Video content marketing is on the rise - are you utilising it to elevate your brand?
Videos and marketing go together like Ant and Dec. Thus, video content marketing is imperative for successful brands!
From the breakthrough of traditional TV ads back in the sixties. To contemporary video platforms including: Snapchat, Facebook Live, Instagram TV, Vimeo and YouTube.
It is clear to see that video content marketing has swiftly became the staple of our everyday lives.
Video content marketing may be convenient and appealing to our consumers.
Video marketing strategies also enables marketers with a versatile and attractive shareable medium to reach their desired audiences.
While being a facet of content marketing as a whole, video content marketing is most likely strategy that will prevail in the future. Whereas, copywriting will continue to support video content marketing.
Some video content marketing stats
As a matter of fact, Diode Digital recently found that online video is a 600% more effective marketing tool than print and direct mail combined.
Here are just a few of the highlights from Diode Digital:
- 75 Million people in the U.S. watch online videos everyday.
- Merely mentioning the word 'video' in an email subject line, the click-through rate increased by 13%.
- Nearly 50% of all video is watched on a mobile device.
- By 2019, internet video traffic will account for 80% of all consumer Internet traffic
- Videos up to 2 minutes long get the most engagement.
Earlier this year, Wyzowl and HubSpot released their State of Video Marketing Report for 2019 which brought to life some outstanding stats around the impact of videos:
Video helps marketers:
- 81% of marketers who used video as a part of their marketing strategy saw business grow 20% in a single year.
- 97% of marketers say video has helped increase user understanding of their product or service.
- 76% of marketers say video has helped them increase sales.
- 76% of marketers say video has helped them increase traffic.
- 80% of marketers say video has increased dwell time on their website.
Video is preferred by the audience:
- 72% of people would rather watch a video to learn about a brand or product than read about it.
- 95% of people have watched an explainer video to learn more about a product or service.
- 81% of people have been convinced to buy a product or service by watching a brand’s video.
- 69% of people have been convinced to buy a piece of software or application by watching a video.
- 85% of people say they’d like to see more video from brands in 2018.
It appears, that now more than ever, video marketing is helping brands to capture and hold the attention of an audience.
How to incorporate videos effectively into your video content marketing strategy?
It is easy for me to tell you to include videos in your digital marketing strategies. When our digital marketing agency works closely with our clients on video content marketing we ensure that the videos are being shown.
So how do we maximise the volume of views?
Social Media – It is without argument, social media platforms is one of the easiest ways for your audience to share and engage with the videos that you work hard on! Thereby posting videos to your social media you are more likely to have this content shared. Thus, reaching enhanced audiences and for what cost? FREE!
Newsletters/Emails – Adding a video to your newsletter or emails is a good way to share your video directly to your pre-approved audience without waiting an age for them to find it on their own. A themed video could reinforce your topic and help elevate you above your competition.
Blog – Adding video content to your blog can give your readers a more engaging post, switching up their usual method of receiving information. Adding regular content to your site is also great for improving your SEO.
Website – Adding a welcome video to your website can help your audience get to know you better. With a video, you can really provide new and potential customers a unique look into your business and show them what sets you apart. Additionally, a video implement above the fold line of your website will inevitably reduce your bounce rate.
I think at this stage of this article, it is imperative to inform you that it is very unlikely that your first video will go 'viral'.
I just want your expectations to be realistic thus a robust video content marketing strategy should be well-thought out!
With this being said, lets embark on the main reason you are here! Below are my top 5 reason why video content marketing will help build your brand!
#1 - Vlogs
Video blogs (Vlogs) are the modern-era blogs! As the rate of blogs published on the internet increases.
Vlogs are the perfect remedy.
But why are vlogs on the increase?
It is simple:
- They're cheap
- Best way to to increase engagement
Brand's have slowly began to embrace the concept of vlogging. One of the most popular vlogs in the marketing world and one that I personally love to watch is DailyVee by Gary Vaynerchuk.
Gary V shows his audiences his average day at work! Then he provides a little value in his vlogs which ensures he obtains retention of his viewers.
#2 - Webinar
Many brands tend to conduct an event marketing strategy which naturally includes face-to-face interactions with their customers.
These events are held at a venue where attendees would have to physically attend the event in order to get the value.
However, enter the power of webinars.
Webinars are a different type of event that a business can hold.
Brands are preferring to opt in to webinars as they can attract anybody within their target audience, anywhere in the world.
Brands tend to utilise webinars to either educate, instruct or demonstrate.
The use of webinaes are popular amongst B2C & B2B companies throughout their marketing campaigns.
Nevertheless, webinars are more common in B2B marketing.
Brands will hold webinars to for a variety of educational purposes, including:
- Instructing how to use their product
- Demonstrating product and service updates
- Educating their target market on common strategies through instructor-led training sessions
#3 - Animation videos
For all you technical people out there - animation is more like a style of video content marketing rather than a type of video. Nevertheless, what a powerful style it is!
Animated videos are so powerful that they leave the viewers wanting more. Consumers' eyes are glued to their screens as a result.
Animation videos are fantastic for brands that sell complex products/services that can naturally difficult to explain. Thus, the most popular type of animated videos are landing page explainer videos.
Whiteboard animated videos are very affordable to curate. These can be easily obtained through Fiverr where many designers are selling their services.
#4 - Live Streaming
Businesses are opting to utilise live streaming within their video content marketing strategies.
With Facebook and Instagram being the most popular platform to live stream. Businesses also utilise Periscope to broadcast live to their customers, whenever they want.
The beuaty of live streaming is that it hooks viewers. The rationale is similar to that of why people love to hear breaking news! Or why we constantly scroll through social media.
It is to do with FOMO (Fear of Missing Out)...
Streaming live are packed full of suspense.
This is because, as viewers, we do not know what is going to happen next.
Yet again, FOMO plays a major part into why this method of video content marketing is soaring in popularity.
When understanding the behaviour of our customers, Live videos satisfies their deepest need for instant gratification.
From a business point of view, Live videos enables us to connect with our brand communities in real-time!
This is the main reason why they work so well for businesses – you can utilise them to broadcast a new product launch, do a live Q&A, share a “behind the scenes” video, and much more.
#5 - Product Review
Another very good way that video content marketing can aid your brand is through product reviews.
Product reviews have been popularised in the 21st century by tech sites and YouTubers.
If your brand is fortunate enough to have a loyal brand community that trusts you. Then you can potentially do your following a huge favour by reviewing products that they may find useful.
If your customers do trust you then your product reviews can aid their consumer decision making process and eliminate processes within that to ease their shopping experience.
Here is an example of a Nikita Dragun Beauty Egg product review that was conducted by YouTube star Patrick Starrr.
Although this review is completely annoying, it has generated just shy of one million views.
Video Content Marketing Conclusion
What is the point in video content marketing?
The point is simple.
You should be ensuring that your brand is utilising video content marketing. Whether that being vlogs, product reviews, webinars, animation videos or testimonials.
By not implementing at least one video content marketing strategy, you are in essence commiting a content marketing crime.
And not taking advantage of the affordability of animation is just plain silly in my opinion.
There are plenty of useful types of video content that viewers love that we haven't mentioned. Therefore, try several of these options to see what works best for your brand:
- Product Review
- Behind the Scenes
- Live Streaming
But remember, at the end of the day, these different types of video content won’t do you much good if you aren’t approaching content marketing from the right place.
Great content engages by having an intrinsic value of its own apart from any product or service so create video content that will really wow your viewers!