Video marketing is equipped with various components such as sound, images, and music that make it appealing to viewers. As per estimates, adults are expected to dedicate 80 minutes per day to viewing digital videos by 2023. Therefore, marketers must acknowledge this trend and develop video marketing strategies for social media platforms.
The good news is that there are several ways to utilize video for social media marketing. One doesn’t have to limit themselves to traditional TV-style advertisements or impeccably produced educational videos. Making a start in video marketing is now simpler than ever due to the introduction of live-streaming videos, the rise of brand authenticity, and user-friendly editing software.
Why is there a rise in video marketing?
The pandemic has significantly contributed to the current rise in popularity of video content. Although video marketing has been around for a while, it has just lately experienced exponential growth. It is anticipated that video marketing will continue to be a top focus for marketers in the upcoming years.
According to specific estimates, around 82% of the content created globally is projected to be videos. The pandemic has only contributed to this growth, and video marketing has emerged as a positive outcome of the otherwise devastating situation that forced people to stay indoors.
One of the main drivers of video’s rise is the increasing demand for relatable content. The pandemic has compelled people to introspect and showcase their genuine selves on video platforms like TikTok. Relatable content is now a trendy thing, driving more hits and shares for video due to the present informal work-from-home culture and the portrayal of individuals as their true selves.
Since user-generated material is a relevant type of content, it should come as no surprise that most customers prefer it more compared to traditional advertising. Videos are increasingly being made and shared on various platforms by even non-technical people. This pattern is a obvious sign of the reason behind the popularity of video.
What do you mean by video marketing?
Utilizing content, video marketing may inform or encourage viewers about a business and its offerings. It may be used by brands across a variety of digital platforms and channels, including their website, social media marketing, programmatic advertising, etc.
The Importance of Video Marketing Today
With the launch of YouTube, the idea of video marketing initially gained traction. However, the popularity of videos went on the rise once Google bought YouTube. Now this platform offers seven different ad forms.
The development of smartphone technology contributed to the expansion of video marketing by making mobile video viewing more accessible and practical. After the pandemic, this tendency witnessed a tremendous growth, resulting in a huge increase in media consumption.
Since it is easy to create high-quality videos, this is among the most important factors responsible for boosting the growth of video marketing. As a result of this advancement, marketers can now more easily include videos into their marketing plans. Your company runs the danger of becoming obsolete and being left behind if it cannot keep up with this new trend.
Video advertising is a fantastic equalizer. It makes it possible for small- to medium-sized firms to successfully compete with bigger corporations. A well-produced, captivating, and memorable video may level the playing field since it is successful regardless of the size of the company that made it.
Practical Video Marketing Tips to Create Compelling Videos
Creating compelling and user-oriented videos can go a long way in gaining popularity. Hence, adopting the right video marketing strategies can help to create appealing videos and gain the right amount of attention from the target audience.
Set goals for video marketing
When embarking on a new marketing strategy involving video, establishing goals is crucial. The purpose of your videos needs to be clearly defined. If you are a beginner, setting a limited number of goals is advisable to avoid feeling overwhelmed. For instance, you may aim to create brand awareness. Nonetheless, your video marketing strategy can do more than just raise prospects’ brand awareness with a well-crafted script and innovative ideas. It can also help them through the decision stage of the buying process, provide information about their newly acquired product or service, and support your brand advocacy plans.
Be crystal clear on who your target audience is
After identifying the purpose behind your video marketing campaign, the next crucial aspect is determining your target audience. Remember that understanding who you are addressing is as crucial as the message you want to convey.
To achieve this, you must specify your video’s intended audience, including their gender, age, profession, interests, and other relevant factors. Additionally, it is crucial to comprehend the challenges they encounter and seek solutions for and how your product/service can address their problems.
You may also create a persona for your video, which is a semi-fictional representation of your ideal viewer/buyer, ensuring that each video is tailored to generate optimal results. By understanding your audience’s pain points and what they seek in a product and tailoring your video to address them, you can increase the chances of engaging and converting them.
Decide on your platforms
Every significant social media network includes a video format, so there are many ways to use video in your marketing plan. If you have never posted videos on any platform before, you might choose to start with those where you already have a sizable following. Facebook, YouTube, Instagram, and Snapchat are some of the most well-liked platforms that customers and organizations are anticipated to utilize often in the upcoming year. A great place to start is by choosing one of these platforms to launch your video marketing campaign. If you’re looking to hire UX designers for your video marketing campaign, you can leverage the power of these platforms to reach potential candidates and showcase your company’s design opportunities.
Set A Timeline and Budget for Your Video
Video might be thought of as a streamlined, quick, and affordable version of a valued film. Although it requires less resources to be successful, video production may still be time-consuming and expensive. However, time and money could be saved with smart planning and project management. It is crucial to plan ahead for probable obstacles and provide a clear timeframe for each process stage in order to accomplish this. It’s essential to guarantee that the film will be completed on schedule regardless of any unexpected difficulties or changes because even a little video production necessitates the involvement of several people with diverse talents.
Develop Messaging and Choose the Right Types of Videos
It’s essential to have a clear goal in mind if you want to use your videos to successfully communicate a message. If you don’t know where to start, you can get ideas from various marketing videos. To select the most successful message for each step of the buyer’s journey, it is also advised to consult an expert. It’s also essential to consider your budget, skills, and available resources and anticipate any creative obstacles during production. For example, you may need a designer to create lower-third graphics or decide whether to produce an animated or live-action video.
Videos Must Hook Your Audience
According to research conducted by Facebook, audiences are likely to continue watching a video if they have watched it for at least three seconds, with 45% of them doing so. If they are not engaged, they tend to click away after three seconds. This suggests that the opening three seconds of a video should grab the audience’s attention. Slowly paced videos are unlikely to be successful. Aim to engage your audience from the outset if you want to succeed.
Shorter Videos Convert Higher
In today’s fast-paced world, shorter and more concise videos tend to have a higher conversion rate than longer ones, mainly because they cater to the audience’s short attention span. Today, most of the people find it convenient to watch videos on their smartphones. So, video creators must remember to deliver a clear message by getting straight to the point to engage the viewers.
Incorporate Storytelling for Engaging Video Content
Storytelling is crucial for producing interesting video material. It enables you to change from an approach to advertising that is product-centric to one that is more subtle. You can decide to follow one or more plotlines to create a storyline for your video. There are just a few different forms of plots, even though you would think there are innumerable story formats accessible. Many writers have identified different plots that marketers and advertisers can utilize to create a compelling narrative for their video content.
Experts suggest using the information gap theory of curiosity to generate immediate interest. This theory proposes that when individuals sense a knowledge gap between what they currently know and want to know, they are driven to take action to fill that gap by clicking on a video link. Crafting an intriguing title can trigger many questions from the audience, heightening the likelihood that they will click on the video. Arousing curiosity and leaving questions unanswered creates a gap between the viewer’s current knowledge and what they aspire to learn, resulting in successful video engagement.
Utilizing the abovementioned techniques, you can capture your audience’s attention and keep them engaged throughout your videos. So, you may choose one or more of these techniques to ensure effective video marketing while fulfilling the target audience’s demands successfully. Creating an engaging may seem daunting initially but these strategies when utilized in the correct manner can help to boost the popularity of your videos.