5 tips for more effective video marketing
In the last decade, as social media platforms such as Facebook, Twitter and Instagram have experienced a boom in global adoption and strategic business significance, video has enjoyed a surge in popularity with brands both large and small. As an increasing number of companies start to employ a video first approach to their marketing activities the pressure on their competitors to adapt to this style of communication in order to remain competitive has also grown. But why is video production such a central concept to modern day marketing and how can companies make the most of the opportunities it provides? In this article I want to briefly touch on just that and hopefully provide a few useful tips and tricks to help you execute more effective video marketing, whether you're producing in house or through a video production agency!
As marketing strategy has evolved, so too has the manner in which businesses can deploy video to their advantage. It’s no longer just about big splash TV commercials or occasional promo videos. It's about using video as an insight driven, strategic tool across multiple channels in order to achieve key business objectives. In today’s world brands need to act like publishers, releasing a steady stream of both engaging and insightful content in order to capture their audience’s attention and, more importantly, hold it! Don’t get me wrong there still remains, and always will remain, an important place in a marketing strategy for great TVCs, but when it comes to strategic video marketing, they’re just the tip of the iceberg.
Before I launch into how to get the most out of it, I should probably first address why it's such a powerful tool in the first place and I think the short answer to this is, it’s where the eyes are!
Effective marketing relies on being able to display your message in a location in which it is likely to be seen and remembered by your target audience. In the days before TV, the name of the game was high footfall billboards, popular magazines and subway poster boxes. With the invention of TV and prime time programming came the battle for commercial spots during popular shows and as human kind has gradually migrated to a life online so too has our preference for consuming content. It stands to reason, therefore, that businesses need to focus their efforts where the consumers are!
You only have to do a cursory sweep of a marketing trend analysis report to get a picture of just how strategically significant video marketing is in today's competitive environment and the opportunities it presents for those able to tap into it effectively. For those of you that would rather not, however, here’s a few tasty headline stats to give you an idea - the sources for which can be found here & here!
- By 2022, 82% of all consumer internet traffic is predicted to be video
- As of the beginning of 2020 over 1billion hours of video is consumed every single day on YouTube alone.
- On average viewers retain 95% of a message when consumed in video format as opposed to 10% in written or static form
- Over 70% or customers would rather learn about a product or service by way of a video.
- 65% of people use YouTube to help them solve a problem.
- Marketers who employed video marketing strategies reported a 66% increase in qualified lead generation in 2020 alongside a 54% increase in brand awareness.
In other words, potential customers are consuming video content at an astronomical rate, on a daily basis, and the opportunities for savvy businesses to tap into it are huge.
How to make the most of your video?
When it comes to creating successful video content, whether working in house or with a video production agency, there are a few key factors to keep in mind during the planning phases that will help your video content not only stand out, but demonstrate a positive ROI, add value to your target audience and achieve your goals.
1. Have an objective
The old adage of ‘build it and they will come’ unfortunately doesn't really translate into video. For a video to be successful it first and foremost needs to be driven by an objective. As a production studio, one of the first questions we ask our clients when they come to us is, why are we doing this? Most importantly we need to understand what this project is all about and the reasons it's been instigated. The ‘why’ informs the ‘what’ and the ‘how’ and without it you run the risk of putting out ambiguous content that leaves your audience confused and uninterested. Having a clear objective will not only drive creative but, critically, allow you to measure success after the fact.
2. Make sure it’s targeted
With a clear objective in mind, it's time to think about exactly who this video is for? Different demographics will react differently to certain types of content and you want to ensure that you’re resonating with the right people. The way you deliver your message, the tone of voice and the production style will all be influenced by who the video is targeted at. For example, a video designed to drive awareness of new alarm systems to health and safety officers between the age of 40 & 50 should be different in tone, style and structure to a video selling football boots to 18-25 year old young professionals. When marketing online there are some great tools out there to ensure that your videos are being served to the right people so it's important that the style, tone and content of the piece suit the demographic your video is being targeted to.
3. Is it on brand?
When executed correctly, video can be an amazing extension of your brand into the digital world. It can exude quality, demonstrate innovation and communicate core values. For new customers encountering your brand for the first time, an on brand video is a great way to show them what you’re all about. For those that are familiar with your company it's a great opportunity to further their immersion into your brand. Off brand content on the other hand can be jarring, confusing and misleading to both new and existing audience members and thus it's incredibly important that your video marketing presents a true reflection of your brand.
4. Be strategic
Very often when we start talking about video strategy eyes start to glaze over, and I get it, it’s not the most exciting subject to discuss. A robust video plan, however, is one of the most powerful tools in a marketers arsenal when it comes to attracting, and more importantly holding, the attention of the target audience. In lieu of throwing the proverbial spaghetti against the wall and seeing what sticks, a strategic video marketing plan allows for a more structured and insight driven approach to content creation. By creating tiers or segments of content geared towards the different stages of a viewers path to purchase it not only helps move prospects through your sales funnel but allows for the individual implementation of objectives, gathering of data and collection of valuable feedback from different segments within your target audience.
5. Use the data, knowledge is power!
When it comes to video marketing data is your best friend. The ability to understand exactly how your audience is interacting with your content allows you to continually adapt and tweak your approach with real time feedback based on the preferences and demands of your target customer. Facebook, for example, affords you a wealth of information every time you post a video. From audience retention data and average watch time to quantitative and qualitative sentiment analysis, these tools are invaluable when informing how you develop your content and strategy in an agile manner. Keeping a close eye on your video analytics also allows you to quantifiably track and communicate progress towards key objectives. Want to run a video ad encouraging sign up to a free 1-month trial of your new online fitness program? By employing a user journey tracking tool, such as a pixel, you can track how many people viewed your video ad, how many of them clicked through to your campaign landing page and how many signed up to the free trial. This level of transparency across a user's journey allows us to quantifiably demonstrate success as well as identify potential areas of weakness that need to be addressed. Critically, tools like this allow us to use video not only as an advertising tool but also a research tool!
Whether you're trying to drive awareness of your business, encourage product trial or provide useful information to your target audience, video can be an incredibly powerful tool when deployed properly. It goes without saying however that, whether you’re working in house or with a video production agency, it takes time, effort and money to implement correctly, so it’s important to get it right! Hopefully this article proves to be a useful starting point for you and helps guide you in your planning process as you dive into the world of video.
If you have any questions, want to throw around some ideas for a future video project or just want a natter, why not drop us an email at email@example.com. We’d love to hear from you!