Video Marketing Strategy
Social media platforms have offered a new space for companies to promote their products or services to their target audience.
Video marketing is a potent digital marketing tool popular among businesses trying to increase their customer base. Experts believe that videos are more effective than any other form of content; that’s why many brands are shifting their focus to developing content-rich and enthralling videos to promote their products or services.
Similarly, social media applications like Instagram, YouTube, Facebook, and others have also integrated short-form content into their algorithms, helping brands proliferate to their target audience.
Therefore, brands looking to increase their customer base can opt for video marketing as their promotional strategy.
If a photo’s worth a thousand words, then how much more valuable is video? That’s the basis of video marketing, a forward-facing marketing strategy that integrates engaging video into your marketing campaigns.
Video marketing can be used for everything from building customer rapport, to promoting your brand, services or products. Additionally, video marketing can serve as a medium to present how-to’s, promote customer testimonials, live-stream events and deliver viral (entertaining) content.
What is video content marketing?
Video content marketing, often known as video marketing, is a subgenre of content marketing that entails generating, producing, and sharing video content. That delivers relevant information to your audience in order to pique their interest in your company’s products or services. This type of digital marketing seeks to provide value to content consumers while also converting them into potential buyers.
Customer testimonial films and explainer videos, for example, are developed to entice future consumers. Prospects watch the videos and gain trust in your business as they consume your material on a regular basis.
Once you have people hooked on your content and provide them significant value, it becomes much simpler to convert them into potential buyers.
Why video marketing is important for marketers
Imagine the value of a video, if a picture is worth a thousand words – one of countless reasons to employ video marketing for your business.
Videos elicit strong feelings. When you make a video, you have complete influence over how your viewers feel. The emotional connection that viewers forms with the film makes a lasting impression, helping your business to make a favorable impression as well. An effective video marketing campaign may convert viewers into regular content consumers, which is also your primary aim – attracting people to return to your material.
Video editing software makes it much easier to create a finished video.
Video marketing also presents your brand to people who aren’t necessarily seeking to buy anything right now. As new clients become acquainted with your company through content marketing, they learn to regard you as a trustworthy source of information and turn to you for answers. As brand recognition develops, so does the quantity of clients in your purchasing pipeline, which aids in lead creation.
Finally, videos aid in SEO and improve search engine engagement. Because videos are highly consumable, search engines have begun to prioritize them. Videos not only improve your search ranking, but they also raise click-through rates (CTRs) and conversion rates, create backlinks, and lower bounce rates.
You’re putting yourself at a disadvantage if you’re not employing video marketing. For years, video has been going toward content marketing, and it currently dominates this area.
It is critical not to lag behind in your marketing strategy by clinging to outdated methods. Video marketing is the way of the future (and the present too).
Video Marketing Strategy
Including video in your content marketing strategy may appear difficult at first, but it is simply a learning curve. People desire genuine and honest material, and as a result, the ease of making films has increased dramatically. It may be as easy as taking your phone from your back pocket and video yourself packaging an order.
As a result, organizations must focus on a video marketing strategy in order to grow their content marketing operations.
Planning is the first step in creating video content. To build the groundwork for your video marketing approach, ask these five questions.
Why are you creating videos?
The first step in creating a video marketing strategy is to ask yourself why you’re shooting a video in the first place. If the sole reason you’re making a video is because “everyone else is,” it’s time to go deeper. There has to be a reason for it.
Some reasons why you may want to create a video:
You’re a small business and want to show your audience the face behind your brand.
Your business impacts a community that is important to your consumers, and you want to show them how your business helps create change.
Your new product is an innovation, and you need to show people how to use it.
You can bring informational value to your consumers in a way that is related to your business.
The reason you’re creating a video helps you decide who you’re targeting with the video.
Who is your video for?
It is critical for any video marketing plan to keep your target audience in mind. Videos elicit emotion and establish a connection between your company and the consumer, therefore it’s critical that you elicit the appropriate emotion and convey the appropriate narrative.
You should utilize your why to figure out who you are. The most essential step here is to match your objective to your target audience. As a result, using your buyer personas is always a smart idea.
Your target audience influences the content and plot of your film, as well as the type of video you create. It’s critical to determine if everyone or simply a subset of your personas will find value in your video content and tailor your strategy accordingly.
What types of video content are you creating?
Consider if you want to convey a tale, give insight or expertise, or illustrate a process when deciding what sort of material to generate.
Include the faces that make up your company in a film that tells a tale. You may vlog a day at work, interview your workers, or have customers provide heartfelt testimonials. A behind-the-scenes or meet the team film is another excellent way to tell your company’s narrative.
It is critical to select a video style that helps you to instruct while presenting knowledge in your video content. You may address frequently asked questions or demonstrate your results via case studies, instructive films, and documentary movies.
Finally, when showing, keep the focus on your product or service. To demonstrate how your product/service works, use tutorials, product demos, explainer videos, and how-to films. DIY films are a terrific way to show off your company while also delivering enjoyable, engaging material for your customers.
Consider the practicality of generating a high-quality video while selecting what material to generate. If you have a limited budget, choose something that can be shot in-house without the assistance of a production crew. If you have a higher budget, you may set up a video marketing section, employ a film team, or work with influencers to generate content. The concepts shown above are adaptable enough to fit any budget.
Remember to optimize your video material for Search Engine Optimization (SEO) to make it easily discoverable and shareable on social media. Don’t forget to include a title, description, tags, and annotations to your videos to make them crawler-friendly.
Your decision on what kind of content you’re going to create will help you decide where to share the video for the best results.
Where are you sharing the videos?
The location where you will distribute the films is critical in determining the final product’s appearance. TikTok, for example, would be a good pick for a short video that’s useful but largely for enjoyment, but YouTube might be your best bet for a long, instructive film.
When selecting an online video platform, consider the length and tone of the video. Here are some recommended video durations and formats for prominent video content sites.
Unverified YouTube accounts may upload videos that are up to 15 minutes long, whereas authentic YouTube channels can upload videos that are up to 12 hours long. Horizontal videos work best. Because the tone of YouTube videos vary, you may generate both amusing and official content.
Facebook’s videos may last up to 15 minutes. Videos in the horizontal, vertical, and square formats are all supported. The tone of Facebook videos can range from corporate to informal.
Instagram offers two video formats: IGTV and Reel. IGTV must be at least one minute long and can go up to an hour. Reels are limited to 15 seconds in length. Horizontal videos are best for IGTV, whereas vertical videos are better for Reels. The tone of IGTV videos is more relaxed, and Reels are more entertaining.
The length of LinkedIn videos can range from 3 seconds to 30 minutes. Videos in the horizontal, vertical, and square formats are all supported. LinkedIn’s videos would have a more official or professional tone.
TikTok’s videos can be up to 1 minute long. Vertical videos are best. TikTok’s videos tend to be fun, but can also be casually informative.
Twitter videos may be as lengthy as 2 minutes and 20 seconds. This platform accepts both horizontal and vertical videos. Twitter videos range in tone from lighthearted and informal to professional.
Websites allow you to determine the duration of your video; nevertheless, err on the short side. For example, films on a website’s landing page are likely to be more professional and reflect the brand’s personality.
Consider where the video will reach its target audience the most efficiently, as well as which platform allows you to develop a video that is relevant to the objective of production.
If your company decides to spend a lot of money on video marketing, you should think about paying to have your film distributed. The suggestions above are examples of how to upload your video material to your own social networks. You may, however, pay to have your videos shown as a video ad on several social media networks. This strategy has the extra benefit of reaching out to potential customers without them having to seek you out.
Did you know? Social networks also allow you to create live video content in real time. An example of this is Facebook Live.
When are you making the video and posting it?
Consistency is the key to video content marketing success. It’s critical to consider how frequently you’ll post and whether that’s a reasonable timetable for your company.
A content calendar may assist your team in staying organized and communicating video marketing campaign ideas. Use the techniques outlined above to generate video ideas for your calendar in order to regularly produce and plan video production.
Measuring the success of your video marketing strategy
Key performance indicators (KPIs) can help you measure the success of your video digital marketing strategy.
Importance measures to look out for:
Views: Total number of people who watched your video for a designated number of seconds (the designated number of seconds is dictated by the platform the video is on)
Impressions: Number of times your video was displayed on a user screen
View-through rate: the number of completed view on your video over the number of initial impressions
Watch time: The total amount of time viewers spent watching your video
Clicks: The number of times users have clicked on your video
Brand lift: The measurement of the impact of your video on consumer perceptions and behaviors, typically calculated through the use of a survey
Analyzing your KPIs might help you decide what type of video content to keep generating and adding to your content schedule.
Tip: If you publish your video to a social channel, reviewing your social media statistics is an excellent method to gauge the performance of your content marketing approach.
Video marketing statistics
The statistics below demonstrate why video should be at the top of your marketing plan to-do list from now on. The increase in the number of professionals employing video content marketing is expected to continue for good reason. Your company can benefit greatly from video marketing.
There has been a 46% increase in the number of businesses using video marketing.
The pandemic has influenced 77% of digital marketers to be more likely to use video marketing.
59% of marketers feel as though video marketing has been easier to create in-house.
87% of marketers feel that video content marketing provides a good return on investment (ROI).
84% of people say they have been persuaded to purchase a product or service after watching a brand’s video.
69% of marketers who do not currently use video marketing say they expect to do so within the next year.
93% of businesses gained new customers from a video they posted on social media.
Facebook was the number one social media platform to post videos on, followed by YouTube and then Instagram.
Vertical videos boost engagement rates more than horizontal or square videos. (0.10% – 0.17%)
Live videos that last over an hour have a better chance of increasing engagement rates (0.19% – 0.86%)
“Video marketing is the new king of content”
If you’re only using one or two of your social media marketing channels, you’re leaving money on the table.
Short-form video is a new and growing opportunity to organically expand reach.
Use short-form video to take your reach across multiple platforms, and boost engagement and conversions while driving traffic.
SEE ALSO : Simple TikTok Tips To Grow Your Business
Video content is here to stay and will aid your company’s success. Including video marketing in your plan helps your company to remain competitive while reaping the rewards of clever marketing methods. You’ll be able to use video as a marketing strategy straight away if you understand why you’re generating videos and plan for success by understanding the who, what, where, and when. It’s now time for you to start creating and modifying content.