By Brian Schofield
Today, videos are pervasive in the world of digital media and marketing.In fact, it’s estimated that over 75% of mobile traffic will be video by 2020. 75%!
Video is obviously one of the most engaging and easily digestible forms of content, but are you getting the most out of it?
How can you properly leverage video to enhance your business’ 2018 marketing strategy?
We did some digging to help you learn more…
The Data Behind Video Marketing
Unsurprisingly, video has a huge presence in our everyday digital experiences. The accessibility and convenience of video on social media platforms has turned this marketing tactic into a go-to medium for content creation and distribution.
This is especially true for mobile, where 55% of total mobile data is used for video.
YouTube is now the second largest search engine in the world, further illustrating the obsession with video.
Why You Should Use Videos in 2018
The reason video is so far ahead of every other type of content is because it’s easy for viewers to absorb and stay engaged. Even corporate executives are more likely to watch videos. 59% of executives would rather watch a video about something as opposed to reading text. For most, it’s a more efficient way to take in information.
Video is also an excellent way to build rapport and trust with customers and prospects. In today’s automated and AI driven world, there’s just something about watching real people that produces a sense of transparency. Videos can given your business a great sense of legitimacy and unparalleled credibility. Leverage this!
Videos that people enjoy watching can boost brand association by 139%. That’s no joke. In order to achieve this brand messaging, you need to publish videos that people actually want to watch. Videos aren’t just useful for creating smiles. For informative or educational purposes, 90% users report that video content is helpful in making a decision.
And this is no coincidence – there’s actually some science behind video’s effectiveness in helping us make decisions. About 90% of the information our brains pick up is visual. Our brains also process visuals 60,000 times faster than regular text. This is why video sticks with us so well, and contributes to why it is so shareable. For anyone out there looking to boost social media shares and engagement, video can be your saving grace.
In fact, videos are shared 1200% more than text and images combined on social media. With metrics like that, you definitely don’t want to miss out on video marketing. Creating a viral video marketing campaign can pay off big dividends. And while YouTube is still the king of video, Facebook is the dominant force behind shares and engagement. Facebook is responsible for 81.9% of sharing on social networks. You can strategically utilize both these platforms, cross pollinating for optimal reach.
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If you can pull two major takeaways from these statistics (and this blog in general), it should be this:
- Make videos
- Share them on Facebook
But of course, it’s not just that simple. There’s much more to it than just sharing any old video. The best videos tell a story.
How to Properly Use Video in Your Marketing in 2018
At HubSpot’s Inbound 2017, an annual inbound marketing conference in Boston Monique Blokzyl gave great insight into creating a story with video. As a business, your story must be something that resonates with people on a personal level. Because we process visuals so much more effectively than text, we can convey much more emotion than if we were to just use text.
How quickly did you have an emotional response to that? It’s pretty tough not to smile, right? While a gif is only a few seconds long, it can obviously elicit a response far greater than any block of text. What’s also relevant about a gif? It’s silent.
Roughly 85% of video views on Facebook are muted. That’s massive. Facebook is the king of sharing and to get the best engagement results, create video content with strong visuals so that the message is clear, even without sound. While audio can certainly play a big role in your video marketing, visuals are king here.
- So when using video marketing be sure to ask yourself the following questions:
- Does this video tell a story that brings value to my product or band?
- Does this video elicit an emotional response?
- Where is my video being shared?
The answers to all these questions will determine your video’s length, need for sound, and much more.
When Should You Use Video Marketing?
Let’s talk about when it’s appropriate to use video.
- Informational Content: One of the best ways to use video is for informative purposes. We’ve all seen and heard of the recipe video craze. Publishers like Buzzfeed have created a social media takeover by consistently posting quick instructional videos teaching people how to cook tasty meals.
It doesn’t just have to be food related, but like the saying goes, show – don’t tell. It’s often much more effective to show someone how to do something than providing only text instructions. The days of written manuals are coming to an end, so consider creating a video guide instead!
- SEO: Remember, YouTube is now the second largest search engine in the world, so don’t focus exclusively on organic search. We’ve also found that an insanely quick win for a lot of brands is simply converting written content to video form. This will give you twice the exposure with very limited work involved. We recommend taking the time to perform an SEO and website audit to uncover these types of opportunities.
- Video Banners: Another common website trend has been to use a relevant video on the homepage in place of a hero image or slider. The video continuously plays, giving your site a luxe look. It looks good and it tells a story much better than a static image. Just make sure the video isn’t too large or you will notice a decline in site speed, which can negatively affect SEO. BUT do make sure the video is engaging, as time on site will positively affect SEO.
- Personal Connection: One of the best ways to convince customers to choose your business over the competition is by increasing your credibility and clients’ trust. Your website pages tell a story about your business and your team. This can be the perfect opportunity for videos; create videos to show off who you are and what you’re about. Build those personal relationships and connect on a real, human level, before you even meet your customers face-to-face.
How to Create Videos That Support Your Marketing Strategy
Now you know why and when to incorporate videos into your marketing strategy, but do you know how to do it? For many people, this is where the confusion lies. It’s clear that video is extremely popular, but not everyone feels equipped to create quality video content. However, it doesn’t have to cost you an arm and a leg…
Here are some options:
- Stock Videos: There are plenty of sites where you can find stock videos to use on your website. If you need something general this can be a good place to start. It’s quicker than creating your own and almost guaranteed it will look professional. The websites we commonly use are Shutterstock and Videoblocks. Both require a subscription, but contain an extensive library of high-quality videos. Another option is Pexels, which provides completely free stock videos. Yes that’s right – it’s all free, but it does have smaller option pool to work with.
- DIY: Creating videos yourself is always an option, but it depends on whether you have the equipment and know-how. There have certainly been great videos filmed on an iPhone, but if you want a more professional look, a high quality camera can really make a difference. If you want to use your phone, purchasing some basic attachments such as a stabilizer or tripod can enhance the quality of your footage significantly
- Video Marketing Services: If all else fails, go with the pros. When done right, professionally made videos are well worth the money. The best way to get the most out of hiring a professional? Make sure you already have an understanding of what you need and want to have done. Hiring a videographer without a plan can be costly and unfocused.
To be successful with video marketing it’s critical to be prepared even before you begin the content creation process.
Where will the videos be used on your website? What social media platforms will you use to share them? Are the video topics relevant enough for people to watch them? Are you communicating enough visually?
We hope these tips on video marketing have helped. If you find yourself asking some of these questions we’re happy to offer some advice on creating a content strategy that works.
ABOUT THE AUTHOR: Brian is the search marketing lead at Trailblaze Marketing, a full-service digital marketing agency based just outside of Providence, RI in Lincoln.
He spends his days managing the SEM programs for 10+ clients, discovering new ways to generate business from search engines.