There is no doubt that video marketing is one of the most powerful tools to integrate into our content strategy. From the appearance of YouTube to the exit of the market of other social networks such as Twitch or TikTok, the video and images have not stopped gaining followers and engagement. So much so that other social networks, such as Facebook, have not been slow to integrate video into their functionalities. This article will explain what video marketing consists of and everything you need to know to implement it as part of your strategy. Keep reading!
What is video marketing?
Video marketing is the use of videos to promote and disseminate a product or service. It helps enormously to increase the public’s engagement in the different digital and social channels. But not only that, but it also educates the audience and allows us to reach them in a more direct way.
The need for immediacy on the part of users has given a new focus to these platforms with streaming or live video. With Twitch or YouTube, it becomes clear that video marketing is the present and future of digital and strategic marketing.
Advantages of using video marketing
Now that we know what video marketing consists of, let’s see the different advantages of its application:
Longer stay on the site
The user’s visit permanence increases considerably by embedding a video in blog posts. As you know, this factor is important to improve our organic positioning, so if you don’t, it’s interesting that you start thinking about making videos.
Increase the conversion rate
It is proven that the pages that include informative or explanatory videos about their products manage to increase the conversion rate. Our product or brand will always seem more attractive than with a mere written description. The user feels safer and better informed if we show him our argument in video format. In addition, thanks to the number of views and viewing time, we will also know which product is most attractive to Internet users who visit our website.
One of the greatest virtues when making videos is its strength to tell stories, applying one of the strongest techniques to involve the consumer with the brand, Storytelling. With this, we achieve that the brand is not intrusive and that the consumer feels part of it.
As I have mentioned before, videos improve positioning, but not only when you embed them in the Blog, but they can also appear in the first places of Google because they are integrated into YouTube, generating a greater number of visits to the page or Blog. Any SEO knows the boost that the use of video can give a web page to achieve a good position in Google searches. This search engine does not like static and flat pages, always prioritizing websites where multimedia content is offered in different formats. Therefore, remember to embed videos on your website if you want Google to take you to the first page.
Offers greater credibility
In relation to the previous point, the video offers the perfect component to be credible. Through tutorials, live videos, or stories, the brand approaches the consumer in a different and close way.
Greater effectiveness and engagement
Consumers and users consume video because it is close, it does not tire us, and because we demand it. We read less and less without forgetting that there is an irrefutable fact. Therefore, the effectiveness of a video increases considerably compared to other media. A good video channel is a great tool when it comes to retaining your customers. Video marketing manages to attract new customers and keeps them coming back constantly. If we offer content of interest in video, we will increase the engagement of our consumers, and we will remain in their Top Of Mind.
Or is it not intrusive. It brings the brand closer to the consumer in a natural way, without forcing the consumer to have to “swallow” minutes and minutes of absurd ads that nobody wants to see. Moreover, consumers look for the brand.
Improve brand recall
We receive more than 3,000 impacts daily. How many do you think we remember throughout the day? Between 2 or 3. Video marketing has been shown to make it easier to be at the top of the mind of the consumer without forgetting the engagement that occurs between the brand and the consumer. In short, through the different actions we carry out in this environment, a more powerful relationship between brand and consumer is generated.
According to a study by the Wharton Research Center, humans retain 10% of what we read or hear, while we store 50% of what we see in our memory. What does this mean? If you want the user to remember your message or brand, offer them visual information to make sure they don’t forget about you. Because if he remembers you, he will come back.
It is accessible to all pockets
With mobile and imagination, you can unleash your creativity and start making videos for your brand.
I don’t mean to say that making a video is equivalent to being viral, but the chances of it going viral are multiplied compared to other media. Surely more than once, you have seen one of these videos that have become viral on your Instagram wall, and many of them have been recorded from a mobile phone. The possibilities are enormous. You have to take advantage of them.
Two main characteristics make video the ideal format to be disseminated on a large scale and quickly. The first is its great capacity to move the viewer, and the second is the ease with which it is shared.
The future of video is bright
For video marketing, this means more possibilities to get the audience to engage and be more receptive to the brand.
Whether it’s marketing videos or live streams, it’s important to think about how videos can be implemented for greater impact. With the future of virtual reality, augmented reality, and streaming services at our disposal. It’s time to start working with video content and stay up-to-date on the many ways we can get our message across to our target audience.
Available anywhere and anytime
Video is not only responsive and highly engaging. It is also relatively easy to consume, both on the computer and on the mobile.
Video views on mobile have increased 233% since 2013 and continue to do so. In addition, YouTube ensures that video consumption on mobile phones increases by 100% each year.
That said, with video content accessible anywhere and engaging even the most reluctant viewers to read. Video marketing is an essential tool for reaching a large customer base at any time.
Types and examples of video marketing
Take note of the video types that work best:
The most classic video format is the 15 or 30-second ad. The content of a spot can vary a lot depending on the brand and the story we want to tell. One of the best spots in recent months is that of Ikea, ensuring sustainability:
These videos usually include animation with a voiceover that explains what the company does. In this video, we can see the story of Saroo’s in which he, using Google Earth, was able to find his family after many years.
The goal of a product demo video is to show your audience how it works. The difference with the previous one is that it explains how it works and shows its characteristics, advantages, and benefits. An example is this from Tupperware Spain to present its new product:
Behind the scenes
If there is an interesting process behind the development, manufacture, or distribution of your product or service, teaching it can be the difference. The audience will love to see the craft part of this process. For example, Estrella Galicia explains the brewing process:
When potential audiences see how excited and passionate current customers are, they’re likely to imagine they’ll have the same experience if they make a purchase. In this Dove testimonial video, Gil Zamora, an FBI portraitist, demonstrates through an experiment the problems that women have in recognizing their own beauty.
Instead of a portrait photo and a brief web review of company policy, videos can help the audience interact with our business on a more human level. An example would be this Coca-Cola spot narrating the distribution process:
Lastly, series are probably the most difficult to conceptualize and produce. But they are so fun and unique that you need to at least think about it. A clear example of successful serial video marketing is Nike, as it manages to convey the brand’s DNA to us without making. It seem like we’re seeing a piece of marketing. The brand is only mention in the end credits, but there are no signs constantly reminding you that Nike is behind the production.