If you are not creating video, you are likely to fall behind. If you are a newbie in the streaming industry, consider video as your Holy Grail of your content marketing strategy. According to research, 72% of customers would rather learn about a product or service through a video. In this blog you will be getting to know the basics about video marketing- how to get started with it.
What’s Video Marketing?
Video marketing is a way of marketing your brand with video- creating an awareness and customer engagement. An integral part of digital and content marketing, it’s a channel for promoting your brand or product/service through digital and social channels.
Why Should Businesses Focus on Marketing Video?
Video is the future of content marketing- the last few years have witnessed a tremendous popularity of video. Video has transformed from a singular marketing tactic to an entire business strategy in the past few years.
Today, video is a holistic business approach, meaning video content should be produced by all teams in a conversational, actionable, and measurable way. Research has it that more than 50% of consumers want to see videos from brands, more than any other type of content. Solely due to the popularity of videos, social media platforms like Facebook, Instagram, Twitter, and LinkedIn have all become ‘video first’ and created new video-friendly placements like ‘live’ broadcasting, and ‘stories’.
What makes video more popular than other forms of content marketing is that it’s not only informative but entertaining too- most businesses cash in on their products/services using this principle. For example- a short demo video on a particular product helps inform your audience in a much better way than reading a whole landing page on the same.
Also Read: 6 Types of Videos Any Business Can Use
Video Marketing Statistics
If you search on Google, you will find a whole lot of statistics with regards to video marketing. Here are a few to help enlighten the fact why video is the future of marketing!
- According to HubSpot, 78% of people watch online videos every week, while 54% watch videos every day.
- Google’s research shows that 6 out of 10 people would rather watch online videos than television.
- 1 billion hours of video are consumed by YouTube viewers each day on the platform.
- 90% of customers also say videos help them make buying decisions.
- 45% of marketers plan to add YouTube to their content strategy in the next year.
- Cisco mentions that online videos will make up more than 82% of all consumer internet traffic.
Also Read: How to Develop a Live Streaming Strategy to Grow Your Video Business
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Know your Goals and Targets
For getting started with video marketing, you need to define your video goals and identify your key video marketing metrics for determining whether you’ve accomplished those goals.
Before launching into a video marketing campaign, it’s important to determine your goals and targets. Your goals could be anything from driving customer engagement, increasing brand awareness, or acquiring more conversions for a free trial. Setting too many goals for one video is not desirable- it’s important to restrict your goals to one or two for each video. Too many goals will spoil your video, it will seem unfocused- making it difficult for viewers to determine what they should do next. The best way you can determine the purpose of your video marketing is to define its place in the marketing funnel.
Also Read: 5 Best SEO Practices for OTT Platforms
Top of the Funnel
If your primary goal is to introduce your brand to more people and form a secure and long-term relationship with them, then your primary goal would be creating an ‘awareness’. Awareness videos can come in handy especially for growing your audience.
Middle of the Funnel
If you already have potential customers and you want to deepen your relationship with them and create interest, then the videos you would want to create are known as ‘consideration’ content.
Well, the good news is, this kind of content is normally based around your area of expertise, so creating such videos will not be that difficult. Consideration content can be particularly useful for growing your subscriber base and followers of your streaming platform.
Bottom of the Funnel
If your target is selling a product or service above anything else then your goal is ‘conversion’. This goal works pretty well at the end of the marketing funnel and as at this stage you have already established a win-win relationship with your customers. For your conversion videos, the most important metric is sales, obviously.
71% of consumers are watching more video online than they were a year ago- a fact that well displays the surging popularity of video marketing platform. Including a video marketing plan in your content strategy can seem daunting at first, but with little practice and correct information, you can easily produce high-quality content that is unique and reflects your brand image.
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