Video content marketing is the process by which brands use video to build their digital profile. Webinars, online courses, live videos, self-hosted videos, and explainer videos are the different forms of content that come under the purview of video content marketing. In recent years, video marketing has become an integral part of the content strategies of both B2B and B2C firms.
As a business owner, you need to realize that video content has immense potential. While some businesses prefer to post their content on YouTube, others share it on their brand website. Many brands incorporate video in their email marketing strategies as well. The fact that video is the most shared form of social media content is an added advantage in video marketing. In this article, we will explore the importance of video adaptation for brands that are keen on digital growth.
People Love Video
At the heart of any marketing campaign is the idea of convincing people that you are giving them what they want. Recent digital trends establish that people love videos. Over a billion people watch videos on YouTube every day. The cumulative views of the videos on Twitter stand at an average of 2 billion every day. Tweets with video note a 10X higher engagement as compared to other videos.
Facebook is the global leader in digital content and has more than 8 billion video views every day. Other social media platforms such as Instagram also have video as the most popular form of content.
In the modern days, there is no dearth of content options and unless you give your viewers what they want, they will scroll past your content. For brands that are keen to talk to a receptive audience, video is the only way forward.
Video is a Powerful Tool to Explain a Product
One of the biggest challenges for startups and brands that offer innovative products is convincing potential buyers about its need and utility. Studies show that 94% of marketers admit that the use of video has helped them explain their business offerings to potential customers.
From a business perspective, you need to realize that a customer will buy your product only if they comprehend its working and utility. For potential customers, video helps them to visualize the offering and make a purchase decision. Depending on the product or service you are offering, you can use a prototype, animation, or the actual product to create demo or explainer videos.
Video Gives a Good Return on Investment (ROI)
There is a common misconception that creating a video is an expensive affair and takes a lot of time. These days, most smartphones have HD or 4K recording capacity. InVideo and other high-quality video editing tools are available for free or at meager subscriptions.
Most of these tools allow you to select a template, upload a video clip and personalize it in a few clicks. This saves your brand time and effort. That is why video is an ideal choice for firms that are operating on limited resources. By spending lesser resources on your video making, you can create more content and ensure a higher ROI for your efforts.
Video Content Can Be Used in Multiple Ways
These days, the scope of video is no longer restricted to advertising campaigns on YouTube. With video, you can diversify your content and give your followers something to look forward to. Here are the different kinds of content that you can include in your video schedule.
Most social media platforms allow you to post short-form content in the form of Stories. Since this content is available only for a day, they create a buzz and generate interest among your followers. As a brand, this is a super quick, cheap, and effective way of connecting with your target audience.
Social media platforms such as YouTube, Facebook, Twitch, and Facebook allow users to live stream video content. Such videos garner 6 times more engagement as compared to regular videos.
Online webinars provide potential customers the opportunity to interact with your brand and ask any relevant questions about your product or service. If you create regular webinar videos to teach your audience industry-relevant concepts, you will establish yourself as a figure of authority.
A relatively new trend in video marketing is the concept of one-on-one videos wherein brands record quick, personalized messages to follow up on purchases or inquiries. Such videos can be shared over email and help boost the customer experience.
Videos Help in Search Engine Optimization (SEO)
Webpages and landing pages that have video content are ranked higher than others in Google search results. Moreover, you would notice that Google search results often include YouTube videos at the top of the page. Thus, when a brand uploads a video on YouTube or has a product demo video on the landing page, they increase the chances of getting noticed.
To make the most of your video optimization efforts, identify keywords that are relevant to the content of your video. If your video is scripted, you can incorporate some of the most popular keywords in the video content. Alternatively, you can add the keywords in the first half of the video title, its caption, and its description. Adding subtitles and a close caption to the video is another tested SEO technique.
In a nutshell, we can establish that video is a powerful way for marketing professionals to reach out to their target group. Today, there is no dearth of content ideas, platforms, or tools, and creating video content is easier than ever before. Depending on your brand goals and expectations from the marketing campaign, feel free to express your creativity and use promotional videos to strike a chord with the target audience.
By regular sharing of high-quality video content, you establish brand familiarity and improve the brand reach. If you do not have video as a part of your content strategy, it is high time that you take the leap and join the bandwagon of video marketing.