The facts are clear. Video marketing is relevant and robust on every online platform. Statistics show that people watch more than a billion hours of video content daily on YouTube alone.
Facebook reports that when on their smartphones, people are 1.5 times more likely to watch videos.
According to Wyzowl, when offered both text and video on the same page, 72% of people prefer watching a video to learn about a product or service.
In today’s consumer-centric environment, it is simply a matter of common sense to give potential and current customers what they want. And they want to watch videos.
People learn best in different ways. Some prefer to read instructions, and others are visual learners and would rather watch than read.
Consider the following statistics:
- 96% of consumers have watched an explainer video to learn about products or services before making a purchase decision.
- 68% of customers choose to watch a video over an article or watch a presentation to learn how to use a new product or service.
Companies should offer both a written and a video version to explain how to use their product or service.
For example, companies, such as Crowdfire, a social media management all-in-one solution, use videos to train customers on how to use their platform.
In their words, “Manuals take time. These videos will get you started instantly”. In 1:55, Crowdfire’s customers can learn how to use the article recommendation feature by watching the video below:
Notice how Crowdfire uploads its videos to YouTube and embeds them directly on its website to attract and encourage more views.
However, they also offer the same training in written format for their customers who like to learn by reading.
To truly understand the usefulness of corporate videos, you need first to understand the concept behind them.
A corporate video is used to convey internal and external messages. It is very different from traditional video advertising in terms of the target audience.
Corporate videos and videos, in general, have proven to be very effective in marketing. On average, more conversions are made with videos when compared to other types of content.
Of course, you want to be sure your videos are professional as they represent your brand.
Whether posting a video on Instagram, your YouTube channel, Facebook, Twitter, LinkedIn, or any other social media platform, videos are engaging content to attract viewers and boost your following.
Video marketing is no longer a choice for brands that want to succeed. It must play a significant role in your marketing strategy.
History Behind Video
Video Marketing is not new. It has been around for decades. In the past, only huge corporate brands were able to afford to create a video.
Today, with modern technology and numerous online video editing apps, even the little guy can compete with larger companies and create professional, engaging, and compelling video content.
Recognizing the massive impact of video, Google jumped on the bandwagon and purchased YouTube in 2006 for $1.65 billion.
It was a wise investment as YouTube’s ad revenue is currently nine times more than it was when Google bought it.
Define Your Goals
Before embarking on any marketing initiative, you must know what you are trying to achieve and define your goals.
Goals should be measurable to know if you are on the right track or need to make adjustments.
Revenue-based goals generally focus on increasing the number of qualified leads received to improve conversion rates.
Brand goals, such as growing an email list or driving more blog traffic, help position your brand for future success. Common video marketing goals include increasing:
- The average length of time viewers watch a video and is a measure of engagement.
- Lead count and its impact on conversion rates, influence on sales, and pipeline generation.
- Video views, mentions, and social media shares to increase brand awareness.
Below are a few reasons why videos should be part and parcel of your social media and marketing strategy.
Videos Improve Customer Engagement
To gain relevance in today’s over-saturated market, you need to create videos that are sure to grab people’s attention and make them want to do business with you.
Your video content is more likely to be viewed by your target audience if it is engaging, compelling, and attractive.
Take the emerging popularity of Tik Tok videos. Short and goofy videos see high engagement rates and have a strong potential to go viral. Companies of all sizes are utilizing fun and engaging videos to promote their business.
Videos are more popular with people because they’re easy to understand and are very effective for visual learners.
If you want to rise above the noise and set yourself and your business apart from the competition, then you should consider making use of videos to share on your social media accounts and your website.
Videos Drive More Traffic
According to Cisco, online videos will make up over 82% of all consumer internet traffic. This is 15 times higher than it was in 2017.
If you’re not using videos, you miss out on many potential customers and sales. The math is simple. If you have a video on your website, organic search traffic increases by 157%.
Video Messages Are Easier to Retain
It’s a proven fact that humans are visual learners. We tend to concentrate and assimilate visual information better than text.
The quickest and most efficient way to educate your customers, staff, and potential clients is through video.
Video’s efficiency can be credited to the fact that it encompasses three different forms of communication; text, sound and most importantly, moving imagery.
These three forms of communication work together to enable our brains to compute visual information efficiently.
Videos Increase Online Visibility
Search Engine Optimization is a critical factor that determines whether or not your business and brand will be easily found when your potential customers input specific keywords into search engines.
Most businesses find it challenging to drive traffic to their websites or social media pages. Videos help your business get found when you input keywords associated with your video.
The more strategically placed videos you display, the more your website gets pushed up in search engines rankings, thus improving your business visibility.
What Kind of Videos Will You Produce?
Rather than jumping right into using video for your business by turning on a camera and recording, you should be aware of the different types of videos you can create, which ones are most suited to your business story, and which type of videos your target market likes to watch.
Keep in mind the steps in your customers’ journey and create videos that fit into different points along their buying process.
Some of your video style options include:
This type of video is exactly what it sounds like; someone talks directly to the audience. Talking head videos are popular for thought leaders who want to share their knowledge and industry expertise as an authority in their niche.
Talking head videos created as a series are called vlogs. Many people replace or enhance written blog posts into vlogs for those viewers who prefer to listen and watch rather than read.
For those interested in getting started with a vlog, It is easy to start with an IGTV platform on Instagram.
All you need is a smartphone and yourself to start recording and sharing multiple video vlogs.
Live-action videos are the most common form of video because of how easy they are to create. From smartphone footage to professionally-recorded videos, live-action videos typically include real-world footage.
You can use video scripts when recording or use a less formal style and conduct an interview.
Conducting and recording video interviews is an excellent way to attract an audience interested in what you offer.
You can use a single camera where both the interviewer and interviewee appear together. Another option is to use video conferencing software to record people in different locations.
Topics for video interviews can range from giving advice, sharing expertise, a question and answer format, or an AMA (ask me anything) session with an influencer in your niche.
Not only will you engage your target audience, but you will also attract the followers of the industry expert you are interviewing.
Another type of video interview is the customer testimonial. Sharing real stories from satisfied customers on social media about how your product or service has made their lives easier instills trust in your brand.
If you are looking for a more engaging video style, animated videos are a great addition to your video arsenal.
The same way children like to watch cartoons, adults are also drawn to entertaining animations that tell a story or briefly describe a product or service.
Fun animated videos can turn curious visitors into customers by engaging and attracting an audience who wants to see complex messages delivered simply in a short period of time.
Some more proficient video marketers will use a combination of live, talking head, and animated styles within the same video.
Tutorials or How-To Videos
Typically tutorial videos utilize screen-sharing to record and show viewers what something looks like or how it works.
For example, if your company sells social media management tools, walking potential and current clients through the setup process while sharing your screen with them has the advantage of allowing them to follow along with you. At the same time, you show them the next steps.
Videos Give Your Business a Platform to Tell its Story
Videos help you tell the story of your business in a fun and informative way. They can also be used to let your employees know your mission statement as an organisation.
Delivering your message in the video format allows you to engage the right people in a conducive environment without commercial constraints.
About the author:
Julie Weishaar, Visual Digital Marketing Specialist
Julie of New Horizons 123 works to grow small businesses, increasing their online visibility by leveraging the latest in internet and video technologies. She specializes in creative camera-less animated video production, custom images, content writing, and SlideShare presentations. Julie also manages content marketing, blog management, email marketing, marketing automation, and social media for her clients.