The effectiveness of video hasn't waned lately. As we move through uncharted territory, the stories you tell, and how you tell them, through your social channels, will greatly affect how your business is perceived.
The visual image or more significantly, the moving image, will continue to be your main weapon in your communication and marketing strategy throughout this new year. How you choose to use and run this tool will depend on many factors….
At Yoomweb, we are seeing a shift in the way businesses approach and apply video to their marketing mix. As tools for shooting and editing videos become more widely available, we are undoubtedly seeing more videos being created and shared. As video consumers, we are becoming increasingly accustomed to seeing content in our streams, and as a result, the need to “cut through the clutter” continues to grow.
How to create a successful video marketing strategy?
1) Understand your audience
Social media is a hungry beast that needs constant feeding. Take the time to assess where you should be sharing content, then work out how to best deploy it on those platforms. If you're not careful, it's easy to get overwhelmed with choice. There are so many places and platforms – but the reality is that it's just not possible to be everywhere and everywhere. Choose the platforms that you know how to master, have the ability to manage and stand out.
In a 2021 State of Video Marketing report, 86% of businesses said they use video as a marketing tool . And 93% of respondents say it's an essential part of their strategy.
2) Leverage your content
When you approach your shoot, whether it's done in-house or by a professional, make sure you're getting the most bang for your buck. Taking a “cross-platform” approach (sharing across all the social platforms and websites you choose) will ensure your campaign has the best chance of success. Find out how you can create as many clips as possible from the shoot; create main content and additional cuts that can be harvested from production. It's much easier to create them if they're planned out, rather than an afterthought.
Research has found that 84% of consumers have been convinced to buy a product after watching a video, and they are twice as likely to share videos than other types of content online. Cisco said that by 2022, video will represent 82% of all online traffic.
3) Know when to leave it to the professionals
Cell phones are great – and the quality of their video capture has increased dramatically – but understanding when to hand over to a professional team will ensure you don't risk missing the mark. You will always be judged on the quality of your communication, so be sure to choose professionals when it matters. Choose an experienced video production company with a proven track record of creating content in your industry (or at least one that can demonstrate applicable approaches to success). Do your research and check out their portfolio and Google reviews or ask for recommendations. Ask for a meeting if you really want to explore the best approach and understand the different approaches you could take.
94% of marketers said paid video ads had a positive ROI for their business.
4) What is your call to action?
It's too easy to forget to ask for an action at the end of your video. We push content into the ether and often fail to ask for commitment in any form. What is the purpose of the video? What objective is it related to? What do you want the audience to do after watching the video? This will serve both to engage the audience and help you determine and measure its success.
Online video is expected to be the top source of web content by 2022, with 82.5% of all web traffic.
5) Vertical Videos
Vertical videos are here to stay - and if you share on Instagram and TikTok, you'll be very familiar with the rise in popularity of this format. “Short stories, reels and bursts allow brands and creators to offer not only raw information and behind-the-scenes insights, but also an opportunity to share professionally crafted content created specifically for these focused channels. on mobile.
It is estimated that an average person will spend 100 minutes a day watching online videos in 2022 .
6) Stay one step ahead
Staying ahead of trends, learning new platforms, and knowing when to take action is a full-time job. Learn from experts in your industry and try to replicate success where you see it. Technologies such as augmented reality and virtual reality are here to stay - but applying them, at least in your industry, may take some time. Keep an eye on the future and an eye on how you can make gains in the present. What are the trends in your industry? Perhaps you could benefit from producing shorter "reels", offering webinars, or producing a podcast. All of these are accessible - and with a little research, easy to learn and deploy.
94% of video marketers say video has helped users better understand their product or service.
7) Make it short or make it long… that is the question!
It's true that our attention spans are getting shorter and shorter, so lean into this trend by creating a bountiful supply of short videos that can be scheduled and deployed over time. Although it can be difficult to plan too far in advance, perhaps start by exploring a list of typical questions you could answer for your clients? What is your product USP? Once you have a list of subjects, decide if you can capture yourself or if you need professional help to bring those clips to life.
Conversely, keep in mind that if your audience is genuinely interested in your product or service, then they'll be willing to invest the time to learn more if it actually helps them make a decision or solve their problem. . Your “long” content can be on your website – and once a potential customer finds you (perhaps through your social media posts) – this is where they will come to find out more. . Take the time here to educate your audience and answer their questions. A thoughtful purchase may well justify your customer's more time investment – so don't change it lightly.
More than 55% of shoppers worldwide say they use online video when shopping in-store.
8) Play to your strengths
There will always be a time for “UGC” user-generated content and professionally crafted video. Knowing when to use each is essential. Ask yourself if you have the skills to create content you are proud of? Will UGC support your marketing goals and increase the chances of success? If it's true that there is a home for "raw content," consider its purpose and what you hope it will accomplish. Sharing a video for fun only wastes time and effort. The analogy "no content is better than mediocre content" is often true. If writing or live speaking is your strength, then look at what you're good at and seek professional advice/support for other areas.
In 2020, it was found that 54% of businesses with a landing page had videos for their ads.
9) Live Video
This one has been on our list for many years and the ability to easily share your rides and live events makes this option very powerful and fast. Many companies will lend themselves well to the ability to simply "record" and share a live event, either as a teaser or demo of their service. If speaking on camera is a strength, then again, it's a very cost-effective way to share your content. As always, plan ahead and consider a content schedule to stay on track and organized.
Wyzowl reports that 66% of consumers would rather watch a video than read about a product.
10) Deploy a strategy
Perhaps the most important takeaway is the need to create a strategy. The start of the year is the perfect time to plan for the year ahead and consider the following:
- What is the goal
- Who am I talking to
- Where will I find this audience
- What type of content will suit them best
- What does it look like
Once you have answered these questions, you can then assess the best way to achieve your goals, create a time and execute it.
Conclusion:
Video production offers tremendous opportunities to those who deploy it effectively - but like any marketing asset, how you approach your video marketing strategy should be explored in the company of a professional agency. That's not to say you'll end up needing a shiny promotion - but the right agency will help you consider the right approach and, if needed, can provide training and support to help you create an in-house video. - if this is the best route.
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