Luxury products, the very words, denote the best that money can buy. People who buy luxury products usually belong to the highest echelons of society, have immense global exposure and refined tastes.
Getting a video marketing strategy that’s just right for this sort of an audience can be challenging since they’ve all ‘been there and done that’. It becomes essential to get your luxury brand’s videos right in terms of messaging as well as look and feel at the outset…especially given the fact that there are no second chances with discerning audiences like yours!
Here are 6 tips that will help you create impactful video explainers for your luxury brand:
1. Nail the content
The information or content needs to be on point. Don’t add any unnecessary frills unless you have a good reason to do so. Make sure that your offering is showcased tastefully when it comes to the look and feel of your video. Subtly show that your brand is meant only for a select few. Create a feeling of exclusivity. Think through every single frame of your video, make sure it’s relevant and appealing and also presents your brand in the best light.
2. Less is more
In most cases, when it comes to luxury, less is more. But it all depends on how your brand is positioned. For example, Versace, is known to be over the top but is still one of the most sought-after brands. But that’s more of an exception than a rule. Before you go the Versace way, for your videos, it’s a good idea to begin with a classy, minimalistic approach in terms of the visuals, language, tone as well as music. Try adding negative spaces within frames to make them appear spacious, use calm, soothing music, and simple yet elegant fonts. Experiment with simple color palettes and appealing aesthetic patterns to help create a touch of refinement for your luxury brand.
3. Create a luxury experience
People pay for luxury products because luxury products make them feel a certain way. Luxury buyers are paying for the experience of owning a luxury product rather than just owning the product itself. Videos are a great way to give your audience an experience that they will love. Use your video content to evoke feelings of pleasure, comfort, exclusivity or royalty. Try to engage all the 5 senses in your video.
For example, you can show the flow of molten chocolate, the creaminess of an ice-cream, the ticking of a handcrafted watch and the rich smell of organic coffee beans to engage all the senses. Show what luxury looks and feels like. Make sure your product is at the center of this experience.
4. Deliver a cinematic message
Your videos should evoke a sense of grandeur. Beautiful sets or locations, appealing models, the right lighting, sweeping, panoramic shots can all give your luxury product a larger than life feel. Remember that you can as easily do all of this using animation or stock footage as well. Your animated video for example, can be set in a fantastic world with appealing characters and sweeping camera movements.
5. Reach your audience where they are likely to be
Luxury consumers are usually passive internet users. They aren’t likely to watch ads on digital channels. So think about creating your videos for large screen formats as well. Below are some channels that you can tap:
- Movie theater screens
- Big screen TVs
- Large working monitors
- Digital hoardings
Make sure your luxury brand’s video can be adapted to different screen sizes and technical specifications.
6. Focus on eco-friendly and sustainability attributes
Environment-friendly products are likely to appeal to luxury consumers. A video that shows the focus on ethical production practices, recyclability of raw materials and saving precious resources are likely to strike a chord with your audience. Planet-friendly initiatives are a strong sell with regards to luxury products and consumers are willing to pay for a product that is sustainably produced.
Creating videos for luxury products requires a special approach and it becomes vital to partner with a video agency that understands luxury marketing.
Ripple Animation is the best explainer video marketing agency in Delhi, Mumbai, Pune and Bangalore. We specialize in stock footage videos, animated videos, and live production videos that best provide the premium experience that a luxury brand needs to connect with its customers. Contact us to get the best possible explainer video for your luxury brand!