It has been said that a picture is worth a thousand words. Well, how much more valuable is a moving picture? Moving picture is the basis of video marketing.
Over the years, it has been found to be more productive marketing tool than direct mail and print combined. Maybe this explains the huge shift to use of video as vital marketing tool across the social media platforms.
In fact, by 2018, 81% of businesses were using it as a marketing tool. This was an 18% increase from the previous year. Of the 81%, about 97 percent have seen it increase user understanding oft heir products. 76 percent have seen it increase their sales and traffic.
Use of videos is undoubtedly the future of marketing. In this post, we shall explore everything your brand needs to know video marketing.
What is video marketing?
It is simply using video to promote or market your brand product or service. It is a marketing strategy that integrates engaging and captivating videos in your marketing campaigns.
Video marketing helps you:
- Build a great customer rapport
- Promote your brand, services or products
- Present how-to’s
- Promote customer testimonials, if you have any
- Live-stream events
- Deliver viral content, among other productive things.
Why Video Marketing?
Consumers love video
Video is a versatile and engaging form of content delivery. It is easy to digest, share across multiple platforms, entertaining and very accessible to anyone with access to the internet.
This might by why;
- 8 billion videos are viewed on Facebook everyday
- 10 billion videos are viewed by Snapchat users daily
- 82% of Twitter users watch video on Twitter
- 54% of consumers want to see videos from brands.
The internet platforms love video
Google loves videos. According to Moovly, your brand is 53 times more likely to appear on the first page of Google if your website has a video.
Facebook loves videos. Mark Zuckerberg, CEO of Facebook intends to transform Facebook to a video-first platform. By 2021 Facebook will be an “all video” application.
Types of Marketing Videos
There are many videos of different types,engaging a varied audience in the market. The key to creating effective marketing videos is first understanding your market and its needs.
Your audience wants educative,entertaining and engaging video content. 61% of consumers want videos that help them learn something. You can deliver such by using different types of videos such as:
They educate your audience about why
they need your product or services.
They help start or create a conversation,
- Product reviews and demo videos
They help show how your product works.
They either explain the inner workings of your product or even put it to test.
They help you engage personally with your
audience. They tend to be longer and attract higher engagement rates.
Best Video Marketing Practices
To get the best out of video marketing strategy is key.
First, define your audience
This helps you avoid creating generic videos that may not produce desired results. By defining your audience, you get to create targeted and effective videos. Such videos come out with authentic and relatable stories.
Clarify your message
Avoid ramming everything in a single video. For example, use an explainer video to convince your audience why they need your product or services. Use a demo video to show how your product works. Educate rather than confuse.
Determine your budget
As a brand quality production is just as important as quality content. Statisticsshow that;
- 62% of consumers have a negative perception with brands advertising through poor quality videos
- 23% would hesitate to purchase from a brand with poor quality videos
- 57% are less likely to share brand videos of poor quality
- 60% wouldn’t even engage with the brand on any of their platforms.
Get to the point in the first 8 seconds
The average attention span of human beings is 8.5 seconds. Therefore you should aim to deliver your point within 8 seconds before the consumer’s attention waivers and clicks away from your video.
Consider the lengths of the videos
Platforms vary with the acceptable lengths of videos. While YouTube accepts longer videos other platforms are limited to shorter videos. However, remember you have only two minutes to hold your viewers’ attention. Therefore it is safe to say a shorter video is better for content marketing.
Be transparent and authentic
Show your consumers that you are an expert in your field. This will create trust and reliance on your information.You can do this by engaging with your audience. To keep track of your entire customer's question across multiple platforms, you can use social media aggregators.
Last but not least, you need to track your defined video metrics to monitor performance. This helps you know why some videos are doing better than others and how you can improve.
Advantages of video marketing
- Video improves conversion rates
Your conversions rate increases by 80% if you have a video on your landing page. 74% of users who viewed an explainer video have ended up buying the product.
83% of businesses have seen good return on investment (ROI) from video marketing.
- Video marketing boosts email response
An email with the word video written
on its subject line has a 19% increase in open rates and 65% boost in
- Video boost information retention
65% of the information delivered
visually can be retained after three days. 10% of the information delivered
aurally can be retained after three days.
57% of consumers have gained more confidence to purchase products online after watching marketing videos.
Consumer attention is in great demand and capturing it takes effort. However with videos, capturing consumer attention has been simplified, making it easier to increase your brand awareness.
According to a heat map study,published on Moz.com, tracking consumer eye movement and attention on the search page, it was seen that videos powerfully captured the eyeballs than static ads, regardless of the position of the video in the results.
- Video Appeals to Mobile Users
By 2020, online videos are expected to account for 75% of all mobile traffic. Currently, 90% of consumers use their mobile phones to view videos. As a brand, it is vital to ensure that your videos are mobile friendly to widen your market.
People who view videos on their phones are more likely to watch and share ads than those who don’t. Smartphones users are more likely to share in person about video content they are watching than TV viewers.
As you can see, video is the future of marketing. Videos are not only entertaining and engaging but when used prudently they can also boost your return on investment.
As a business looking to exploit this marketing tool, research is always paramount. Understand your audience, how to entertain them, while also selling to them.
Over to you. Have you tried video marketing before? How do you create an emotionally charged video to accompany your marketing initiatives? Contact us here.