Video Marketing Guide
If you want to set the marketing world on fire in 2022 and get noticed by your target audience, it’s essential to create a video marketing strategy for your brand. With 9 out of 10 people longing to see more video content from the brands they love, the demand is very much there. So let’s take a closer look at the importance of video for the year ahead with this exciting, relevant and fact-filled video marketing guide.
Why Video Content is Important to Your Business
If you’re still on the fence about whether or not to create a video for your target audience, jump off right now. Video is a must. Just look at the latest statistics:
- By 2022, online videos will make up more than 82% of all consumer internet traffic – 15 times higher than it was in 2017. This shows a rise in interest and enforces how video content won’t be going anywhere. In fact, if you’re not devising a video content strategy as we speak, you stand a strong chance of being left behind in the marketing world and trumped by competitors.
- 85% of video marketers say video has been effective for generating leads, up another 2% from 2021 and up 5% since 2019. Lead generation is one of the toughest marketing challenges for many companies and therefore video is a great tactic to use. The success of video marketing can also be attributed to the fact that 94% of marketers agree that videos have helped increase user understanding of their product or service.
Image Source: www.wyzowl.com
- Since Google owns YouTube, videos have received a significant increase in how they affect search engine rankings. In fact, if you place a video on your site’s landing page, you’re 53% more likely to rank on the first page of Google. That’s pretty awesome considering how easy this is to do.
- Over 80% of businesses say video generates a good marketing ROI. Any company wants to see a return on their marketing investment, so it’s stats like these from fellow companies that can give you the confidence to get started.
Why Video Marketing Works
The statistics are positive. But why does video marketing work and what makes it so appealing to consumers? Well, the first thing that might surprise you is that customers retain 95% of the information contained in videos. So whether you’re explaining a product or launching a new service, people who watch your videos are likely to remember the vast majority of what is said.
The second thing is that video appeals to the mobile user, as this sort of content can be easily watched on-the-go. Indeed, there will be 205 million smartphone video viewers in the US by 2022. And with over half of all global video played using mobile devices, it makes perfect sense to devise a mobile video strategy for your brand. This becomes even more obvious from a marketing perspective when you consider that 92% of videos watched via mobiles are shared with others, thereby boosting brand awareness.
Video also taps into the need for instant gratification which is something today’s internet users expect. Thanks to live streaming apps like Facebook Live and Instagram Reels, you can reach new and established leads in seconds, something that’s just not possible with a blog, website or an infographic.
Top Tip: When creating your own video content, make sure that the video is able to adapt to different sized screens for improved usability. It’s also important to include captions considering 92% of consumers watch videos with the sound off.
What are the Types of Video Marketing?
There are many different types of video marketing. It all depends on what you’re trying to convey and to which audience. One of the most popular types of video content for 2022 is short-form which again appeals to an audience looking for short, sharp yet informative entertainment. Social media is a hotbed for branded videos of this kind. The main channels for short videos include:
- Facebook Stories – 120 seconds
- Instagram Stories – 60 seconds
- Instagram Reels – 60 seconds
- TikTok Videos – 15 seconds, 30 seconds or 3 minutes
Embracing short-form video can certainly work in your favour considering that 500 million people use Facebook Stories daily. Or that 58% of users visit a brand’s website after seeing a business Story – 50% of which do so to buy a specific product. Facebook Stories is also an excellent way to share any kind of corporate responsibility. Considering nearly 75% of today’s consumers expect brands to give back in some kind of way, this is not a bad thing to schedule into your content creation campaign.
So whether you’re embracing short-form video for social media or are creating something more substantial for your blog or website, here are some other video content types to consider.
#1 Educational Videos
Educational videos teach your audience something new and help to build trust between brand and consumer. Ideally, they should feature a high-level team member in a bid to showcase the authenticity of your company. This is particularly important in industries such as finance, which is riddled with bad apples. Educational videos can be tutorials, industry updates or explainers to name but a few.
#2 Company Culture Videos
These help to show off the very essence of your company including brand values and morals. Gen-Z and Millennials love companies that give back, so if this is your audience it would be well worth catching charity initiatives or community work on video. You could even feature third-party videos from one of the charities you’re supporting as this will come across as more genuine.
It’s also perfectly acceptable to create videos explaining your brand’s story. These could be loaded with interviews from staff and may also feature client reviews.
#3 Product Videos
If you’ve products you want the world to see, then why not create product demo videos or explainer videos? You might even want to tease a new launch with small video clips before the product release date. You could also get an influencer to feature your product on their page and offer exclusive discounts to anyone who likes and shares your content.
How Do I Make an Effective Video Marketing Strategy?
There are many ways to make your videos stand out from the crowd, but first you must know your target audience. This will enable you to address specific pain points and talk in the most appropriate way. It’ll also enable you to target the most appropriate channels. For example, Gen-Z loves TikTok. So if you’re a brand with a younger market, then this is where you need to be. Equipped with the fundamentals, you can then:
-
Embrace Your Inner Storyteller
Storytelling is a great marketing technique as it helps you to form a strong connection with consumers. Rather than just going in for the hard sell, take the time to create a story that provokes an emotional response and encourages users to take action.
-
Include Strong Calls to Action
Every video you create should have a specific purpose. You should also list a set of key performance indicators (KPIs) that you can track and monitor. Knowing what your KPIs are will help you to create strong and specific calls to action. Whether you want someone to follow you on social media or visit your website, make this very clear.
-
Optimise Videos with SEO Content
Videos provide an excellent opportunity to enhance your SEO strategy. For example, Google indexes YouTube videos. So when someone searches for your brand and a particular phrase, you have the opportunity to show up in the SERPs multiple times. To optimise your videos, be sure to include relevant keywords in your video descriptions. For another ranking opportunity, you can transcribe the video and turn it into a blog. You can also create videos around common search terms related to your brand so that the titles of these videos are optimised and more likely to rank.
-
Create a Posting Schedule
Video marketing experts know when their audience is online and when they’re most likely to view a video. With this information, you can create a video posting schedule that’ll get the most eyes on your brand.
Video is a must for 2022. So if you’re looking for a Kent SEO agency that can help with your strategy, contact Whitefish Marketing today.
