In a world where we’re all primarily attached to screens, the importance of video is hard to question. Indeed, video marketing data shows that 87% of companies use video as their primary marketing channel, affirming its importance.
However, with competition for video content producers becoming increasingly fierce, brands need to stand out from the crowd with ever more impressive ideas. So how do they manage to succeed in this field? That’s what we’re going to explore in this article.
What is video marketing?
If a photo is worth a thousand words, then how much more valuable is a video?
Simply put, video marketing can be used for everything from marketing your products to promoting your brand and company across different digital channels.
What’s more, by using video to market your brand, product or service, you engage on social networks, educate your audience and interact with them. So you could say you’re in the business of video marketing.
Benefits of video marketing
The benefits of video marketing are numerous. Let’s start with what’s easily quantifiable: the numbers ! and there are so many of them!
Please note:
1- Better memorization
Videos help increase the visibility of a company and its products or services. Consumers are more likely to remember a video they’ve seen than a text they’ve read, which means video marketing can be more effective in increasing awareness and recall.
2- Emotional commitment
Videos enable companies to tell stories and convey emotions, which can help create a stronger connection with their audience. Who doesn’t remember the Flash advertising video that left its mark on the minds of all Algerians???? Aaah Flash ????
3- Better understanding
Videos help explain products and services in a clearer, more accessible way than text alone. Consumers can visualize products and services in action, which can help them better understand their usefulness and how they work.
4- Easy sharing
Videos are easily shared on social networks, which can extend brand awareness and the reach of the advertising message.
5- Better conversion
Do you love money? Consider that after watching a video, customers are 64-85% more likely to make a purchase.
The 12 types of video marketing
Before you start filming, you need to choose the type of video you want to create. There are several types, each adapted to a specific context:
Demonstration video
Demonstration videos show how a product or service is used and the benefits it offers. They are often used for technological products or complex services.
Awareness video
Brand awareness videos are designed to reinforce a company’s brand image. They present the company’s values and objectives, as well as the products and services it offers.
Event video
This type of video documents key corporate moments, such as awards ceremonies and product launches. Citing Apple as an example, which uses this type of video every year for its annual conferences.
Interview with specialists
Interviews with specialists in a given field can help educate your audience on specific topics. They can also help reinforce a company’s credibility by demonstrating its expertise.
Educational video and tutorial
Instructional videos and tutorials show you how to use a product or service clearly and concisely. They can help solve common problems and answer frequently asked questions.
In fact, a good illustration of this can be found on the YouTube channel of the Nestlé Gloria brand: by following the instructional videos, consumers can learn how to make recipes with condensed milk.
What’s more, even if these videos aren’t directly aimed at promoting products, they offer entertaining content that can make all the difference to a consumer looking for culinary advice.
Explanation video
This type of video explains complex concepts in a simple, easy-to-understand way. Videos can be used for complex products or services, or for in-depth subjects.
Animated video
Animated videos can be used to creatively present fun and entertaining information, or to simplify the presentation of complex concepts.
Video case studies and customer testimonials
Case study videos and customer testimonials show how the company’s products or services have been used to solve real-life problems. They can help reinforce the company’s credibility by demonstrating the concrete results achieved by its customers.
Live video
Live video allows companies to connect with their audience in real time. They can be used for live events, product launches or audience Q&A sessions.
360° and virtual reality video
360° and virtual reality videos offer an immersive experience for users, making them feel as if they were actually there. They are often used for virtual tours of facilities or tourist sites.
Augmented reality video
Augmented reality videos enable users to view products or images interactively. They can help companies present their products in a more immersive and engaging way. The “IKEA Place” application is a good example.
Personalized messages
We create personalized videos for a specific audience. They can be used for targeted advertising or to thank loyal customers.
How to develop a video marketing strategy
On the face of it, video marketing works quite simply: your brand creates videos that, in one way or another, promote your business, drive sales or engage your audience.
In practice, it’s a little more complicated. Like many of your marketing efforts, you’ll want to monitor a variety of metrics including:
1- Determine your objectives
What do you want to achieve with your videos? Do you want to increase your sales? Improve brand awareness? Give your audience useful information?
2- Know your target audience
You need to know your target audience in order to customize the type of video. You need to hook your audience with a story that will somehow compel them to follow your video through to the end.
3- Plan to engage your audience
You still need to ensure that the audience is invested, even though your message may be excellent. You need to hook your audience and keep the story interesting. How do you intend to achieve this?
4- The shorter, the better
You’ve probably heard of the acronym TL/DR, meaning “Too long, didn’t read”, in the context of reading articles. The last thing you want is for your video audience to say, “Gee, how long is this video?” Of course, there’s no set standard video length, but the shorter the better. Online audiences have short attention spans, so edit accordingly.
5- Optimizing video for search engines
To be easily found by your audience, the title, description and tags of your videos need to be planned well in advance.
6- Track the results of your video marketing strategy
Keep an eye on video metrics and statistics. Take note of the best-performing videos and determine what elements the most successful videos have in common. Consider these results in your future video efforts.
Motor, it turns… And Action!
And there you have it, successful video marketing that will find its way to the eyes of your audience. It’s time to make video a key element of your digital marketing strategy.
