Video marketing campaigns may be nothing new, but their prevalence and capabilities are constantly growing. Today, in an age dominated by video-based social channels like TikTok, the power of video marketing has never been greater for marketers for advertising their content.
Wyzowl research suggests that 86% of businesses use video as a marketing tool, and 92% view it as a key part of their overall strategy.
The research also found that the most common form of marketing video today is explainers, with social media videos and presentations also ranking high.
However, there’s a wide range of different styles of video that can hold plenty of appeal to both marketers and prospective consumers. These can include:
- Video Testimonials
- Sales Videos
- Product Demonstrations
- Teaser Videos
- Customer Onboarding
- Video Graphics
- Customer Service Videos
- App Demonstrations
Multivariate testing from Treepodia on behalf of two clients found that conversion rates increased by 46.22% and 27.05% respectively when visitors had an option to watch a video–regardless of whether they actually watched it.
This comes off the back of an estimated 88% increase in global traffic share coming from video streaming and downloads in 2022 compared to 2017. These figures will only be buoyed further as the availability of 5G ready smartphones and tablets continue to grow throughout the decade.
This means that, for marketers, incorporating video into campaigns is now an essential consideration, with a clear risk of being left behind by agencies that are using video marketing content to appeal to their target audience.
Delivering Trust at Scale
Every marketer must ask themselves why a customer should choose their brand or client over that of a rival. Invariably, the solution will revolve around establishing trust.
For 33% of US consumers, trusting a brand is important when making a purchase, and around 86% of consumers believe that authenticity is key when deciding which brands to follow.
The beauty of video marketing content is that it provides a platform for marketers to more effectively communicate trust to an audience. The visual element can support audio to help to clarify a brand’s position on matters like sustainability, while also providing more comprehensive overviews of products and how users can get the best out of them.
With this in mind, there are few better ways for marketers to help generate more trust in both products and brands alike.
Today, there’s also a wide range of places in which marketers can utilize video content online, but how can they best appeal to the right audience at the right time? Let’s take a look at some of the most effective ways to utilize the potential of video content:
Identify Your Audience
To create a video without a specific audience in mind can amount to throwing all the engaging potential of video down the drain.
In order to counter this, look at developing your buyer’s persona. This can usually be done when a company looks to identify who their target audience actually is, and usually revolves around asking questions like ‘who is your product or service for?’, ‘what’s the purpose of your video?’ and ‘where does your target audience hang out?’.
Although learning who your target audience is can take plenty of research, it can guide you in creating the ideal video to appeal to their likes, wants, and needs.
Choose the Right Platforms
Virtually every major social media platform has its own variation of video capabilities, so marketers will have no shortage of options when it comes to deciding where to post their clips.
Each social media platform comes with its own set of varied demographics, which means that marketers have plenty of opportunity to mix and match their content with the right network and the ideal buyer persona.
However, the Sprout Social Index highlights the likes of Facebook, YouTube, Instagram, Snapchat, and TikTok among the most widely used social platforms for consumers and brands alike, so for the furthest reach, it’s certainly worth looking to those big hitters.
Creatively Identify and Solve Challenges
Once you know who you’re creating content for and where to position it, you can seek to identify how to construct your video content.
One of the best approaches for this is to look at possible challenges that you can address in a creative manner. Here, you can look at recurring queries that your target audience is running into Google, or any issues that customers continually bring up with your customer support.
This can form the perfect launch pad for video ideas that will likely gain more traction because it’s a key sticking point for your target audience.
In this regard, explainer videos, tutorials, product descriptions, and simple Q&A video content can be highly effective.
Always Track Your Performance
Finally, it’s important to work out a way of tracking the performance of your video marketing campaign.
This is highly dependent on your goals, and if your overall aim is brand awareness, it’s likely that your most important metric to follow is based around views and engagement. However, for video advertising, you’re more likely to be interested in click-through rates and eventual conversions.
By monitoring these KPIs, you can fine-tune your campaigns to make sure that you’re always getting what you want from them. Analytical platforms like Google Analytics can be solid solutions in supporting these metrics, too.
As technology continues to develop, the role that video marketing plays in generating better brand awareness, trust, and conversion is only likely to grow. Although this will make for a more competitive landscape, marketers who work for a well-identified audience using the right social networks and creativity levels are likely to reap the rewards.