Updated: Jan 23
Whether you’re in entertainment, marketing, or you’re a business owner, you’re likely aware that video has revolutionized the way we interact with the online world.
You know just how powerful it could be for your business, and you want in, but maybe you’re having trouble figuring out where to start. So, let’s get down to brass tacks.
As with any marketing endeavor, a solid strategy is essential. Research from Ascend2 determined that the lack of an effective video marketing strategy was the single most common barrier to a campaign’s success.
But an effective strategy requires clearly defined objectives, so before you hit the drawing board, consider the endgame. What do you hope to accomplish with your marketing videos? If you're not sure yet, don’t sweat it — below, we’ll explore some of the most common goals driving successful video marketing campaigns.
Build Brand Awareness
The most essential element to any business’ success is exposure, or brand awareness. More eyes on your brand means more customers, which means more money. And nothing draws eyes quite like video.
In their annual survey on the State of Video Marketing, Wyzowl reports that 93% of marketers feel video has helped expand brand awareness. Makes sense, considering that individuals spend a whopping average of 19 hours a week watching video online — that’s
almost 3 hours per day. Much of that time is spent on YouTube, which nets around 2.1 billion monthly users across the globe.
Not only do internet users love watching video, they love sharing it, twice as likely to pass videos around their social circles than any other type of content. With quality content and the right strategy, the power of the internet will take care of the rest.
Keep in mind that when using video to beef up your brand’s market presence, it’s best to keep your clips brief and as visually striking as possible. Compelling imagery will allow you to grab your viewer’s attention and engage them in an immersive experience, through which you can share your brand’s story, spotlight company values, and inspire an emotional connection.
Engage and Educate Customers
Whether you’re looking to reach new eyes or indulge your current audience, video offers your viewer a comprehensive, interactive, and in-depth look at company values or a given product or service. Explainer videos can range from product demonstrations and how-to guides to tours of production facilities.
Gone are the days of fumbling around, flipping through the pages of cryptic instruction manuals or infographics. According to Wyzowl, 73% of people prefer a short video over other types of media, when learning about a product or service. Further, 94% of marketers find video helps customers understand a product or service.
Explainers put a face to the brand and deepen trust among customers. They provide a platform for a call to action. They acknowledge that your viewer faces a problem and your business can solve it.
Strengthen Your Social Media Presence
It’s no secret that social media has become a marketing wonderland. Nor is it a mystery; internet users spend an average of two hours and 27 minutes on social media, every day. Encouraging viewers to react, comment, tag friends, and share content, social media platforms are built on user engagement and content circulation. As a result, they offer tremendous opportunity for (free) increased brand exposure.
And the most popular form of content across platforms is — you guessed it — video.
Instagram, the fourth most used social media platform in the world, has taken cue from the successes of YouTube and TikTok. Once centered around the sharing of photos, Instagram is shifting gears toward primarily video-based content.
Your future customers don't want to dig for information or ask questions about your company; social media offers a streamlined path to a neatly curated collection of content.
Increase Website Traffic
Distribution of your video content across various channels is sure to help you reach a greater audience. But even by displaying it directly on your website, you can boost your SEO, drive new traffic, generate leads, and increase conversion rates.
Google’s algorithms often position video toward the top of the list, in search results. Snippets for video results also include a thumbnail, giving them a visual element and increasing their ability to draw attention.
You can also generate more traffic by simply dropping a link to your website in captions for videos posted to your social media.
Wherever they find it, your video content could help to convert leads. 88% of people state that a brand’s video has persuaded them to purchase a product or service.
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