Video has become a top medium, and four out of six ways consumers watch videos is through social channels such as Facebook and Instagram. It is predicted that by 2021 all of Facebook’s content will be
This means that businesses need to use video marketing as an integral part of business strategies if they want to avoid being left behind. This article will explain where to start, the benefits of video marketing, and types of videos to make. It will also run through how to start video marketing today with step-by-step instructions.
The power of video marketing:
According to research, more than 50% of consumers want to see videos from brands more than any other kind of content. Facebook’s engineering director, Srinivas Narayanan says “if a picture is worth a thousand words, a video is a library.” Social videos are a valuable opportunity for businesses as 44% of people watch five or more videos daily.
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TV ads are seldom personally relevant to watchers, but modern targeting techniques allow marketing videos to be highly relevant to each consumer. Tailoring video content to an audience can boost retention rates by 35%. Not only is video marketing good for capturing attention and entertaining viewers, it’s also effective in leading customers through a sales funnel. Studies have shown that using video on a landing page can increase conversions by 80%, and simply mentioning the word “video” in an email subject can increase opening rates by 19%.
90% of consumers say that videos help them to make buying decisions, and 64% say that seeing videos make them more likely to buy a product. This means that video marketing should be employed for multiple purposes at every stage of the customer’s journey.
Every seller already has what they need to get started, as consumers actually prefer the lower-quality and “authentic” videos to high-quality videos that don’t seem sincere. Sellers don’t need a huge budget or production studio to start video marketing; all they need is a smartphone!
13 types of video marketing:
1. Brand videos
Often created as part of a larger advertising campaign, brand videos are used to generate brand awareness and to increase traffic by use on social media. They communicate a brand’s personality, culture, mission and vision, products, and services.
2. Explainer videos
These explain how a product works and how an audience can benefit from it.
3. Event videos
Businesses can document their experiences from events like industry conferences or networking events that they participated in or held.
4. Live videos
Follow in the lead of big social networkers who stream live videos on YouTube, Instagram, Twitter, or Facebook Live. This allows a business’ social media audience to engage with the business in real time and allows brands to promote interviews, presentations, events, and more. Live videos attract higher engagement rates.
5. Disappearing videos
Snapchat, Facebook Stories, and Instagram Stories all use the disappearing video format, which adds a dose of urgency to capture audiences’ attention. It also allows brands to get creative with Story content ideas.
6. Educational or how-to videos
These videos can be extremely popular, and businesses can use it to teach audiences something they want to know, such as how to get the most out of a product or how to connect with potential customers.
7. Demo videos
Demo videos showcase a product. Instead of introducing people to a brand, which explainer videos do, they go deeper and highlight all the key benefits of a product or service. They often include a call-to-action to encourage purchases.
8. Expert interviews
A great way to deliver real value to an audience is to interview experts and influencers. This form of marketing places a brand as an authority at the center of a particular niche and builds trust with audiences by showing social proof.
9. Personalized Messages
Smart brands use videos to deal with customer service requests and inquiries from potential buyers. These are more impactful than standard emails and can improve trust and loyalty among social media audiences. Free tools like Loom allow users to record short messages and give unique, memorable experiences to customers.
10. Case study and customer testimonial videos
These help audiences to move further down the sales funnel by increasing social proof and influencing audiences. Potential customers need to know that a product is the best solution to their needs, so this kind of video showcases products and builds trust.
11. Animated videos
12. Augmented Reality (AR) videos
Augment reality videos are videos or images in which a digital layer is added to what the viewer is seeing. It was popularized by Pokémon Go. It’s still in the early stages of development, but there is still plenty of potential to harness into marketing campaigns.
13. Virtual Reality (VR) and 360° videos
These videos are becoming more popular. They can be viewed through devices such as Oculus Rift, Google Cardboard, or by using a finger or mouse on a device. These are seen more as a novelty now, but as the technology develops they are sure to become more integral and interactive for video marketing.
How to start video marketing today:
Here are the steps to take to start video marketing
Step 1: Choose your target audience
Before creating effective videos, it is important to know who to create them for and clearly define the target audience. This allows sellers to tailor the video’s format, messaging, and content to the needs and preferences of viewers.
Step 2: Identify what you’re trying to achieve
Now identify the point of the video: whether it is to increase brand awareness, increase sales, or to get people to sign up to a mailing list. Whatever it is, be clear on what is being achieved. Every decision about a video must be filtered through the lens of the ultimate goal.
Step 3: Plan your video marketing budget
Before getting creative, it’s good to look at budget and resources. Things to consider are: being able to afford a professional videographer or editor, setting aside money for equipment or studio hire, travel costs, or video advertising costs, or whether to shoot on a smartphone. Whatever it is it is important to be clear on physical limitations and opportunities.
Step 4: Choose a type of video and come up with a video marketing idea
With the target audience and video marketing goal identified, it’s time to get creative. Choose the best video format for the goal, whether it’s a Facebook or Instagram story, or a more structured video. It’s often best to storyboard or script the video to ensure success. For live videos, write down some bullet point to make sure key areas are covered.
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Step 5: Decide where you will publish your video
For standard videos, creators will have to decide where to publish it online, so the video needs to be tailored to the publishing platform. Some platforms have time limits on videos. The main platforms to consider are: Facebook, YouTube, Instagram, Twitter, a website, Vimeo, and Snapchat Stories. Which platform to choose will depend largely on the target audience and the video marketing goals. Start with one channel in mind, and the video can be repurposed for other channels later.
Step 6: Identify and solve creative challenges
Now that the video is visualized, brainstorm any possible creative challenges that might occur. These could include non-professional editing skills on the part of the creator. Figure out how to solve these potential challenges.
Step 7: Decide how you will measure the success of your video
This is a very important step, because without identifying an effective an effective way to trac the success of a video, there’s no way to objectively understand its impart or how to improve future marketing efforts. So think about goals, whether it’s to create brand awareness, which means views, likes, and shares are a good measure of a video’s success. That’s not all to consider, though. Also monitor how much of a video an average viewer watches and exactly where viewers’ attention wavers.