Video marketing, today, has become one of the most powerful tools to integrate into a business’s content strategy. More and more brands include it in their marketing plan, being aware of its potential and the benefits they obtain. From the appearance of YouTube to the exit of the market of other social networks such as Twitch or TikTok, the video and images have not stopped gaining followers and engagement. So much so that other social networks, such as Facebook, have not been slow to integrate video into their functionalities.
Statistics show that 87 percent of businesses use the video marketing tool to educate the audience, generate leads, convert prospects into customers and boost sales. Among the marketers who are not using it, 79% are planning to build a video strategy in 2022, while 99% who already use it are planning to use it more.
What presence does the video marketing strategy have within your inbound plan? If your answer is little or nothing, you need to know why video marketing is more important than ever. Below we will explain what video content marketing is and why you should make it an important part of your inbound plan. At the end of the article, we will also share a step-by-step guide to creating a video marketing strategy.
So, let’s get started!
Video marketing is using videos to promote and disseminate a product or service. It helps enormously to increase the public’s engagement in the different digital and social channels. But it goes beyond allowing companies to educate their audience and reach them more directly and efficiently.
The need for immediacy on the part of users has given a new focus to these platforms with streaming or live video. With Twitch or YouTube, it becomes clear that video marketing is the present and future of digital and strategic marketing.
Below, we leave you some interesting recent data so that you can get an idea of the power of video marketing:
Additionally, a Renderforest survey noted that videos help businesses increase brand awareness by 70%, traffic by 51%, and sales by 34%.
In addition, 80% of marketers say it improves return on investment (ROI); more than 50% of online mobile traffic is occupied by video, and 85% of videos viewed on Facebook are without sound. These are just some facts to consider regarding the conquest of digital content.
Given these data, let’s see the advantages of video marketing in a business’s content strategy.
Now that we know what video marketing consists of, let’s see the different advantages of its application:
Video marketing favors the relationship with the client and creates ties with them, generating engagement. Not only does it take little effort, but watching a video is more entertaining and easier to consume. Just one click is enough to retain the user’s attention longer.
It is an effective tool to create your messages and reach your goals in the conversion funnel. Statistics indicate that 80% of the users remember a brand better after seeing their videos. Telling stories through images and sound works!
It is proven that the pages that include informative or explanatory videos about their products manage to increase the conversion rate. It is easier to convince a potential client through a video. Your product or brand will always seem more attractive with a video than only a written description. The user feels safer and better informed if you show them your argument in video format.
In addition, thanks to the number of views and viewing time, you will also know which product is most attractive to Internet users who visit your website.
Videos improve positioning not only when you embed them in the blog but can also appear in the first place on Google because they are integrated into YouTube, generating more visits to the page or blog. Any SEO knows the boost that the use of video can give a web page to achieve a good position in Google searches. This search engine does not like static and flat pages and always prioritizes websites where multimedia content is offered in different formats. Therefore, remember to embed videos on your website if you want Google to take you to the first page.
Building trust should be a goal of content marketing and a foundation of every business. Brands today realize the importance of providing valuable information to their users that educates them and provides them with the solution to their problems or queries.
In this sense, the video offers the perfect component to be credible. The brand approaches the consumer differently and closely through tutorials, live videos or stories.
Audiovisual content brings your client closer. It also improves your brand image (branding) in terms of competition. Try to differentiate your company from others in your sector and make your brand stand out as authentic, unique and different with video marketing.
The most important thing is to create audiovisual content that captures the interest of your audience. So the first thing is to know the target, your ideal client.
The boom in videos on product sheets is far from being an isolated trend. More and more consumers are looking for content about products and services in this format. Why? Because it is more comfortable to watch tutorials or video guides than to read texts with the same amount of information.
This does not mean that E-Commerces should do without textual content. But the use of video has ceased to be an option and has become a necessity for businesses. Without a doubt, another interesting answer to why video marketing is so effective.
Organic positioning in search engines has ceased to be a trend and has become one of the main marketing strategies. The algorithms of Google, Bing and other search tools are changing rapidly, and the current statistics suggest that video content will play a crucial role.
Research shows that video content is an ally for SEO campaigns: a page is 53 times more likely to top the SERPs if it contains at least one video. This fact reveals the value that search algorithms attach to video content.
On the other hand, it is essential to include YouTube in the equation: after Google and Amazon, the YouTube search engine is the most used on the Internet. And since this site is owned by Alphabet, like the famous Mountain View search engine, using video marketing should be a winning strategy.
A user receives a lot of videos daily. How many do you think it remembers throughout the day? Video marketing has been shown to make it easier to be at the top of the consumer’s mind without forgetting the engagement between the brand and the consumer. In short, the different actions you carry out in videos generate a more powerful relationship between brand and consumer.
Research shows that humans retain 10% of what they read or hear, while they store 50% of what we see in our memory. This means that if you want the user to remember your message or brand, offer them visual information to ensure they don’t forget about you because if they remember you, they will come back.
When we talk about video marketing, we are not talking about great video production with the quality of a television spot on YouTube or social networks, but rather a video adapted to digital-first. Indeed, video marketing is an added value for the brand.
Due to some of the above benefits, video marketing positively impacts the Return on Investment (ROI). How much funding you get back from your video depends on several factors, aside from how well you’ve organized your approach to content and how enjoyable your movies are. But 8 in 10 businesses (83%) say the ROI of their video marketing campaigns is very positive and offers them excellent value for money, according to research by Wyzowl.
However, audiovisual production is an art that not all companies master. Partnering with professionals who specialize in this type of marketing is important in most cases to achieve good results and an optimal return on investment.
The chances of a video going viral are multiplied compared to other media. Surely more than once, you have seen one of these videos that have become viral on your Instagram wall. Many of these videos have been recorded from a mobile phone. The possibilities are enormous. You have to take advantage of them.
Two main characteristics make video the ideal format to be disseminated on a large scale and quickly. The first is its great capacity to move the viewer, and the second is the ease with which it can be shared.
Thus, video is a great way for entrepreneurs to reach their consumers. It’s less complicated than ever for agencies to create and deliver splendid video content material.
So, do you favour creating videos for your online marketing strategy? If you don’t already have video as part of your content marketing, below, we present you a guide to creating a video marketing strategy!
When you start creating and producing a video, set the goals, you assign to it. It is important to identify the following:
Define your goal in terms of performance and the motivation that drives you to create this video. For example, ask yourself the following questions: Is my video intended:
Lastly, what are the expected feedback/reactions to this video?
Define your communication objective and what the person watching your video should remember. This goal is unique to you, and only you can define it.
Indeed, with the same results and communication objectives, you will not build your strategy in the same way, depending on whether you are addressing a particular audience.
These three steps are distinct but complementary: no video marketing strategy will be effective if one of the three objectives is not clearly defined. These three points are a pillar of your video marketing strategy.
Depending on your answers, you will know which level of your marketing to reinforce with video. Then, depending on your target audience, you will need to adapt your message. Will you need to produce informative, educational, entertaining, persuasive videos? Setting these goals is crucial because it will guide your entire video marketing strategy, from the editorial tone to the video format you will use.
Once you know what type of message your video marketing strategy will deliver, it’s a matter of choosing the correct form to deliver it. The video leaves room for a multitude of possible formats, such as:
Now you know what kind of video you want to produce. Depending on the frequency of publication, the level of quality, and the technical level that your videos will require, you will have several options:
The production of this type of content consumes more resources than creating texts and audio. Knowing what resources are available allows you to design a video marketing plan according to our possibilities.
Once you have defined the objective of your video marketing strategy and the format used, it is time to start creating your video content. We recommend you produce a video script by separating the text from the visual to structure your video. This will make your speech easier and save you some time.
When it comes to your video content, here are some tips:
For the creation itself, remember to allow yourself to be creative to remain in the audience’s mind.
A good video marketing strategy should not be a logistical ordeal. Your script is ready and equipped for the shoot; all that remains is to optimize your preparation.
You can acquire comfort in front of the camera through experience and confidence by learning your script and making it your own. By doing this, if you’re the actor in your video, you can save the time of people who will help you record your video.
Sound is essential to your video, whether you’re speaking behind a screen or facing the camera. Experiment with speaking at different voice volumes to ensure your video will sound clear regardless of your intonation. Nothing is worse than recording a video and realizing when editing that the sound did not work.
A video’s quality does not depend only on the microphone or the camera used. Lighting is also essential. Choose a location with at least three natural or artificial light sources. For optimal rendering, you can apply the concept of three-point lighting.
Once your video clip is shot, then comes the editing part, which is a must. If you miss a word near the end of your shoot, you can record a new take and add it to the first with editing software.
In addition to this scenario, your video needs editing to:
Depending on your skills and budget, here are two tools you can use:
A well-constructed and well-produced video has no value if it is not properly distributed.
Neglecting your video’s tags and/or description is a big mistake and can cost you a lot in terms of visibility. Indeed, search engines, whether Google or Youtube, offer results to the Internet user according to algorithms that work by keywords. In other words, it is essential to describe your video well, cleanly and relevantly and to attach tags that are as close as possible to search engine trends to maximize your chances of appearing in the first results.
Here again, it is crucial to choose the networks on which you will distribute your video and then take the time to adapt the distribution to each network! It is indeed absurd to publish a Youtube video on Facebook insofar as the Facebook algorithm “penalizes” Youtube links compared to its player! This work can be tedious, but you will gain considerable natural referencing and visibility.
In other words, subtitle it! We know that today 85% of the videos on Facebook are seen without sound. It is necessary to produce videos in such a way that they are understandable even without sound.
Schedule your video posting and also its frequency. The schedule is essential: in general, a video reaches its peak visibility after 24 hours, and you must post your content at the time when you consider that your audience will be most available.
Regularity is also a key point for the good distribution of a video! Your audience must get used to watching your content every X days at zero hours. In this respect, explicitly giving appointments in your videos or their descriptions is wise.
The final step in this guide is about measuring and analyzing the results of your video marketing strategy. You will need to identify the videos that best meet your goals to refine your strategy. You will find these statistics in the “statistics ” sections of your Facebook, Instagram, and YouTube pages.
Some of the metrics that will let you know which videos perform the best include:
Following each step in this guide to define and launch your video marketing strategy will give you the keys to success. Do not forget to share your thoughts on the information we shared and how it worked for you!
