Video marketing isn't a new idea. For several years, businesses have been using video marketing strategies to boost brand awareness and attract potential clients.
Video marketing got the attention of brands and marketers in 2005 when YouTube videos arrived. Since then, it has become an integral part of digital marketing due to smartphone technology and social media innovations. It is now more convenient and easy to watch videos on phones anywhere.
According to a study, it is expected adults in the US will spend 80 minutes daily watching digital videos by 2023. The report shows that digital video consumption will surpass TV viewing time between 2022 and 2026.
So if you haven't created video content for your business, it is time to start building your video marketing strategy. This guide will help you understand video marketing and provide tips on maximizing your reach using video content.
- Videos are an integral part of any digital marketing campaign as it is more entertaining and keeps the audience engaged.
- Brands and marketers post short videos on TikTok, Instagram, and Facebook as more and more people use these social media platforms.
- Video marketing helps promote a product or service. It is an excellent opportunity to provide valuable content that engages audiences creatively.
What is video marketing?
Video marketing uses videos to promote a product or service and attract new customers. Marketers use video marketing to increase engagement on social and digital channels and educate consumers about a product or service.
Also, it is a data-driven discipline. You must track customer engagement and monitor metrics like view count, open rates, play rates, and click-through rates.
Video production used to be expensive as it required specific equipment to create good-quality videos. However, with the development of technology and smartphones, it is now easier to produce eye-catching video content. So even small and medium-sized businesses can compete with larger organizations with the right video marketing campaign.
Benefits of Video Marketing
Video marketing is a powerful tool for boosting brand awareness and engagement and establishing a pipeline. Aside from that, it offers several benefits for businesses that want to improve their visibility and reach a wider audience.
Influence buying decision
Consumers often depend on visuals when deciding which brands or products to purchase. The audience often remembers information that is presented in video format.
Also, videos, like product demos, can show how a product works, giving customers more ideas about what you’re selling and helping them make an informed decision, potentially resulting in increased conversion rates.
Furthermore, adding videos to your landing page can help increase purchases by 144 percent. Relaying the right message and emotion through video is a powerful selling tool. They can also serve as testimonials or tutorials, depending on your objective.
Quality video content can increase viewer engagement and attract customers' interest, generating traffic to your site. According to Hubspot research, 66 percent of respondents visited a website after watching a branded video.
This shows that high-quality video content can lead organic traffic to your site, which is vital in ranking on search engine results pages (SERPs). Google uses traffic and click-through rates in ranking a website. So it would help you rank higher if you gained more visitors.
Establish trust and credibility
Video content will likely engage the audience and ignite emotions. Telling your brand story through video content helps establish customer trust and relationships. It also gives your brand an aspect of honesty and reliability, which is vital for customers when looking to connect with a business.
Educate customers about the product
Using video marketing, brands can provide customers with the information they need. It can be tutorials, how-to videos, webinars customer testimonials, or corporate videos showing company culture.
These types of videos help consumers in making purchasing decisions. In a recent study conducted about video marketing, 96 percent of users reported watching explainer videos to learn more about a product, and 89 percent said they were convinced to buy products after watching a video.
These statistics show that many consumers rely on video content to learn about products and make purchase decisions. As video continues dominating the online landscape, companies prioritizing video marketing are better positioned to succeed in today’s digital age.
Easier to share
Consumers share videos more than text and images, especially on popular social media platforms. Many videos go viral as most mobile video consumers share videos with others using social media.
Furthermore, videos are entertaining and engaging and offer practical value through tricks, tips, and hacks. When an audience thinks a video is helpful, they often share it with other users. This way, you can generate more traffic and get more backlinks.
Instagram, YouTube, and Facebook have launched several new features, such as Reels, Live Video, and 360-degree Video. These shorts keep social media users entertained. So brands and marketers use video marketing on their social media campaigns and create reels to increase brand awareness and promote social shares.
Did You Know? Instagram Reels was launched in 2020 to compete with TikTok since TikTok became popular due to its entertaining short videos.
Complement marketing strategies
Marketers incorporate video content into their email campaigns to inform, engage, and encourage their audience to take action. Studies have shown that including videos in emails can increase click-through rates (CTR) by a significant margin, up to 200 to 300 percent.
As a result, many marketers are incorporating video content into their email campaigns. When placed strategically, a compelling video in an email campaign can persuade consumers to take action.
Video Marketing Strategies
Video is powerful when it comes to marketing. You can find them anywhere, from social media to emails to online stores.
Here are some video marketing strategies you can apply to improve your campaign.
Add UGC videos to your marketing campaigns
Using user-generated content (UGC) is an excellent way to create a video marketing strategy that feels relatable and authentic. UGC is a type of content created by existing customers or consumers.
People trust content from existing customers more than those produced by brands. UGC videos are often about a customer's experience and opinions about the product.
There are several ways you can use UGC videos. You may post them on your social media, add them to your email marketing campaign, feature them on your landing pages or website, or include them in your paid video ads.
However, to have a source for UGC content, you need to have customers who post videos about your product or brand. You may host a hashtag contest — ask your customers to create videos using your product and post them on social media with your branded hashtag.
Another way to have UGC content is to reach out to your loyal customers and ask them to share their experience with your product or brand. Remember to credit the original poster properly.
Adding UGC video to your marketing effort helps establish trust and credibility with your customer.
Collaborate with influencers
Influencers have a community of followers, and collaborating with them will give you access to their audience. This will help you increase brand awareness and get more exposure.
Influencer marketing campaigns have helped several small and mid-size businesses increase awareness, build trust, and generate more sales. While most large organizations often collaborate with celebrities or popular influencers, small businesses may work with nano or micro-influencers.
Regardless of the number of the influencer’s followers, it is crucial to work with people who are ideal for your brand. For example, you must choose a beauty blogger if you sell beauty products. Looking for the right influencer is crucial in this strategy.
Include video testimonials on your website
Another way to capture your target audience and establish trust is to include video testimonials on your website. Video testimonials from customers work like a charm.
Display video testimonials from satisfied customers who say positive things about your business and explain how your products made their life easier. This can help you build trust in your brand and create a deeper connection with potential customers.
Consider adding customer testimonial videos to your social media accounts as posts or stories. This will help you share your customers' experience with a broader audience and convey the benefits and value of your products.
Optimize your video
Search engine optimization (SEO) is a big part of any digital marketing campaign. While blog posts, case studies, and other text content are made to achieve high rankings on Google and other search engines, there are also ways to get your video content up there.
Incorporate keywords related to your industry and choose highly relevant video titles to optimize your videos for search engine algorithms. Write a comprehensive description of your video similar to the top-performing videos in your industry. And don't forget to add relevant tags and closed captions.
Tell a story
Video marketing is an ideal way to use the power of storytelling and trigger strong emotions. You can showcase real-life examples of how your product helped a customer solve a problem.
Create a video that tells an interesting story instead of showcasing your product's features. Your audience may get sick and tired of watching promotional product videos and advertisements. Focus on adding value to your audience's lives by providing advice.
Invest in short videos
Reels are short videos that people often watch on Instagram, TikTok, and Facebook. They became popular as they were short and entertaining for the audience.
Also, reels are bite-sized and easy to digest. These short videos often have higher engagement rates on social media, making them an effective way to connect with your audience and establish brand awareness.
Short videos are an affordable marketing tool as they can be created quickly and with few resources. They are ideal for small businesses or those with limited marketing budgets.
End video with a call-to-action (CTA)
Once your audience is engaged with your video, you can guide them to action, such as subscribing, browsing your product catalog, consuming more of your content, starting a free trial, and more. Always end your videos with a call to action and tell your audience what to do next.
Leverage Video Marketing in Your Marketing Campaigns
When done right, video marketing can deliver excellent results. No wonder brands invest in producing quality video content for their marketing campaign. An effective video content marketing strategy can help you stand out from competitors, establish a connection with your audience, increase brand awareness, educate consumers, and generate sales.
Find more entertaining and engaging videos on social media that can help you boost brand awareness and attract potential clients. Visit Archive today to learn how to download content from Instagram and Tiktok for your video marketing campaign.
FAQs on Video Marketing Strategies and Benefits
Why is video better than text for marketing?
It is easier for consumers to process information visually. Our brain can process visuals 60,000 times faster than text. Therefore, you can connect with your audience quicker and deeper than text.
What are the weaknesses of video marketing?
Unlike written content, videos can be costly, and the production is time-consuming. From pre-production to post-production, there are plenty of requirements and processes. Also, videos can be tedious to update because you need to create a new one if you would like to make small changes.
What kind of videos attract more audiences?
It depends on your brand and the purpose of your video. But in general, engaging content can attract any audience, whether they are watching for fun or looking for information.