If you are here now and reading this article, it is probably because you know the importance of video marketing. Websites and brands can no longer rank and be seen using only textual content and images.
Today, only text content is not interesting and attractive for users immersed in live videos, 360 interactive videos, augmented reality (AR). In the United States, video marketing is a 135 billion dollar industry. This means that brands everywhere are realizing the value of video marketing and investing in its creation and development.
It’s not hard to see why video marketing has become so popular these days. One reason is that the video format is easily digestible and gives our eyes a break from dealing with the abundance of textual information online. In this regard, it is reported that people in the world a billion hours a day! They watch the YouTube social network video.
Out of these 4 categories, most people fall into the visual group, that is, the majority of people pay more attention to visual qualities than the rest of their perceptive senses, and what they see is more important to them and remains in their minds, just in the video marketing discussion, which is related to sense Sight, sense of hearing is also added, so add hearing people to the visual group, so our target community becomes wider. Accordingly, in video marketing, it is possible to leave the biggest and most lasting effect on the mind of the audience in a shorter time.
Those of you who are looking for jobs related to digital marketing should have a thorough understanding of the power of video marketing as a powerful marketing tool. This is not only because digital marketers are interested in creating amazing videos, but also because they must learn to incorporate video into their content in order to stay ahead of the competition.
Due to this growth in video marketing, if you are not publishing your brand’s video content regularly, you are now behind. If you have never created a video for yourself, it might be a little difficult to get started. This is where we come in!
Google also gives special importance to video content these days, and now in many countries in Google search results, the videos tab is the first tab that is shown to you on the Google search results page, and this will probably become widespread soon. And will be implemented in all countries.
Here we will learn the tips and benefits of video marketing, the different types of video marketing, what kind of video you need, how to distribute it for maximum results, and why video is Your marketing strategy is very important and how it affects your site’s SEO.
To learn everything you need for video marketing with the article “Why is video marketing necessary in digital marketing?” (5 important reasons)” which is a series of digital marketing training course articles, stay with us until the end.
Table of Contents
What is video marketing?
Video marketing or video marketing means using the videos we make to advertise and market our products or services and using these videos to increase participation in digital and social channels. Educate users and customers and reach our audience with a new media.
Why is video marketing important?
According to Neil Patel, there is no doubt that a successful video marketing campaign will completely change the way your business operates. If you dream of increasing people’s awareness of your brand, leading organic growth and building personal connections with your customers, video marketing and video content creation could be the solution you are looking for.
In fact, in video marketing, video is a versatile and attractive content format that not only gives us a real picture of what is going on, but also allows us to share it on multiple platforms. Users also love video content because it’s easy to digest, fun, and engaging, and marketers love it because it can bring high ROI potential.
Video content is available to anyone with Internet access, both for viewing and production. Of course, there is definitely a trend towards higher quality video at the professional level, and anyone can create their own video content in less than an hour using just a laptop.
Even a small advertising budget can pay off big
Take a look at video marketing statistics
Let’s take a look at video marketing statistics.
On average, video content is shared 1200% more than text and image posts, which is ideal for businesses looking to increase their organic reach.
Similarly, positive ROI statistics for video content have been growing for years, from 33% in 2015 to 87% in 2021.
In video marketing, both businesses and marketers are looking to divert funds to hiring professional videographers to create new marketing content for their website, email, social media, and even “OTT” (over the top media services) video ads. ) on different video streaming platforms.
Video content is more than just entertainment, it’s useful. Video on landing pages can increase the conversion rate by more than 80%, and just mentioning the word “video” in the title of your email increases the opening rate by 19%. 90% of customers also say that videos help them make purchasing decisions.
5 important reasons for the necessity of video marketing or video marketing
5 statistics that prove marketers need video marketing:
1. Information and training in video marketing
97% of marketers claim that videos help customers understand products. (Hubspot)
In most cases today, marketers no longer use traditional approaches, why? Simply because there are so many choices. Consumers and businesses do not simply buy and sell. Instead they are doing a quick internet search to find the best product in their neighborhood or even in the world, where they order online.
To that end, marketers in many contexts (perhaps not all) need to approach audiences with a value-based proposition rather than a “sale.” And videos are great at providing a real, up-close look at products and services like a teacher influencing customers.
2. Optimizing search engines in video marketing
By this year, i.e. 2021, more than 80% of all traffic will consist of video. (Cisco)
Google gives special importance to video marketing. Google search engines love videos because they see them as high quality content.
So for this purpose, using videos in different types of content as well as your main web pages can do wonders for your SEO, as long as the videos themselves are optimized. This means using the right keywords, a comprehensive Meta description as well as a strong title.
3. staying competitive in video marketing
81% of businesses are currently using video marketing for marketing. (Hubspot)
Videos are amazing for sending all kinds of messages, and if we think about it in practical terms, a short and unique video can provide useful training to people about the internal and specific aspects of your particular product. Using storytelling and a variety of unique media, you can easily grab people’s attention and be really entertaining at the same time.
4. Personalization in video marketing
Until this year, i.e. 2021, in video marketing, live video has accounted for 13% of traffic. (Cisco)
Have you ever wanted to check Facebook or Instagram stories and live streams? If you are in or moving towards a digital marketing career, you will need it.
Instagram and Snapchat stories are both great for giving an intimate look at people or a quick, personal look at what you’re up to, and are great creative tools. The cool thing about these videos is that they only run for 24 hours to make it feel more live. It also gives marketers the opportunity to develop ads that focus on time-sensitive ads.
Ephemeral content in video marketing
In video marketing, ephemeral, real-time content is great for:
- Creating a sense of face-to-face interaction
- Creating trust in the brand
- Provide interesting and regular updates to the audience (eg: behind the scenes)
5. Increasing the conversion rate in video marketing
90% of users and consumers claim that a video helps them make a purchase decision. (Social media today)
Wyzowl claims that 74% of people who get a chance to view a product through a video will buy it. And landing pages are good places to put videos.
Apparently it increases conversion rates by up to 80 (just make sure you keep autoplay off so you don’t scare the customer away with loud noises all at once).
Another reason why video marketing is great for website conversion rates is that they actually keep people on the page long enough to look around the site.
This is especially true for those who are not good readers (a good rule of thumb is to assume that people’s eyes are tired from looking at a screen all day). Apparently, people watching a video stay on the page for about two minutes longer if there is a video.
How to use video marketing?
To start video marketing, we need to make a plan, define goals and evaluate them.
Create a Plan, Set Goals, and Measure Them
In video marketing, like any successful marketing campaign, you need to start with a plan.
It may seem instinctive to grab your phone, adjust it to the right angle and direction, and click “record,” but there’s a lot more going on behind the scenes of video content.
Programs in video marketing help you slow down, take a breath, and give you direction. If you want your video marketing campaign to be successful, you need as much attention as possible.
Having a proper video placement plan will help you maximize your reach to your target audience by sending your video to the right places. Assuming you don’t have a completely overlapping audience, if you want to make sure you’re reaching every single one of your followers, you’ll need to publish your video content across all of your social media accounts.
If you play your cards right, some of your videos may even go viral.
Additionally, instead of giving up on a day when you feel out of ideas and uninspired, an app can help you generate content ideas, make sure you have the right video tools, and It allows you to organize your schedule before sending, and plan the actual time needed to edit your video.
This will significantly improve the quality of your video content.
Next, you need to set goals based on your plan and track and evaluate measurable results.
Consider this: How do you define success?
More sales? Higher CTR? Getting better engagement on your social media posts?
Take a look at these SMART goals:
Goals in video marketing
The goals set in video marketing must be specific, measurable, actionable, relevant and time-bound.
Specific: Is there enough detail in the information to accurately point out problems and opportunities? Are the goals detailed enough to measure problems and opportunities?
Measurable: Is a quantitative or qualitative adjective used to create a metric?
Actionable: Can the information be used for better execution and performance improvement?
Relevant: Is the information relevant and can it be applied to a specific problem the marketer is facing?
Time-bound: Can goals be used as targets for different time periods?
So, to have a successful video marketing, you must:
- Start with your video goals.
- Find your target audience.
- Determine what story you want to tell.
- Keep creative requirements ready.
- Stick to your schedule.
- Maintain a realistic budget.
4 important elements in video marketing
In video marketing, these 4 elements form the main framework of your video story:
Protagonist with a goal: This person should be in line with the characteristics of your target community.
Conflict: This is your customer’s pain point.
Quest: How to introduce your product or service will be like this.
Resolution: This is how your product or service solves the problem.
Also, in video marketing, you should think about how you want your video story to make the viewer feel while making the story. Do you want them to laugh? Should they feel inspired or happy after watching your video? Whatever emotion you want your audience to feel, think about that when writing your script. Everything from accessories and location to color and even clothing shows this, so choose every single detail carefully and purposefully!
These elements of your story should take the viewer on a journey — one that should align with your brand mission
Types of video in video marketing
From business videos to frequently asked questions (FAQs) to educational videos and more, there are almost countless types of videos you can create related to your marketing funnel. Despite the huge number of video types in video marketing, certain types of videos are best suited to meet your marketing goals. Once you strategize your goals, you can learn the difference between different types of videos and choose the right ones.
5 of the most popular video types in video marketing:
1. Commercials in video marketing
Commercials In video marketing, commercials are short videos to attract attention.
Online advertising can seem like a confusing and mysterious concept. You may be asking yourself, “Do I really need online advertising?”
Video marketing highlights the best features of your company with a dynamic scene, beautiful images or a summary of exciting features and ends with a clear call to action.
Commercials are the most common type of video in video marketing. You must have watched it thousands of times on TV, streaming services or video platforms like YouTube. Since the main goal of video marketing is to attract new customers, commercials are often catchy and provide only the most important and relevant information that the viewer may need.
Most importantly, videos are memorable! They present your brand in a way that sticks in the viewer’s mind, so if the viewer is exposed to your brand for the first time, they won’t soon forget it.
Ads are usually short, only 30 seconds to a minute long, and are distributed through paid online or television ads. These videos are also great for video marketing to include on your website or home page, as they provide an overview of your brand and convey your brand mission in a quick, easy-to-digest format.
2. Social Content Videos in video marketing
Videos with social content – Social Content Videos, social network videos in video marketing are a combination of social media and video marketing, which is the most powerful way to reach potential customers.
In video marketing these videos are short clips created only for social media platforms like Facebook, Instagram, Twitter, LinkedIn and more.
These are usually fun, playful, engaging and designed to be shared. These videos can include lifestyle photos, montages of scenes related to your product or service, short interview snippets or quotes, or just a nice photo of your product.
If you have never seen an ad on TV! Surely you have seen a video on social media. Social videos can be almost anything and are usually placed anywhere in the buyer’s journey on the net. Due to their fun, engaging nature and short length, they often help attract potential and current customers.
Try to keep social content videos under 30 seconds. Note the unique aspects of social media, such as turning off autoplay and video replay loops. You can actually use these tools to your advantage by playing with the sound off and creating seemingly endless loops. Also use highlighting positive customer feedback in your social videos. This will increase your credibility and spread word of mouth which is a huge plus.
3. Explainer Videos in video marketing
Explainer Videos To understand explainer videos in video marketing, imagine that you are researching a new product that you recently heard about, lucky you there is probably a video for it, this is the same explainer or explainer video.
These videos teach your audience more about your company, brand, product or service. As with social content videos, almost any video can be an explainer video, as long as you focus on how you solved the user’s problem.
Explainer videos are a great introduction to your brand in video marketing. They need to quickly and efficiently explain what your company does and why it matters. Typically less than three minutes long, explainers’ end with a strong call to action, offering a simple solution to a complex problem.
Remember that in video marketing, these types of videos must always answer three main questions:
What is the problem with your audience?
How does your product or service solve it?
Why should your audience choose you?
4. Product Videos in video marketing
Product Videos – For product videos in video marketing, you must tell your audience the best-selling products or services and their best features. This video shows your product in action and helps increase consumer trust in your company or brand.
Your main goal here is probably to attract new customers who are in the first phase of product research. You want to show not only the beauty of your product but also it’s utility
You also want to show off your product feature better than the rest – since these new visitors are still researching, you need to make sure your product video sets you apart from the competition.
Product videos in video marketing are usually around 30 seconds long and can be shared on your website, social networks, via email or paid advertising. Use high-quality production and great sound, whether it’s music, dialogue, or loudness, to connect your audience with your product.
5. Testimonials in video marketing
Testimonials – Testimonials in video marketing show past or current satisfied customers talking about their positive experience using your product or service.
Honest feedback from a customer is more powerful than anything you can say about your company. According to a recent survey, 90% of consumers say that their purchase decisions are influenced by online reviews, so these reviews are very important and effective in increasing your brand credibility and convincing customers.
Customer testimonials typically last between 30 seconds and two minutes and can focus on one happy customer or many. These videos are very versatile, meaning you can publish them almost anywhere. You just need to make sure that whoever you’re filming is completely authentic. A forced or fake description can be more damaging to your brand, so take some time to find the perfect person.
Video hosts in video marketing
In video marketing, choosing a video host is almost essential. Fortunately, most video hosting platforms provide you with a lot of information in real time. You can distribute your video to multiple locations because you don’t want to limit your data to just one source.
Social media platforms in video marketing
Posting your video on social platforms is also basically required, although the social networks you choose may vary depending on where your audience is most active. You can also consider submitting your video natively. Most social platforms prefer native videos.
Analytics platforms in video marketing
An analytics platform gives you the best overall picture of your critical data and its source. The beauty of these platforms is how they can connect all of your marketing efforts. Your ads, your social posts, your referral sources, even identifying your target audience community and more. This video marketing platform simplifies tracking efforts and puts all your data conveniently in one place. There are tons of analytics tools out there, but these are our favorites:
- Google Analytics
Video marketing best practices
Ok so far video marketing there are some amazing reasons to include video in your marketing activities. But how can you actually optimize an engaging video? Here are some tips.
First, find out what the ideal video length is for your platform, here’s what Hubspot recommends:
- Instagram: 30 seconds
- Twitter: 45 seconds
- Facebook: 1 minute
- YouTube: 2 minutes
Other things you can use in video marketing to ensure the best participation and access, as well as to improve your SEO, is to use subtitles and turn off autoplay and video replay, especially if it is placed on the landing page. . Videos on landing pages can be very effective, but only if they don’t scare away viewers with autoplay. You also need to make sure that your video plays well on mobile.
In video marketing, to understand how your videos are performing, follow SEO standards well and always check your metrics. You can embed your YouTube videos in various forms of content such as blogs and emails. And don’t forget the call to action, for example on YouTube it usually includes a small annotation that suggests users to subscribe to your channel.
A more robust approach in video marketing to manage your video content and fully track its ROI is to use a dedicated video hosting service like Cincopa.