The idea of brands requiring a video marketing strategy is not a new one; what has changed is the importance of it on every channel and platform. Today, videos are not just another part of a marketing plan. Instead, they are the central focus of campaigns, especially the ones that include social media strategies.
Marketers, today, understand how crucial videos are for a successful marketing campaign. According to a survey, an average business publishes 18 videos a month, and the content they provide is accepted and supported by their consumers.
The world we live in is a visual one, which is why more than 87 percent of people respond to seeing more video content from brands in 2019. It proves that the adoption of video marketing is increasing every day, as more businesses are investing in improving their video marketing strategies.
Here are six ways of how video marketing can add to the success of your business, along with examples of some of the best successful marketers.
#1. Win New Sales
Video has proven itself as a critical tool in the process of sales, as it has the power to show and promote products in a way, which is impossible to achieve through photos and text.
According to a report, 76% of marketers say that video marketing has helped them increase their sales. In fact, 81% of people say a brand’s video has been the convincing power for them to buy a product or avail of a service. While 79% of people say, they have been convinced to purchase an application or software because of the video marketing of the brand.
Such positive surveys and feedbacks have convinced marketers to use videos to maintain current and attract new customers and to stand out amongst the fierce competition.
Even though we have tools like email drips and digital ads, videos have proven to be the most evoking when it comes to brands building a connection with their customers.
Case Example: Blendtec
A well-known brand called Blendtec has a tagline that says, ‘The World’s Most Advanced Blender.’ The company promotes a series of videos on their website with a question, ‘Will it Blend?’
In the video series, they take heavy objects like car keys and cellphones, toss them in the mixers and record the pulverization, proving how promising their tagline is and how great their blenders are in quality – an ingenious and innovative way to promote a brand.
The company has observed an increase in their sales figures ever since they have started this video campaign.
To win sales for your brand, you too can also host product videos on your website or create video content specifically to increase sales.
#2. Educate New Users – Brand Awareness
Do you know about explainer videos? These are videos made to get a user to understand your product/service, along with its benefits and how to use it. It is a great way to inform your customers about your brand without having them read an uninteresting instructional document.
Making a customer understand how they can benefit from your product is a crucial part of a marketing campaign because if the customer does not understand the product, they won’t remain your customer for long.
Video is the perfect tool to achieve this goal as it helps new and potential customers understand how to use your product/service and tells them how it can add value to their lives. The primary purpose of a brand is to let their customers know that their product is the answer to their solutions.
According to a survey, 97% of marketers reported that videos have helped their users understand the product/service in a better way. Similarly, 95% of users said that they learned about a product/service by watching an explainer video.
Case Example: Postly
Postly is an app that allows its users to turn photos into postcards, and the brand has done an exceptional job with their explainer video. In just 45 seconds, they inform the viewers how their app works, along with reinforcing keyword messages about usability, customization, and affordability.
If your brand does not have an explainer video, it’s time that you get one. Featuring it on your home page would be a great idea, as it will let users quickly learn about your brand.
#3. Incorporate Social Media Strategy
When it comes to planning a video marketing strategy, one of the most powerful tools is social media. With platforms like Facebook and Instagram adding new video features every day, its potential is only accelerating.
But, when it comes to social videos, it does not work the same way as it does with a product/service, brand, or how-to-videos. That’s because most people access social media applications through their phones, so social videos have shorter content and remain engaging for the user.
When it comes to a social media video campaign, here are a few things you must keep in mind:
- Front-Load Content: When it comes to social media videos, you have very little time to grab the viewer’s attention, experts say that the first 5 seconds of a social video is its critical moments. So, it’s necessary for a brand to make the first part of the video constraining so, the user gets engaged and continues watching it.
- Use Captions: Most videos that are viewed on Facebook are watched without sound, so it’s essential that you add a caption, so the viewer gets the message. You can get help from a video transcription software, where it assists users in translating video-to-text.
- Keep Experimenting: When it comes to making the perfect social video, there isn’t one specific technique. Several variables play their role, including copy, platform, video length, subject, etc. To know what works best for your brand, you need to keep experimenting until you find your answer.
- Try Live Video: Many social media platforms, like Facebook, YouTube, and Instagram, allow brands to go live anytime they want. These live videos have proven to deliver positive results in terms of marketing. According to one survey, 81% of marketers said that Facebook Live had been a productive strategy for their brand.
- Leverage Analytics:Social media analytics tools are a great way to learn about what has been successful in the past so that brands can implement similar ideas for their future campaigns.
Case Example: Benefit Cosmetics
You can also learn about successfully accommodating videos into the social strategy from several leading brands. Benefit Cosmetics recently did a cross-platform video promotion where they asked their followers to submit their makeup tutorial questions on Snapchat.
The consultants of Benefit then replied to those questions on Facebook Live. The session had 33K views and allowed users to interact with the brand in an interesting way.
#4. Use Webinars
Another excellent tool for a video marketing strategy is webinars. They are an ideal way of creating long-form video content. Webinars are extremely valuable for a marketing team as they let them receive information about the brand from the eyes of a customer.
A quality webinar adds value to a viewer and places the host as a thought leader. Webinars are not sales-focused; instead, they are a plug for the product.
One great thing about a webinar is that you can reuse its content; for instance, you can promote a webinar on a weekly basis to engage new customers without having to create new content every time. The best webinars include the following:
- Audience interaction
- A custom hashtag for social engagement
- Compelling visuals
- Q&A sessions
Case Example: Kissmetrics
Kissmetrics is one company that uses webinars as the central part of their marketing plan. They have hundreds of webinars to help their target audience use their tools, improve conversions, and understand customers.
#5. Interactive Video
Interactive videos are an emerging concept where the user can interact with the video by choosing their style of adventure. It provides an extraordinarily engaging and personalized experience, helping the users interact with the brand in the best way possible.
Although this form of video content is still new, 20% of surveyed marketers, who have used interactive videos as a part of their marketing campaign, 78% reported that it is an effective strategy.
Case Example: Deloitte
The brand Deloitte did an interactive video during a recruitment campaign. Viewers got to experience a day as an employee of Deloitte and were given challenges to solve problems and survive obstacles related to the company’s brand values.
It was a fun and engaging activity. The video raised a significant amount of money and delivered the core message of the brand entertainingly – promoting brand awareness and brand recognition.
#6. Virtual Reality
Virtual Reality, popularly referred to as VR, is the latest developing trend in the world of video marketing. Till today, it is the most engaging and entertaining way for a brand to deliver their message to their target audience.
So far, only 11% of the marketers have used VR videos, and among them, 64% consider it a productive strategy. Through VR, a brand can take their viewers to locations that are either real or fiction.
Case Example: Lipton Tea
A popular brand, Lipton Tea also made a virtual reality video, where they took the viewers to a location that was quite different from what the brand above did. They gave the viewers a cup of tea and helped them experience something like never before. The idea was to promote their Japanese Matcha tea line, which the brand did in the most entertaining way.
The Final Verdict
The prospects of video marketing are continually emerging but what remains the same is that if used well, videos can play a significant role in increasing sales, retention, improving customer experience, and building brand awareness. Whether you have just started experimenting with video marketing, or have been using it for years, you can use the tips mentioned above to make a successful marketing campaign using video strategy.