Everything you need to know about marketing videos and video content, right here!
People aren’t lazy – they’re resourceful. When they can spend less time and engage in fewer activities to reach the same goal, they will. So, why would they want to read texts, when they can watch a video? Answer: they wouldn’t!
When done right and created to be sufficiently engaging, videos take the irksome out of marketing and replace it with enthusiasm and engagement. It’s no wonder that videos have taken the marketing world by storm and demand for video content only continues to increase. 87% of marketers already use video content to promote brands and their offerings, and 54% of customers want more great video content from their favorite brands and businesses. But, if the whole concept of video marketing leaves you feeling left in the dust, you’re in luck. Today, we’re going to take a deep dive into the wonderful world of video content so you can understand why, where, when and how to use videos to market your brand like a pro.
Why use videos as a marketing tool?
In recent years, video has become extremely important on every digital channel. It is now a central component of every successful marketing strategy, especially your social campaigns.
The benefits of marketing videos are clear:
Videos can provide your brand with a great source of ROI
Depending on the type of video you create, you can spend a little or a lot on creating and publishing your video content, and earn extremely satisfying returns. There are plenty of free online video creation and editing tools, like Chant, which provides useful templates and more to help your videos look as stunning and compelling as can be. You can even use your smartphone and an app or two to take videos, wherever and whenever inspiration strikes. And you can adjust your video marketing budget and select certain digital channels, to maximize your video’s effects, without going over budget.
Videos can lead to a high rate of social shares
Social videos generate 1200% more shares than text and image-based content combined. That’s a lot! As such, if you want to take full advantage of your video content, here’s what you can do:
- Add social share buttons to your website and videos.
- Create entertaining videos, ones that are funny and unique – get viewers to think, but not too hard. Play into the latest social trends and challenges to show off your brand’s fun side.
- Tell a story; don’t just advertise.
- Make sure your videos are branded.
- Optimize your videos for multiple platforms and types of devices: desktop, mobile, tablet…
- Consider live streaming to get viewers involved via the comments section.
Videos can serve as powerful conversation starters
Whether your business is brand-new, you’re looking to promote a new product or service, or create renewed buzz surrounding your existing offering, it can be hard to break the ice. Videos instantly grab the viewer’s eye, even when they’re scrolling through their News Feeds, and rapidly help establish a customer-brand relationship and baseline levels of engagement, within the 6, 15, 30 or more seconds the video lasts (but keeping it short and sweet remains our recommendation, to avoid losing viewers’ attention and interest).
Videos can help reveal who is behind the brand
Videos have exceptional humanizing powers that text, however well-written, simply cannot convey. Creating videos with real, human faces, voice, expressions, and personalities divert viewers away from the brand’s business and ROI goals, and allows them to learn the mission, vision and drive behind a product or service. For example, a brand selling electric bicycles may be positioned in a new light that, instead of leading consumers to think about how much money the brand will make from a sale, will introduce the possibility that the brand simply wants to make their commute more efficient and eco-friendly: a solution to end road rage.
This is the foundation to establish trust between a customer and the brand, giving your customers the confidence they need to make purchases from your brand, online.
Videos have been proven to promote conversions and sales
Just because a brand is considered “human” doesn’t mean that their research, development, production, marketing, and sales processes are entirely altruistic. After all, you still want to profit from your offering, don’t you? With videos, your earnings can be huge. Including video in a marketing email can lead to a 200-300% increase in your click-through rate. Adding a product video to your landing page can increase conversions by 80%. Video posts on Facebook have a 135% greater organic reach than photo posts. 46% of video viewers take some sort of action after viewing a video ad, 64% are more likely to buy a product online, after viewing it in a video, and 74% of viewers bought a product after watching an explainer-video about it. In fact, a ReelSEO survey revealed that 96% of B2B organizations use video in their marketing campaigns to some degree or another, of which 73% report positive ROI results.
This is great, as the average viewer spends 88% more time on a website with video, 92% of mobile video consumers share videos with others, and it is projected that by the end of the year, internet video traffic will represent 80% of all consumer internet traffic. That’s huge!
Videos can make Google very happy
When viewers watch videos, their time spent on a given page is instantly extended, a metric Google and other search engines perceive as an indicator of great content. So much so, that if your website has been embedded with video content, it is 53 times more likely to perform well in Google searches. As such, if you optimize your video with SEO titles and descriptions, Google’s web crawlers are likely to favor your brand and find your pages containing videos at the top of the SERPs. It is also extremely important to insert backlinks from your videos and the pages they are on to any relevant product, service, or other website pages, including your blog.
Videos are extremely mobile-friendly
According to the Boston Consulting Group, dependency on smartphones has become so strong, that:
- Over 3 in 10 people would give up seeing their friends in person;
- Nearly 33% of Americans would give up sex for a year;
- 45% of people would rather give up going on vacation;
- 46% said they’d prefer giving up one day off a week;
- And over 55% said they’d learn to give up eating out for a year;
Rather than give up their mobile devices!
These days, consumers spend over five hours a day on their smartphones, and growth in time spent watching videos on a smartphone rises 100% year over year, as videos can easily be optimized for mobile viewing. For marketers, this is great news!
Videos appeal to all consumers, even those who actually are lazy.
While we previously mentioned that consumers are efficient, not lazy, this is not a blanket generalization. Some consumers are, in fact, lazy. They may be interested in your brand and what you have to offer, but just can’t seem to move their way through the sales funnel and convert. A video, and a short one at that, is far more effective at getting even the laziest of consumers to understand your offering and act, especially if you place a clear call-to-action button at the end, and a seamless checkout process that opens up as soon as they enter your website. This is true for members of ALL demographics, which you will target uniquely, on the social channels, websites and platforms they are most likely to frequent (i.e. Instagram for youths and young adults, LinkedIn for professionals, Pinterest for soccer moms (and others), etc,.).
Videos are a great way of presenting to your customers with added value
Whether you’re on a mission to create brand awareness, drive traffic, increase conversions, or promote engagement, a video can help you achieve the desired effect. A how-to video can help guide customers through the product selection or support process. A company culture video can highlight the brand’s mission (and beyond-the-dollar goals and activities). A promotional video can enlighten customers regarding upcoming sales and discounts. An invitation video can let customers know about an upcoming exhibition, convention or launch. And more.
As many brands have yet to fully jump on the marketing video bandwagon, integrating videos into your marketing strategy can give your customers a little extra value, and you, that huge extra edge over the competition.
Why is all this important?
Because, if you’re not integrating video as part of your complete marketing strategy, your brand simply will not be able to compete with those brands that are. As such, it’s important to learn exactly what steps to take and which best practices to adopt, in order to get your video content up, running and converting.
Where should you use video as a brand marketing tool? (Hint: social media should be the most important and at the top of your list)
Now that you know why using marketing videos is so important, you’ll need to decide where to use them to create the most significant impact on your brand. And while the general rule of thumb is, “the more places you share your videos, the more likely they are to be viewed,” when it comes to where you’ll be publishing your videos, nothing is as essential as distributing them where your target audience already is – with social media being the most important of the many available channels. There’s no point in publishing willy-nilly; that would be an irresponsible and inefficient waste of resources. Instead, you’ll need to come up with a video publishing strategy that maximizes your brand’s reach, without overextending your team’s reach, or your advertising budget.
Namely, you’ll need to do a little digging to determine which channels and platforms are popular among your customer base (potential and existing), and start creating videos optimized for successful viewing precisely there.
In the simplest of terms, you have to make it easy for your viewers to find and view your videos so that they know they exist, but not flood the internet with your videos, and risk irritating the social public.
What are your video distribution options?
There are many social networks, each with its own user base. It is extremely important to (a) publish on social media, as this is where the majority of users already are and where they’re already interested in viewing videos; (b) optimize your video content to meet each social channel’s requirements and user preferences: YouTube, Facebook, Twitter, Instagram, Snapchat and LinkedIn are top picks. Note that as social media should be your main marketing channel, and since videos are preferred by networks like Facebook – and customers, for their excellent engagement and reach capabilities- you should be implementing videos as your first course of action when seeking to communicate with followers.
Using videos on your brand’s website can help potential new and returning customers navigate your website and find solutions to their own queries, without requiring support. This can help streamline their buying process, ensuring better customer satisfaction for them, and better returns, for you. It can also help improve your website’s search engine ranking, as videos lengthen the time spent on a web page, a critical SEO metric. You can embed:
- Product/service videos and testimonials on product/service pages
- Company culture and evergreen videos on About and Contact pages
- Promotional and evergreen videos on your homepage
- How-to videos on Support or Resource Center (you can even turn this page into a video hub) pages
Videos can help excite your blog readers and leave them wanting more, or even wanting to read your actual written words. And, Vlogs (video blogs) can allow your customers to enjoy your content from a more visual and lightweight medium. You can use videos to add a little something extra to your blog, like a testimonial, news roundup, update, interview, tips, behind-the-scenes coverage and more.
The same goes for other text-based content: case studies, press releases, sales assets, etc.
Using the word “video” in an email’s subject line is akin to using the words “cute kittens” in a YouTube video title – it gets people to click “Open.” In fact, including a video in your marketing email can increase click-through rates by 96%, and decrease subscriber opt-outs by 75%. Note that when attaching videos as a GIF, a type of video that usually contains vectorial elements with slow motion to ensure mobile responsiveness, you should always keep videos aimed at top-of-the-funnel recipients shorter (max. 90 seconds), and A/B test longer formats (up to half an hour) for more invested customers.
While currently underutilized, short videos via Messenger can be a great way of reminding followers about events and other marketing content you’ve deployed. In fact, a short messaging video can be more effective at calling followers to action than even the most compelling of texts. Be a trendsetter and adopt this practice, today!
Where will you post your marketing videos?
Ultimately, the distribution channels you select to use your video content should meet your target audience’s needs (where they are), your brand’s resource limitations (how far you can extend your team) and your brand’s ad budget (how much you can afford to spend on paid video campaigns, though you can also opt to try organic video distribution).
When should you use videos to market your brand?
That’s like asking how often should you post marketing materials at all! These days, videos can easily complement, or even replace other forms of digital marketing and must be implemented as part of, or as your complete digital marketing strategy. This is because videos can include texts, images and calls-to-action. And they should. Together, these elements create powerhouse content viewers cannot help but engage with.
So, how often should you post?
This depends on the channels you seek to post on. For example, it is recommended to post once a day on social media networks like Facebook and Instagram, and at least once a week on video sharing sites like YouTube. If you see that your target audience isn’t responding, try playing around with the frequency and timing of your posts – you could be posting at times that they are unavailable, or you could be turning them off with too many videos in too short a time period.
They key is in remaining consistent and continuously putting out good quality videos that reflect your brand’s image, language and goals.
How long should your videos be?
Again, this will vary according to the channel you’re posting on:
- Instagram – 30 seconds
- Twitter – 45 seconds
- Facebook – 1 minute
- YouTube – 2 minutes
- LinkedIn – up to 10 minutes
- Pinterest – Ideally, 15-30 seconds, but can be longer
As a general rule of thumb, you have a maximum of 10 seconds to grab your viewer’s attention, so make sure to start off with a bang!
How to use videos to market your brand
Whether you’re pre-recording or streaming live, you need to know what to say in your videos – and how to say it, if your marketing strategies are to be maximally effective.
Start off your videos with an introduction of yourself, your brand, or whatever it is your video will be covering. Next, share the details of what this video aims to do – the goals it seeks to accomplish. Show your brand as an industry leader – through your words, and the words of others (social proof). And finally, thank your audience for their time – your appreciation will be felt.
A tip from the pros – use Chant to create effective videos
Take your videos to the next level by using pre-built templates for any goal and occasion, tailored by our marketing pros, with the right messaging, structure and viability to gain maximum preference. By simply taking the original video and adding a title, effects, your logo, and brand colors – you can easily make your content more engaging, interactive, professional and unskippable!
With Chant, you can do exactly that! You can choose from a variety of templates, titles and special effects that automatically transform your videos into marketing goldmines, while also providing you with additional ideas and inspiration for your current and future marketing video endeavors.
Discover how you can market your brand with stunning videos. Visit chantvideo.com today!