Bruce Woolley’s famous single, Video Killed the Radio Star, bemoaned the fact that video and VHS cassettes, replaced radio as a popular entertainment. Years after being set aside for the Internet, video has made a comeback: through video marketing.
What is Video Marketing?
Video Marketing is using video to promote a brand, product or service, increase
engagement on social media or other digital channels, and educate your consumers on your brand and product offering.
The Importance of Video Marketing
Today more than 50% of consumers prefer video to other forms of content such as
emails and blogs. With faster bandwidths and higher data plans, and the increase in mobile use, online video is here to stay.
Video also enhances your Search Engine Optimization (SEO) results, increasing
organic traffic from Search Engine Result Pages (SERP) by 157%.
Part of the appeal of video, is that it is so versatile. It can be used for marketing,
corporate branding, storytelling, humour, testimonials and even to showcase key
features of your product of service.
A plus point is that it is easily shareable, and goes viral much faster than written
Channels for Video Marketing
Here are some of the channels you may consider for your video marketing campaign.
As video is excellent for sales conversion, there is no better place to post videos
than your own website. It will draw increased traffic and enhance SEO rankings. It
reflects well on your brand as well and gives it legitimacy.
Youtube is undoubtedly the largest channel for video content. As of 2018, there were approximately 1.9 billion users on Youtube, in fact, it is the second largest search engine after Google.
Social Video Marketing:
In addition to Youtube, people consume videos on Facebook, Instagram and even
Twitter. This is known as social video marketing. The consumption patterns on social media are different than Youtube, so plan to customize content for each channel separately.
Types of Video Marketing Content
This by no means is an exhaustive list, but here are some of the main types of video content you can create:
Video marketing boosts sales conversions, by up to 76%! High quality video content that explains your product or service, and highlights key features, help customers understand it better.
Customers also prefer it: four times as many would rather watch a video about a
product than read about it.
It also builds trust in the product, much more so than an image or text would.
The old adage, “seeing is believing” definitely applies when it comes to video
testimonials. It increases your credibility greatly, and also adds a human touch to
your product or brand.
It adds an element of emotion makes it easy for viewers to imagine themselves as
your customers, and creates a lasting impression. Viewers retain 95% of a message
when they watch it in a video versus 10% from reading text.
Video Blogs – Vlogs:
Video logging or vlogging is blogging by video as opposed to be written content.
Vlogs are sometimes more effective than written blogs, for many of the same
reasons that apply to other forms of digital marketing.
You can host vlogs on your website, or on third party sites such as Youtube, Vimeo,
or other such channels. They should ideally be around 5-10 minutes long and can
cover themes like product tutorials and FAQs.
Vlogs should be published consistently, as this is what builds traffic and engagement. It helps to add a personal touch to your brand. You may not need very sophisticated equipment to start a vlog, and there are many resources online that can help you get started.
You should definitely plan both your vlogging strategy as well as its promotion.
Instagram & Facebook Stories:
The “stories” phenomenon was actually started by Snapchat. Instagram, and later Facebook adopted it and made it their own. Both platforms have their own strengths in terms of audience: Instagram generally appeals to a younger audience, while Facebook’s reach is a little broader.
It is recommended to develop a separate video marketing strategy for each platform, rather than sharing the same content on both, as you are likely to be addressing different audiences. Facebook has actually created a session for the use of stories, while Hootsuite has done a tutorial on using Instagram stories.
A Corporate Video Can Tell the World Your Story
A well-made corporate video can form an integral part of your video marketing
strategy: it is a non-advertisement-based production commissioned from a company and organization.
As in other forms of content, it is much more effective at explaining a concept, a
story or a product than text is. You can post your corporate video to your website,
and also on various social media Youtube is also a great channel to post your
corporate video as well.
Although corporate videos are a larger upfront investment than other video
marketing methods, they are well worth the investment.
Video is the way of the future. If you are not using it, you should be. And, if you’re stumped for inspiration: this might help.
Get Video Marketing to work for your business!