What is video marketing?
Video marketing is one of the most widely used formats among marketers around the world. It captures people’s attention and helps them engage with your business better than any other form of media. Video marketing is an integral component of the business strategy that businesses need to consider.
Video content marketing ranges from vlogs, animations, tutorials, product reviews, testimonials, to advertisements. Video marketing, made popular by YouTube, Twitch, TikTok, and other similar platforms, is the fastest-growing medium in digital marketing.
Video content creation has never been faster, easier, or more affordable than it is now. Here’s what our Madcraft digital marketing experts have to share on generating interest in your brand and growing your audience through video marketing.
The importance of video marketing
Before you begin creating your video, you need to know why video marketing is important. Using video content for marketing is all about converting viewers into customers. Furthermore, the goal of a video marketing strategy is to create content – even videos go viral or not.
1. Video captures attention
Media consumption accelerated rapidly, with people devoting a third of their time to watching videos online. On YouTube, users spend more than 40 minutes a session consuming video content, while TikTok users spend up to 32 minutes a day, which is expected to increase to 52 minutes. Simply put, this is a lot of time to target consumers daily.
Video capture attention so well that it has the greatest impact on awareness and intention to buy, even when viewed in less than 10 seconds. You heard us correctly; only 10 seconds of video advertising can influence a prospect.
2. Video helps with SEO
Search engines love videos. YouTube is the second-largest search engine behind Google, and recent developments see TikTok videos listed on Google results pages when people search for related terms. Video content increases your chances of reaching higher visibility and ranking better in search engines.
Visitors spend 1.5 to 2 times longer on platforms where video content exists. This greatly impacts measuring the user’s session length, which is favourable in algorithms because it captures the viewer’s attention longer.
3. Video increases ROI
81% of marketers agree that video content marketing helped them directly increase sales. Video creation is not as expensive as it used to be, whereas now you can make high-quality content in less than 10 minutes without a creative background or a large budget.
Video marketing can be a powerful sales tool that can influence the purchasing decision (remember the 10-second impact), meaning people don’t have to watch a whole video to be affected. Visitors evidently spent longer on platforms embedded with video content, which can help increase lead generation and conversions as people stay long enough to look around on the platform.
What is the point of your video? The video content you create must serve a specific purpose. Be clear on what goals you’re trying to achieve. Our suggestion is to base your goals on the marketing funnel.
Video goals can be:
Video is a great way to generate interest in your brand and grow your audience.
For this goal, use video to help your audience discover your brand and what it is about, not make sales. By simply including videos in your strategy you can boost your discoverability.
Video can help your audience to start thinking about your brand over the competition. This video goal helps deepen your relationship with potential customers and create interest. By including a video in your strategy, your audience can watch your video and learn some information about your product or service.
This goal focuses on encouraging your audience to take direct action whether to make a sale or book a service.
Video marketing is about more than the product or service you sell. It is also about who you are marketing it to. The type of person who will get the most out of your business differs for every company, so it’s important to identify this target audience and create content that speaks directly to them.
Using analytics from your website and socials can assist in giving you information about your current audience. Data on your customers from analytics such as age, gender, locations, interests, social channels, and devices can all be extracted from analytics to give you an idea of whom you should be targeting your video to.
If you’re trying to sell something to everyone, you’ll have difficulty gaining traction with a specific target audience. The more specific your target audience is, the more likely they will buy from you. Creating customer personas is the best approach to understanding the best type of content you should produce. Creating multiple personas will help you focus on segments of your audience. For instance, the style and tone of videos – educational and serious for LinkedIn, whereas funny and engaging would be better suited on TikTok.
We suggest you combine analytics and customer personas to get an accurate understanding of your target audience.
Types of video content
We’ve now listed the benefits, so how do you get started? You can create different types of videos to engage with your audience. Considering what kind of video you will create, consider who you are speaking to and what goals you are trying to achieve.
To take a deeper dive into implementing planning, publishing, and useful KPIs as part of your overall strategy, download our expert video marketing strategy guide below.