Have you ever considered how videos may benefit your brand? If you want to get more people interested in what you have to offer, you’ve come to the correct place. In this article, we’ll go over the fundamentals of video marketing and show you how it may benefit your business. Videos are popular nowadays, and most people prefer to learn something new by viewing a video. We’ll look at why videos are so effective and how you can use them to reach out to more people and capture their attention. Let’s begin this adventure to make your brand glow through video marketing.
What is Video Marketing?
Video marketing is really about narrative. It is a kind of art in which you use sights, sounds, and storylines to connect with your audience on a more personal level. When I first started, the overwhelming power of video astounded me. It was more than simply a tool; it was a portal into people’s hearts and brains. Did you know that videos accounted for more than half of all internet traffic in the first half of 2021? That’s the kind of reach we’re discussing!
- Video marketing utilizes storytelling through visuals and sound, creating a deep connection with the audience.
- Types of Marketing Videos: Includes demo, brand, event, expert interviews, educational, explainer, animated, and testimonial videos.
- Video Marketing Strategy:
- Define clear goals aligned with marketing funnel stages.
- Identify and understand the target audience.
- Craft compelling stories with emotional resonance.
- Balance creativity with business and production requirements.
- Adhere to timelines and budget constraints.
- Leveraging AI in Video Marketing: Enhances efficiency and personalization while maintaining emotional storytelling.
- Video Production Process: Scripting, studio setup, talent preparation, shooting, and editing.
- Future Predictions: Anticipates growth in immersive experiences like VR and AR in video marketing.
The Importance of Video Marketing: My Experience
#1. Increasing Audience Reach
I discovered that videos are quite adaptable. Whether it’s a product presentation on a landing page or a quick clip on social media, videos have enabled me to reach audiences I had no idea existed.
#2. Getting People’s Attention
The dynamic nature of video—its movement, color, and music – has always given me an advantage over static text or photographs. It was like having a hidden weapon for capturing and retaining attention.
#3. Content Marketing with a Twist
I discovered that videos aren’t simply for selling; they can also be used to educate and entertain. Consider the BeaverCraft technique. They not only demonstrated their skills but also established a dedicated consumer base by generating instructive content.
#4. Showcasing Brands and Products
When it comes to proving the value of a product, nothing beats videos. I used explainer videos to demonstrate the benefits of my product in real-time, allowing clients to imagine its use in their own lives.
Types of Marketing Videos I Explored
I explored the following types of marketing videos:
- Demo Videos: Being able to demonstrate how my products work was a game changer.
- Brand Videos: These were my ways of presenting the story of my brand, as well as its mission and vision.
- Event and expert interviews: Hosting events and interviewing industry leaders aided in the legitimacy of my brand.
- Educational and explainer videos: I used these to help my audience understand complicated ideas by simplifying them.
- Testimonial and Animated Videos: Animation offered a creative flair, while testimonials supplied social proof.
However, there are numerous additional types of video marketing, which I will discuss in detail below.
#1. Demo Videos
Demo videos demonstrate how your product works, whether it’s walking viewers through your software or unboxing and testing a physical product.
#2. Videos Ads
Typically, brand videos are made as part of a bigger advertising campaign to highlight the company’s vision, goal, or products and services.
The purpose of brand videos is to raise awareness of your organization while also enticing and attracting your target audience.
#3. Event Videos
Is your business holding a conference, a round table discussion, a fundraiser, or another kind of event? Create a highlight film or make available intriguing interviews and presentations from the gathering.
#4. Interviews with Subject Matter Experts
Interviewing internal experts or thought leaders in your field is an excellent method to establish trust and authority with your target audience. Find the industry influencers and bring these talks to your audience.
The interview in the video above is more than just a high-level overview; it’s a deep dive with industry professionals providing tangible takeaways for viewers. Don’t be scared to be strategic with your interviews — your viewers will benefit from your efforts.
#5. How-To or Educational Videos
Instructional videos can educate your audience new skills. These marketing videos can also provide them with the core knowledge they need to better understand your business and products. When working with customers, your sales and service staff can employ videos like this.
#6. Explanatory Videos
This form of video might assist your audience in understanding why they require your goods or services. Many explainer videos center on a fictitious journey of the company’s main buyer persona who is experiencing difficulties. This person solves the problem by adopting or purchasing the business’s solution.
#7. Animated Films
Animated videos can be a useful format for explaining abstract services or products or for explaining difficult-to-understand concepts that require powerful graphics.
#8. Customer Testimonial and Case Study Videos
Your prospects want to know that your product is capable of resolving their specific issue.
One of the best methods to demonstrate this is to create case study videos featuring your satisfied and loyal customers. These are your strongest supporters. Get them to go on camera and describe their problems and how your company helped them solve them.
#9. Streaming Videos
Live video provides your viewers with an exclusive behind-the-scenes glimpse at your organization. Longer streams and higher interaction rates are also attractive.
According to Google, 85% of people viewed a live broadcast in the previous year in 2021. In addition, live-streamed interviews, presentations, and events invite spectators to leave comments and ask questions.
#10. 360° Videos and Virtual Reality
Viewers “scroll” around 360° videos to observe content from every viewpoint, as if they were literally standing within the content.
This spherical film technique immerses viewers in a location or action, such as soaring down a hill with Olympic skiers.
Viewers in virtual reality (VR) can navigate and control their experience. These videos are typically viewed on devices such as an Oculus Quest 2 or a Valve Index.
#11. Augmented Reality (AR) Videos
AR videos augment what you’re watching by adding a digital layer.
For example, you could point your phone’s camera at your living room and AR would show you how a couch would fit in there. The IKEA Place app is an excellent example.
#12. Personalized Messages
Video can be a unique method to prolong a conversation or answer someone who has contacted you via email or text.
Record yourself recapping an important meeting or making personalized recommendations with HubSpot Video Hosting or Loom. These videos provide your prospects with a fascinating, one-of-a-kind experience that can lead them deeper into the purchasing process.
With my years of dabbling with video marketing, one thing has become very clear: the capacity to establish an emotional connection through storytelling is at the heart of a successful campaign. I recall working on a non-profit organization’s campaign. The purpose was to increase awareness about the importance of early childhood education. Instead of overloading viewers with statistics, we decided to present a tale about a young girl in a distant town who dreams of going to school. The answer was overwhelmingly positive. People sensed the girl’s longing, not simply the numbers. That campaign taught me the importance of narrative in converting viewers into advocates.
It’s time to start making your first video now that you’ve designed your video marketing strategy.
How Do I Plan a Video Marketing Campaign?
Strategies for video marketing are not new. Just as you wouldn’t create a commercial and buy airtime during the Super Bowl without first conducting research and strategizing, you shouldn’t create a digital marketing video without first conducting research and developing a strategy.
Your video marketing strategy will eventually direct your budget, timeframes, production methods, conversion metrics, and more. Getting this down on paper and finished should be the first step in your film development process.
Before we get into the details, here’s a rundown of the steps.
- Begin with your video objectives.
- Determine your target audience.
- Determine the story you wish to tell.
- Maintain consistency in your creative requirements.
- Keep to your schedule.
- Maintain a reasonable budget.
Now that you know where we’re going, let’s go into the specifics of each stage.
#1. Begin with Your Video Objectives.
Outlining your video’s goals is the first stage in developing your video marketing strategy. Ideally, you should make a video for each level of the marketing funnel. However, you must first pick which step is the most crucial to target.
A challenge or opportunity is defined here, and the viewer knows they have a dilemma. At this level, your videos should entice users and promote your business to a new audience.
Consideration: The viewer is now thinking about how he or she will address the situation. They’re doing research, asking for recommendations, reading product reviews, and looking for cost-effective solutions.
Decision: The solution is almost there, but you want to keep it in mind. Provide proof of client happiness to your prospect and demonstrate why your product or service should be picked above the competition.
You should make an awareness stage video if you want to attract new clients to your brand. A contemplation stage video will help you engage your audience. If you’re nearing the end of a deal and need to nurture your prospects, make a decision stage video. You can also make an internal film to stimulate your company or recruit new personnel, or a movie to please those who have already purchased from you.
#2. Find Your Target Audience
Now that you’ve determined which step of the marketing funnel you’ll be targeting, it’s important to determine who your target audience is. This is also an important stage; creating a video without a specific target in mind is significantly more likely to fail. Those who are supposed to view it will not, and those who do watch it will not convert. So, how do you identify your target audience?
The key is to create a buyer persona. If you already have one, that’s fantastic! When a corporation is developing its product or service offerings, it will normally create a buyer’s persona (or several). folks who want to buy your product are probably the same folks you want to target with your video.
You’ll know exactly who your target audience is once you’ve created your buyer’s persona. To complete your audience strategy, simply ensure that your video marketing assets include the following:
- Your buyer’s persona will be who your product or service is for.
- The goal of your video will determine where it falls inside the marketing funnel.
- Where your target audience congregates will influence how you distribute your video.
- With the answers to these three questions, you’ll know not just who your target audience is, but also how to contact them.
#3. Determine the Story You Want to Tell
Choosing the tale you want your movie to tell may be both the most enjoyable and the most difficult phase. Outline the four aspects listed below, which will serve as the basic foundation for your story.
- Protagonist with a goal: This individual should fit your target demographic.
- Conflict: This is your customer’s source of misery.
- Quest: This is how you will introduce your product or service.
- Resolution: How does your product or service solve the problem?
These aspects of your tale should lead the viewer on a trip that is consistent with your brand’s objective. As you write your story, consider what emotions you want it to evoke in the reader. Do you wish for them to laugh? Should your video make them feel motivated or happy? Consider what emotion you want your audience to feel when you compose your script. Everything from the objects and location to the colors and clothing will communicate this, so consider each aspect carefully!
These aspects of your tale should lead the viewer on a trip that is consistent with your brand’s objective.
#4. Keep the Creative Needs in Mind
Keep in mind the people who will need to approve your film (your boss, your company’s founder, your marketing department, etc.) and the time it will take to apply their recommendations while you write your story. Changes in writing, message, goals, and other aspects might throw the entire production off-kilter. However, these adjustments are all too common. Check out our creative guide to learn how to manage creative comments from everyone on your team.
#5. Always (at least try to) stick to your schedule.
You should have a timeline to follow as you plan your complete production, from creative ideation to actual video release. You should have several – an overall timeline, a manufacturing timeline, a distribution schedule, and so on. Your timeline serves as a guidepost, reminding you of how far you’ve come and how much work remains.
Every member of your team must adhere to strict deadlines. Marketing may have its own timeline, manufacturing may have its own, and your social media department may have its own. Be a good sport and keep everyone up to date on schedules, modifications, and completion dates.
#6. Maintain a Reasonable Budget
Everything revolves around money! Yes, innovative planning and strategy are essential, but let’s be honest. It will be tough to achieve exactly what you want without an appropriate budget. Plan for the money and resources you have available. Plan out what you’ll create or shoot in-house vs what you’ll outsource to a video production business. Also, plan what you can afford to splurge on and what you should avoid.
And constantly shop around – not only literally, but also metaphorically. Inquire with industry professionals about how much they charge for specific services (scripting, sound editing, social media distribution, and so on) and how much you would spend if you hired a freelancer or full-time employee instead. Most agencies will gladly provide you with any information you require or refer you to others who can better assist you.
Certain videos and features may also cost more than others, so do your homework before deciding on the type of video you want and how you’ll create it.
#7. Utilize AI Technology
When developing your video marketing strategy, using AI solutions can dramatically improve the effectiveness and efficiency of your campaigns while retaining a percentage of your marketing budget. One important technique for using AI tools is to use machine learning algorithms for video content analysis. These algorithms can analyze vast amounts of video data automatically in order to find crucial patterns, trends, and insights about your target audience’s preferences, interests, and actions.
You can develop highly targeted and tailored video content that resonates with your audience by better understanding them, leading to greater engagement and conversion rates. This tailored strategy not only maximizes the impact of your marketing effort but also assists you in optimizing your marketing budget by reducing wasted expenditure on generic content that may not resonate with your target demographic.
Read Also: AI Marketing: Top 30+ Artificial Intelligence Marketing Tools
Furthermore, AI tools can help to speed up the movie-production process. AI-powered video editing tools, for example, may make professional-looking videos automatically by intelligently selecting the most effective clips, adding transitions, captions, and music, and even adjusting the video’s pacing to meet the intended tone or mood. You can devote more resources to other parts of your video marketing strategy, such as distribution and promotion, by automating these chores. Furthermore, AI solutions can help with A/B testing and performance tracking by giving real-time data on video performance indicators like click-through rates, conversions, and viewer engagement.
The true strength of video marketing, however, resides in its capacity to connect with emotions, tell captivating tales, and elicit genuine human experiences. These elements necessitate a level of originality and inventiveness that AI programs that rely on patterns and data analysis struggle to reproduce. Human ideation is characterized by subjective decision-making that is impacted by personal experiences and cultural context. This human touch can give a distinct viewpoint to video content that engages with viewers on a deeper level, making a greater effect than relying entirely on AI-generated content.
How to Create a Business Video For Marketing
Here is how to create the perfect video for your marketing needs.
- Make a script for your video.
- Create your studio.
- Prepare your talent.
- Plan your shot list and become acquainted with your equipment.
- Make your video.
- Make changes to your video.
- Select your music.
- Make a voiceover recording.
- Upload your video.
A video requires a significant amount of effort. This section will take you step by step through the process of developing and publishing a video for your business.
Here is a checklist that you can utilize when developing your content marketing strategy.
#1. Make a script for your video.
While there is a time and place for spontaneous videos, most video marketing requires a script.
If you ignore this step, you’ll end up editing more than necessary, publishing a video that’s longer than it should be, and potentially losing your audience in the process.
Begin writing your script using an outline, just like you would a blog post. Make a list of your main points and arrange them rationally.
To encourage cooperation and real-time discussion, try drafting in Google Docs. To make a two-column script, use the “Insert > Table” function. In the left column, write your audio script, and in the right column, input matching graphic ideas.
Two-column scripts are frequent in television because they help you manage how the audio and visual components of your script interact with one another.
Don’t let the viewer wait till the conclusion to figure out what your film is about. They’re not going to stay. Include a message near the beginning that describes the aim of your video, especially for instructive and explainer videos.
As you start making videos, you’ll notice a significant difference between video scripts and standard business blog posts – the language.
Clear, calm, and conversational video language is preferred. Use complex phrase patterns and expressive clauses sparingly. Instead, write in the first person and use visual language to connect with your readers. Maintain brevity while avoiding jargon and buzzwords.
Most video scripts are likely to be shorter than you anticipate. Keep a script timer accessible to verify the length of your script as you write and edit. A 350-word script, for example, amounts to a nearly 2-minute video.
#2. Create your studio.
When you start building your in-office studio, the costs might soon pile up. You may require a camera, tripods, lights, microphones, and other accessories.
However, establishing a studio does not have to be a daunting task. There are numerous low-cost options for producing quality videos in your industry.
#3. Prepare your talent
You’re in luck if your organization has experienced, confident actors. Video talent is in short supply. However, with a little guidance, you can help your colleagues succeed in front of the camera.
Remember that being in front of the camera can be intimidating. Give your talent the script ahead of time and tell them they don’t need to memorize it.
Instead, put a laptop below the camera’s eyeline. Divide the script into short paragraphs and record each one until you get a good take. Plan ahead of time for additional footage or screenshots. You can have your talent read those lines directly from the laptop, as if they were a voice-over for certain areas.
#4. Plan your shot list and become acquainted with your equipment.
Before and during your video shoot, keep a list of shots you want to get as well as an inventory list to ensure you cover every part of the plan.
If your marketing team needs photo stills from your video session to post on the blog, grab those photos before breaking down the set. This will allow your team to make better use of your time and resources.
#5. Make your video
It is difficult to record a video because you must balance many distinct ways of thinking. A superb video should include:
- An emotional pull
- A compelling plot
- Visual cues that are strong
- Interesting sound
- A clear message with a call to action
You must be a coach to accomplish this. After each try, balance critical remarks with support and encouragement.
This is why it’s critical to do a table read during the scripting process: it’s easier to provide feedback when there’s no camera in the room.
Try to be silly during the filming; otherwise, your talent will be on edge and uncomfortable, which will show in the footage.
It’s easy to overlook important things during the frenzy of filming a video. Video marketing is more than just an art form. Marketers who create video marketing must also:
- Maintain a budget and a schedule.
- Follow a plan with the actors and crew.
- Maintain open lines of communication.
- Consider extras such as props and special effects.
So, while you’re keeping things light on set, pay attention to the details. For example, make sure all of your microphones are turned on and keep an eye out for any illumination changes.
Record each piece several times and allow your talent to experiment. When you think they’ve nailed it, try for one more.
At the end of your recording, try to go back to the beginning of the script if possible. Throughout the shoot, your subject may have been more at ease. Because the beginning of a video is often the most important element, capture that segment again when they’re feeling the most secure.
#6. Make changes to your video
This stage will occasionally, but not usually, coincide with your video shoot. During this step, you will edit a rough cut of your video and send it to stakeholders for feedback.
Some videos go through numerous editing assessments before they are finished. This is also the stage at which the team incorporates visual effects, music, and sound design.
#7. Upload Your Video
Your video is ready, but it will take more than a great movie to get people to notice your video marketing. Every video hosting platform has slightly different requirements, but here are a few things you should be aware of before uploading your first video.
Formats for Video Files
There are numerous file formats for videos, so make sure your preferred platform supports your format of choice. Most platforms accept the following formats as standard:
Videos can also be saved in the following formats:
- PS for MPEG
- HEVC (h265)
After exporting your video in the appropriate format for posting, there are several things you can include in your video upload to help your audience find your videos organically on platforms like YouTube.
For your video, you’ll need an eye-catching headline and a description. Your description can be up to 5000 characters long, and the keywords in your title and description can help your audience find your video more easily.
Create an appealing video thumbnail image. To boost video engagement, you can also design and add distinctive end screens and cards.
Some platforms allow you to include closed captions in your videos. There are numerous free captioning software available to help you write subtitles for your video marketing. Simply select the language and submit your file when uploading.
Let’s look at how some brands implemented an effective strategy to promote their brands now that we’ve seen how to build an engaging video for your marketing strategy.
Examples of Video Marketing
#1. ‘Will You Fit in at Deloitte?‘
Recruitment and onboarding videos can be dry and uninteresting at times, but Deloitte’s campaign was exceptional – it was interactive, and educational, felt like a fun game, and delivered a vital message swiftly and engagingly.
What exactly did they do?
Deloitte hired Rapt Media to develop an interactive movie in which a candidate may learn about Deloitte’s service lines, workspace, employee work experience, and culture. The viewer is given decision points and can put themselves in the shoes of a new employee to decide on a course of action (right or wrong) for frequent situations, which helps to determine whether they fit into the Deloitte workforce.
Deloitte conveys a subtle but authoritative corporate statement in a lighthearted manner. The idea is brilliant since it:
- Unusually, he conveys a brief yet powerful message.
- The interactive film engages viewers while conveying a message about Deloitte’s values without being preachy. (Because the candidate is the one who makes the proper or wrong decision, the onus of being a fit or a misfit falls on him.)
- Uses film as a promotional tool, highlighting staff interviews, providing casual insights into how a regular work day would look, and so on, establishing oneself as a chosen employer.
#2. ‘We Tried Slack‘
This video is a typical illustration of how a single wonderful review from a user may have a greater influence on the audience than a dozen self-promotional pieces of content.
What exactly did they do?
Slack requested its customer Sandwich Video agency to promote their product, and in this video, they explain how Sandwich Video was first skeptical but eventually fell in love with Slack. This movie uses humor and visual effects to keep viewers entertained while selling Slack’s capabilities and collaboration options.
We learned the following from this amusing film from ‘then’ startup Sandwich Film Agency, which focuses on their strengths and the technologies they utilize to streamline business communications:
- Product videos do not have to be boring; a little levity and fun may go a long way toward engaging the viewer and conveying the message.
- You don’t need a large promotional budget; pleased consumers and a high-quality product are your best advocates.
- Genuine customer evaluations and testimonials can effectively persuade potential customers.
Mistakes I Made In Video Marketing and Lessons I Learned
Of course, my journey has not been without setbacks. I worked on a promotional video for a tech company early in my career. Eager to impress, I concentrated on the product’s features, employing technical language. The result? Yes, that was an instructive video, but it was completely lacking in feeling. It scarcely registered. This was a watershed moment for me. It emphasized the importance of mixing knowledge and emotion, of making a story rather than simply giving a fact sheet.
Personal Predictions on the Future of Video Marketing
Looking ahead, I believe that a better knowledge of audience psychology and an emphasis on immersive experiences will influence the future of video marketing. Virtual reality (VR) and augmented reality (AR) will play an important role, providing new ways to emotionally engage audiences. As for me, I intend to learn more about these technologies. My goal is not merely to stay up with trends, but to produce videos that speak to people on a human level, to tell stories that are felt rather than just seen or heard.
Beyond the Fundamentals of Video Hosting Platforms
While YouTube and Vimeo continue to dominate the video hosting field, my experience in video marketing has led me to several other platforms that are making waves with their distinct offers.
#1. Emerging Platforms
- PeerTube: PeerTube is a decentralized video hosting network that provides an alternative to existing platforms. What drew me to PeerTube was its federation capability, which allows multiple servers to connect and share video content. It encourages community-generated content while avoiding the problems of algorithm-driven platforms.
- Cine.io is a live-streaming platform that provides real-time video solutions. I utilized Cine.io for a live event and was impressed with its smooth integration into apps and websites, which provided real-time engagement options.
- Uscreen: A video monetization platform, Uscreen is ideal for creators who want to sell video content directly to their audience. Its features for creating a personalized OTT app were especially helpful for a fitness influencer client launching a workout series.
#2. Innovative Usage
- Interactive Video: For generating interactive videos, I’ve used platforms such as Wirewax and HapYak. These platforms enable the incorporation of interactive components such as clickable hotspots, which can enhance engagement and conversion rates.
- 360-Degree Video Hosting: For a real estate client, I hosted 360-degree tour videos of properties using platforms such as Matterport. This technology provides viewers with a significantly more immersive experience than standard video tours.
#3. Integration Techniques
- Social Media Integration: Integrating video content directly into social media platforms like as Instagram, Twitter, and LinkedIn can greatly increase reach. For example, I used LinkedIn’s native video function in a B2B marketing campaign, which resulted in increased engagement and professional networking opportunities.
- Email Marketing Integration: Email marketing using video has been transformed by tools such as BombBomb. I increased click-through rates and created a more personalized relationship with the audience by integrating videos straight into emails.
- CRM Integration: Integrating video analytics with CRM platforms such as Salesforce or HubSpot can be transformative. This method has enabled me to monitor viewer engagement and customize follow-up techniques based on viewer behavior.
The video hosting landscape is constantly changing, with new platforms and technologies appearing regularly. Keeping up with these changes and implementing novel integration techniques has been critical to my success in video marketing.
Now that we’ve covered the most popular video hosting platforms, let’s dive into social media best practices.
#1. Expect your videos to be watched without sound.
Did you know Instagram was the first social media platform to include quiet, auto-playing videos? This form of video is popular on social media because it allows people to watch videos while out and about.
Here are a few best practices for making quiet videos engaging:
- Begin with action to capture your audience’s attention.
- Videos with people speaking are fantastic for landing pages or your website, but for social media, try to keep to visually appealing videos.
- Add text or captions to let viewers follow along with or without audio.
#2. Short videos are preferable
The length of the most popular social media videos varies by platform. While some tactics require a lengthier video, capture your video in a way that allows it to be easily divided into bite-sized bits. This will assist you in increasing traffic and engagement from your video marketing.
#3. Attract attention quickly.
When you share video content on social media, it competes with a lot of other information on the screen. There is much more competition if your viewers are watching from their mobile devices. As a result, it’s a good idea to dive right into your content and make it apparent what your video is about in the first 8-10 seconds.
#4. Produce a video that will look good on a variety of screen sizes.
When shooting your video, be careful to compose each shot for a variety of screen sizes and shapes.
For example, your audience may be able to see a widescreen video on their mobile phone when scrolling through Facebook or LinkedIn, yet the same video may be cut off if posted as an Instagram story.
Adhere to recommended practices for each social media platform.
Best Practices for Facebook Videos
Facebook highlighted video content with a dedicated video tab in 2016, and the platform’s emphasis on video has grown since then.
Using video on Facebook appears to provide marketers more visibility in the newsfeed. This is most likely because their algorithm prioritizes audience involvement. According to a recent Biteable study, their video ad test received 480% more hits than a still image. This demonstrates that audiences are currently more engaged with the platform’s videos.
Lighthearted and fun brand awareness videos work well on Facebook. They also provide a comprehensive best practices guide outlining how to achieve with video on the platform. It offers video length recommendations and priority for mobile viewing.
Their goal is to expose more videos that are relevant to the viewer. This means that providing the correct content for your audience is more crucial than churning out videos to stay current.
Uploading videos directly to Facebook is also a smart option because its algorithm evaluates a user’s previous video-related behaviors when deciding which videos to show them on subsequent visits.
Best Practices for Instagram Videos
Instagram’s most recent approach emphasizes video and social commerce. This makes it an ideal platform for launching your most recent marketing video.
Offer your Instagram followers something they value to impress them. The best practices for IG content advocate videos that are consistent, unique, and full of personality.
The platform supports four different video formats:
Reels are 15-30 second videos that can be edited using in-platform tools such as:
- Filters for timed text
- Controls for the timer and the speed
Stories are 15-second videos (or 15-second segments of a lengthier video) that vanish after 24 hours.
These stories can also be saved to your profile. Stories allow marketers to publish direct links, making it easier for individuals who see your products on Instagram to begin shopping.
#3. Instagram Video
In 2021, the Instagram video will replace IGTV. These videos can last up to 60 minutes, giving you plenty of time to experiment.
#4. Instagram live video
In addition, Instagram is the most popular social media platform for influencers. If you want to get the most out of Instagram for video, you might consider creating some collaborative videos.
Best Practices for Twitter Videos
From 2020 to 2022, daily video views on Twitter climbed by 95%.
On this popular channel, conciseness is essential. As a result, when teasing a blog post or piece of content on Twitter, keep your video brief and to the point.
Short videos that are easy to digest perform well. Twitter defines short as 6-15 seconds. They don’t encourage making videos that are longer than that.
You can try generating unique videos to engage with your audience if you want to be a little more creative with videos on Twitter. Personal, one-on-one response videos are an excellent approach to humanizing your brand while also establishing personal ties with your audience.
Other suggestions from Twitter’s team include:
- Pinning your video to the top of your profile can help you get more exposure.
- Display your logo and keep it in the upper-left or upper-right corner of the frame permanently.
- Begin your video by introducing your products and services.
LinkedIn users adore video, and the platform has made video a priority since 2017. This is a professional platform, and users spend a significant amount of time networking and looking for opportunities. Keep that in mind while you develop LinkedIn videos.
For example, if you have a time-saving tip or have recently learned something new that could benefit others in your network, video is a great medium for sharing that knowledge.
Another relevant issue on this platform is industry news. If you have an opinion on a recent announcement or news piece, share it with the world in a video.
And if your organization has some news, such as a terrific new hiring, a video might provide a human perspective that you can include in a press release.
Check out these suggestions for additional inspiration:
- Display new technologies in video form.
- Provide demonstrations of how a new physical product operates.
- Streaming from industry conventions and events
Best Practices For TikTok Video
TikTok will have 1 billion monthly active users in 2022 and will be the most popular app in the United States in 2021. While this app began as a place for Gen Z youth to learn the latest dance moves, it has evolved into a force for users of all ages.
TikTok’s algorithm prioritizes trending content with a high number of views. On this platform, regular blogging, wit, and genuineness are essential.
They give a handy guide for prominent niches like gaming and ecommerce if you’re interested in both advertising and organic posting.
Best Practices for Pinterest Videos
Pinterest added video to its platform in 2016, and live streaming will be available in 2022. Pinterest adores originality, and they have recently created Creator awards to highlight this.
Take another look if you’re not sure if Pinterest is the perfect platform for your audience. Product searches on the platform rose 20x by 2020, and 75% of surveyed users believe they are always shopping.
So, use Pinterest videos to promote a new blog post, communicate with your audience, or even direct viewers to a landing page.
Create videos that urge viewers to take action, whether it’s saving a pin, reading a blog, or purchasing a product, to increase traffic to Pinterest. Remember to add visual cues for your brand as well as to make consistent and visually attractive videos for your pins.
#5. Live Video
Users can use social media’s live features to publish live video clips of what they’re doing at the time.
And more people are watching live videos than ever before. According to Statista, over 30% of viewers choose live-streaming video content.
Most social media platforms, including Facebook and Instagram, provide live video streaming. To get the most out of live video, keep the same production values for live video as you do for pre-recorded videos. High-quality live videos will set you apart from other social media videos.
For example, if you’re shooting live video footage on the fly, bear in mind that microphones pick up on background noise readily. If you’re recording a more serious or professional broadcast, you might prefer a more regulated atmosphere.
Here are a few more pointers to help you make your live videos stand out.
1. Consider the timing.
Keep in mind that your live video will be aired from the platform itself, so you’ll be marketing your broadcasts primarily there. Conduct some research on your target audience to determine when they are most interested in your postings.
Even if some of your followers miss out, most applications will automatically save your videos to the app. You can manually delete them if you choose, but they will normally be available for viewing by your followers after your livestream has ended.
2. Create a captivating title.
Your title should define what your video is about and why people should watch it now or later. By including the word “exclusive” in your title, users will feel they are viewing content that no one else has seen before. This can make your video more appealing to potential viewers, increasing their likelihood of watching.
3. Respond to comments in real time.
People watching your stream in real-time can comment and “like” it on various platforms.
These comments, as well as the number of likes your video has, are visible to other viewers. Recognize or respond to these comments during the live broadcast to encourage participation. This gives the experience the sensation of a two-way conversation.
4. Experiment and monitor your findings.
Experiment with different methods to use live video and what types of content your audience prefers.
Most platforms will provide statistics for you to evaluate to determine what works.
Video Marketing Distribution
During this final stage, you will share your video with the rest of the world. Some videos will be shown across several platforms, while others may be limited to a single platform or campaign.
#1. Owned Video Marketing Channels
Owned marketing channels are assets to which you have free access and control. These channels allow you to test your video content and experiment with it before investing in paid channels.
Consider posting on these networks in addition to organic social media.
Including relevant videos on your website can increase visitors. It also allows you to educate prospects about new items and the best methods to use them.
Many of the most popular blogs educate their viewers. Including a video in your most popular blogs can provide users with another option to quickly learn about a topic and engage with your business. Because of their impact on SEO, videos can help increase traffic.
When you include video in your emails, your email clicks increase by 300%. If that isn’t enough, videos can persuade users to buy a product or service while also reducing the number of inbound support calls. As a result, they make ideal add-ons for customer and prospect emails.
#2. Paid and Free Video Marketing Channels
Paid channels are no longer an option; they are a requirement, and brands new to paid media must be cautious about where and how they invest.
Marketers’ top priority is lead generation, and 86% believe video is beneficial for lead generation. Videos can be used to expand your audience whether you’re running retargeting campaigns or using PPC. Furthermore, sponsored social media advertising isn’t your only alternative.
However, what are the greatest options for paid media placement?
1. Display ads
Display ads are text, image, or video advertisements that entice viewers to visit a landing page and complete an action, such as signing up for a free trial or purchasing a product.
2. Outstream video ads
Outstream advertising is video commercials that play automatically in a big-size player on mobile devices. Users find them through on-page, banner, and text content. Outstream video advertising is common on news websites and blogs, for example.
3. Streaming Video Ads
Outstream commercials are the polar opposite of instream adverts. Instream video advertising, like TV commercials, is integrated into existing video content.
Before, during, or after other types of video content, instream commercials appear.
4. Pop Video Ads
Another thing to think about is these popup video advertising. In these adverts, a person can skip your ad by clicking it or dismissing it to continue doing what they were doing before.
5. Native Marketing
Native advertisements will have the same appearance and feel as the media format in which they appear.
For instance, if you sell eyeglasses and collaborate with a bathing suit firm, you can publish an ad on their website.
Native ads appear more natural than other types of paid advertisements. They can be costly, but they also have excellent conversion rates because they frequently correspond with something the user is already seeking.
6. Sponsored Content
Sponsored content is similar to native advertising in that it reflects the tone and feel of the environment in which it is presented.
A business pays for media, yet it is developed and shared by another brand or publisher.
7. Influencer Promotion
You can commission influencers to create videos for you, or you can collaborate with a favorite influencer to create videos together. You can then determine which channels are appropriate for distribution. This is a terrific strategy for expanding your brand’s reach.
Goal Setting and Video Analytics
Before beginning any marketing effort, it is critical to determine your primary video goal. Your initial video marketing strategy included goals, but these goals can change during production.
It’s a good idea to limit each video to one or two goals. Any more than that and your film will appear disjointed, making it difficult for viewers to grasp what to do next.
A single video, for example, can raise awareness of a new product and your brand, but including the tale of your founder in the same film may be too much.
Let’s move on to analytics. Understanding video analytics will give you the tools you need to define and assess your success.
When you release a video, it’s easy to become fixated on one metric: view count. While view count can be useful, other metrics may be more pertinent to your campaign.
Try not to collect more data than you can evaluate when deciding which video analytics to track. Select the metrics that are most important to your video marketing objectives.
These are some of the most common metrics you’ll encounter when publishing and tracking videos.
#1. Views Count
The view count is the number of times your video has been viewed by users. It’s also known as reach.
This indicator is useful to monitor if your goal is to raise brand recognition. However, keep in mind that each video hosting platform measures a view differently.
For example, most papers indicate that a YouTube view takes 30 seconds whereas a Facebook view takes only 3 seconds, yet no one is certain. So, before reporting your video view count, read the tiny print.
#2. Play Time
The percentage of individuals who watched your video divided by the number of impressions is known as the play rate.
This indicator determines how relevant or interesting your video is to your target audience. If thousands of people notice your video but only a few watch it, it’s time to optimize your content.
If you use social media, you’re certainly familiar with the concepts of sharing and commenting. Shares and comments on social media are important indicators of how relevant your content is to your target audience.
If a person views your video and then shares it with their network, you most likely make an excellent piece of content. Social shares are also significant since the more your viewers share your video, the more views you will receive. If you want to reach a large number of people, social shares are a fantastic measure to track.
#4. Completions of Videos
The number of times users watch your video in its entirety is referred to as a video completion. When attempting to measure the success of your film, this indicator may be more trustworthy than watch count.
#5. Completion Rate
The completion rate is calculated by dividing the number of individuals who finished your video by the number of people who watched it.
The completion rate and other engagement metrics are excellent indicators of a viewer’s reaction to your video. Do you have a low rate of completion? Are people all dropping out at the same time? This could indicate that your video content isn’t connecting with your target audience.
#6. Click-Through Rate
The click-through rate (CTR) is calculated by dividing the number of times users click your call-to-action (CTA) by the number of times it is viewed.
CTR is an excellent indicator of how effective your video is at persuading viewers to do the intended action. If your CTR is low, think about changing the design or copy of your CTA.
#7. Conversion Rate
The number of times visitors completed your desired action divided by the number of clicks on your CTA is your conversion rate.
If you want your viewers to take action, such as signing up for a free trial, try including a video on your landing page to see if your conversion rate increases.
#8. Time-On-Page and Bounce Rate
Do you intend to include a video on a website? Before you add the video, take note of the page bounce rate and how long users stay on the page. Check the stats after you’ve posted the video to see if it alters how people interact with your other content.
How To Assess The Efficacy of Your Video Marketing Strategy.
Measuring performance on each platform and channel yields useful data. This can help you determine whether a video is the best form of content for your audience.
In addition to the metrics listed above, make sure to track views over time across all platforms to establish the longevity of your videos. To stay current with your audience, you may need to refresh your videos every few weeks or months.
Continue to track and compare engagement with your videos. This will assist you in determining which topics inspire the greatest sharing and have the most lifetime value.
The Challenges of Video Marketing
Since the issue of video production resources has been effectively overcome, the challenges to video marketing have become more strategic. If you intend to engage in video marketing (which you should! ), you will face three major challenges:
- Making Content That People Want to See
- How to Create a Reliable and Successful Video Marketing Strategy
- How to make videos that people will not only watch but will also share with others
Finally, our trip through video marketing has come to an end! We’ve discussed why it’s important and how you can utilize it to differentiate your business. Remember that video marketing is more than just generating advertising; it’s about communicating your brand’s story in a way that people can relate to. It’s about demonstrating what makes your product unique and reaching the right individuals, no matter where they are. So, what’s the next step for you? How will you begin using videos to tell the story of your brand? Please let us know about your intentions and any questions you may have. Let’s keep learning and improving in video marketing together.