September 10, 2019 ,
“A picture may be worth a thousand words, but a minute of video is worth 1.8 million words.”
In the past few years, consumption of video content has witnessed a great upsurge. Online consumers love watching videos as they have proven to be more interesting, engaging and memorable. Research says that “social media video posts generate 1200% more shares than text and image posts – combined.”
Motion graphics and videos have proven to be effective especially for launching a new product or service and for educating consumers.
This is indeed the golden time to incorporate video into your marketing strategy. Take a look at the 5 most important video marketing strategies you need to know to make the most for your business –
Before finalizing the video content for your brand, it is important to know your audience and their preferences. Investing in audience research will provide an idea about what they want, and you can create content and tailor your video campaigns based on their behaviour and also modify them according to the micro audience.
Targeted videos are useful and relevant, attract the right kind of people and drive better results for your business. Moreover, they also lead to increased social activity. A study revealed that 83% of customers are willing to share a brand’s video if they feel the content might interest their friends.
“56% of consumers say user-generated videos are the content they most want to see from brands.”
User-generated content is one of the best ways to market a product or service to the target audience. In a way, it is like digital word-of-mouth publicity that can work wonders for your brand. User-generated videos turn customers into brand advocates and instil a sense of trust and confidence in the audience who may later convert into customers.
Holding contests where the audience is encouraged to share videos, video testimonials or product unboxing videos are some user-generated video ideas that can help market your business. For example, when Apple received some negative feedback about their phone camera for pictures that were taken in low light, the brand was prompt in addressing the issue to win back the trust of their loyal customer base.
Launching a social media campaign named #ShotOniPhone, Apple shared photos taken by users in low light and used them in their advertisements worldwide. This innovative strategy saved a lot of production cost, made customers feel like they are a part of the Apple community as well as reinstalled the faith of customers in their camera quality.
“Do you know that a Facebooks video post generates 100% more engagement compared to an average static post?”
With 46% of consumers watching more video ads on social media, it is one of the best ways to catch the attention of your audience. Sending out the right message in an engaging way not only piques interest and helps in promotion but also satisfies the curiosity of your customers.
Considering the recall power that videos have, chances are high that people will remember it even after 30 days of watching it, unlike a static post.
An important point to remember is the optimization of video ads for each social platform. For example, if you’re running a video ad on Instagram story, it needs to be in a vertical format and less than 10 seconds. In the case of Twitter, which is known to have the fastest scroll, your video needs to be engaging from the very first second.
60% of YouTube videos are viewed on mobile, so make sure that all videos posted on YouTube are mobile optimized.
“92% of consumers want brands to make ads feel like a story.”
Present-day consumers no longer appreciate the hard-sell approach in marketing, instead, they want stories that they can connect with on an emotional level. Moreover, studies have revealed that with storytelling marketing, brands can increase their product or service value by 20 times.
As a business, ask yourself the vital question – What do you want to be remembered for? Instead of focusing just on statistics, choose videos for a more thoughtful and realistic approach for your brand. For example, the premium pet food brand Dogsee Chew released a video before Diwali, highlighting the plight of dogs due to bursting of crackers.
The video embodied the feelings of pet owners and urged them to share the message, thus making the campaign a huge success. The products were not advertised in the video, but it still led to a boost of organic sales by 50%. (Watch the video here.)
Keeping up with emerging trends, Hubspot unravelled a new pattern of the traditional sales funnel – the flywheel. This approach is more like an ongoing cycle that encourages customers to stay engaged with the brand and build a long-lasting relationship. The flywheel has four elements – attract, engage, delight – and the centre of it, the customer.
You can use video marketing in all stages of the Flywheel in the following way –
● Attract – Use teasers, micro-videos, leadership and FAQ videos for the purpose of capturing attention and invoking curiosity.
● Engage – Product or service videos, testimonials and case study videos can keep your leads engaged and convince them to convert into customers.
● Delight – Publish videos of happy customers, brand advocates, event recap videos or how-to videos to give your customers a delightful experience.
Whether you’re starting video marketing for your brand or re-envisioning the strategy, it is important to ensure that your videos are engaging and shareworthy.
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