The latest research shows that the average person watches 17 hours of online videos per week and that people are 52% more likely to share video content than any other type of content. As video continues to evolve to fit new consumer needs and platforms, it's key that marketers harness the power of video and integrate it into their marketing strategy.
When it comes down to it, marketers are trying to catch the attention of other people. Video is especially effective in this regard because of its ability to deeply connect with audiences on an emotional level. Unlike other art forms, videos can capture attention and tell compelling stories in an extremely specialized way. The possibilities with video marketing are endless. Consider these three items when implementing video into your marketing plan.
1. Know Your Goals
In the world of video marketing, it is crucial for companies to go beyond creating a single video and calling it a day. Each video should serve a purpose and align with a specific goal. A strategic approach to video creation allows businesses to unlock their true potential, reach a larger audience, and achieve measurable results.
Let's explore six common goals that companies strive for, along with corresponding video examples that can help accomplish them.
Increase Brand Awareness
Brand awareness is a top priority for many marketers, and video can be an effective way to get the job done. 87% of marketers believe video is a successful tool for increasing brand awareness, and there is a good reason for it. Brand awareness comes down to connecting with an audience in a way that they will remember, and video has the power to do just that. This specific goal should be met with a video that is eye-catching, short, and gets right to the point within the first few seconds.
Increase Website Traffic
Incorporating videos on your website can have a direct impact on your traffic. 31% of marketers add videos to their websites to improve their SEO, as it increases the quality of those pages. Additionally, 47% of marketers agree that the most effective way to distribute videos is by adding them to a company website or blog.
There is no right or wrong way to create a video for your website, but a good place to start is with a short, high-quality company overview. If the visitor clicked on your video, chances are that they are already interested in some capacity. Show them what you can do.
Showcase Customer Loyalty
It should come as no surprise that 85% of marketers say that video is an effective method of strengthening brand loyalty. Using video to highlight real-life testimonials is the closest thing consumers can get to a face-to-face interaction without actually talking to current customers. It puts a face to their story, which automatically makes it more reliable. These types of videos can be longer than others (2-3 minutes), but be sure to still keep it concise and to the point.
Increase Online Engagement
We all know that in today’s world, online engagement has the power to change your company nearly overnight. Whether your video gets 100 videos or goes viral, it typically leads to word-of-mouth marketing that creates a sense of community around your brand.
Videos made specifically for online consumption can take time to master but have three essential components: length, emotion, and interest. You want to make a video that is short, emotionally connects to the audience, and is actually interesting to watch. We will dive deeper into this within the next section, but take a look at the video below for a prime example.
Ultimately, the goal for any business is to sell more – and video is a great tool to make that happen. 41% of marketers say that their overall ROI from video marketing is high, while 32% say that video leads to better ROI over other types of content. Generating buzz through product videos is an engaging way to showcase what your company offers. These types of videos should explain how a specific product works and how the consumer can get their hands on one.
Educational videos can play a major role in your video marketing strategy. Whether it's a simple how-to video, service overview, or a virtual tour, studies show that 29.8% of users want to watch educational videos. These types of videos are great for businesses because they go beyond trying to simply sell something. Instead, educational videos leave viewers feeling like they have learned something, often leading to an increase in brand awareness and revenue.
Before embarking on any video marketing effort, it is imperative to clearly define your objectives. By understanding your goals, whether it's increasing brand awareness, driving website traffic, or boosting revenue, you can align your video content and messaging accordingly. Knowing your goals will enable you to measure the success of your campaign and make data-driven decisions to optimize future efforts.
2. Determine Your Social Channels
The success of your video marketing efforts goes beyond creating compelling content. Selecting where to showcase your videos is equally important because every channel offers unique features, demographics, and user behaviors. Let's take a closer look at the three main social media platforms that marketers are talking about:
Unless you live under a rock, you know that TikTok is growing at a rapid pace. Before we jump into this channel, let’s look at the numbers:
- 55% of users use TikTok to research new brands/products that they’re interested in.
- The average TikTok user spends 89 minutes per day on the app.
- Brands are remembered 40% more on TikTok than any other platform.
The most amazing part is that these numbers are just the beginning. The potential is endless, but it is imperative that you do it right. Consider this:
- A recent study shows that people go to TikTok to “lift their spirits.”
- 61% of TikTok users feel that the advertising on TikTok is unique from any other social platform.
- This all means one thing: Your TikTok videos need to be casual.
YouTube might be the “veteran” of video channels, but it's nowhere close to being over. Here are the facts:
- 500 hours of video are uploaded every minute to YouTube.
- 55% of marketers use YouTube as part of their marketing strategy.
- 27% of viral videos start on YouTube, making it the platform most likely to produce a viral video.
As you can seem, YouTube is a great place for any company that is looking to distribute their videos online. Unlike TikTok and Instagram, longer videos are encouraged. The average video is 4.4 minutes long. However, the platform is starting to heavily push YouTube "shorts", which have a time limit of 60 seconds. Although shorts are still in their infancy, it would be smart to get a head start on the feature, especially with the possibility of a TikTok ban still out there.
What started out as a social platform for personal use became the top performer in ROI, lead generation, and engagement over any other social network. Even with TikTok in the game, Instagram still holds high stats for marketers:
- 90% of users follow at least one business.
- 1 Billion active monthly users.
- 87% of users discovered a new product or service.
With the success of TikTok, Instagram has pushed their video feature called “reels”. Since June 2022, all videos have been shared as reels. This feature also allows users to edit their videos right on the platform. Instagram is a great option for businesses who want to continue creating short content that is more professional in tone yet still entertaining, which differs from the very casual content on TikTok.
In an ideal world, your videos should be uploaded across multiple channels so you can leverage the different opportunities that each one has to offer. But when it comes to what's realistic for your company and your team, that's not always possible. And that's okay.
With numerous social media platforms available, don't feel like you have to be everywhere at once. Research your target audience and determine where they hang out and spend their time. Prioritize your channels accordingly and then start there. By focusing your efforts on the most important channels for your company, you can maximize your video's reach and engagement, ensuring it reaches the right people at the right time.
3. Focus on the Edit
In the ever-changing world of video marketing, it's crucial to retain the attention of your target audience. As attention spans shorten and online content increases, the small details of your video play a pivotal role in its success. Here are a few things to keep in mind before exporting your video.
Keep It Short
By definition, a short video is anything under 3 minutes in length, but your videos should be even shorter. 83% of marketers identified the best video length to be anything less than 60 seconds. On top of this, attention spans have gotten shorter due to the fact that we are constantly consuming ultra-short video content, so the most important part of your video is the first few seconds. If you’re lucky enough to keep a person interested in the beginning, you need to make the rest of the video shine just as brightly in a concise manner.
Use Closed Captions
A 2016 study showed that 85% of Facebook users watch videos without turning on the sound, meaning that you need to be using closed captions (CC). There are also significant SEO benefits to adding captions to videos. When considering whether to invest the time and resources into adding close captioning, here are the facts:
- 80% of viewers are more likely to finish a video with captions.
- 37% of viewers said video captions encourage them to turn the sound on.
- Captioned videos receive 4% more views.
Most video editing programs now have an option to incorporate burned-in CC, although many social channels also offer the ability to include custom CC as well. The options surrounding captions continue to improve, so it’s important to stay on top of feature enhancements and explore new capabilities. (Check out Rev if you're looking for reliable closed captioning and transcription made easy.)
As our reliance on mobile devices continues to grow, so has the significance of vertical-first video, especially on social media. A recent study showed that vertical content had 187% more views for at least half of the tested video, which we can credit to the continuing increase in mobile-first consumption.
However, it's important to note that the emergence of vertical-first video doesn't mean the end of landscape videos. Landscape videos remain relevant and impactful, especially when it comes the web, YouTube, and television. In fact, TikTok even began supporting landscape videos on the platform at the end of 2022. The key here is to leverage both formats strategically, ensuring that your video is adaptable across multiple platforms and devices.
The editing process plays a critical role in shaping the impact and effectiveness of your video content. Keep your videos concise and compelling to leave a lasting impression on your audience. Pay attention to details like closed captioning and formatting to enhance the overall viewer experience and your results.
Ready, Set, Action!
Harnessing the power of video marketing requires a thoughtful approach, adaptability, and continuous improvement. Staying goal-oriented, strategic with your social channels, and focused in the editing process will help you create compelling video content that resonates with your target audience. Video is constantly changing, so be sure to stay on top of developments and trends.
Our expert team is here to help you meet your goals with video marketing. We help you tell powerful and impactful stories through videography, editing, and pre and post-production services. Our expansive experience in live action, animation, and motion graphics enables us to hand-craft the ideal message, every single time. If you're ready to inspire, information, and entertain, let's talk.