The digital marketing landscape continues to shift and evolve as new platforms emerge, old ones grow, and user habits change.
In this fast-paced environment, businesses must keep pace with the changing trends to stay relevant.
Video marketing has become essential to any successful marketing strategy.
That’s because video content is more accessible than ever, with sites like YouTube, Vimeo, and Facebook all boasting millions of users.
This guide will cover video marketing definition, why it can benefit your business, tips on how to create video marketing content in 2022, and mistakes to avoid.
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What is Video Marketing?
Video marketing is using video content as an engagement tool or part of your overall digital marketing campaign strategy.
It’s a form of content marketing that uses video content types and marketing techniques to build an audience for your brand and promote a product or service.
Video Content Types for Businesses
A video can tell a story, promote and advertise your brand, engage with customers, and more. Video marketing comes with a range of content types, which include:
Explainer videos are short and visual explainers that help your customers understand your product or service.
They’re an ideal choice for B2B companies or product-driven companies that want to explain a complex product to their customers. Examples include SaaS businesses like Autopilot and SlideShare and tools like Canva.
This type of content also works well for businesses with an established brand image because people will come back again and again if they're familiar with what kind of product they're getting into.
Brand videos are short videos that showcase the company’s culture and values.
They’re a valuable tool for increasing employee engagement and promoting internal brand awareness.
Brand videos come in many forms, from employee interviews to behind-the-scenes videos revealing the working environment.
Marketing videos are advertisements for products and services. This is the type of content you might create for your YouTube channel or for sharing on social media platforms like Facebook and Instagram.
They’re usually short, visual clips describing the product's main features and benefits.
Alternatively, you can create long-form videos for in-depth product reviews. These are usually best for B2C companies and products.
Video Marketing Statistics: Highlighting Its Growing Importance
Video is one of the most efficient marketing tools available, yet many businesses still hesitate to include it in their content marketing strategy.
Even though video has been around for a long time, and there are many different ways to create videos, it's only recently that it has become more popular.
Here are some eye-opening statistics you should know.
- With the launch of YouTube, video marketing gained interest around 2005.
- It drives a whopping 1,200% of shares across all social media platforms compared to text and image, providing an opportunity for real impact.
- Not only have online video views surpassed televisions, but 96% of people search for explainer videos to learn more about a service or a product.
- Studies show that 85% are more likely to buy a product online after watching a video.
- Nowadays, 82% of people prefer watching video content to reading articles, eBooks, or written content.
Why Use Video Marketing?
This type of marketing aims to create engaging and shareable videos that will help you get your message across to your audience.
In today’s market, videos can be more engaging than blog posts and can cause viewers to get drawn in more deeply.
As a way to connect with customers, motivate employees, and spread your business' message, it's way more effective than you can imagine. Here’s why:
Content is king
If you want to reach a large audience, you need to create content that’s engaging and engaging content takes time and effort.
Video content marketing allows you to create engaging videos tailored specifically for your audience.
This means you don’t have to spend time creating something generic or monotonous just because it works best for everyone else.
You can create something unique for your audience and market it directly from that channel instead of trying to appeal to everyone else’s level by creating an average video.
Videos are shareable and highly consumable
A video can be posted on a company blog, embedded on a website, or shared with followers on social media. It also has the advantage of being able to go viral if it’s entertaining or educating.
Humans are visual creatures by nature, so it makes sense that visuals are the best way for us to process information and retain it for later use.
In addition, videos are more memorable. Harvard research shows that 65% of people are more likely to remember video content than written content.
Video marketing can improve your SEO
Video marketing can help you improve your search ranking results and SEO. When done write, it can help give you a boost among your competitors.
The following are the things you should keep in mind:
- Use the right keywords and title.
- Use the right description, tags, file name, file size, and file format.
- Use relevant and accurate information about your business in all these areas.
- And with SEO, you can build brand awareness and credibility.
Video content builds brand awareness and credibility
Video gives viewers a chance to see your company in action and hear you speak about what makes you unique.
It’s one thing for someone who knows nothing about you to read what you do on your website. But it’s another thing entirely when they watch a 20-minute video that shows how cool you are and why they should be checking out what else you have going on.
Tips to Get Started on Creating Video Content in 2022
If you want to incorporate video marketing into your marketing strategy, there are four steps that you can follow.
These steps will help you create a successful video marketing campaign and ensure you’re making the most of your investment in video content.
Define your video marketing strategy
Before using video marketing, you need to define your marketing strategy.
What is the purpose of your video content? What are you trying to achieve with video marketing? These are some of the questions you should be asking yourself.
Create a video content calendar
Once you’ve defined your strategy, you must to decide on a content calendar.
You should create a calendar that outlines video release dates and subject matter. You can also use the calendar to plan other video content like blog posts and podcasts.
Promote your videos
You’ve created great content, but it will not do any good if you don’t promote it. You need to find ways to promote your videos so they get in front of as many people as possible.
Measure the results of your campaign
You can’t improve unless you measure your results.
You need to track various metrics, from the number of views videos receive to the number of times they are shared.
This information will help you adjust your strategy and improve each campaign.
How Can Your Audience Find Your Video Content?
Once you've created your video, make sure people can find it. Identify the right place to host it and ensure your audience knows how to access it.
Your videos should be on your website
The great thing about having a blog or business website is that it's easy for people to find something specific (like a blog about content marketing) when they're looking for something specific.
Suppose you make videos as part of your content strategy. In that case, those videos should also be hosted so that people can find them easily when they're looking specifically for information in that area.
Make sure you're uploading them to the right platform
You want to get the most out of your video content. You want people to find it and watch it, so they’ll see what you have to offer and be compelled to buy whatever it is. But how?
The answer is simple: You need to know where your audience hangs online.
Then you can decide which platform is best suited for distributing your videos (and even create multiple versions of each video if necessary).
YouTube is an amazing resource for sharing long form content like podcasts or explainer videos.
But putting this type of content on YouTube might not be as wise if you're making a short educational video or something more specific.
This is where TikTok comes in handy because it's more focused on short-form videos that entertain but also show viewers how they can use their products and tools in real life.
Common Mistakes to Avoid
- Talk to the camera. When shooting your video content for the first time, it can be tempting to just talk at the camera as if you were talking to a friend and just let things flow. However, this approach is not conducive to creating quality videos that will get viewers excited about what you have to say.
- Read off a script. It’s important that you avoid reading off of a script while recording your video content. Doing so will make it very clear that this isn’t organic material—it's just something someone made up ahead of time and is now reciting verbatim without any passion or emotion behind it.
- Use stock music/images/footage/voiceover/video clips. While using some stock footage in conjunction with creating original material might be appropriate in some cases (e.g., when illustrating how certain products work), there are still plenty of ways around using other people's stuff altogether. You can do this by supplementing with an original audio track or finding creative ways not to need any visuals!
Video Marketing Takeaways
Video marketing is a powerful tool for businesses to reach customers online, on social media and across mobile devices.
It's a great way to share information about your product or service with potential or existing customers who may need it.
After you’ve created your video content, it’s essential to promote it and measure its success so that you can make adjustments and improve on future campaigns.
People are looking for more interesting ways to engage with businesses online. If you don’t offer them something visually appealing, you risk being overlooked by potential customers.
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