Video content is everywhere: from your phone to your TV to your computer, and beyond. Videos capture your attention on billboards, keep you rapt on YouTube for hours a day. But it’s video as a marketing tool that’s changing the face of the the video production landscape and opening up expansive new terrain for marketers and clients alike.
According to Wyzowl, when videos and text are both available, 72% of people would rather use video to learn about a product or service. Videos entertain, but they also draw viewers in to inform, educate, and engage in ways they’ve never done before.
With many types of videos to choose from, each serving their own utility, marketing videos all aim to achieve the same ultimate purpose: to connect with your audience on a human level and inspire action. In aiming for that goal, creating videos can be extremely fun and rewarding while also offering your brand a platform to take your marketing plan to the next level.
Best kept fast-pace and compact, video marketing content should aim to start conversations and deliver a call-to-action that initiates a relationship with prospective clients. Aside from the obvious benefits of triggering sales and boosting brand recognition, a well planned video marketing strategy can offer your company more in terms of long term progress. Here’s how:
THEY SHARE YOUR STORY
Since the ascent of mobile platforms and social media, the relationship between the company and the consumer has undergone a seismic change. Visibility and interaction are no longer side goals within marketing plans, but now sit right at the center of them. For established businesses and startups alike, building that emotional connection with your audience is what draws customers to your brand, and it all begins with your company’s story.
Whether it’s through the stories of your employees and founders via business profile videos, or the stories of your customers and clients through testimonial videos, video can spice up your marketing package with a personal touch. Video of your company’s story has no expiration date and can also be built upon as the business grows. Through video storytelling, businesses are brought to life, shining a light on the faces that go into making a business thrive.
VIDEO EQUALS HIGHER ENGAGEMENT
Though it all starts with getting views, the key to building lasting relationships with your audience is through engagement. With studies showing that audiences are 10 times more likely to engage, embed, share, and comment on video content than blogs or other social posts, it’s important to have a video strategy in place to drive action to your content.
Engagement is not only good for immediate sales, but also for long term relationships, which are built through trust.
Familiarizing your audiences with your brand is only the first step of engaging them. A great brand should be engaging in a constant dialogue with their audiences through their media channels, and establishing a lasting level of trust. Through videos, a transparent and interactive relationship is allowed to take shape between the business and its audience, and it all begins with audience engagement.
THEY'RE BEST FOR INFORMING & EDUCATING
The days of the old-fashioned marketing pitch are over. Why? Well, consumers these days are simply more equipped with tools that help them find the right product or service for themselves. Today there are so many options in the world. The way marketers are thrusting their products and services to the top is by ensuring that the customer can always learn about their product with as little confusion as possible.
97% of marketers claim that videos help customers better understand products. Making product videos: it seems like a no brainer, right? But knowing where to go from there is another question in itself. Finding the best method to inform and educate your audience comes down to knowing your product and audience
How-to videos and explainer videos are perfect, accessible methods for educating audiences. Finding the right tone, whether it’s via animation or a live display, can inform your audience on the specs of your product in a clear, relatable manner. Once you’ve found your style, it’s time to think about your channel, and there are honestly plenty of options. From YouTube, to Instagram, to Facebook and Vimeo, to your own company’s landing page, it’s never been easier to get your video out there. Usually, the more the merrier goes for video marketing. The more channels you have to inform your audience, the wider the audience you’ll attract, while educating the masses in the process.
THEY IMPROVE YOUR SEO RANKING
SEO, or Search Engine Optimization, has become a vital aspect of marketing strategy in recent years. By calculating the quantity and quality of a website through traffic, SEO experts have pushed companies to new grounds in order to boost their relevance and visibility.
Beyond the numbers, video content is essential to keeping up with competition. With so many business, large and small, putting out video content, it’s best not to be the one that’s left behind. A video strategy is essential to visibility in your field, but ultimately, putting out great video content can establish a level of credibility as well. When a consumer is weighing an important decision, it’s likely that it will come down to the quality of video that will push them one way or another.
VIDEOS ARE EASIER TO ACCESS THAN EVER
Next time you’re on a train, bus, subway, or restaurant, look around to see what other people are doing when they’re alone. There’s a pretty good chance they’re watching videos on their phone or tablet. With 70% of YouTube’s total views watched on mobile devices, and over 750 million of Facebook’s users logging in on their mobile device, there’s never been a better time to create video content that can be viewed anywhere.
Mobile videos are fun, eye-catching, and easy to share, but they’re also persuasive marketing tools. Studies show that 90% of consumers have viewed a video on their phone before they’ve made a purchase. Mobile video viewing has become so much more that merely a cure for boredom. Being able to watch video content from anywhere has put power in the viewer’s hands to educate themselves from the subway, park bench, restaurant queue, or aisle of the local grocery store.
THEY CAN BE REPURPOSED
With all the lights, cameras, audio, and personnel, putting on a production can seem like a big deal. However, it’s a producer’s job to create something long lasting that has value. Today, with video content being the ubiquitous force that it is, it’s important to create video content that holds up over time. Fortunately, with the rise of platforms and accessibility, videos can be used for more purposes than ever, and the fruits of a great video will be born for years.
Think of video nowadays like a Russian Nesting Doll. You have the main piece of content, and from it, you can create more and recycle clips for different purposes. There’s been no better example of this than Instagram. Within a single video piece, you can create a 15, 30, and 60 second cut, a vertical edit, story clips, IGTV reels, and more.
Beyond Instagram and social media edits, a good video clip can be used later down the line. Highlights and sound bites from a corporate event, or a passionate testimonial interview can be used for years to come as part of your marketing plan. So, when you see a production crew roll into your office on a shoot day, know that something lasting is being created that goes way beyond a simple 3-minute video.
THEY ARE MORE AFFORDABLE THAN YOU THINK
For years, small businesses had to carry the stigma of producing cheap, tacky, and cliché video content. Car dealerships and local businesses dug deep into their pockets to produce and promote videos that induced mockery, while being, admittedly, kind of catchy. Well those days are gone, as both producing and publishing video has become way, way, more accessible and affordable.
Of course, video packages differ in cost based on size and scale of the project, but nowadays you can produce professionally made video content on a budget that works for you. The best part about it all is that so many marketing channels are free and easy to use, so once the video is complete, it’s reach is endless. Whether a big corporation, or a startup or small business, every company deserves video that’s engaging, informative, and puts a face to what they do.