Video content has become an everyday part of our lives, with YouTube, Snapchat, TikTok and live streaming apps becoming go-to channels for many consumers. Video marketing is convenient and effective for consumers and providers marketers with a versatile and sharable medium to reach their target audiences. TikTok was the most downloaded app in 2020, and many consumers have begun relying on YouTube for their information. Video is the most consumed type of content and your brand is missing out on an amazing opportunity if not already utilising a video content strategy.
The Benefits of Video Content Marketing
Video Content Marketing Increases Conversions
Online video content marketing is one of the most versatile marketing strategies available. The main potential of this strategy is to help gain the trust of consumers by explaining your brand and the products or services you offer in detail. A study by Hubspot showed conversions increased by 80% when a video was added to a product landing page.
Video Content Increases Click Through Rates
When video content is added to an email, click through rates can increase up to 96%, where normally a brand can expect a CTR around 2 or 3%. In addition to this, adding the word “video” to an email subject line increased the open rated by 13%.
Adding video content into email marketing is easy to trial. Each strategy will work differently for every brand, so trial and error and analysing key data is vital to ensuring an effective strategy.
Video Content Marketing Improves SEM
Adding videos to web pages can improve the search rate of the page. Adding videos to pages increases the time a user spends on your website as they tend to watch the video before exiting a page. Video content can improve the quality of the content on the page and generate high-quality backlinks that play a main role in increasing your web page ranking and organic website traffic.
Video Content Marketing is a Key Trust Building Strategy
Testimonials and reviews are great methods of turning leads into customers. Sharing video reviews on a website can give your brand an advantage over competitors. A one minute review of a brand or product can be worth more than a whole page of written reviews.
Key Considerations for a Video Content Marketing Strategy
Now we’ve covered the main benefits of video content marketing, it’s time to discuss key points your brand should consider when implementing this tactic.
Marketing video production can be costly, depending on the type of video content you want. Having a smaller budget doesn’t mean you can’t compete against larger companies, but it will mean more meticulous planning to execute a high-quality video.
Platforms such as TikTok are full of users who enjoy more natural content, so a professional camera and video team isn’t always needed. The type of content filmed with a phone is more relatable to consumers and often goes viral—take Ryan Air’s TikTok for example.
Video content produced needs to be able to grab consumers’ attention in under 10 seconds. Internet users are more demanding than they used to be and are desperate to find the best piece of content.
Your video should begin with an interesting piece of content and not take too long to cover the main point.
Go Beyond YouTube
While YouTube is arguably the best video content platform available there are others that can provide just as much value to your brand and customers. Many consumers have begun watching live-streamed content from influencers as this helps develop an online connection and relationship.
You should research where your target audience lives, and it is likely that the platform will have video content capabilities.
Optimise Videos for Silence
Other than YouTube and TikTok, many social media platforms autoplay videos with no sound, and up to 85% of videos viewed on Facebook are watched on mute. The reasoning for this new silence demand is due to consumers watching videos on their mobiles, on the go. Sometimes sound isn’t appropriate and your brand needs to accommodate for this.
To keep audiences engaged with no sound, you can create relevant visuals in the video content or have subtitles.
Consistency is key in all aspects of content creation, and video is no different. The videos you create should have the same tone of voice, personality and look or design to ensure your brand messaging is shown in each one. By changing any of these elements, your messaging will be lost and customers may become confused. If you plan to voiceover videos, ensure the key colours used in the content are the same. If you see faces, avoid changing the cast too often.
Consistency is also key in when to post. To help this, create a video content calendar to help you keep track of what you posted, when you posted it. This will also help you plan which content to create for the future.
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