Facebook lives… YouTube videos… vlogs… webinars…
Video marketing has transformed the way we do business, allowing us to showcase our products and services at almost zero cost, without hiring a production crew.
Why this transition from text-heavy, image-based content? Is it worth mastering yet another content format? And how would you leverage it for your business growth?
Keep scrolling. In the infographic, you’ll see a range of stats on video marketing. Then I’ll add my two-cents, including tips on getting started.
Brands Using Video Marketing
Why Video Is Becoming a Top Content Format
The impact made by video surpasses anything achieved by text and still images.
For years, it was out of reach for ordinary brands. But today’s technological advances make it accessible to any business, from a solo operation to a mega-brand with thousands of employees around the world.
Businesses of all sizes are discovering the brand-building benefits of using video marketing:
- Reach. It’s faster and easier to share stories and messages in video format.
- Engagement. Videos are easier to consume, so your message is more likely to make the impact you intended.
- Branding. Video creates visual associations for a stronger brand.
- Trust building. Consumers trust businesses when they see and hear the people behind them.
- Sales. Videos show products in use, so the dispel many of the objections customers may have.
Nearly two-thirds (64%) of customers are more likely to buy a product online if they’ve seen a video about it.
Including video on a landing page can boost conversions 80%.
Even more impressive, brands using video grow revenue 49% faster than brands that aren’t using video.
How to Leverage the Power of Video
Here are the must-dos for successful video marketing.
1. Define Your Content
The first step to leveraging video is to decide the kind of content you want in your video.
Is it educational? Entertainment? A mixture of both?
As with any content, focus on one topic, one point, one issue. Be conversational but don’t follow rabbit trails. That will lead to viewers skipping ahead or exiting your video.
2. Make It Short and Precise
Would you watch a 10 minutes video of a product description? Not likely!
People will decide up-front whether to watch a video, based solely on its length. If you’re creating a video ad, keep it to 1 minute or less. For a how-to content video, keep it under 3 minutes.
Newegg, for example, often puts out detail-specific product review videos of their newest products and various other Newegg deals, but even those are 6 or 7 minutes long at the most.
3. Focus on Quality
Quality does matter. Even if your content is top rate, poor-quality video and audio will drive viewers away.
That said, you can record high-quality video on your phone and edit it with free or low-cost video editing software.
Even if you aren’t a pro, you’ll benefit from including videos in your marketing. But keep the quality as high. Don’t let the viewing experience become a distraction.
4. Optimize and Test
You must optimize your video content if you want it to be seen.
Video optimization is done the same way as web content optimization: keywords, meta tags, meta descriptions, and titles. Once you’ve uploaded your video to YouTube, social media platforms, and your blog, adding keywords and descriptions will increase the ranking of your overall content (both video and page content) on Google.
What Are You Waiting On?
Video marketing is already being used extensively by brands big and small. IMPACT, Beats by Dre, Groupon, and KFC are just a few of the many brands that have already established authority and are controlling their niche market by using video marketing.
By adding video to your content mix, you’ll easily build more engagement and loyalty from your followers.
Are you using video in your marketing? What benefits have you seen?