Brand video content is here to stay
There’s no denying that the industry is witnessing a shift in how content marketing is delivered to the consumers. The rise of stories and posts on Instagram, Facebook, and Twitter has changed the way brands deliver messages to their audiences. While there was once a time when long pages of text dominated content marketing strategies, today’s market is shifting toward the ephemeral, the fun and the visual part of marketing to entice their consumers into purchasing their brand.
According to a study, 83% of marketers believe that video marketing is becoming more important for reaching and engaging with new and young audiences. Among millennial and generation z audiences, two-thirds of social media users engage with a brand after watching a video posted on social media. Video marketing has reached maturity, and all indications suggest that it is here to stay.
Sight, sound, and motion have always been a powerful way to tell a brand’s story. On the web, brands can do so much more with video, and they are taking advantage of it. In recent years, there’s been an increase in “branded video content” online, and it’s attracting massive audiences. In fact, some of the most popular videos now on Instagram and YouTube come from brands.
What the Critics Say
Email marketing is not as attention-grabbing as it once was. These days, our inboxes are jammed with Mail chimp survey blasts and last-minute advertisements for the hottest deals at every retail store you have ever been.
Some critics believe that video marketing is headed in the same direction. They suggest that the medium of video is becoming highly saturated on social media platforms such as LinkedIn, Facebook and Instagram. As a result, videos facilitate less of our attention, and eventually, the user will scroll past them without paying them a second thought.
What They Get Wrong About Video
What the critics do not realise is that video content marketing and email marketing represent a classic apples-to-oranges comparison. On the one hand, email marketing is a “push” technique that directly contacts individual prospects and customers and attempts to incentivize repeat sales whereas, content marketing “pulls” new prospects to attract initial sales and leads.
An effective, differentiated digital marketing strategy plan should include traces of email and video marketing content. However, it is incorrect to suggest that video marketing will suffer from the same type of saturation as email marketing, as it is misunderstood as a medium fundamentally.
The Rise of Video Content Marketing and Its Growth Forecast
Today’s consumers want to be entertained rather than scrolling through text or messages in an inbox. Consumers prefer to watch videos that are personalized to their interests and preferences. A recent study indicates that over 55% of consumers are interested in watching videos from brands they support and reflect their views and beliefs.
When done correctly, video content can make an excellent addition to a brand’s existing marketing strategy. According to a 2019 survey of business owners, 66% rank video as the most effective form of content for their marketing strategy and a medium of increasing growth.
According to the 2019 survey, it can be witnessed that strong year-over-year growth in video content marketing can be noticed in the coming decade. Two factors point in this direction; firstly, mobile devices are becoming increasingly video-oriented, and secondly, videos are most popular among younger demographics.
More than 90% of the world population owns a smartphone, and as the number rises, more consumers will be able to access mobile video marketing. Further, a recent report found that 85% of millennials and generation Z have purchased a product after watching an online promotional video. The widespread popularity of, and engagement with, video content among these two generations believe that video-based content will continue to be a dominant marketing channel in the coming years.
Getting Started With Video Content
While considering integrating videos into a brand’s content marketing strategy and before getting started filming the first batch of content, find a variety of highly engaging video formats that make for easy introductions to the medium. The formats are:
Interviews: Interview is an expert in the field of branding. These videos should be one to five minutes long. It is important to first come up with a list of popular people in that particular niche and then send them each an email requesting an interview. It’s a win-win because the interviewee gets exposure, and the company receives a video with unique insights.
Company Culture: This is a form of slice-of-life introduction video of a workplace and its culture and environment, and should be one to three minutes long. The company culture type of video is used to promote careers and jobs page. The company can also add it to their custom Indeed profile so applicants can see how great their company culture is.
Product Introductions: Demonstrate a new product feature and its uses in a 30- to a 90-second video. Instagram and YouTube accounts are craving these forms of videos! Please make sure these are professionally produced, as they can impact the company’s bottom line directly. The brand can afford a little bit of amateurism while doing introductions but aim for perfection when shooting product videos.
Webinars: A Google Hangouts-facilitated educational video conference can introduce prospects to the company’s sales funnel and should keep these videos between 10 and 60 minutes. Webinars are great for educating and informing clients or prospects about a new product or feature. They can also allow the company to answer the most frequently asked questions by their users, as well as live questions. Webinars can be used to showcase the brand’s expertise and authority!
Why we need Video Marketing
Informing and Educating
97% of marketers claim that videos help customers understand and purchase products. For the most part, today’s marketers are no longer taking a pitching type of approach, as there are too many choices out there. Consumers and businesses don’t need to be sold to, but instead, they are doing a quick internet search to find the best product in their neighbourhood or even in the world where they’ll proceed to purchase a product.
To this end, marketers in many fields need to approach audiences with a value-based offer instead of a “sale” and videos excel at giving customers a close up look at a product, service, or even an influencer.
Search Engine Optimization (SEO)
Over 80% of all traffic will consist of video marketing by the year 2021. Search engines prefer videos because they are seen as high-quality content. Using videos in various types of content and on the company’s main web pages can work wonders for the SEO as long as the videos are correctly optimized, which means incorporating the right keywords, a solid Meta description, and a solid title.
Staying Competitive
81 % of businesses are now using video in their marketing strategy. Videos are amazing for getting all sorts of messages out there to the audiences. If thought in terms of practicality, a short, unique explainer video can do a world of difference when it comes to educating people on the ins and outs of a particular product. By using storytelling and unique types of media platforms, the company can easily catch people’s attention and hold it while they’re actually entertained.
Getting Personal
Live videos will account for 13 % of traffic by the year 2021. Instagram and Facebook stories are amazing in offering audiences intimate glimpses or short, personal glances of what the brand is up to and are so great for creative tools. The interesting thing about these videos is that they are only up for 24-hours to create more of a real-time feel.
Real-time, ephemeral content is great for:
Boosting Conversions
90% of consumers claim a video will help them in making a purchasing decision.
A study claims that 74% of people who get an opportunity to see a product in action via an explainer video will buy it. Videos are a great way to increase conversions on websites as they actually keep people around long enough to look around on the site. People checking out a brand and stick around for two whole minutes longer if there is a video involved.
Is Video Marketing Right For You?
With the increase in video content marketing, it’s not unreasonable to think that video content might be a bubble. However, analysis suggests that video is a booming market for tech-savvy brands looking to appeal to a younger and fresher audience.
Increased conversion rates, superior reach, and personalization are the three main selling points of video content marketing. Incorporating video content into the brand’s content marketing strategy can capitalize on this growing medium and engage with their target audience before their competition does. Need to improve your video content? Contact us!
References:
The importance of video Marketing: https://digitalmarketinginstitute.com/blog/the-importance-of-video-marketing
The ultimate guide to video marketing: https://blog.hubspot.com/marketing/video-marketing
Video marketing is the future of content marketing: https://www.smartbrief.com/original/2020/05/video-marketing-future-content-marketing
Read more – What is video email marketing and how to use videos in emails.
Brand You Creative
Creator – Lee Kavanagh on Apr 20, 2020
