Video isn’t new technology, but one thing is for sure people don’t like it.
How many times have you attended a Zoom meeting only to turn off your video or opt for Facetime audio or delay creating a video of yourself for a marketing campaign? Probably more times than you can count.
Even though video is one of the most ubiquitous online mediums in the 21st century, many people aren’t taking full advantage of the value it can add to their brands. While your audience might not remember that killer blog post you wrote three years ago, the jingle in your video could stay with them for years to come.
So what’s the deal with video marketing, and how can it take your brand to the next level? Let’s find out.
Videos matter
Videos matter because people watch them. Hubspot found that customers want and engage with videos more than any other marketing channel, even surpassing email newsletters and social media posts.
Using video isn’t just for entertainment. Brands with videos on landing pages increased conversion rates by 80%, and even a mention of the word “video” in an email subject line made open rates shoot up.
It’s becoming clear to brands that videos are an integral part of the buying experience, with 90% of customers stating that watching videos helped them make a buying decision.
Why are videos such a useful tool?
Videos are easy for people to consume. A simple video that answers a complicated problem or walks a potential customer through the experience can educate and inform them, making their encounter with your company more favorable.
Videos are also a great way to develop relationships with your clients. Face to face communication is shifting, especially now and videos help you stay connected to your current and prospective clients.
As we always say, people connect with people, not businesses. Video marketing allows you to put a face to your company and further demonstrate your personality, values, and goals directly with your audience.
Videos are accessible and affordable to create
You don’t need a fancy camera, expensive lighting, and a team of producers to shoot an awesome video. You can make a high-quality video right from your smartphone.
All you need is a space with minimal noise and great natural light like your home office, kitchen table, or spare room. Then press play. This process cuts down on costs and is something nearly everyone can access.
Posting videos is also extremely cost-effective. Platforms like Youtube and Facebook allow you to upload videos for free and are coincidentally the spaces where people interact with videos the most. LinkedIn is also an excellent social channel for video marketing that reaches a broad audience.
Examples in the field
Videos come in all shapes and sizes. Every brand will use videos differently, and producing the right type of video for your company depends on your message, communication style, and audience. Let’s take a look at a few of the most common types of videos you can use for your marketing plan.
- Educational videos
- This type of video explains how something works. Topics best for this style are how-to’s or other informational content. For financial planners, this might mean breaking down the ins and outs of budgeting, steps to buying your dream home, or the basics of investing.
- Demo videos
- If you have a product or software, this video will explain how it works. You can walk your customers through different features providing clarity and ease to the product/service.
- Case study or testimonials
- Your clients want to know how you are going to solve their problems. A case study/testimonial can demonstrate how you have done that for others and will do it for them too.
- Animated videos
- These are great to demonstrate intangible ideas or themes like the value of your product or service. It can also help walk your audience through your process and how your business serves them.
How to produce high-quality video content
Videos might seem unapproachable at first, but like any new skill, there will be a learning curve until you find your rhythm. Let’s look at a few tips to help you create a video you are proud of.
- Keep it simple.
- You don’t need one video to solve all of your customer’s problems; otherwise, it would never end. Try to keep your videos on a single topic, that way you can explain them fully without making a short film.
- Write out a loose script.
- While you don’t need to have a word-for-word script, a general outline with some key points can help you stay focused and on message.
- Make a plan.
- Your video marketing should be an extension of your content marketing strategy, meaning you need a robust plan in place to make it work. Plan out your video content ahead of time to complement your blog topics, social media schedule, and newsletter content. This way, there is cohesion and strategy behind your plan.
- Apply consistency.
- Like every other piece of your content marketing plan, consistency is critical. Don’t take on too much or overcommit, that could lead to burnout. Instead, start with a pace you know you can manage, and once you get the hang of it, increase from there.
- Forget about being perfect.
- A myth about videos is that they have to be perfect before you post them, but the truth is that people want to connect with a real person, not a scripted robot. Your videos can have some imperfections, and that is okay. The main goal is that you communicate your message in a clear, authentic way.
Video is intimately attached to everything we do. Especially amid the pandemic, it’s how we see our relatives, attend school, meet up with friends, and conduct business meetings, acting as a portal to other people, places, and things. The use of video has become a necessity to stay connected.
With 92% of marketers claiming video played an integral role in their content strategy, it’s safe to say that videos are here to stay. Do you want to learn more about how video marketing can impact your brand? Schedule a time to meet with our team today.
