The digital world is evolving – and so is content marketing.
If you have any intention of establishing your business as a leader within your competitive industry, then you’re going to need to buff up your advertising strategy.
It is time for you to adopt video marketing.
Video is in – and its implementation in business’ content marketing strategies is on the rise.
One of the major reasons why brands have turned to video marketing is because of its affordability.
YouTube, the second most trafficked site, after Google, allows users to upload their content for free – regardless of its size. The fact that users view more than 500 million hours of video each day on YouTube is clearly indicative of a market that can be penetrated by an array of businesses.
Video marketing gives you the opportunity to produce quality content and share it with a large, engaging audience.
Video is interactive and accessible – the two key factors to connecting with any audience. In the mobile era that we live in, where users are continually navigating a fast-paced world, it is far easier – and more effective way to reach your audience. 51% of all video plays are on mobile devices in this day and age, and it’s only been projected to grow more in the coming years.
By 2020, online videos will make up more than 80% of all consumer internet traffic (85% in the US).
The reason why video is becoming the in thing is that the demand is present.
According to a report from HubSpot Research, 54% of global consumers want to see videos from brands they support in comparison to written or social image-based content. HubSpot also found that the most memorable content, from their study, was video.
People want to see more video content from businesses – yours included. To help you jump into your video marketing strategy, we’ve listed the main types of video content you could produce for your business
1. How-To Videos
The definition is in the title. How-To Videos, also known as Explainers or Walkthroughs, guide a viewer on how to use a product or service properly. Lists used to be the best way to guide a user, but now video is the way to go.
But not every product or service is “worthy” of being How-To material. If you’re in the business of selling crafted Post-Its, for example, your audience is not going to find any interest in watching a video that teaches them how to use Post-Its.
These kinds of videos are most effective when an audience is already curious about the product. Curiosity is indicative of a willingness to learn. The advantage that comes with using How-To videos to explain, is the fact that it can do this far quicker than words can. Visuals add to the learning experience, making it easier for viewers to grasp the concept.
These videos can be recorded with the simplest of equipment, but it may come at a cost. You’ll need to make your videos as creative and professional as possible in order for it to really kick off with your audience.
Demo videos work once your audience is interested in your brand and ready to use your products or services. This is where you completely reel them in with the video, showcasing your product and the benefits your audience stands to enjoy.
In the video, you are the leading figure. This video gives you the opportunity to prove your expertise in your niche, along with your authentic enthusiasm for what you are offering.
The challenge, however, is in communicating your product and its features to your audience. You have to be careful here because there is a high chance that your audience might not have any significant knowledge about what your brands have to offer.
The purpose of the Demo video is to educate your audience on your offering, its benefits, and why they should cash in. You need to balance being promotional, informative, and interactive. The end-goal for this video is to have your audience take action and purchase your product or sign up for your services.
3. Promo Videos
Promotional videos are an excellent way to create more interest in your brand’s activities. Are you preparing for a major event? Got a press release you’d like to get out? Is there a product launch on the way?
A promo video is one of the best ways to creatively grasp your audience’s attention and build anticipation towards a particular goal. These videos require a great deal of enthusiasm, creativity, and originality. The idea is to gain your audience’s curiosity and leave them feeling looking forward to what’s to come.
4. Expert Videos
Lastly, the Expert video. Before a customer decides whether to invest in a brand or not, they conduct research. Consumers in this present age have become what is called “woke”. It takes more than an energetic salesman to convince a consumer to buy a product.
Consumers want to know what the product is all about. They also want to know about to know the full picture – the good and the bad. That’s why Expert Videos are key for businesses in especially competitive niches – but not limited to this. Consumers are more likely to associate themselves with a brand that has been established as an expert within their industry.
The challenge with expert videos, however, is balancing your message and tone. It is dangerously easy to slip into promoting your product instead of offering a balanced perspective on why your brand stands out from the competition. Let your consumers know the challenges your product has encountered and how they’ve been overcome. It has been proven that consumers greatly value transparency.
There is a video type for every business. It takes research to figure out the model that works for you. Three things to take note of, when deciding on which videos to utilize in your video marketing strategy are:
- Your audience
- Your product, and
- Your industry
Additionally, you need to realize that not just any kind of video will fit the bill. You’ll find people who will tell you that you can use basic narration software and an iPhone to record a video. While this is true, you must also understand that a video of that quality will not bring the results you need.
As mentioned earlier, the digital world has become extremely competitive. The bare minimum will not cut it. The best way to ensure that your content stands out is to list the help of a design professional. They are the ones who will be able to take basic materials and turn them into something amazing.
Video marketing is fast becoming a requirement for a successful content marketing strategy. The last thing you want is to be left behind.