Video Marketing-An Overview
Don’t worry. I’m not going to bore you with an exhausting definition of video marketing. After all, the terminology is pretty straightforward. Video + marketing = well, you get it.
However, what I do think will be most valuable to share is why online video marketing is the secret to building deeper connections with your audience. The facts speak for themselves!
- Of all businesses, 90% use video advertising as part of their overall digital marketing strategy. (Hubspot)
- 92% of marketers claim that video is an important part of their marketing strategy. (Growth Tribe)
- A website is 53 times more likely to reach the front page of Google if it includes video. (Tru Scribe)
Ready to #GetWyse with video? Let’s go!
Evolution of Video Marketing
Believe it or not, video technology dates back to the 19th century with the kinetoscope and kinetograph. Not sure what those are? I don’t blame you…but they are worth checking out (via the links)!
From there, we witnessed a remarkable evolution:
- 1950s - The videotape recorder
- 1960s - Portable video cameras
- 1970s - Consumer-grade video cameras
- 1980s - Professional-grade cameras and editing software
- 1990s - Digital video production
That brings us to today, where video development has found a home in our handheld cellphones.
Wild, isn’t it?
For the first time in history, video is no longer exclusive to directors and production companies. Not only has online video marketing become more affordable than ever before, it is also more accessible to the public.
With the advent of the iPhone, practically anyone with a creative eye can capture a 4K masterpiece.
“The power of video marketing, from barely existing just a decade ago to driving major business outcomes in a few short years, has yet to wane.” – Andrew Herkert, Tru Scribe
It is, therefore, no surprise that marketers can’t stop talking about the value video delivers to businesses of all sizes.
How Video Marketing Promotes Brands
From black-and-white cleaning product commercials to MTV Music Videos, video marketing has changed a lot over the years. However, one thing remains true: video marketing is especially suited to those looking to educate, inspire, and convert viewers into customers.
Whether you’re selling a lawn mower, legal services, or yourself as an influencer, digital video advertising enhances familiarity, builds emotional connections, and provides deeper context.
Think about it: Have you ever seen a product that was first introduced to you in a commercial? When you saw the product, did you feel positive about it? Did it stand out to you? Did it trigger an emotion or perhaps a memory of someone (maybe even a cartoon character) you saw with the product? Did you pick it up off the shelf? Did you sing a little jingle in your mind? Did you want to buy it?
We often don’t think too critically about the media we’re consuming, but when you do start to peel back the layers of your experience, going all the way to your childhood (think Tony the Tiger or Tuscan Sam), I’m certain you’ll find that video advertising has impacted you much more than you expected.
That’s the real power of video! It’s sticky! And by that, I mean that moving pictures accompanied by sound more effortlessly stick into your mind like personal memories.
Curious about how brands have benefitted from sticky video campaigns?
- Increased engagement
- Better storytelling
- Improved SEO
- Increase website traffic
- Boosted brand awareness
- Better lead generation
- Increased customer trust
Not sold? Check out these two remarkable stats from Wyzowl:
- 87% of marketers say video has helped them directly increase sales.
- 87% of marketers say video has helped them increase leads.
With proven results of increasing engagement, conversion rates, and brand visibility, there’s no reason not to explore what online video marketing can do for you.
Ready to get started? I’ve got some video marketing tips that might help.
Source: Shutterstock
Tips for a Successful Video Marketing Campaign
1. Develop a Video Content Development Schedule
Much like the calendar your business has curated for your social media content, you’ll need to create a similar calendar for video development.
Reverse engineer the process of making a marketing video and allow yourself enough time in your schedule to complete each step.
Here’s a high-level guideline of what you’ll need to consider for your video marketing strategy:
- Video Ideation (decide on location, speakers, themes, etc.)
- Script Writing (write a full script or bullet point notes on the video format)
- Filming (ensure you have a quiet place and time set aside to record)
- Editing (add music, banners, subtitles, etc.)
- Content Writing (write the caption, description, etc.)
- Publishing (choose your social media platform and launch your video)
- Boosting / Optimizing (consider putting some ad spend behind your content)
Once you have a timeline in place for how long each step will take, and who will complete them, add due dates for each task.
2. Create a Demo Video of Your Product or Service
While there are many types of video content for marketing worth exploring for your business, the first video you need to create is a product or service demo. Without developing some core assets that tell your audience who you are, what you do, and why you do it, your video marketing strategy will likely fall flat.
“69% of consumers believe a product demo best assists them when making a purchase.” — Wyzowl, 2023
Instead of jumping right on the fun trends, first work on building video content that answers the most frequently asked questions, introduces your team, or provides a behind-the-scenes look at how your product works.
For example, if you are a marketing agency whose main goal is to promote video marketing products, the primary video topics you should be focusing on are anything relevant to digital video advertising.
Consider your frequently asked questions to get started:
- What is video marketing?
- Why use video marketing?
- What is the history of video marketing?
- How does video marketing promote brands?
- What are tips for a successful video marketing campaign?
See what we did there?
This best practice for video marketing is how you’ll get the attention of potential customers and turn them into leads and loyal followers.
From there, you’ll be able to create more niche spin-off topics that continue to engage your interested audience (see below for more info on the hub and spoke model).
3. Optimize Your Videos with SEO Content
The best way to optimize your video content for marketing is to create topics, titles, and captions that follow the hub and spoke model. Haven’t heard of hub and spoke? I’ve got you covered. Here’s a quick overview:
- Hub: High-volume targeted keywords as topics for videos.
- Spoke: Lower volume and longer tail/supporting keywords as video topics.
Essentially, you should first create content for your major hub (e.g. What is video marketing?), a.k.a. your most high-value keyword. Next, you can begin creating spoke videos that connect back and support your main hub videos (e.g. How video marketing can help you reach Gen X on TikTok).
Check out this article for a more detailed explanation of the hub and spoke strategy.
Source: Shutterstock
4. Keep Your Videos Short
Attention spans are shrinking and the time we spend on our phones is increasing. Therefore, when creating video content for marketing, don’t forget to consider where your audience spends their time, and just how much time they likely have to give you.
- The average time that a person can focus on one thing has dropped from around 2½ minutes to around 45 seconds over the last 20 years. (Northeastern University)
- 75% of people watch short-form video content on their mobile. (Inside Intelligence)
In other words, keep your videos optimized for iPhone viewing and keep the content concise and upbeat to keep people from dropping off.
5. Explore UGC Video Development Through Influencer Marketing
Many consider user-generated content (UGC) a best practice for video marketing, as it is the most genuine form of advertising. These videos are perceived as more trustworthy and natural than branded content.
Therefore, I suggest that every brand consider how they can partner with influencers who align with their vision and mission, and who would be a great fit as an ambassador.
By paying influencers for content, or providing free product, brands can benefit greatly from an influencer’s dialled-in community.
Way Ahead
What does the future of video marketing look like?
Here are a few key takeaways you should know:
Increased Personalization & AI
Artifical intelligence is growing rapidly, and the video advertising industry is not immune. Consumers can expect to see more personalized experiences and suggestions on YouTube, TikTok, and beyond.
Short Form Content Will Continue
As attention spans continue to shrink, audiences will seek more short form content on platforms like IG Reels and TikTok. Therefore, it is important to consider creating digestible video content for marketing that captures and locks in attention with purpose.
Authenticity Over Everything
Audiences are increasingly drawn to content that feels authentic and genuine. If an influencer is able to transparently showcase their values and beliefs, and only work with brands they truly believe in, they are more likely to find success with a loyal audience.
The Rise of Immersive Interactive Experiences
Video marketing will continue to expand into real-life spaces via VR and AR. Viewers will soon be able to engage with video content in ways that are more personalized and memorable than ever before.
Video marketing is a gamechanger. Are you ready to start rolling? Reach out to our team to learn more about our stellar video marketing services. Call 866-208-3095 or contact us here.
