Video is ruling the roost in the domain of online content. Several stats show the dominance video has in the online world. In 2021, it is estimated that an average person will spend 100 minutes a day watching video content. By 2022, we are likely to see video content taking up about 82% of all online traffic.
These numbers follow the trends we have seen in the past few years. Video content, that was restricted to our televisions alone a few years ago now finds space everywhere. Brands have taken notice of this too. There has been a massive push in creating video content. Well, the customer behavior patterns have also defined this push. Video content increases sales(Well, 80% of marketers say this). 8 out of 10 users say they purchased an app or software after watching a video.
Online video is the present and the future. Video as a segment is also undergoing major changes. There are more varieties of video content being created. We are soon likely to see interactive video content and more variations that will give marketers and brands a more rounded tool to use in their marketing campaigns.
This blog will cover some of the critical aspects of video marketing. We will look at some important things to note while using videos and also discuss some of the kinds of videos to use in your content marketing campaigns. Here we go!
Video Content – Things to keep in mind
Using video in content marketing seems like a no-brainer. If you are already using videos or planning to create videos, here are some things to consider.
Who are you creating the video for?
Identify the persona(s) for which you are creating video content. This will influence a lot of things including the storyline and how and where you will be promoting it. Having the personas in mind can help you sharpen the content of the video and make it valuable for the users.
Have an objective in mind
The end goal you are chasing is as important as the personas. Articulate why this video is being created. Is it for education? Lead generation? Product introduction? Having a clear end in mind will help us tailor the video content accordingly.
Make it actionable
People indeed engage with videos more but they are looking for value. If you do not provide value, they are not going to watch the video for long. Use the time you have well and add actionable tips and insights that solve problems for your audience.
Keep it short
Keep the content videos that you put out short and to the point. It is a hard task to keep users engaged beyond a few minutes. If the content demands it, by all means, create a longer one. But you will have to create the storyboard well to ensure that the users stick through the entire video and not just leave after the first few seconds or minutes. If it is a webinar or a live event, longer formats work fine. But if you are promoting the content of these videos post the event, it will be better consumed as shorter chunks.
Think about the channels to host
While YouTube may seem like the most obvious choice( and for good measure too), think about all the channels where you can use video content. Social media platforms like Facebook and LinkedIn have been pushing video content over the past few years. In most of these platforms, native videos tend to do better than YouTube video links. Also, think about where the videos can be featured on your website.
SEO, Search and Marketing are critical
If just creating a great video was good enough, things would be so much easier, isn’t it? Marketing these videos are as critical as creating them. Social media channels are great options. Beyond this, think about YouTube and Google search. Your video heading and description should be SEO optimized for this reason. Your audience searching for content should easily be able to find these videos. Include videos in the newsletters and other campaigns. Including videos in sales proposals and also encouraging your sales team to use these videos in client interactions will give your videos a lot of visibility.
What are the various kinds of videos to use?
Now that we discussed the strategic aspects, let’s look at what are the various kinds of videos you can use in your content marketing.
These are the most common ones you find. These videos talk about the features and benefits of your products. Your audience can understand the product and if it is going to help them more easily than reading lines of text. Brand videos are used to showcase the brand story and things like values and culture.
How-to and explainer videos
How-to and explainer videos give the audience actionable insights on solving problems they face. It can also be used to break down concepts and help the audience understand them better
Infographic videos are used to explain concepts driven by numbers and visualization. If you have a whitepaper or a research paper, these videos can showcase the findings more effectively.
Webinars and Live Streams
Webinars and live streams are becoming increasingly popular these days. There are multiple formats that webinars and live streams can take. Webinars can be presentation-driven or can be interviews, fire-side chats, and so on. Social platforms like Facebook and LinkedIn allow you to live stream content and these streams see twice the normal engagement.
Vlogs are also a common type of video content. In Vlogs, you can cover specific areas and can share your perspectives on these. You can also cover trending topics, concepts, and other content.
Reviews and testimonials
Using videos in product reviews and testimonials is a great way to increase engagement and credibility. Influencers and experts can review your products on video, and you can use these videos on Social media as well as your website. Customer testimonials can also be video-led.
Courses and Guides
You can also create longer video-based courses and guides which can be educational for your audience. These courses can help users understand concepts better and to apply these concepts in their work.
Video has a bright future. Video content will also evolve as we go ahead in this journey. One thing is sure. Video is king in content today. It is a good idea to begin creating videos if you don’t do it already. With good smartphones, it is easy to shoot good quality videos especially if you are doing vlogs or interviews. It would be wise to also get a professional video editor on board to help with the video editing.
Video marketing like all other forms of marketing takes consistent effort and time. Keeping the fundamentals strong, and creating good content will help you in the long run. Consistency and value are key. Creating and marketing videos effectively can give you the next push that your marketing campaign needs!
Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.