Video Marketing: How useful is it?
Fun fact; Youtube has over 2 billion users. That’s a THIRD of the entire internet.
Let that sink in for a minute.
The rise of video marketing has been tremendous – especially within the realms of social media. With limited time, short attention spans and direct access to market competition, online consumers today are picky, informed and in a hurry. Having to read text, or interpret a photo? Well, the majority of us don’t have the time for that — especially the tech-savvy Generation Z. With 40% of all consumers now falling into Generation Z, marketing techniques need to be adjusted to suit these social media based, digital natives.
So why is video content so popular and what’s really in it for your business?
It’s convenient and efficient at attracting and engaging audiences
Gone are the text-heavy sites and campaigns. Video hit the ground running back in 2017 – since then video marketing has exploded thanks not only to changes in the consumer but also with increased access to easy-to-use video functions, editing and developmental software. From Instagram Stories and Facebook live to Youtube channels and TikTok, video has become a leading contributor to customer conversions.
Video is the best way to quickly grab the attention of potential customers, proving to be more stimulating and easier to consume than static images. Consumers don’t just want to be told what a product or service does, they want to see it in action. Sharing, embedding and commenting has never been easier, allowing you to engage even with the most dismissive of consumers.
It’s emotive and engaging, allowing you to tell a story and build trust
Verbal speech, facial expressions, music — they are all key to getting into the emotional core of an audience. With brand identity proving to be crucial to the modern-day consumer, creating video content that inspires, excites and reflects company morals, goals and values is bound to be a big hit. Trust plays a huge part in video content marketing; you’re likely to reach a much wider audience base with your videos being shared across media platforms by customers that trust and vouch for your product/service.
It’s great for mobile users
Consumers are on the go, all the time. With more people spending much longer on their mobiles than on their computers, mobiles and video go hand-in-hand. According to Google, consumers are much more likely to feel a connection to Ads seen on their mobiles phones, rather than on TV or on a desktop computer. Mobile phones are more personal, always there to provide the answers and recommendations whenever we need them; a platform of perfect connection to advertise on.
It has the best ROI
Video content marketing is pretty damn hard to beat when it comes to Return on Investments. Ok, so professional video development is not particularly cheap – however with new video production and editing software becoming ever more affordable and accessible, it is easier than ever to produce killer content. Data from Hubspot research shows that 88% of marketers reported a positive ROI from video content.
It’s an easy way of tracking data and analysing results
This is a huge plus when it comes to using video content. With Google and Facebook Ads Managers, businesses can get to the nitty-gritty of campaign engagement. How long consumers watch the video, whether they share it, how many partial and full views it has – it’s a world of analytical knowledge.
It does wonders for your Google rankings
That’s right. Adding video content onto your website means you will be shooting up the SEO rankings — videos encourage people to stay on your webpage longer, therefore indicating higher quality content.
It’s incredibly versatile
Video content can be used for any kind of campaign – from launching a new product to interviewing loyal customers. Whatever message you want to send – informative, explanatory or inspirational, video content can easily mould to any business campaign objective. Think ‘explainer’ videos or even animations for content with harder instructions. Animations are particularly useful for bringing technical and theoretical concepts to life, making the concept much more relatable and memorable to the consumer.
The pros of including video content in your marketing strategy greatly outway the cons. Social platforms and the personal gadgets we use like mobiles and tablets are finely tuned to support video advertising – the technology is there to be used. More engaging, attention-grabbing and emotive than static text and images, video really does pack a punch with regards to conversions.
So why not begin your video content marketing adventure today?
Here are a few tips and tricks to get you started.
1. Strategise, strategise, strategise
The very best, slick campaigns always have the most clear-cut, well-thought-out strategies. Visualise end-goals, and define clear steps to get there. Having a fine-tuned strategy can make a campaign function like clock-work from start to finish.
2. Pin-point your message
The last thing you want to do is create content which is vague, confusing and certainly not share-worthy. The vast creative possibilities that come out of combining audio and moving images can often lead to an overload of sensory stimulation if not kept in check. Think of clear, direct, results-driven content.
3. Don’t skimp on the audio
You could have edited the best footage to perfection, if your audio quality is sub-par, consumers WILL turn away. Investing in producing high-quality audio, with external mics and even voice actors will significantly improve the overall performance of your video content — making it look put together and professional.
4. Hire a creative marketing agency
Why not leave all the technicalities to those that know the field best? Here at Blonde and Giant, we build video content into our data-driven strategies. We get creative with slick animations, videography — and when it comes to getting your campaign out there, we’re a social media exposure machine. We work with our clients to establish clear goals and campaign direction to produce content that converts.