There’s more than one way to market your brand, and some are better than others. Take video marketing. This marketing type has ballooned in popularity in recent years to the point where, today, it’s one of the most effective marketing methods, capable of offering a handsome return on investment, increasing your brand’s capability, and getting your message in front of new audiences.
In this blog, we’re going to run through everything you need to know about video marketing, including what it is, why it’s a necessary tool in 2022, and how you can get started.
Video marketing is just what it sounds like: marketing that uses video! It can take many forms — for instance, if you’ve ever seen a ‘how to’ video from a brand on YouTube, then you’ve seen video marketing in action. It’s a way to turn people into customers in a highly engaging way. Other examples of video marketing include product demos; branded videos for Instagram, TikTok, Twitter, etc.; product videos; and video testimonials from customers. All of these marketing types are slightly different, but they all share one main feature — they all use video to get the message across.
So now that we’ve got an idea of what video marketing is, let’s take a look at why small, medium and large businesses should make them part of their marketing strategy in 2022.
It’s much easier to reach potential customers if you’re giving them what they want. And what do people want in 2022? Video. Studies have shown that video streaming is responsible for a staggering 82% of all internet traffic, which is another way of saying that people love videos. According to one study, the average person spends around 100 minutes a day watching videos online. So clearly, this is a medium that people enjoy more than reading blogs and whitepapers. Those medium types should form part of your strategy, but it might just be a video that brings potential customers on board.
The internet is a treasure trove of entertainment and information. And that’s resulted in a shortening of attention spans. The average web user doesn’t have all that much interest in reading a long whitepaper, in large part because they don’t need to do that to get what they need — there are plenty of bite-size chunks of information and entertainment available. Brands that want to get the public’s attention need to get their message out in an engaging format, and that’s just what video content allows. Indeed, if a brand utilises micro video content, they can ensure their message gets across in a matter of seconds.
If you’re trying to reach as many people as possible, it makes sense to have a presence in the places where people tend to congregate. In the digital world, that means social media. Brands have been marketing on social media sites for years because of the high level of engagement and high ROI that it can bring. But if you’re going to market on sites such as Instagram and TikTok, then you’ll need to produce content that works on those sites, which, in 2022, means video. TikTok has always had a focus on video. But it’s a sign of the times that Instagram has pivoted to video; it used to be a photography site, but the rise of video content caused the brand to shift. To get noticed on either of these sites, you need to have video content.
Video content is only good for social media. It’s also good for SEO purposes. As with most sites, Google has also been shifting to video in recent years, pushing increasing amounts of video content to its users. One study showed that video content was two to three times more likely to appear at the top of the search results page compared with non-video content. You can test this yourself by making a few Google searches; how many had video content towards the top of the page?
And, of course, it should come as no surprise that appearing towards the top of the results page can do wonders for your business; the more visible your website is, the more people will visit your website — and the more opportunities for conversion you’ll have.
Part of the appeal of video marketing is that it’s so versatile. They say that a photo is worth a thousand words; well, a video must be worth a million words, and there’s no shortage of ways you can put those words together. Whatever message you’re trying to get out into the world, there’ll be a video type that’s suitable for you.
You can post short videos on Instagram and TikTok, which is great for introducing your brand to your audience or drip-feeding your way into their consciousness. You can publish webinars in which you can answer commonly asked questions about your products. You can make explainer videos, which outline what your products are, how they work, and how they benefit your customers. Or you can publish video testimonials from happy customers, which is akin to a souped-up review.
That’s just a small selection of the ways you can incorporate video into your marketing strategy. In truth, the options are endless.
Brands don’t make videos just for the fun of it. OK, coming up with ideas for a video and getting it out into the world can be fun. But that’s not why companies are investing increasing amounts of time, money, and energy into this type of content. No, they invest because they get results.
One study suggested that by adding video content to their website, brands can increase sales by a whopping 144%. Another study found that 90% of marketers who use video received a “good” ROI, while others say that it helped to boost lead generation and website traffic. That’s a lot of good that can come from the relatively small amount of expense of video production.
It can be difficult to explain things in words, especially when you’re aware that the reader’s short attention span could mean they’ll hit the ‘X’ button before you’ve got your message across. With video, you can use videos, products, graphs, and anything else you need, making them excellent for explaining your products and services in a fun and engaging way.
We’ve established that videos are having a moment right now. But if you’re still convinced that it’s right for you, just think of this: your competition is probably already using or thinking about using video marketing. In an age when getting the attention of consumers is more difficult than ever before, all brands need to do everything they can to get their voices heard. While other marketing strategies are still important and useful, there’s little doubt that 2022 — and, most likely, the years to come — will be dominated by video. Any brand that’s not investing in video may find that they’re left behind.
Think your brand would benefit from video marketing? We do too. Here are some short and sweet tips for getting started with video marketing.
Different people respond to different things. In order to make an effective video, you’ll need to have a clear idea of the audience, that is to say, the people that you’re hoping to reach with your content.
Why are you making a video? Having an understanding of what you’re hoping to achieve with the video will influence the content and style of the video. It could be anything from increasing awareness to boosting sales or getting people to sign up for your newsletter.
Time to get brainstorming! This should be a fun part of the process; what will you have in your video? How will you convey your message?
It’s important to know how you’ll measure the impact of the video. This is how you can calculate your ROI, figure out what worked and what didn’t, and so on. Have some metrics lined up to measure the performance.
Brands can often hold back from making videos because they don’t have the equipment or technical expertise required to make a professional video. But good news! You don’t need to have a fancy camera or film production skills to get a great video for your brand. By working with a video production company, you can ensure that you get excellent video content that helps to push your company forward.
To conclude: video is king, and that’s unlikely to change anytime soon. With people spending increasing amounts of time online watching videos, there’s never been a better time to incorporate video into your overall marketing strategy. Ready to get started? Get in touch with MHF Creative to see what we can do for you.