In the fast-paced realm of digital marketing, video marketing stands out as a trend that’s not just a fleeting fad but a lasting force. With the digital landscape constantly growing and evolving, leveraging the power of video marketing has become a viable option in addition to a necessity for success.
According to a forecast by Publicis Media’s Zenith unit, the time spent watching online videos is expected to increase by over 20% this year, translating to an average of 100 minutes daily. This compelling statistic clearly showcases the growing importance of video marketing in current times.
If you’re a marketer looking to expand your reach and drive business growth but have been hesitant due to concerns such as time, creativity, investment, or ROI, this guide is for you!
Read on as we demystify this powerful marketing tool and help you understand how it can benefit your business in 2023 and beyond.
What is Video Marketing?
Video marketing is more than just a buzzword; it’s a dynamic and versatile marketing strategy that has revolutionized how brands communicate with their audiences.
The trending marketing tool involves the use of engaging video content to promote a product, service, or brand across various digital platforms. From a brand’s own website to social media channels, programmatic advertising, and beyond, video marketing offers a unique blend of visual storytelling and targeted messaging that resonates with viewers.
What’s so special about it? The versatility of video marketing lies in its inherent qualities.
Video content is engaging, memorable, and more likely to be shared than other forms of content. It allows brands to convey complex messages in an easily digestible format, making it an ideal tool for educating consumers, showcasing products or services, and driving customer engagement.
Moreover, with the rise of social media platforms like TikTok, Instagram Reels, and YouTube Shorts, businesses now have more avenues than ever to reach their target audience with video content.
The Importance of Video Marketing
According to a study by NogenTech, an impressive 91% of marketers are leveraging video content in 2023. The reason for this medium being so popular among marketers is that it works as a crucial asset for businesses to curate engaging content that both captivates their audience and also drives sales growth.
The surge of social media and video-sharing platforms has further amplified the importance of video marketing. These platforms have leveled the playing field in content creation, enabling businesses of all sizes and even individuals to produce and disseminate high-quality videos.
Businesses have found a variety of video content types to be particularly effective. For instance, explainer videos and short videos that explain products or services have become a staple in many companies’ marketing strategies.
Other popular types of video content include vlogs (video blogs), video interviews, video presentations, tutorials, product reviews, product demos, recordings of live streams, video testimonials, and video ads (more on the top marketing video types below).
Numerous brands are thus leveraging video marketing to create impactful and viral campaigns that serve as exemplary case studies.
Let’s illustrate the importance of video marketing with two case studies.
Dove Case Study
A standout example is a six-minute beauty standards campaign by Dove USA from over a decade ago.
The video, which depicted a professional artist drawing portraits of women based on their appearance and then based on a self-description, touched upon universal insecurity among women while aptly showcasing how perceptions affect beauty standards.
This campaign resonated globally, with the video being viewed in over 110 countries and amassing over 69 million views on YouTube alone.
Netflix Case Study
Another compelling example is a 25-second interactive video by Netflix from four years ago.
The video, which starts with multiple Google searches about what to do in case of a crocodile attack, followed by a FaceTime call from Bear Grylls, offered viewers a choice to accept or reject the call.
This interactive approach not only showcased a unique video marketing campaign but also kept viewers engaged till the end.
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For businesses, video marketing is more than just a trend – it’s a strategic tool that can enhance brand awareness, foster customer engagement, and boost sales.
By effectively conveying their brand story engagingly and memorably, businesses can connect with customers more effectively. With the rise of social media and video-sharing platforms, video marketing provides businesses with a cost-effective way to reach a broad and diverse audience.
4 Important Types of Marketing Videos
The preference for video content was erstwhile limited to entertainment purposes. However, today it also extends to brands. A recent study by Wyzowl 2023 shows that as many as 91% of consumers want to see more online video content from brands.
So, how are marketers staying ahead of the curve, and what types of marketing videos have worked best for brands and businesses over the years?
1. Vlogs (Video Blogs)
Influencers across genres like travel, food, and lifestyle were the first to popularize vlogs, but now brands are jumping on board too. More brands are investing in vlogs to showcase the amenities accompanying investing in the experience or product. This creates a sense of genuineness among viewers, furthering business.
2. Recordings of Live Streams
The pandemic years saw a surge in live streams, creating a wave of brands collaborating with influencers and publications. Platforms like Facebook, Instagram, and LinkedIn became hotspots for live sharing about businesses. Pre-recording these live videos can eliminate technical glitches and ensure your brand’s key messages are conveyed flawlessly.
3. Video Tutorials
TikTok and YouTube have been instrumental in popularising tutorials among audiences. Most new customers of a product or service prefer video tutorials instead of reading manuals. You can set up short-form or in-depth video tutorials and post them to your social media handles for easy access to information and complete clarity for your consumers.
4. Video ads
If your brand or business wants to grow in sales, video ads are your answer. Try placing short ads on social media platforms like YouTube, Instagram, TikTok, and Facebook. These ads should specifically target your audience’s needs and convince them to swipe up or learn more about the product. While TV ads were the choice a decade ago, today’s video ads thrive on social media and out-of-home advertising screens.
5 Tips for Creating a Video Marketing Strategy
Now that we know the many possibilities that video marketing has to offer and how valuable it can be for your business, let’s turn our attention to some of the best strategies you can adopt for your brand.
1. Snackable Video Content
Bite-sized videos are becoming popular on social media, specifically with platforms like TikTok, Instagram Reels, and YouTube Shorts.
Create 10-30 second videos for your brand to showcase your brand’s best offerings. Keep in mind that the optimal length of a short-form video may also depend on the type of content and the preferences of your audience. Highlighting your brand’s features and benefits in these consumable video forms can help your business garner an added edge and attention.
Brands like Apple use short-form video content shot by users globally with the hashtag #ShotOniPhone. These videos are a smart way to outsource engaging content through strategic collaborations with popular influencers across genres. In this instance, Apple commissioned popular artist franknitty3000 to create a how-to video using an iPhone with iOS 16.
The video teaches viewers how to curate creative collages on the editing app – a new feature on the iPhone.
2. Videos Portraying Product Demonstration
If you’re introducing a new product, adding features, or educating consumers about your offerings, a product demo video is an effective starting point.
An interesting example would be Google’s video campaign titled ‘Check This’ – set to upbeat rap music, the video shows viewers how they can use Google spreadsheets while having fun doing it.
Google’s G Suite demo video, part of an ad series, efficiently showcases the program’s features and shortcuts, making work seem more enjoyable.
Video demos can also showcase reviews filmed with existing customers to understand their thoughts after using your product. Merge relevant clips into one video and share them on your social media handles to reach out to your potential prospects.
3. Repurposing Video Content
Repurposing video content is a smart strategy to maximize your efforts. It involves reusing your existing video content in different ways and across different channels.
For instance, an hour-long webinar can be repurposed into several shorter clips for social media. This approach saves time, money, and effort while ensuring your content reaches a wider audience.
4. Customer Testimonials
Customer reviews and testimonials have long been powerful tools in a marketer’s playbook, and their power is amplified when incorporated into a video marketing strategy. Inviting satisfied customers to share their positive experiences in a testimonial video can add a personal touch to your brand, enhancing its credibility and relatability.
These testimonial videos provide prospective customers real-world proof of your brand’s value, making your offerings more compelling and trustworthy.
Moreover, these short videos integrated into your video marketing strategy can effectively boost overall business growth. This strategy not only enhances your brand’s reputation but also fosters a sense of community, making your audience feel valued and heard.
5. Video SEO
Video SEO is a crucial strategy that involves optimizing your video content to improve its visibility on search engines. This includes using relevant keywords in your video titles, descriptions, and tags, as well as leveraging video sitemaps and schema markup.
Effective video SEO can significantly boost your video’s reach, driving more traffic and engagement to your content.
Top Metrics to Track Your Video Success
While some marketers consider video marketing ineffective, statistics prove the innumerable benefits of the tool.
So, if you’re wondering how you can keep a close eye on the impact generated from your video marketing campaign and measure its success appropriately, here are some important metrics you must follow:
1. View Count
A view count is more than just numbers; it helps marketers understand the reach of their video during the initial stages of a campaign. According to the Institute of Entrepreneurship Development, different social media platforms have varied amounts of time factored as views.
These numbers are outlined below:
- Facebook and Instagram: 3 seconds
- Twitter, LinkedIn, Pinterest, and Reddit: 50% of the ad is in view for 2 seconds
- YouTube and Google: 30 seconds, or if an ad is less than 30 seconds
- Snapchat: 2 seconds
Marketers can further add to the number of views by sharing the video across their social media channels, through emailers, newsletters, paid promotions, and influencer marketing.
This form of measurement assesses the length of a video viewed by the audience. Interaction helps marketers determine consumer behavior while viewing the video. In case a larger chunk of viewers do not watch the entire clip, marketers must consider reducing the video length and ensure it is consistent with what the brand wants to portray.
3. Play Rates and Replays
In simple terms, the play rate refers to the number of people visiting a brand’s website or social media handle and proactively clicking on a video. Alternately, replays count as the number of times viewers repeatedly rewatch the entire video or a specific part.
Play rates and replays provide marketers with valuable information about the intrigue among viewers as well as details about which parts of the video are confusing.
In a scenario where a majority of viewers replay a particular part of the video, consider providing more information through an alternate source or creating additional videos that give an in-depth explanation of the section.
4. Unique Views
Unique views are integral for all marketers, particularly during the growth stage of a campaign. As a marketer, it’s essential to understand how many people watch your video. This insight helps gauge the leverage your brand or business is receiving.
You can increase viewers by encouraging them to share the campaign on their social media, targeting your campaign based on the geographical location of your ideal consumer, or focusing on social media platforms where they are most active. Additionally, creating videos that are engaging and easily shareable can further boost your unique views.
Understanding and utilizing unique views as a metric allows for a more refined approach to growth, ensuring that your marketing efforts are aligned with your brand’s goals and audience’s interests.
5. Click-Through Rate (CTR)
A widespread technique among marketers, CTR enables you to learn about how many users have clicked on your ad in comparison to the number of times it is shown.
A high CTR means that the video marketing campaign has been strong. However, if you are facing challenges and would like to encourage a higher CTR, ensure to analyze whether viewers are leaving before the video’s call to action (CTA) or editing the video to fit the CTA at a different duration.
6. Likes, Dislikes, and Comments
Engagement metrics like likes, dislikes, and comments are the pulse of your video marketing campaign, revealing what resonates with your audience and what doesn’t.
To ensure a positive engagement, craft authentic messages that speak directly to your audience’s needs and interests. Avoid spammy content and ensure that what you share is valuable and relevant. Engage actively with comments to create a dialogue and build community, and don’t shy away from analyzing both positive and negative reactions to refine your strategy.
You can create a more responsive and successful video marketing campaign by tuning into these signals.
7. Cohort Analysis
Conducting a cohort analysis is a good practice at the retention stage of your campaign. This method segregates and groups customers based on their relationship with your brand over the years.
By doing this, you can send new and repeat customers a note of gratitude in the form of a video or reach out to those who have had no repeat activities for the past six months with a video inquiry about their experience. Accompanying these videos with advertisements about complementary products can further enhance engagement.
For businesses, cohort analysis offers a personalized approach to customer retention, allowing you to tailor your communication and offers to different audience segments, thereby strengthening brand loyalty.
From SEO to social media and demo videos, video marketing offers diverse avenues for brand promotion.
Whether you’re a small business in its early stages or an established one seeking more impact, don’t rely solely on generic content. Embrace the depth of video marketing by aligning it with consumer preferences and spreading it across various channels for optimal results. With its proven popularity and effectiveness, video marketing is here to stay.
Even statistics and examples highlight its value, and this guide should empower you to make it an integral part of your next campaign strategy, enhancing your brand or business.
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