Video marketing is a major part of the digital marketing landscape. Online sales and digital marketing are the new world order for businesses. In this environment, it is a struggle to think of a business that will not benefit from competing in the digital space. Websites typically represent the main digital shopfront of a business. Supports social media and other digital channels and returns traffic to this website, to drive sales. But all these channels, though important, can only perform if they are full of great content. All of these digital channels are great for setting up and sitting there, but if your target audience doesn’t like their look, they won’t engage with them. This is why great content is worth gold and video content is Creme de la Creme.
The three most popular types of content used by businesses for marketing include video content, image content and written content. Video performs 12-times better than written content One thing that can be seen when analyzing the effectiveness of this type of content is that the video significantly surpasses the other two. This effect is seen in various industries. Studies have shown that people remember only 10 percent of the information they hear three days after hearing it – but when a relevant image is attached to the same information, people retain a full 65 percent of the information after three days. This number increases further when paired with video. Video is the most shared content online. So not only are more people watching and sharing your content, they are also remembering it. Statistics like the top social media gurus, including Mark Zuckerberg himself, must have always supported the video.
Added benefits include content conversations. We already know that the use of video content has increased brand visibility, but engagement with this content has also increased by 86%. That being said, it speaks to people. This is the essence of content when it comes to ‘going viral’, which almost always refers to video content.
So how do we use video content properly and incorporate it into a broader content marketing strategy to actually succeed? The first step is to find out who your audience is, their general population (age, location, gender, etc.) and, if possible, your research on their interests. This will help you determine which digital channels you need to focus on to target potential customers and bring them back to your website. If your subscribers are young and highly employed, channels like Instagram and Twitter will generally work better, whereas if you have older subscribers with larger pay checks, consider LinkedIn and Pinterest. Check out the article ‘Optimizing Your Video Content’ to learn more about exactly where your customers will find them.
Once you know who you are targeting and where to find them, you need to familiarize yourself with the limitations of your relevant channel content. For example, YouTube allows you to upload video content that is not overly limited in length. But with Twitter and Instagram, you may have to crop or shorten your content to suit their current guidelines (which varies from time to time – usually in favor of videos allowing longer clips).
Then it’s time to create and upload your video content This is the exciting part, especially if you plan to give it an extra boost by adding some advertising costs to expand its reach. Ensuring that your content is appropriate for your target audience, the channels you are using and its content guidelines, and maximizing it with all the help you spend on advertising to make your video marketing a great start.
Try different variants, which messages and themes resonate well with your audience, as well as some basic analysis of your post’s performance (day of the week and time of day that performs better). A long ‘hero’ video that explains your brand’s story in less than a minute is a great addition to most websites, with shorter, sharper, more compelling videos used on your digital channels to get your target customer’s attention. These short ‘funnel’ videos simply generate interest and redirect customers’ interest to your website. Digital life circle, using video.
If this fuels your interest, don’t go back to the ‘same old’ way of marketing. Many businesses ignore statistics and suggestions because it’s not ‘what they always did’. Times are changing. People are changing. Engagement is happening online, product discovery, research and shopping is happening online. We are witnessing the demise of brick and mortar stores for the digital landscape. Video marketing may not be for everyone, but be honest with yourself by asking if it can benefit your business. If the idea of change is blockchain, then it’s time to shake off the fear and get on the ship. If you do not, your competitors will beat you.
About the author
Shelley has a background in psychology and digital marketing, with a career spanning the entire corporate spectrum, from start-ups to some of the largest companies in the world. Shelley is particularly interested in consumer psychology, marketing automation technologies, and influencer marketing.