The meaning of video marketing is not complex. In fact, it is rather simple: using a video to advertise or promote your brand, products, or services. A strong marketing campaign includes video into the mix. Videos from live events, customer testimonials, explainer videos, how-to videos, viral videos, corporate training videos, the list goes on. Regardless of the camera kit to lighting to editing software, the topic of video marketing can seem to be a bit complicated. This is the reason, why we are here with everything you want to know about Video Marketing including what it is, its significance, tips for video marketing, and different types of video marketing.
These days, it is important for brands to use a video marketing strategy. What has changed is how vital video has become on every channel and platform. Video is no longer a piece of your whole marketing plan. It is important for your campaign and outreach efforts- mainly your social media strategy. Video has absolutely ruled social media. As per HubSpot Research, four of the top 6 channels on which worldwide customers watch videos are social channels.
Why this is important? If you are not creating a video, you are probably lagging. But do not worry. For most of the videos, the simpler it is, the more authentic the content is and that is what matters to the audience the most. These days, video making is cost-effective than earlier- you can shoot high-quality, 4K video even using your smartphone.
Why Video Marketing?
Video is an engaging and versatile content format that not just gives a real-life image of what is going on; it is also simple to share across different platforms. Customers like it as it is easy to digest, engaging, and entertaining, and digital marketers prefer it as it gives a huge Return on Investment (ROI) through different channels.
Video is accessible to people with internet access, both to create and watch. While there is a trend towards high-quality video on an expert level, anyone can sit in front of their laptop and create their own video within an hour. Video is not just entertainment; it is something more than that. Video on landing pages is efficient of improving conversion rates by more than 80% and by just mentioning the word” video” in your email subject increases the open rates by nearly 19%. About 90% of customers say videos help them in their purchasing decisions.
But a video has not just transformed how business market and customers shop; it also changed how salespeople connect with and convert the prospects and how the customer service team keeps customers happy. In short, video is extremely useful in the whole marketing scenario- not just to improve brand awareness.
The choices are endless for service teams- knowledge-based videos, support video calls, customer stories, and onboarding videos are a few methods that video can generate a more thorough and customized customer support experience.
Stats that prove marketers need video
- Educating and Informing
According to Hubspot, 97% of marketers claim that videos assist customers to understand the products and services. Today, marketers are no longer seeing taking a pitching kind of approach. Have you ever thought what is the reason behind this? There are too many options out there. Businesses and customers simply do not need to be sold to; rather, they are doing a quick internet search to find the best product in their area or even in the world where they can place an order online.
To this end, marketers in different fields must approach audiences with a value-based offer rather than a “sale.” And videos excel at providing customers a close look at products, services, or even a teacher or influencer.
- Search Engine Optimization
Cisco says that more than 80% of all traffic will consist of video by the end of 2021. Search engines prefer videos as they consider them as high-quality content Including videos in different kinds of content and in your main web pages can be beneficial for your SEO, provided if the videos are well-optimized. This means using the right keywords, a strong title, and keyword-rich meta description.
- Staying competitive
According to Hubspot, 81% of businesses are nowadays using video for marketing purposes. Videos are great for attracting all types of messages, and if we consider practicality, a short, explainer video can do wonders in educating people about the ins and outs of a specific product. By using storytelling and a unique kind of media you can grab people’s attention and hold it when they are entertained. Based on how it matches your product, you may want to use an illustrated explainer or animated video to stand out from your peers.
- A personal touch
As per Cisco reports, live video will result in 13% of traffic by the end of 2021. Wanted to check out Instagram stories or Facebook Live? If you have a flourishing online marketing career or you are planning to build a career in digital marketing, then you must learn how to create and optimize videos.
Snapchat and Instagram are both awesome apps for providing people short or intimate glimpses, personal glimpses of what you are up to. They are great creative tools. The unique thing about these videos is that they are up for only 24 hours, which creates a real-time feel. Also, it gives marketers the opportunity to create ads that focus on time-sensitive promotions.
Real-time content is good for:
- Providing a feel of face-to-face communication
- Building a brand’s trust
- Providing audiences interesting and casual updates
Types of Video Marketing
Before we get into tips for video marketing or start filming one, you must first determine the type of video which you want to create. Here are a few popular types of video marketing.
- Demo videos
Demo videos show how your product or service works. You can take your customer on a tour of your product and show them how you can use them. Also, through a demo video, you can put a physical product for testing too.
- Brand videos
Brand videos are usually developed as a part of a big advertising campaign, showing the mission and vision of the company along with its products and services. The objective of brand videos is to build awareness around your organization and to attract your target audience.
- Event videos
Is your company hosting a round table discussion, a conference, fundraiser, or another kind of event? Create a highlight reel or release interesting presentations and interviews from gathering.
- Expert interviews
Acquiring interviews with internal experts or thought leaders in your industry is one of the best ways to build authority and trust among your target audience. Find who are the influencers in your industry- whether they have the same point of view as yours or not. Bring these conversations in front of your audience.
- How-to or Educational videos
Instructional videos are mainly used for teaching your audience. They are great for building the introductory knowledge about the business and solutions so that it becomes easy to understand for the audience. These videos are also used by sales and service teams as they work with buyers.
- Customer testimonial videos and case studies
Your customers want to know whether your product can solve their problem or nor. One of the ways to prove this is by making case study videos that feature your loyal, satisfied customers. These people are your greatest supporters. Get them on-camera defining their tasks and how your company can help them to solve those issues.
- Virtual Reality Videos
With Virtual Reality videos, viewers “scroll” to see content from a different angle. It seems as if you were physically standing within the content. This spherical video allows customers to experience an event or location, like discovering Antarctica or encounter a hammerhead shack. Virtual reality videos allow viewers to traverse and control their experience. Usually, these videos are viewed through devices like Google Cardboard or Oculus Rift.
- Augmented Reality Videos
In this type of video, a digital layer is added to what you are viewing currently. For instance, you can point your phone’s camera in your living room, and Augmented Reality will help you to see how a chair would fit in that space, how it will change the look of that room, etc.
Useful Tips for Practicing Video Marketing
Okay, by now you know the reasons behind integrating video into your marketing activities or know why you should create awesome videos to achieve success in your digital marketing career. But how to make a video that is well-optimized and engaging? Here are a few tips for video marketing:
First, find out what is the right video length for your platform. Here are the recommendations from Hubspot:
- Twitter- 45 seconds
- Instagram- 30 seconds
- YouTube- 2 minutes
- Facebook- 1 minute
One of the important tips for video marketing is you need to ensure the accessibility, engagement as well as improve your SEO by including using catchy captions for autoplay and keeping your video on silent if it is on a landing page. Videos on landing pages can be effective but only if they do not disturb viewers. You must also ensure to keep your video mobile-friendly throughout the board.
To understand the performance of your videos, you must practice good SEO standards and keep on checking your metrics. You can create a standard library of different videos and keep them structured on YouTube, then include them into different forms of content like emails and blogs. Considering call-to-action is one among the vital tips for video marketing. Generally, YouTube comprises a slight annotation asking users to subscribe to your channel.
Currently, video is one of the most popular forms of content and it is not going to fade anywhere soon. In today’s impersonal world, we are craving for personality and connection. We want to hear and see people in a real-life situation- it is quite meaningful.
Video is not just fun, nor its just entertainment. It is one of the best mediums to get close to your target audience and offer them a glimpse of you and your business. Here, the key is to think beyond product and profit- show your audience something about your philosophy, or share some useful information on any interesting event, or provide them some useful info. The more your audience know about your positive side, the more likely they will choose your business.