It’s no secret that these days, content is king. However, content doesn’t just refer to the written (or typed) word. Today, more web users are getting their information through other forms of media, including images and video. In fact, according to Hubspot’s 2021 “State of Video Marketing Report,” more people are watching videos online than ever before—with online video consumption nearly doubling since 2018.
For marketers, this means that video plays a more important role than ever, especially when it comes to establishing brand awareness. Whether you consider yourself a marketing expert or are just trying to figure things out, there are some essential video marketing tips and strategies you need to know going into 2022 and beyond.
What is Video Marketing?
Let’s start with an actual definition of video marketing. After all, there’s more to this strategy than meets the eye. In simplest terms, video marketing refers to any use of video (whether live or pre-recorded) to promote a brand and build relationships with a target audience.
There are many different forms of video marketing. Perhaps the most “traditional” example that comes to mind is that of a recorded commercial that you’d see on TV or online. However, video marketing can also manifest in the form of how-to videos that demonstrate a product’s use, recorded customer testimonials, live-streamed events, and much more.
Benefits of Video Marketing for Your Business
Because there is such a huge audience of people who watch videos online, the potential reach for a video marketing campaign is enormous. Likewise, a great video marketing strategy can deliver an incredible return on investment, making it one of the most cost-effective marketing methods out there.
Videos also have the inherent quality of being shareable, increasing the potential reach of the content you put out there. This is especially true if you create a “viral” video that gets shared all over social media.
Essential Steps for Building Your Strategy
Not sure where to begin when it comes to building your video marketing strategy? Get off on the right foot with these practical tips.
Define Your Audience
Start by knowing your audience and the type of video content that is most appealing to them. If you’ve executed marketing campaigns in the past, then you’ve likely already done the market research to better understand your audience. It’s also a good idea to research which social media platforms your target audience is most likely to use so you can optimize your video content for sharing on those platforms.
Set Your Goals
Next, work with your marketing team to develop some short- and long-term goals for your video marketing plan. Otherwise, you’ll have no way of measuring whether your campaign was a success or a flop. Ideally, you’ll have some specific metrics to track to gauge the success of your video marketing campaign, such as:
- play rate
- view count
- watch time
- social shares
- clicks/click-through rates
Choose the Approach
Now that you know your audience and have set your goals, it’s time to choose the specific approach for your video marketing campaign. Most successful marketing videos tell some kind of story. If you’re looking to advertise a new product or service, for example, you may want to take a “quest” approach, where you blatantly introduce the product/service and its benefits. With a “conflict” approach, on the other hand, you may be more focused on how the product/service addresses and resolves common pain points that your audience may have. There are lots of possibilities for telling your story here, so be sure to explore your options.
Types of Marketing Videos
Remember that not all marketing videos take the form of commercials. In fact, some of the most popular marketing video content isn’t even that promotional. If you want to break away from the stereotypical commercial and create something truly unique, consider these other types of marketing videos:
- Social contest videos (to get your audience involved in the process)
- Product demonstration videos
- Customer testimonials
- Case studies
- Event videos
- Expert interviews
- Live Q&A videos
Stages of Video Production
Quality is key when it comes to putting out effective video content that will convert. This is why it’s so important to follow some specific video production processes as follows:
- Pre-production – This is when you’re in the earliest stages of planning, which may include setting a budget and general timeline.
- Brainstorming – This is the fun part where you and your team get together and come up with as many ideas as possible for your next video campaign.
- Scripting & storyboarding – This involves writing down a detailed script (for videos that will require one) and detailing each scene of the video.
- Booking & preparation – This is the “nitty gritty” of booking talent/actors for the shoot (where applicable) and renting out any shooting venues/locations for specific dates and times.
- Production – This is the actual process of filming the video, which can take anywhere from a day to several days (depending on the complexity).
- Editing – Once the video is shot, it’s time to edit it together and create a cohesive final product. There are plenty of websites to edit videos that can make this much easier.
Optimize Your Video Marketing Strategy Today
As you can see, there’s a lot to keep in mind when it comes to launching a successful video marketing campaign. Still, feeling overwhelmed? There are many video marketing agencies out there that can make your life easier with expert video marketing services. This can take a lot of the guesswork and stress out of producing a quality video that will engage your audience—and these services can be more affordable than you think.