More than ever before, we possess the ability to get anything we need at the touch of a button. For marketers, this latest trend in human behavior could make or break their efforts. Undeniably, when it comes to marketing, content is king. However, the mode of presentation is what matters.
Decreasing attention spans means that people are less likely to read through entire articles to get your message. So, what can you do to pass the message across?
Welcome video. Video is ideal for customers since it is easier to consume, and a lot of content can be squeezed into a few minutes of video. What’s more, statistics indicate that more and more consumers are opting for video content. For example, up to 85 percent of all internet users in the United States watch online video regularly. Additionally, 54 percent of consumers say that they would want to see more video content from a brand they support.
This article is a guide to video marketing, and all you need to know about it.
What is Video Marketing?
This is a marketing tactic that involves the use of video to promote and market and services, to increase user engagement in digital and social channels. Video marketing also offers you a platform to educate your target audience and customers, in addition to allowing you to reach a new audience on the video hosting platform.
Benefits of Video Marketing
As mentioned earlier, over 50 percent of consumers want to see videos from brands – more than any other form of content.
What’s more, research shows that using video on your landing pages can increase your conversion rates by more than 80 percent. Additionally, merely mentioning ‘video’ in your email subject increases the chances of that email being opened by 19 percent. Also, 90 percent of consumers say that videos have influenced their purchasing decisions.
Types of Marketing Videos
Before you embark on creating videos for your marketing needs, it is necessary that you determine the kind of marketing video that will serve your needs best. The following are some of the options at your disposal.
These are videos that showcase how a product works. This is useful for getting a consumer interested in the product. For example, a demo video about your new software is not only beneficial for those interested in such products, but also for showing someone who merely had a passive interest how it can be valuable to them.
These are usually part of a bigger advertising campaign, and their goal is to showcase a company’s vision, mission, ideals and products. As such, brand videos are essentially public relations campaigns that aim to wow and attract target audiences.
These are highlight reels of events that the company is involved in such as fundraisers, conferences and so forth. An event video allows your consumers to connect more with your brand since it gives them a first-person point of view of the faces behind the brand in action.
In order to get consumers invested in your products, you must first get them to trust your offerings. Trust, on the other hand, is built by showing your credibility. Interviewing experts within your niche is one of the best ways of building that credibility, and that’s what expert videos are all about.
You can also use video to teach or educate your audience about something new. You can also impart on them foundational knowledge that allows them to understand your solutions. These videos can be especially vital tools for your sales and services teams as they interact with your customers.
This is a type of video that helps your target audience understand why they need what you’re offering. A common theme among explainer videos is creating a fictional buyer who has a certain problem, and they solved it by purchasing your solution.
These are usually used for concepts that are hard to grasp, thus needing strong visuals to explain the product.
Case Study and Testimonial Videos.
Consumers want assurance that your product works! There’s no better way of proving this than having a video featuring a satisfied customer.
These videos allow your viewers a behind-the-scenes look at what goes in the company. Research shows that people spend up to 8 times as long in live videos than in other forms of video marketing.
Augmented Reality Videos
In augmented reality videos, a digital layer is added to what you are recording. For instance, you can film an empty room, and augmented reality places a digital couch in the recording. This allows the consumer to imagine how something would look in their own space.
All these types of videos can be incredibly useful in your marketing campaigns. The one you go for will depend on your specific needs. However, you don’t have to stick to one; combinations work better.
Measuring Video Performance
Are your video marketing efforts working? It is important to know whether you are getting your returns on investment. It allows you to define and measure your success so that you can set your goals accordingly.
Nonetheless, the number of views you get on a video does not necessarily tell the whole story. You will need to evaluate other metrics as well to see whether your efforts are bearing fruits. They include:
This is perhaps the most important parameter as it indicates the number of time your video has been viewed. As such, it shows your reach. Thus, if your goal is to increase your brand’s awareness, view count is an important metric to keep track of.
This is a percentage of the number of people who played your video out of all the impressionist received. This metric serves to help you determine how appealing or relevant a video is to your target audience. If numerous people see your video, but only a few play it, it means that you should consider optimizing your content.
People will generally share content on social media that they deem to be valuable. As such, the number of times your video is shared is a good indication of its value and relevance. Similarly, the number of comments as well as what is said in them gives you a good idea of how your audience feels about your content.
The reason we said view count doesn’t tell the whole story is because it does not account for those that did not see the video to its entirety. If a significant number of users are getting off the video before it is complete, it means that there are elements you have to work on.
Click-Through Rate (CTR)
This refers to the number of times people respond to your call-to-action (CTA) and take the action you desire of them. As such, CTR is a good indicator of how effective the video was at encouraging users to take the desired action. A low CTR means that you need to work on your call-to-action.
This refers to the number of people who click to view the video but barely spend any time on it. A high bounce rate, therefore, means that your video has some fundamental flaws that need to be worked on.
Video Marketing Tips
There are some things that you could do to enhance the effectiveness of your video marketing campaigns. They include:
A lot of issues could affect your ability to convey your message effectively to your target audience. These range from accents to microphone issues. Subtitles ensure that a visitor doesn’t mishear what the video is saying.
The aim of your video, after all, is to get some sort of engagement from the viewer. This could be as simple as leaving a comment and ‘like’ on the video or to follow through a link that you have provided in the description.
No one likes boring stuff. No matter how valuable your content is, you need to find ways to express it in a fun but informative manner.
Schedule Your Content
You need to upload your videos consistently in order to remain relevant. As such, you will need to create a schedule for that purpose.
Apart from the title, your thumbnail is the second most important element when it comes to attracting viewers. Therefore, choose thumbnails that are likely to generate interest.
Video Marketing Trends
As more and more businesses adopt video as a form of marketing, certain trends are starting to surface. Evaluate them to see which can suit you best. They include:
Extra-Short Video Ads
Most people on YouTube usually can’t wait to click ‘Skip Ad’ so they can proceed to what they wanted to view. As a result, super-short ads that can pass their message within that period are becoming more popular.
Increased Instagram and Facebook Video Ads
A recent report by the Social Media Examiner revealed that majority of brands are planning to increase their Instagram and Facebook video ads. It’s not hard to see why. Facebook has nearly 2.3 billion daily active users while Instagram has almost a billion daily active users; all with decreasing attention spans.
SEO isn’t just limited to written content. Videos that are optimized for SEO also rank highly when the associated keywords are searched. As such, more and more marketers are incorporating SEO into their video marketing strategies.
With almost everyone working to get their webpages ranking highly on search results, video marketing offers businesses an alternative way of reaching their target audience. Video allows you to be more creative in your content offering, thus giving you the chance to build deeper relations with your customers since they can see who they are buying from.
Because of these and other recent trends in video marketing, any brand looking to broaden its outreach should be willing to consider video.