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What you need to know to integrate video into your marketing strategy

Marketing trends are constantly changing. As new channels emerge and consumer attitudes change, marketers must adapt accordingly. This is how you always make a good impression with your audience.

Video marketing is on the rise these days. More and more businesses are taking the time to create fun, engaging and informative visual content to help connect with their audience and drive business.

What is video marketing?

As the name suggests, video marketing is all about using video to promote your brand. You’ve probably figured it out already. However, you may be wondering why this topic has gained prominence recently. After all, haven’t brands used video to promote themselves in the form of ads for years now?

It is true. This trend is different, however. Video marketing is on the rise because video content has been shown to much more engagement than other types of content when shared through social media platforms and other digital platforms.

72% of customers prefer to know more about a product or service by video

Users spend 88% more time browsing websites with videos

It’s understandable. The video is easy to consume. It’s also dynamic, allowing marketers to grab an audience’s attention more than they could if they relied on less catchy content.

In addition, video is less and less expensive to produce. In fact, the filmmakers are now making great movies on smartphones. The growing popularity of smartphones also allows a large audience to consume video content even when they are on the go. All of these factors have given marketers an opportunity that they are taking advantage of.

Key statistics of video marketing

Numerous surveys and studies learn more about the importance of video marketing today. They provide video marketing statistics that clarify this topic.

For example, from 2020, 92% of marketers surveyed say video plays an important role in their overall strategy. It’s a 78% increase barely five years ago.

It’s important to understand that marketers simply react to audience behaviors. Research indicates that by 2021, the average person will spend around 100 minutes a day (every day!) Watching videos online.

The stats also reveal the major impact video can have on engagement. For example, Tweets containing video content generate 10 times more engagement than Tweets that don’t.

All of these video marketing statistics indicate that you should use video in your campaigns. That said, it’s important that you do it right.

The right way to use video marketing

right way to use video marketing

Don’t make the mistake of assuming that video content alone is valuable. To get the most out of video, there are some consumer trends and attitudes you need to keep in mind when developing campaigns.

For example, statistics from video marketing reveal that 66% of marketing videos were 30 seconds long in Q3 2019. In the third quarter of 2018, 30-second videos made up 55% of video ads. If other marketers know what they’re doing, that means the 30 second length is often ideal when developing video marketing content. Of course, there are always exceptions. Sometimes a video needs to be longer to convey its message well. In other cases, a very short video may suffice if the format does not require anything more.

You should also take into account that video is particularly popular among young consumers. Surveys show that 66% of teens in the US watch videos online every day. You need to develop your video marketing strategy if you are targeting young people.

That’s not to say that you should reject the video if your audience is aging. Again, video remains popular in virtually all demographic groups. Just because it’s more popular with teens than older people doesn’t mean it’s not useful when teens aren’t your target audience. You just need to consider how popular the video is among your audience to determine the important role it should play in your campaigns.

Along with developing video marketing campaigns, you also need to think about what you can do to make sure your audience knows when a piece of content is presenting a video. For example, video marketing statistics show that including the word « video » in the subject line of an email can increase open rates by 19%.

Types of marketing videos

Marketing videos can take many forms. The nature of your brand will determine what you decide to prioritize when developing a strategy.

Videos can explain the benefits of a product or service. They can also show how to use a product. Videos can highlight a brand’s values ​​and mission, give audiences a behind-the-scenes look at an organization, tell brand stories, cover events, and even educate. It’s not uncommon for marketers to make mini-documentaries on topics relevant to their audience. Some also produce humorous sketches or short films.

Always monitor the engagement of your campaigns. The more engagement a type of video generates, the more you should focus on producing that type of video in the future.

How to create marketing videos

how to do video marketing

Your budget will naturally affect how you choose to produce marketing videos. Ideally, you will have the funds to justify hiring professional videographers and filmmakers. You want to promote your brand in the best possible light. Some brands have even justified creating their own video department.

However, you don’t need to give up on your video marketing plans just because your budget is tight. Instead, you need to take full advantage of the resources you have.

For example, maybe you are selling kitchen utensils. While you might not have the money to shoot a dynamic video in which celebrity chefs use your produce indoors in a busy kitchen, you can mount a camera on a tripod (remember, whatever all you need is a smartphone to shoot quality videos these days) and shoot a still video in which an employee presents one of your products. It might not be as intense, but it’s still more engaging than a blog post, it still serves its purpose, and it doesn’t take a lot of money to produce it.

Another easy way to add videos to your marketing strategy is to use content from your website. If you blog, consider adding a video to your content. Develop a topic, collect some talking points and save. Using a smartphone for these videos is very common. You can then add it to YouTube and embed it in your post. Review the existing opportunities on your website and build from there.

Start developing your video marketing strategy as early as possible. Video marketing statistics indicate that this type of content will only increase in popularity in the near future. Take the opportunity now.

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