Why you should consider video marketing
Mastering the art of marketing is one of the most important challenges facing any modern business owner. While many questions need to be answered, selecting the right types of media for promoting the brand’s message and services is undoubtedly one that should sit top of the agenda. In today’s climate, incorporating video marketing into the overall strategy is a universally smart move. Here’s a lot of what your business needs to know about the use of video marketing in 2019 and beyond – most importantly with regards to what it can achieve.
The Changing Face Of Video Marketing
The idea of using video in marketing is hardly anything new, and can be dated back as far as commercial television. However, the days of being limited to traditional TV ads are long gone. The birth of the internet changed everything, but the digital marketing arena has changed once more – social media and smartphone tech are the two major components.
Mobile screen time has overtaken desktop screen time, and people are constantly consuming videos. Facebook and YouTube are still more frequently used than Netflix and other streaming services, confirming that promotional video content is even more popular than films and traditional TV shows.
Video marketing is more accessible for consumers while it’s also easier to produce great content too. However, content and great content are two entirely different things. That’s why it’s important to learn how to create the best content, which starts with an appreciation of the possibilities and benefits.
The Reasons For Using Video Marketing
An appreciation of the evolving marketing arena is vital, but before building a winning video marketing strategy, you’ll first need to appreciate the benefits that it can bring. Here are just six of the best reasons to consider using video marketing:
Consumers Want It
Your entire business exists to give customers what they want. Various studies show that users prefer to watch videos over consuming other content. This is underlined by the fact that videos generate 12x as many shares as text and image content combined, which shows they are interacting with the content because they actively enjoy it.
There are many reasons why consumers love this type of content, including:
- It’s easier to digest video media, especially on the go;
- Videos provide a greater insight into the brand’s philosophies as well as the products;
- Videos are more memorable, which is great for the company as well as the user;
- Video content always looks good, regardless of the screen size;
- Users can easily share with friends to ask for their opinions.
Video content is wanted, and it is believed 80% of marketing teams will use it in 2019. Apart from anything else, giving them what they want in this way shows that you can do the same in terms of products and services.
Video Marketing Gets Results
Videos gain positive responses as more than 50% of users react to the videos while up to 60% will visit the publisher’s social media pages. Crucially, though, this actively translates into increased conversions.
For example, consumers are almost twice as likely to buy a product after seeing a demo video. Meanwhile, video ad campaigns that explain the benefits or include positive reviews from influencers that they trust can have a telling impact too.
Video encourages users to actively picture themselves using the product or service while seeing the items in action answers many of the questions. When added to the fact that video content encourages trust and allows the viewer to feel connected to the brand, it’s no surprise that this type of marketing generates profits.
Video Marketing Is Affordable
As well as being increasingly accessible for the viewers, content makers are able to produce quality videos with greater ease. Even a mid-range DSLR camera is capable of picking up good quality footage while consumers aren’t as fussy on the technical features either. If the content is interesting and insightful, it will produce the desired response – which could include improved brand awareness or direct sales.
In addition to being affordable to make, video publishing and promotion is very cheap too. YouTube, Facebook, and other social media streams offer free uploading. Promoting the posts will cost money, but a $20AU budget could reach thousands of users.
Moreover, you only pay when the user has interacted with the content by watching at least 3 seconds. So, your money will work even harder, especially given the high conversion rates and lead generations offered by effective content.
Video Marketing Is Flexible
The days of creating little more than 30-second product adverts are long gone. Video marketing content can be presented in many different ways depending on the target audience, company, and desired response.
Some of those types include:
- Round-ups – think “Top 10 [X]” videos;
- Educational – these can range from live talks to product feature review videos.
- Company culture – think “Meet the Team” videos;
- Interviews – providing insight into the company and its ethos, as well as products;
- Comedy skits – funny and engaging content that offers great shareability;
- Vlogs – think “Behind the Scenes” and other honest insight videos;
- Informative – think “How To” videos;
- Product review – to help users make informed decisions;
- Announcements – video PR that builds excitement, such as pre-launch videos;
- Testimonials – videos that inspire trust from real reviews from real people and social influencers;
Promoting your company without necessarily screaming at people to buy your products has never been easier.
Video Marketing Can Be Easily Targeted
Publishing videos to your social media streams instantly gets your content shown to the existing fans and followers, which is also particularly good news for your budget. However, it’s equally easy to ensure that promotion to new fans is targeted to your key demographic.
When using paid promotion, you can limit the reach by age, gender, location, and interests along with various other metrics.
Better still, there are no limitations on the volume of content that can be produced. Your budget can easily be split to promote one video more than another while different content can be sent to unique demographics to ensure that each sub-demographic is hit with the most relevant and engaging content.
Video Marketing Isn’t Exclusive Marketing
Video marketing can be a self-contained part of your digital marketing strategy. However, many still use it alongside traditional marketing. In fact, thousands of companies use the videos to keep the brand relevant and fresh in the user’s mind while the old forms are what actively use calls-to-action such as completing purchases.
Moreover, there is no direct correlation between company size and the amount of videos produced. This is a level playing field in which small businesses can compete with the global giants. If the content is engaging and promoted in the right way, success is assured.
The Final Word
Video marketing is growing in popularity with marketing teams and consumers at a rapid rate, and there’s never been a better time to incorporate it into your strategy. The costs are low, the results are delivered quickly, and you can even delete any content that doesn’t work. When added to the fact that users that engage with one video will see the others, it’s certainly one of the most effective tools on the modern market.