Video marketing refers to the use of video as a promotional strategy. Planning, producing, editing, uploading, and marketing the video to promote a brand, business, or product are all part of the process. YouTube, Facebook, Snapchat, Vimeo, and Instagram are the most popular video marketing platforms.
As per the stats, there are more than 3.1 billion digital video viewers all around the world.
Customers find textual material and visuals unengaging and dull, therefore companies can no longer get away with simply that. Customers are increasingly overwhelmed with videos, augmented reality, and other forms of media. As a result, companies all over the world are recognizing the importance of video and investing in its development and implementation.
Video ad spending in the United States alone is $41.44 billion as per the recent stats.
Video is no longer only a part of your overall marketing plan. It’s crucial to your outreach and awareness campaigns. Getting started, though, might be difficult if you have never made a video before. But that’s where we come in. This guide will teach you all you need to know about video marketing, from techniques to getting the best results.
What is video marketing?
As stated earlier, video marketing refers to the use of video as a promotional strategy. Planning, producing, editing, uploading, and marketing video to promote a brand, business, or product are all part of the process. YouTube, Facebook, Snapchat, Vimeo, and Instagram are the most popular video marketing platforms.
When video marketing is part of a well-thought-out strategy, it succeeds best. The following are some of the stages involved in developing and releasing a video:
- Creating a budget for your project
- Capturing and editing video
- Publicizing your video
- Analyze your video analytics
Why is video marketing important?
Right present, video is the most popular and effective type of media. This is because video has shown to be far more responsive to viewers than previous kinds of media. In 2022, the video will account for 82 percent of all internet traffic, according to video marketing statistics.
Thus, for a powerful and profitable digital marketing strategy, video marketing is the key.
Benefits of video marketing
Video marketing is becoming increasingly popular, with the most popular platform being social media, where videos are gaining traction. Videos are seen by 66 percent of Instagram’s one billion users, outnumbering influencer and celebrity photographs.
The following are some of the benefits of video marketing:
Increases brand recognition
What you give to your brand is what binds businesses to their customers and establishes trust.
Videos are the most effective approach to get your brand in front of consumers. People are more inclined to share videos that you publish on social networking sites such as Facebook, Instagram, and other similar platforms.
Builds credibility and trust
When making a purchase, it is important to have trust in the brand. Customers have a natural concern about spending their money on a worthless product or service. If you use social media videos to express your principles and mission, you’ll get credibility.
The majority of companies that use visual material to communicate with prospects report positive outcomes. Video, according to 53% of marketers, increases awareness. Another 52% think it helps them create trust with potential clients.
Influences Purchase Decisions
Businesses that do have an influence on their customers work hard to achieve it. This involves creating and distributing material that provides value, insights, and practical advice.
Almost 80% of video marketers believe that video directly increases sales. And the general public concurs. 84 percent of people said that seeing a video about a product or service influenced them to buy it.
Increases Ad Conversion Rates
According to a HubSpot study, video advertising attracts 20% more clicks than image-only ads. Video is more appealing and provides more information, resulting in more conversions.
How to create a video marketing strategy?
Video is an excellent way to increase views, traffic, and prospective leads. However, getting results necessitates more than simply uploading and distributing videos on the internet. It’s important to have a good plan in place to thrive with video marketing nowadays.
1. Define your goals
Outlining your video’s goals is the first stage in developing your video strategy. It’s easier to design techniques to fulfill your marketing goals when they’re clear and measurable. Every decision you make during the video production process will lead back to the objective of your video and the action you want your viewers to do after seeing it.
Create a questionnaire with Google Forms or SurveyMonkey and share it with project stakeholders. This way, you may ask everyone the set of questions and collect their responses in one place.
- Who do you want to reach out to?
Which buyer persona are you aiming for? This might be a section of the usual buyer profile for your organization.
- What is the objective?
Is it for the goal of promoting the brand? Is it possible to sell more event tickets? Are you planning to launch a new product? Finally, what do you want your viewers to do once they’ve watched the video?
- Where will the video be stored?
Before repurposing the video for other channels, you should start with one specific area where you know your audience would find it.
- When will it be due?
Always begin with a schedule. A video that will be completed in a few months will have a completely different budget and creative scope than one that will be completed in a few days.
- What is the financial plan?
Video might be costly, but it doesn’t have to be if you plan ahead of time. Before you answer the following question, do your research and set reasonable parameters.
- What are the criteria for creativity?
Consider the creative hurdles that may occur in light of your budget, talents, and resources. Are you looking for a graphic designer to create lower third graphics for you? Do you plan to create a real-time or animation version?
2. Find Your Target Audience
Customers should be contacted and surveys should be conducted. This yields good qualitative insights, particularly when open-ended questions are asked. It’s much more likely to be a flop if you make a video without a defined target audience in mind.
SparkToro is a platform that collects information and data from billions of public profiles. You can use this data to determine the best topics to cover, and then build a marketing plan that gets your video content in front of your target audience.
3. Make a script for your video
It’s easy to decide the appropriate videos to make to engage with your audience once you know who they are. Include a hook towards the opening of the video, similar to a piece of journalistic writing, that describes the film’s goal, especially for instructive and explainer videos.
Avoid lengthy phrases and complicated sentence constructions. Instead, write in the first person and use visual language to connect with your audience. Keep it simple, but stay away from complexity and phrases.
Keep in mind who will need to approve your video and how long it will take to apply their suggestions while you write your storyline. Changes in scripting, message, goals, and other factors can throw the entire production off.
4. Make a Financial Plan
Without a fixed budget, you risk overspending or underspending on marketing. Make a budget for the money and resources you have. Plan what you’ll make or shoot in-house vs what you’ll hire a production firm to do. Plan what you can afford to spend on and what you should save for.
Certain videos and features may also be more expensive than others, so do your research before deciding on the sort of video you want and how you’ll go about making it.
5. Learn about your camera (s)
Your iPhone is undoubtedly an awesome, convenient camera in your pocket.
Before you start filming, make sure your iPhone has enough capacity. After launching the camera app on your iPhone, flip it horizontally for the best viewing quality. Then, to avoid having to utilize the zoom tool, get near enough to your topic.
When taking images, your iPhone may do a brilliant job of focusing on the subject, but when recording video, the camera may adapt and re-adjust as you move around the area. To avoid this issue, lock the exposure before pressing the record button.
You may feel ready to move on to the next model at some time. The first decision you’ll have to make is whether to get a prosumer or a professional camera.
Prosumer cameras are said to be a halfway point between simple compact cameras and more complex cameras. They’re ideal for anyone who wants to make more video but doesn’t want to spend time editing. To make things simple, most feature a fixed lens.
Professional cameras, such as DSLRs, provide you with great control over the manual settings for shooting video, allowing you to obtain the popular narrow depth of field.
6. Employ a Team or an Agency to Create the Video
Consider employing an employee if you’d preferably control the video creation process. They’ll work full-time for you and handle everything from creating your video goals to evaluating results.
If you don’t have the budget for a full-time employee, another alternative is to engage a contractor on a project-by-project basis.
If not, partnering with an agency and paying only for what you require is the next best option. Agencies that specialize in video production have their own teams of professionals. You may access that knowledge without committing to a salary or depending on a single individual.
7. Set up your recording studio
The expenditures of setting up an in-office studio may quickly add up when you initially start. You’ll need a camera, tripods, lights, mics, and other accessories.
Another alternative is to use a third-party hosting site like YouTube or Wistia to host your video. Because YouTube is the world’s second most popular search engine, it’s great for advertising video content. Customers who are interested in becoming subscribers will be alerted anytime a new video is posted.
Why do you need a video marketing strategy?
Video demonstrates its worth in marketing. It’s more than simply a place to release your bottled-up creativity. Video can help your company expand by generating successful outcomes.
A high-quality video on a site can affect how long visitors stay there. This easy activity might result in an increase in search engine results pages.
Even if generating revenue isn’t your primary goal, video can assist you in accomplishing your goals. People rely on video for new information, so make sure your company can provide it.
Video Hosting Platforms
YouTube is the most popular video hosting platform, as well as the second most popular search engine and website.
Aside from its large viewership, YouTube has a number of other characteristics that make it a viable alternative for publishing your video. YouTube helps you to establish a loyal following of subscribers because videos are posted on specific channels. Users who subscribe to your channel are more likely to see new videos you post.
Viewers may connect with your videos on a social network by liking and commenting on them, giving you another opportunity to contact your audience. For more precise targeting, YouTube also offers a range of advertising possibilities.
Although YouTube has the advantage of reaching a huge audience at no cost to upload and host videos, it also has a number of drawbacks. While video advertisements may be a wonderful way to promote your own content, the big amount of commercials from other marketers on the platform might detract from the overall experience of your viewers.
How to promote your video
To get the most out of your video strategy, repurpose your content for different platforms. Depending on how you distribute your video, you may need to edit a few fresh versions.
- Share a sneak peek of your video along with a link to the full version on social media.
- Encourage your team to spread the word about the video to their friends and relatives.
- Send an email to your mailing list requesting that they watch the video.
- Create a YouTube video ad that directs viewers to your website.
- Inquire with industry bloggers and influencers about linking to your video.
How to create a video social media strategy?
Creating and sharing videos on social media should always assist you in achieving your branding and marketing goals.
With Twitter videos, you may promote a new blog post, communicate with your audience, or even direct visitors to a landing page. Always keep your video short and simple when teasing a blog post or piece of information on Twitter. Have a look at this handy guide to learn more about how to provide digital advertising services using Twitter alone.
You may try generating shorter, unique videos to connect with your audience if you want to get a bit more creative with videos on Twitter. Such one reaction videos are a fantastic approach to personalize your company while also establishing personal ties with your engaged fans.
To dig deeper into the potential of Twitter, just go through the four popular reasons to use Twitter ads.
Facebook and Instagram
Facebook‘s newsfeed algorithm also prefers longer videos. The purpose of this change is to make it easier for viewers to find videos that are most relevant to them. Facebook continues to make a convincing case for publishing your videos directly to the platform, citing the fact that your material will reach a larger audience.
Because Facebook’s algorithm considers a user’s prior video-related activities when choosing what films to display them on subsequent visits, brand awareness videos that are light-hearted and amusing tend to do better. Make a video that is really relevant to your target audience, upload it on Facebook, and watch what kind of response you get.
Instagram is also one of the best platforms to serve this purpose as the audience there is more attracted by the promotions and the content that influencers market over there.
Video is an excellent medium for giving viewers a sense of what it’s like to be in a certain location. Industry conferences and events are the most apparent use case. Uploading videos of the event on LinkedIn if your firm hosts them is a smart method to illustrate the buzz you’re creating in your sector.
Sharing your connections pictures of what you’re learning at the event may be a great approach if you’re trying to build your own brand, to help your community, or establish your own thought leadership by providing your viewpoint on what’s going on.
If you have a time-saving tip to give or have learned something new that can be useful to others in your network, video is a brilliant way to do so.
Consider what your customer personas frequently struggle with and see if you can give them a solution through video.
Video Marketing Examples
The commercials are short, attention-getting commercials that use a vibrant environment, attractive images, or a review of intriguing features to promote your company’s top characteristics and conclude with a clear call to action. Commercials are frequently wide in appeal and contain just the most vital and relevant information a viewer would require. Their primary objective is to acquire new consumers.
Commercials are usually brief, lasting 30 seconds to one minute, and are broadcast through paid web or television advertising. They’re also excellent for your website or homepage since they give a fast and easy-to-understand description of your company and capture your brand objective.
- Social content videos
Short video clips created specifically for social media sites such as Facebook, Instagram, Twitter, LinkedIn, and others are known as social content videos. They’re generally cheerful, amusing, and entertaining, and they’re meant to be shared. Lifestyle shots, a montage of scenes relevant to your product or service, sound clips or quotations from interviews, or just a lovely photo of your product are all possibilities.
- Explainer videos
Explainer videos are videos that provide further information about the organization, brand, product, or service to your audience. Almost any video may be an explainer video, just as social content videos; the only criteria is that it focuses on how your firm addresses a specific problem.
Explainer videos are great ways to get people interested in your company. They should be able to describe what your firm performs and why it is important in a short amount of time. Explainers are usually around three minutes long and include a powerful call to action as well as a straightforward answer to a complicated problem.
- Product videos
A product video informs your audience about your most popular items or services, as well as their key qualities. It demonstrates how your product works and helps to build customer trust in your company or brand.
Your main objective here will most likely be to attract new clients who are just starting their product investigation. You’ll want to highlight not simply the product’s beauty, but also its function and need.
Product videos are typically 30 seconds in length and may be spread via your website, social media platforms, email, or paid advertising. To explain how incredible your product is, use high-quality production and outstanding sound, whether it’s music, dialogue, or voice-over.
Testimonial videos are one of the most powerful sorts of videos you can produce; they include previous or present pleased customers discussing their good experiences with your product or service.
Client testimonials are typically between 30 seconds and two minutes long, and they might center on a single happy customer or a group of pleased customers. These videos are extremely adaptable, so you can use them in nearly any place.
How to measure your video’s success?
Compare your analytics before and after the video’s release.
Google Analytics is an incredible tool for monitoring the performance of the site. You may even calculate the percentage of those who viewed a video vs those who did not.
If you’re having trouble meeting your video targets, rethink and attempt an alternative method. You may check your video host’s stats to discover whether viewers are abandoning the video at a specific moment or just not clicking on it at all.
For firms, the rise of video marketing represents a once-in-a-lifetime moment. As customers continue to choose video over other types of information, they are increasingly expecting companies of all sizes and industries to use video to communicate with them. Platforms are favoring video content more than ever before, and even new devices like phones and tablets are more video ready than ever before. To stay competitive, you’ll need to make the most of this incredible marketing tool.