication
- Emotional narrative: This is one of the most powerful because it’s about connecting with your audience on an emotional level. Use stories that touch on universal themes like overcoming challenges, hope, or community. Often, it’s based on personal experiences or testimonials that really resonate with your listeners.
How to implement it: Don’t limit yourself to just selling a solution; sell a transformation. Instead of focusing solely on the product or service, show how it can bring about significant changes in people’s lives or in the business world. - Educational narrative: This narrative is great because it provides useful, informative content related to your sector or the use of your products and services. It can include tutorials, webinars, and guides that teach your audience about topics they are interested in and are relevant to them.
How to implement it: Host webinars with industry influencers who can share valuable knowledge. This not only educates your audience but also generates high engagement by allowing them to interact directly with experts. - Trends and opinion narrative: This narrative focuses on what’s happening in the present and the latest trends in your sector. It’s also useful for sharing opinions and analyses on relevant industry issues. It’s an excellent way to demonstrate your expertise and authority in what you’re communicating.
How to implement it: Create content that offers insights into the latest trends. Compare the pros and cons of different approaches, products, or market movements. This can include articles, opinion videos, or podcasts that keep your audience up to date and in tune with industry trends.
Choosing the right narrative and staying true to it will allow you to tell your audience who you really are. This way, your company will develop a distinctive personality that is always present in every communication. Maintaining a consistent tone across all interactions ensures that your message resonates consistently and authentically.
3H Content for your audiovisual strategy
Hero Content:
- This type of content is the main event. It’s impactful, high-value, and typically has more polished production.
- Its mission is to make your brand stand out on a large scale, attracting new viewers or potential customers.
- It’s ideal for special occasions like product launches, new features, or major collaborations. It’s like the spotlight moment that draws everyone’s attention to you.
Hub Content:
- Hub content is your constant companion. It’s organized regularly and designed to provide valuable information based on your audience’s interests and needs.
- The idea is to keep your existing audience engaged with the brand, providing continuous value.
- Think video tutorials, webinars, expert interviews, or product updates. It’s the content that keeps the conversation alive and flowing.
Help Content:
- Lastly, help content is a key resource when your audience has questions or problems.
- This type of content helps solve specific issues and attracts people looking for solutions or specific information. It’s like having an assistant always there to lend a hand when you need it.
We encourage you to bring this type of content to life in your company’s communications. Try it in different contexts, and you’ll see how it makes a difference. With a touch of creativity, a clear message aligned with your goals, your 3H content will surely be a success and win over your audience.
The power of storytelling: beyond narratives and content
A good story can hook you immediately, and that’s exactly what storytelling can do for your company. Instead of simply presenting facts or features, a well-told story creates a deep emotional connection with your audience. Imagine browsing the internet and coming across content that not only informs but also touches your heart. That’s storytelling in action—making your brand feel authentic and relatable.
The trick with storytelling is that it’s not just about telling any story. It’s about doing it in a way that your audience sees themselves in it. If you can make your customers feel like you understand their challenges and celebrate their successes, you’ve created a real connection. So, next time you think about your content strategy, remember: a good story might be exactly what your audience needs to say, “This is exactly what I was looking for!”
With your content and storytelling defined, it’s time to execute your strategy
Once your objectives are clear, as well as your target audience and the storytelling you’ll use, the best thing is to carefully plan your content and decide on the platforms where you’ll share it.
When planning, always keep in mind the three key steps: pre-production, production, and post-production. This planning is where everything gets organized, and if you align it with the objectives you set from the start, your content will have a clear and direct focus.
Don’t forget to analyze the results
After distributing your content, it’s important to analyze how it was received. Assess whether it’s truly meeting the goal you set at the beginning. Review key metrics like views, likes, comments, shares, and the leads generated to measure your strategy’s performance.
Based on that analysis, it’s a good idea to have a meeting with your team to see what can be optimized. With that data in hand, you can adjust the strategy so that it works better each time and continues to connect with your audience.
Success stories in audiovisual strategies
We know that theory is great, but practice is a whole different story. That’s why we’re going to dive into some interesting case studies to show you how to apply a complete audiovisual strategy. These examples not only incorporate all the parameters we’ve discussed but could also provide fresh and inspiring ideas for your own strategy. Let’s take a look!
What we’re about to see is a comparison between two giants of the digital world: Nubank, the world’s largest digital bank, which is Latin American, and Revolut, another European digital bank. Both have clear and well-defined strategies, and it’s worth analyzing them to understand what they’re doing right.
Let’s take a closer look at Nubank and its ‘little purple one’
Nubank’s audiovisual strategy is very well thought out. It emotionally connects with the audience because it’s very approachable and transparent. All their communication clearly addresses the problem they solve: banking without bureaucracy and without leaving home. From emails to social media posts, the brand communicates its mission: allowing people to manage their financial life from their mobile phones, without paperwork or queues.
The founder, David Vélez, often appears in Nubank’s communications, making the company more human and accessible. Unlike traditional banks, where the owner is unknown, Vélez is the visible face. Additionally, Nubank excels not only online but also at events. Vélez said something at one of these events that perfectly reflects their philosophy: “People don’t buy products anymore; they buy principles and goals.”
In terms of aesthetics, Nubank nailed it with the color purple. They call their card “the little purple one,” which helps people associate that color with the brand. This strategy of simple and relatable names helps customers identify more closely with the company. Finally, Nubank seeks to maximize interaction with its audience. They bring in experts from different fields, like musicians and athletes, and relate them to financial topics. They also involve their employees to communicate the company’s values. All of this shows a clear and well-executed audiovisual strategy.
How does this relate to what we’ve seen earlier?
Since its foundation, Nubank’s narrative is emotional, seeking to offer financial freedom through technology, eliminating unnecessary barriers. Its storytelling revolves around real people who have simplified their lives thanks to “the little purple one.” Nubank isn’t just selling a product; they’re selling the idea of empowering their customers, giving them total control over their finances from their phone, without complicated procedures or endless waiting.
Nubank’s target audience is young, tech-savvy, and dynamic people who seek quick and efficient financial solutions. We’re talking about millennials and Gen Z, who value transparency, simplicity, and accessibility. These generations aren’t looking for a traditional bank but rather a brand that aligns with their values and digital lifestyle. Nubank has understood this perfectly and has positioned itself as a modern and disruptive brand, capable of breaking away from classic banking molds.
As for their 3H content strategy, Nubank uses Hero content for major launches and high-impact campaigns, like announcing new products or events featuring its founder, David Vélez. Their Hub content is consistent, with social media posts that include stories, webinars, and interviews with experts that provide value to their community. And Help content focuses on guiding users through tutorials, educational videos, and answers to common questions, ensuring they always have the tools they need to use Nubank’s products effectively. With this structure, Nubank ensures that its communication is clear, engaging, and always connected to its audience’s needs.
Revolut and how it impacts its audience
Revolut, though born in London, has successfully expanded across Europe thanks to its fresh and tech-driven approach. Its big hook is solving the complex currency exchange issues that traditional banks make so difficult. Its image is youthful, modern, and always very techy, with dark, futuristic colors that reinforce that vibe. Unlike Nubank, the founder doesn’t appear in their communications. Instead, they prefer to work with influencers to reach their audience.
A great example of this was their collaboration with Ibai Llanos, one of Spain’s most famous influencers. During “La Velada del Año,” an amateur boxing event between streamers and celebrities, Revolut made the most of the occasion. In the middle of the event, Ibai asked for a burger but didn’t have a way to pay for it. What did they do? They organized an epic moment where someone flew in with his Revolut card. It was a striking, viral moment, showing how Revolut integrates into key moments of entertainment and lifestyle.
Additionally, Revolut seeks to connect even more with its audience by offering customizable products. Their debit and credit cards come in bold colors, allowing users to choose the one that best suits their style. This personalization reinforces their message: that you can enjoy a modern, hassle-free financial life while still being yourself.
On the other hand, Revolut also wants to help its customers break free from traditional financial limitations but in a different way. Their motto is to help people get more out of their money by offering tools for stock, cryptocurrency, and commodities investments, always under the customer’s own risk. This approach also shows their focus on offering more value and control to their users, adapting to their modern needs.
How does this relate to what we’ve seen earlier?
Revolut targets a young, tech-savvy, and modern audience looking for flexibility and efficiency in managing their money. Their users are typically people who value technology and want a financial solution that fits their digital lifestyle. On the other hand, their storytelling focuses on empowering users to manage their money more intelligently, freely, and personally, such as through investments in crypto and stocks, with a touch of personalization and without complications.
Revolut’s narrative can be classified as a trend and opinion narrative. This type of narrative focuses on positioning Revolut as a brand at the forefront of financial technology and emerging trends. Instead of simply offering banking services, they present their products and services as modern, revolutionary tools that meet the evolving needs of consumers in a digital world.
Regarding their 3H content, Revolut creates impactful moments with Hero content through collaborations like the one with Ibai Llanos at “La Velada del Año,” where they made a flashy appearance with their flying card, showing that they are an innovative, futuristic brand, generating a lot of buzz. Their Hub content includes regularly published educational and useful content, such as guides on investments and tutorials on using their products. They also offer practical and accessible resources to answer common questions, such as FAQs and tutorials on how to use their features, which serves as their Help content.
What can we conclude from all this?
In a world where digital content rules, having an audiovisual strategy is not just a “plus,” it’s practically a “must” for your company to connect and stand out. It’s no longer just about selling products but about telling stories that connect with your audience on a deeper level.
Additionally, we’ve learned that narratives and storytelling are powerful tools that can transform how your customers perceive you. You’re not just selling something; you’re showing them how you can be part of their story, how your product or service can improve their life.
In the end, it all comes down to this: a good audiovisual strategy not only strengthens your brand identity but also helps you stand out in a competitive market, truly connect with people, and turn your message into something memorable. So, let’s get to work! There are plenty of stories waiting to be told, and your company has a lot to say.
If you’re already aware of the importance of a good audiovisual strategy, don’t let your company fall behind. Start today by creating content that truly connects with your audience and strengthens your brand communication in an authentic way.
If you want more information about this topic, you can download our free ebook “Audiovisual communication for business: an overview”.
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