In the modern age of advertising, it’s no secret that brands should be making use of video marketing. While mailing lists and text ads might have been the way forward previously, the marketing industry of today is being dominated by video content.
And yet, as powerful as video content may have the potential to be in the context of reaching consumers, it’s confusing. Few people know how to use it effectively and to their advantage.
Whether you’re a small business, individual or social media influencer, knowing how to harness the effects of video marketing is essential. In this article, we’ll be running through just about everything you need to know.
Why You Should be Focusing on Digital Marketing
In recent years, video marketing has seen a huge surge in popularity. This began in 2016 when video marketing began to be seen as a tactical and novel approach to marketing. By 2019, visual marketing has become the number one option when it comes to business advertising strategies.
What’s been the cause of this immense rise in popularity? Well, for one, consumers are becoming less and less likely to want to read content and more likely to want to watch it. Why? Because it’s easier.
Video marketing enables consumers to very quickly and effortlessly absorb content online. Whether in the form of YouTube videos or social media advertisements, soaking up information by watching videos is much easier than sifting through reams of written content.
Video isn’t just useful from an entertainment standpoint, though. It’s also an invaluable tool in business. Video content used on website landing pages, for instance, has been shown to be capable of increasing conversion rates by an impressive 80%.
Types of Video Marketing
Unbeknownst to many, there are actually several different types of video marketing available to advertisers. Let’s run through some of them now.
Perhaps the most popular form of video when it comes to product advertisement, demo videos provide consumers with a visual walkthrough of how a particular product looks/functions. A demo video might be used to market a piece of software or construction tool, for instance.
Brand videos tend to serve the purpose of advertising a company’s mission statement or philosophy. Rather than marketing specific products, they paint a picture to consumers about the company as a whole, conveying desirable messages and ideas to represent the brand.
An advert for Pacco Rabanne, for instance, might showcase the brand by displaying videos of attractive, smartly-dressed couples heading out to high-end bars. This works to create a particular perception of the brand and enables consumers to identify with these messages.
Following business events, highlight videos may be released both to advertise for future events and to provide a summary to those that couldn’t attend.
Instructional videos are often used to teach audiences new pieces of information. Usually these are offered to consumers for free through platforms such as YouTube, working to provide value whilst enticing watchers to investigate the company or brand further.
How-to videos can also be used by sales and customer teams to provide detailed insights to paying customers.
Interviews with experts in the field and/or well-established influencers serve the purpose of providing valuable information whilst leveraging the reach of the interviewee. Whether these influencers share a similar philosophy or not, publicity will still provide benefit where brand-awareness and perception are concerned.
Infographics and animated videos work very well because of how simple they are. Whilst explaining complicated procedures or the benefits of a product, attractive, well-produced animations can add depth to otherwise dull, audio-based content.
360 Degree Videos and Virtual Reality
In 360 degree videos, consumers are able to scroll with their finger and look around a particular room as if they were there in real life. Such videos work incredibly well when the ‘product’ being advertised is a physical space - like a hotel room or coffee shop.
How to Make Use of Video Marketing For Your Business
Now that we’ve covered the basics of video marketing, let’s take a look at exactly how a person could go about having video content produced and released.
Planning Your Video
Before delving into the creative process or enlisting the support of an experienced videographer, it’s important to have a clear idea in your head about what sort of video you’d like to produce.
Ask yourself: what’s the purpose of your video? How would you define a successful video marketing campaign? What do you hope to achieve after releasing it? The answers to these questions will form the foundations of your video and ensure that you reach a desirable outcome.
Without a clear purpose in mind, it’ll be incredibly difficult to produce a video. Unless you know precisely what you’re looking for, you probably won’t be happy with the end result after guessing and will likely need to reshoot, wasting valuable time.
Some other key questions to consider during the planning stages are:
- What’s your demographic? Who are you targetting What buyer persona are you targeting? What are the general characteristics and interests of your typical customer? Knowing this will enable you to tailor the video to suit their preferences.
- What's your goal? Many videos intend simply to increase brand awareness and generate publicity. You might be the same, or perhaps you have a more specific goal, such as marketing a new product or selling tickets. It’s important to have a clear goal in mind as this will guide you through the creative process.
- Where is the video being published? The location of your video will also play a significant role when it comes to style and formatting. A Facebook video, for instance, would likely perform better if it were short and engaging. On YouTube or Netflix, though, videos can afford to be longer and more in-depth.
- When’s your deadline? If you’re producing content for a client or as part of a brief, your due-date will come into play. A thirty-minute video will take significantly longer and require more resources than a short Instagram story. Be sure to consider your deadline before beginning to ensure that everything is completed in time.
- What’s your budget? There’s no doubt that visual content can be expensive. Whether it’s hiring video teams, camera equipment or outsourcing animations, your budget will play a pivotal role in the nature of your video. Planning within the constraints of your budget will ensure that you don’t run out of money before completing the project,
- What skill sets are required? Most videos will require skilled camera operators and audio engineers to be filmed professionally - but perhaps you or a member of your team already possesses one of such skills. By deciding early-on exactly that skillsets are needed, you’ll be better able to plan ahead and in accordance with your budget.
Storyboarding Your Video
Once you’ve decided on the specifics, it’s time to consider how your video will pan out. That’s where storyboarding comes in.
Storyboarding is simply the processes of mapping out a video or idea, allowing you to get a better idea of how it’ll look. By storyboarding, you’ll be able to see which ideas work and which ones might be better left out.
When sitting down to plan your video, it can help to draw out each frame onto a piece of paper. Even if you’re not artistically talented, don’t worry. Give your best shot at drawing a picture of how every few seconds of your finished video should look.
As well as drawing pictures, it’s also wise to write out a script to match. Even if your video doesn’t contain a narrative, simply write down extra details about each frame - whether that’s dialogue, purpose or a brief description about what’s happening.
Five Tips For Creating Video Content that Works
Once you’ve finished storyboarding your ideas, you’ll be ready to go ahead and create your video. When doing so, keep the following tips in mind in order to produce content that drives results.
1. Tell a Story
Just like a book, a video tells a story. The same rules apply both for written marketing and video content: you should focus on providing value to customers. Actively promoting a product or service with in-your-face marketing is a sure way to fail at this. Telling a story, however, will keep viewers engaged and interested.
Take the time out to research exactly what your customers want - their needs, desires and wishes. Once you have these figured out, it’s important that your video appeals to these characteristics in a visual narrative.
Storytelling is the new sales pitch. People no longer buy into brands as much as they do philosophies. A company like Lush Cosmetics, for instance, centres around fighting animal cruelty and supporting the environment. As great as their products are, consumers are pulled in by the story.
If you can identify the specific qualities and interests of your audience and implement these into your marketing efforts, you’ll be sure to make a great return on your investment.
2. Make Use of How-to Videos
We mentioned how-to videos earlier. When launching a new product or video, creating a free video used to demonstrate and educate consumers will draw people that are already interested in your sector towards your company.
Video has a lot more power when it comes to explaining things to consumers. Users have even been reported to retain 95% of a message when watched in a video compared with just 10% with text.
If you’re still not convinced, a striking 73% of consumers have even been reported to make purchases after watching how-to videos that explained a particular product or service. By investing time and money into creating useful, high-quality tutorial videos, consumers will be drawn to your product and find value in your content, making them more likely to buy from you.
If you wish to download royalty-free clips for use in your videos, then you can take advantage of our video downloader which supports more than 800 websites for download.
3. Ensure to Deliver in the First Part of the Video
When a consumer clicks on your video, you don’t have long to grasp their attention. In fact, research has even shown that you’ll lose around a third of viewers before 30 seconds, and a shocking 60% by 2 minutes.
Really, you only have a very short window of time in which to get your point across and make your viewers believe that your video is worth sticking around until the end for. Just as you would in a piece of written content, you should begin your video with a strong hook designed to grasp user attention.
A hook should contain an enticing and engaging piece of information. It should be emotive and provocative. It should cause viewers to ask questions that promise to be answered if they watch until the end.
Your hook is crucial when it comes to keeping viewers stimulated throughout the entirety of your video. Ensure to deliver quality in the first part of your video to maximise your results.
4. Don’t Let Limited Resources discourage You
There are millions of marketing videos in circulation across the internet, many of which are incredibly well-scripted and produced with enormous budgets. As much as we’d all like to produce such high-quality videos, sometimes our circumstances can get in the way.
Small- to medium-sized business will certainly struggle to match the level of production of a company like Nike or Apple - but that shouldn’t discourage you. You don’t need incredibly expensive equipment to make good video content.
Interestingly, video quality doesn’t even seem to be the most significant factor when it comes to making a strong impression on consumers. 37% of viewers are put off by videos that fail to explain products and services clearly, while only 25% are discouraged by quality.
Whether or not you have an expensive budget and expert equipment at your disposal, don’t worry. You can still impress your audience with enough thought and consideration.
5. Make it Interesting
Nobody liked a boring video. In fact, dull, unengaging video content could do more harm than good where the perception of your company is concerned.
It’s important that you keep your viewers entertained, whether that’s by making them laugh, shocking them or teaching them something new. One of the most popular forms of content online is comedy. Humour is a great way to ensure that consumers associate your brand with positive messages and happiness.
However you choose to go about it, make sure that your video keeps viewers engaged and makes them want to stick around.
The power of video marketing is undeniable. In a world dominated by fast-paced and easily-accessible content, making use of video in your advertising efforts is a sure way to drive consumers to your product/brand and generate interest.
By making use of the tips above, you can rest assured that knowing the investments you make into releasing video content won’t be wasted.