Regardless of what social platform you are scrolling through, chances are, you will stumble upon a video (or a few). Although video is something that has been around for quite some time, it took off in the marketing world within the last couple of years. More and more platforms have taken note of how successful video has proven to be and thus, have integrated it into their platforms.
Why is video marketing so popular? With the hustle and bustle of life, it seems as if we have less and less time. Because of this, any way to retain information we want and need in a quick and effortless manner is a win. From the perspective of a business owner, it’s significantly easier to draw people in with enticing visuals which is a win-win for both parties; your business can generate better buzz and consumers can learn about your product/service/who you are with little to no effort. Of course, like anything, crafting the perfect marketing video for your business takes a lot of practice, care, and attention to detail. Online marketing consultants can aid you in strategizing and implementing the optimal videos for your business needs.
How does video marketing work?
Video marketing can be utilized in a number of scenarios across the digital space. From ads to influencers, videos harness a lot of power when it comes to delivering a message to the audience. Video marketing can be utilized to sell your product/service and educate consumers on it or to deliver a valuable branding message.
In the first regard, video is a great tool for educating consumers on what you have to offer in an enticing manner. Through exciting and relative visuals, you can easily parlay your offer to consumers in a way that is seemingly effortless to them. These videos can be put on social platforms where your target market is more prevalent.
In the second regard, video is exceptional when it comes to storytelling and providing a valuable branding message. This has become more and more popular as people are drawn to brand’s who show a more vulnerable and personal side. Gilette was the creator of a massive storytelling video that pulled on the heartstrings of a plethora of viewers. Regardless of how people felt about the video, they were sharing or discussing it, thus, bringing new light to the brand.
What are the various types of video in marketing?
As previously mentioned, video marketing can be implemented in a number of ways. The type of video you are aiming to create is contingent on what you would like the end result to be. The following video formats are popular amidst the digital world;
Video Ads – video ads are typically short and “to-the-point” videos that aim to promote a businesses product and service. Because these videos are generally quite short, it’s imperative to only include relative information and not overwhelm the viewers with too much at once. Video ads are a viable option if you are looking to generate leads or bring your audience members to your site to further learn about your product and potentially make a purchase.
Influential videos – influential videos are similar to ad videos in that they are meant to persuade people to take action, however, the actions can be open for wider interpretation. These videos can influence individuals to make a purchase, learn more about a mentioned site/product/service, learn more about a particular brand, donate to a cause, and much more. This type of video is typically seen by influencers who collaborate with brands to educate their audience on them.
Live video/streaming – Live video (or “streaming”) has become increasingly popular recently. Facebook and Instagram have been successful platforms for live videos and LinkedIn followed in suit, recently unveiling a live video option for the platform. Live video is great for developing a sense of trust with your audience; allowing them to see your personable side which may not be prevalent through business-oriented posts. Live video is also a great way to engage with your audience – answering questions they have, addressing any concerns, etc.
Does video increase conversion rate?
Let’s not beat around the bush – lead/conversions are a massive focal point for businesses as it translates to more profit. With that being said, it’s important for your video marketing campaigns to be optimized with proper strategy in order to aid in boosting conversions and overall business. In fact, having a video on your landing page alone can boost your conversions by 80% according to EyeWide Digital. Videos are a simple and effective way to relay information to your audience in a manner that is convenient for them. There are a few simple steps that can aid in increasing conversion rate when coupled with your video, including;
- Utilizing a friendly and simple thumbnail. The thumbnail should be inviting and relay what the video contains (without being overwhelming)
- Transcribing – most people listen to videos without any sound nowadays, so it is important to transcribe the videos in order to effectively deliver the message. This is also important for those who are hard of hearing.
- Being personable – automation is no longer in. People like authenticity. Be yourself as cliche as it may sound!
- Interject a CTA in the MIDDLE of your video. Why the middle? Putting a CTA in the beginning may make the video seem inauthentic by selling right off the bat. Putting it at the end may cause people to click away before you can even deliver it. The middle is a great place as your audience is already captivated by the beginning portion and wants to continue watching thereafter.
The world of online video is showing no signs of slowing down anytime soon. With that being said, it is imperative that businesses implement a video presence online to maximize their digital efforts.