According to Google, 6 out of 10 people prefer to watch videos online rather than on TV and 78% of respondents watch video content every week.
This data confirms that implementing a video marketing strategy can help us develop our brand and reach our target audience, whether we are a B2B or B2C company.
Ignoring this strategy can make you lose not only followers but also potential customers.
- Why should you use a video marketing strategy?
- Types of video marketing
- How to get started with your video marketing strategy
Why should you use a video marketing strategy?
Video marketing has a good ROI, but we cannot ignore the fact that it is a format in which you have to invest in technical resources and time to achieve attractive content. Hiring a quality service that optimises resources and results can be a key factor in achieving a higher return.
The visual element is very useful when explaining how our products or services work. We must not forget that customers will only buy when they understand what we do and how we can help them.
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We love videos
In 2017, YouTube said people watched more than 1 billion hours of content daily. Earlier this year, Twitter revealed that there are 2 billion video views on its platform every day.
This format is very appealing to everyone.
For example, uploading videos to YouTube that target common search terms is a good strategy that helps you rank on Google. The reason is that Google includes videos at the top of the results for many search terms.
Types of video for marketing
These are videos that teach the audience something new, either how it works or its characteristics. They generate confidence and have the objective to position yourself as an expert in a sector.
Within this category, there are tutorial videos, explanatory videos or update videos, whether there is a new technological advance or a trend.
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Company culture videos
Help showcase an organisation’s personality and brand values. They establish trust between the company and its audience. They are also useful for recruiting new employees, committed to our brand values.
We have, for example, brand videos and event videos, which reflect the atmosphere of the company.
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To create this type of video marketing, you have to ask yourself what can stand out to attract customers over the competition.
Help showcase your products and get people interested in them. You can create demonstration or product launch videos, which help to generate publicity, especially if you make them live and accompany them with a launch event.
They can be made through customer recommendations or employee testimonials. They are very effective, if these testimonials are sincere and enthusiastic, to build trust.
How to get started with your video marketing strategy
Creating a social media marketing strategy requires the same planning as any other marketing strategy:
- Setting the goals you want to achieve
- Define your target audience.
- Determine what type of videos are appropriate.
- Create the content, previously defined.
- Share it on the distribution channels.
- Measuring the results
Although we are clear about the steps to follow to create our video marketing strategy, we cannot forget the marketing trends and the characteristics of each social network.
Below, we show you the optimal length for each channel:
- Instagram: 30 seconds
- Twitter: 45 seconds
- Facebook: 1 minute
- YouTube: 2 minutes
Whichever platform you choose, never forget that the video should be short, engaging and to the point.
Once we have launched our video marketing campaign, we need to measure its success. We will generate analytics reports for each of the social media platforms:
Facebook Analytics provides the possibility to visualise a large amount of data, such as the number of people who reach our video and the time they spend on it. We will be able to see if they watch it completely or if they abandon it in the middle of the playback.
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With Instagram Insights, we can see views on individual posts, profile clicks or follower information and demographics.
Choose the right video marketing tool
When designing your video marketing campaign, the video creation tool is also important. Here are some of the most popular tools:
It allows you to create professional videos in a short time. It can produce studio-quality videos and also allows you to use your content and photos and has an image and animation library with over 85000 Shutterstock clips and animations.
Moreover, Biteable has a free basic plan which is a good option for beginners and for people who have been using it for a long time and a very complete paid version for those who need additional functions.
It is very easy to use. Through simple actions such as choosing, clicking, dragging, dropping, editing and playing, we can create videos in a variety of styles.
It has the largest animated library in the world, with a huge collection of characters, properties, BGs, icons, etc.
It provides 6 unique video styles: 2D, infographics, crafts, whiteboard, 2.5D and typography, along with professional features such as Recording, Multiple Motions, Camera Out, or transition effects for animations.
It is a video editing software for beginners that has all the functionalities you will need to create your first videos with good quality, without having to get lost in technicalities.
It provides different styles, effects and customisation possibilities and offers advanced text editing, scene detection, video stabilisation, colour grading presets, audio equaliser and support for 4K resolution editing.
Start creating and stop holding yourself back.
Creating video content may seem a little intimidating at first, especially if you’re completely new to the audiovisual world, but the most important thing is to take the first step.
Assume that your first video won’t be the best, but that it will only get better from there.
Focus on the creative process and let yourself go. You already have the whole strategy and idea for the video. The hardest part is already there. Don’t expect it to be perfect, you’ll never do it that way. Just be realistic, start and get better with practice.
Partner with influencers
Influencers have their loyal audience and a unique and personal way of attracting more people to your industry.
The best influencers will be the ones who can understand your content vision and provide you with valuable information on what kind of videos to create. Teaming up effectively with influencers comes down to two things:
- Choose wisely. For example, if your brand is for families, don’t choose someone who is known for being controversial. You should choose influencers who are in tune with your brand values.
- Communicate. Don’t assume that you and the influencer understand the content in the same way. This inevitably leads to misunderstandings when creating your content.
Use ads to their full potential
If you have a comprehensive marketing strategy, you should leverage organic traffic and optimise your paid traffic.
The best way to optimise your ads is by tailoring them to different types of customer profiles. Depending on their age, gender, location or interests, you can create more targeted ads that your audience can relate to and help you achieve better results.
Video marketing is a new, and very effective, digital marketing technique. Because people are attracted to video, it is easier to get the message across. Therefore, if a video marketing strategy is done right, your business could benefit enormously.
Do you need digital marketing experts? Get in touch with us and we’ll be happy to help.