WHAT IS VIDEO MARKETING?

video marketing

WHAT IS VIDEO MARKETING?
Image of a Video Camera Recording an Interview - Field 1 Post Digital Marketing Services

Video marketing is a popular strategy used to increase audience engagement by promoting products, services, and brand messages through original content. Video can be easily integrated with social media campaigns to deliver content directly to viewers. Video campaigns can be informative or entertaining, offering a unique opportunity to showcase a brand’s personality. As social media platforms expand support for video features, more businesses are turning to the medium to form a direct relationship with prospective customers.

Video content is effective at driving sales, but can also be used to encourage new website visitors, email subscribers, and direct customer interaction. Like other forms of marketing, it can be used to increase brand recognition and thought leadership. To be most effective, video marketing should put the wants and needs of buyers first.

THE BENEFITS OF VIDEO MARKETING

Video is an open medium with plenty of room for customized messages, personalization, and creativity. That means it can be tailored to suit specific audiences easily. The medium is also extremely popular, with video content on landing pages boosting conversion rates by up to 80%. Social media sites like Facebook prioritize video over other types of content, making it easier to reach new prospects through your brand accounts. Video is also incredibly easy to share and benefits from autoplay on most social sites, where links to static content requires a click.

Search engines favor results with video because the metadata is crawled by search engines. That kind of dynamic media content indicates that a page is active, which boosts its search engine optimization. In fact, a website with video on it is 53 times more likely to reach the front page of Google as opposed to without. It is predicted that video will make up over 82% of all consumer internet traffic by 2022. For comparison, it accounted for only 6% of all online traffic in 2017. Videos are also more likely to be linked or embedded on other sites, which drives traffic back to the original source.

Image of a Smart Phone Recording Video - Field 1 Post Digital Marketing Services
Image of a Smart Phone Recording Video - Field 1 Post Digital Marketing Services

THE BENEFITS OF VIDEO MARKETING

Video is an open medium with plenty of room for customized messages, personalization, and creativity. That means it can be tailored to suit specific audiences easily. It is also extremely popular, with video content on landing pages boosting conversion rates by up to 80%. Social media sites like Facebook prioritize video over other types of content, making it easier to reach new prospects through your brand accounts. Video is also incredibly easy to share and benefits from autoplay on most social sites, where links to static content requires a click.

Search engines favor results with video because the metadata is crawled by search engines. That kind of dynamic media content indicates that a page is active, which boosts its search engine optimization. In fact, a website with video on it is 53 times more likely to reach the front page of Google than one without any. It is predicted that video will make up over 82% of all consumer internet traffic by 2022. For comparison, it accounted for only 6% of all online traffic in 2017. Videos are also more likely to be linked or embedded on other sites, which drives traffic back to the original source.

Aside from increasing exposure to new prospects, video also allows existing costumers to make decisions and connect more deeply with a brand’s messaging. According to Forbes, 90% of customers are influenced by product videos when making a new purchase. Video is an excellent storytelling medium for testimonials, brand histories, and Q&As. Comment sections are a great way to get brand feedback and interact directly with customers, as well.

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WAYS TO IMPLEMENT VIDEO MARKETING

Like other forms of marketing, video marketing is most effective when it’s targeted towards a defined audience. Determine the target audience for any given brand, product, or service. Many businesses achieve this by creating personas based on the demographics and psychographics of their ideal customer. These are then used to inform the style of content and the best method of distribution.

Video offers an incredible chance to showcase a brand’s personality, so creativity is key. There are two main styles of marketing videos that will suit different businesses needs. Demo videos showcase how a specific product or service works – these include unboxing videos, setup videos, and reviews. Brand videos are typically used to showcase a company’s mission, values and overall product offerings to attract a wider audience. Within these categories, there are more options such as how-to videos, event recaps, and customer testimonials…so the only limit is imagination.

Creating videos is easier than ever, but it’s still important to take stock of your resources and skill level. Even basic videos will need a script and editing, so determine whether these tasks can be handled by team members or if outside partners will need to be brought on board. Also keep in mind that more complex productions may require special audio equipment or tools like a green screen. A content plan can help guide video production along smoothly, so less time is needed to address last-minute hiccups.

There are various outlets that can be utilized for distributing video marketing content. YouTube is the largest video hosting platform online and is owned by Google, which affords some benefits towards search engine optimization and discoverability. Facebook is also a great option for business pages that would like to promote their brand to specific audiences, as the social network offers extremely granular targeting tools. Both of these sites also offer in-depth analytics so performance updates are just a few clicks away.

Video also has a high return-on-investment compared to other forms of marketing like email. 83% of businesses say that video production pays off in ways that other marketing strategies do not, plus it more broadly appeals to mobile users who make up a majority of online social media traffic.

THE TAKEAWAYS

Video is an increasingly popular way for businesses to increase their reach and deepen the connection between customers and the brand. As more consumers rely on video to make purchasing decisions, and social media platforms cater to the medium by enabling richer features, video is quickly becoming the primary type of content online. Search engines also give a boost to webpages with video, because the richer metadata alerts their algorithms to important keywords. The dynamic content also helps increase search engine ratings by keeping pages fresh and offering more opportunities for external backlinking.

The different styles of marketing videos – brand videos and demo videos – give companies the flexibility to create content tailored to specific audience needs. This is incredibly important because nearly all online shoppers are influenced by product videos when making decisions. The personality displayed through video can also increase the audience’s perception of authenticity and credibility for a business. That is why video has a higher ROI than most other forms of marketing.