It’s no secret that video is quickly becoming widely used in marketing and becoming more and more frequent in the campaigns of both small and large businesses. Video is being used in a range of formats and being placed in a wide variety of places to best reach potential customers. The place where we’re seeing the biggest growth in video marketing is online, especially on social media sites.
Many of the statistics on video marketing are staggering. According to video production site Biteable:
- 55% of people watch videos online every day (and 78% every week)
- 81% of businesses use video as a marketing tool (up from 63% in 2018)
- videos attract 300% more website traffic
- 72% of customers would rather learn about a product or service by way of video
- 92% of users watching video on mobile will share it with others
The strategy around using video for marketing ranges from industry to industry.
Business to business companies are widely adopting video to showcase the results they achieve for clients. A 3-to-5 minute video can show how a new technology, a coach, or a service company can achieve amazing results and improve effectiveness, safety or profitability of a business. Potential clients are often more willing to watch a short video than read through a long white paper.
In the business to consumer space, many businesses are putting out mass amounts of video content on social media and YouTube to build brand awareness and generate leads. With the use of video in Facebook and YouTube ads, brands can reach potential customers for often less than $0.01 per impression and generate link clicks for well under $1. Videos are almost always integrated in landing page strategies and have been shown to improve conversion rates by over 40% in some cases.
When hiring a videographer there are several factors to consider. Most importantly, does the work of the videographer or video production company match your brand and budget. It is important to investigate if they have done work in your industry in the past, have created the type of videos you’re looking for and if they have positive reviews from past clients.
When developing a strategy to add video to your marketing there are several important factors to think about:
- Who is your target audience?
- Where is your target audience spending time? If they are younger you can likely find them places such as Tik Tok or Snapchat. If you’re targeting a middle ages or older demographic they are more likely to be on Facebook. Millenials can often be found on Instagram, Reddit or Pinterest. If you’re looking for business professionals, creating video content for LinkedIn might be the right choice.
- What would appeal to your audience? Is your audience looking for information on certain topics? If so, you can set yourself up as the expert by creating videos to answer their questions or provide information.
- What is your budget? This will determine the quality and quantity of videos you want to create. On a per video price, it is often less expensive if you create several at a time instead of just doing one-offs.
- How will you promote your videos? This can include sharing them on social media, running them as ads on YouTube, placing them on your website, sending them out in newsletters, having them play on TVs in store and running them as commercials on television. Placement will also often be at least partially determined by budget.
With video content for digital marketing taking off, incorporating video in your 2020 digital strategy is a smart and effective way to stay relevant and ahead of your competition. And creating stellar videos is more accessible than ever!
Do you have questions? Communicatto is there to answer them!
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This article was written by Jonathan Hafichuk who runs local Calgary video production company Symbol Syndication.