Nowadays, it seems like video marketing is everywhere. After all, the advent of the Internet and the fact that videography isn’t just for professionals anymore has resulted in significant cost reductions. Video marketing has moved far beyond the movie theatres and televisions of the world, and now can be deployed with just a computer and smartphone. So, what are the realities of this seismic shift in marketing? My handy guide will help you find resources and understand the modern realities of video marketing.
How long do you spend watching video every day? If you’re the typical consumer, it’s quite a bit: up to a couple of hours. Statistics consistently show that video marketing is highly effective, and that customers enjoy watching branded content. Check out this post:
In a nutshell, this post shows us that video marketing really is the wave of the future. Video is very effective, in part because customers retain so much more information from watching videos than they do from reading or listening to print or radio ads. In fact, instructional video can be used to stave off customer service calls, which saves you money. Increasingly, video marketing is critical for most businesses, because 85% of companies use it to some extent. The bottom line is that if you aren’t doing video marketing, chances are you’re missing out on significant sales.
As with so many things, both in marketing and in life, it’s important that your video content follow an overall strategy. Just filming stuff and putting it out there doesn’t work, because you need to have a consistent brand voice. Not only that, but random content doesn’t build a following, and you’ll risk losing the attention of potential customers. Check out these articles for more information:
Video marketing expert Mitt Ray gives us his five best strategies for developing your video content strategy. First, Ray recommends that you find out what your audience wants to see. In other words, it’s important to make sure that what you’re putting out is consistent with audience interests. Secondly, develop different content for various social media platforms, rather than filling everyone’s feed with the same stuff several times. Third, optimize your content for different platforms, because video displays differently depending on where it’s posted. Fourth, create video that maximizes conversions. While pictures and other types of media can be created with a brand-awareness emphasis, with video you should try to get a sale. This can be the case even with how-to videos, because if people understand how something is used they’re more likely to buy it. Finally, fifth, decide how you’ll promote the content, ideally using a variety of paid and free strategies.
Videos are easy to use creatively. For instance, they are a great way to repurpose great content. I’ve been known to take my podcasts and turn them into blog posts, but I could turn them into video as well. Another use of video is the “how to,” which both showcases the product and reduces the need for customer service calls. If your brand has a great story, you can tell that story with video content. User-generated content can easily be used for your advertising, and this is especially the case with influencer campaigns. Lastly, make that content shareable. Video that goes viral reaches a much wider audience than would otherwise be possible.
Unless you’re prepared to do a lot of trial and error, it’s important to understand the best practices behind video marketing. Unsurprisingly, best practices vary based on each type of video created and the goal behind each of them. Audience and style also dictate different approaches. Because this is such a broad area, I have written (or hosted) quite a few blog posts on the subject.
Video marketer Jayson Duncan wrote an extensive article about company introduction videos. These have a wide variety of purposes, but the main one really is sales. That’s because this is where you can tell your brand story more comprehensively than you might in other settings. These videos are longer, and often discuss multiple products, if you have them.
In order to “ace” the video introduction, make sure your message is clear. This is an area where many companies fail, and success will make you stand out. First, talk about the problems your products and services solve, and how they solve them. Then, be sure and include a call to action. Duncan gives more tips, as well. It’s important to be human, avoid cartoons, and present a professional image. Lastly, know where to deploy the video for maximum impact.
In this article, Nissim tells us that customer reviews are an excellent topic for marketing videos. First, she discusses the many places where customers post reviews of products, services, and companies. These include Facebook, Trust Pilot, Yelp, and many more. While reviews can be anxiety-inducing, there are also excellent ways to use them to your advantage. To do this, consider encouraging customers to make video reviews of your products. Or, with appropriate permission you can read/reenact actual customer reviews for a video audience. Just try and add captions, pick a shorter review, and promote the video everywhere. After all, these are real people talking, and not just a bunch of company hacks.
Recently, the website promo.com did a survey on video marketing, and the results are reported in this article. We already knew that video is the best form of marketing because people love to watch videos, but there were other insights gleaned from the survey. For one thing, Facebook still reigns supreme for video marketing, but YouTube is closing in on it. For another, Instagram Stories are increasing in popularity, because they’re preferred over single-frame posts. Regardless of the social network, video is the most important type of advertisement. With that said, keep the sound on. Customers prefer videos with sound, at least when they’re in a location where they can listen. You should still have subtitles for the hearing impaired, though.
Jayson Duncan went on an adventure: creating and shooting a reality show on YouTube. He describes a wide variety of challenges. Writing or creating, casting, shooting and overall producing a reality show is more difficult and expensive than most people realize. Duncan comments that most businesses don’t want to make a reality show, but there are a lot of lessons that TV show producers and video marketers can share. For one thing, video production can involve a lot of unexpected challenges. Personnel problems, for instance, can delay production. However, the biggest lesson is simple: you only have one chance to make a good impression. Duncan’s reality show failed after the pilot aired, because it wasn’t a good show. Similarly, people will quit watching marketing material that isn’t interesting, as well.
Among marketers, there’s a fierce debate on whether you should use animated video or only deploy real people. According to Jayson Duncan, that depends on your purposes. For instance, a corporate introduction video should always include real people, preferably high level employees. On the other hand, explaining something complex might be done better with animation. When using real people, it isn’t necessary to hire professional actors. Several techniques can help employees perform well, including formatting the video as an interview. On the other hand, professional actors can be hired through an agency. No matter your choice, be sure the video is professional.
While many companies have videos on their websites, a large amount of video marketing is hosted on social media. These platforms are also the biggest way that customers find videos outside of traditional media.
Here, Vinay Koshy gives us what’s best described as a “how and why” tutorial. First, he contends that social media video marketing is critical to your success, and gives us some statistics on why that’s the case. Second, Koshy discusses the different types of social videos and how to implement them. Types explained are: live video, explainers, behind the scenes, Q&A, tutorials, and events.
Although the above categories cover most of the video marketing knowledge on my website, there are a few things that remain to be said. For instance, much of what’s already been said is ineffective in China, the worlds 2nd largest economy. And, YouTube isn’t just for millennials. Here are those posts.
I believe that having a YouTube channel is important to every professional’s personal branding. There are several reasons for this: First, you can share your expertise through video, which is highly effective. Other benefits include the ease with which you can get yourself found, and the ease with which you can use the platform. This isn’t something you should miss out on.
When people talk about social media, YouTube often gets left out of the conversation—despite being the second most visited website in the world. As a Fractional CMO and someone who’s helped brands build deeper relationships through digital content, I believe…
YouTube stands as a content creator’s gold mine. With 2.53 billion monthly active users, the platform offers unmatched potential to grow your audience and establish your brand. The problem isn’t understanding the potential: It’s often a lack of YouTube video…
Nowadays, more than ever, video content is vital for enticing potential customers. Young generations, in particular, spend countless hours on social platforms, checking out viral YouTube, TikTok, and Instagram videos. Whether you’re a marketer, content creator, or business owner, having…
I have been blogging since 2008 and started getting serious about my own YouTube channel more recently in 2022, so I often get asked this question of blogging vs vlogging. Both mediums have unique advantages and cater to different audiences,…
As you well know, eye-catching video content is critical for reaching target audience and boosting audience engagement. Regardless of the video post you’re trying to make, the right editor can make all the difference. These animation tools equip you with…
Short-form video platforms like TikTok and Instagram Reels are undeniably popular, but reliable platforms like YouTube remain essential for marketers and businesses. With the right plan and creativity, YouTube delivers exceptional results, backed by compelling statistics that showcase its lasting…
As a Fractional CMO, I am always encouraging my clients to publish more and more videos to take advantage of the increased visibility your content and company can get on TikTok, Instagram, and YouTube. In the past, creating videos was…
Making a career on YouTube is a dream for many young people. Unfortunately, selling products can be daunting early on. This is why many creators rely on ad revenue to keep them going during the initial months. Fortunately, there are YouTube…
There is a growing trend of content creators and businesses that are looking to take advantage of AI to make their content available globally through the use of AI translation. If you are considering the same, and have a YouTube…
Do you want to learn how to improve your YouTube SEO so that more people can find your content? If so, you’ve come to the right place! Regardless of your industry and marketing goals, there’s no doubt plenty of room…
YouTube has long been a place where people can create awesome content and then monetize it for extra cash. However, in the past few years, top creators have been able to make enough to quit their day jobs – so…
If you want to simplify your video content creation process, consider using AI script generators. These tools are simple and easy to use, making them ideal for most content creators and businesses. What is an AI Script Generator? AI script…
Video summaries are the fastest way to consume long-form video content. Fortunately, there are tools that exist that can make it even faster! Enter the YouTube video summarizer tool, platforms which pinpoint the most important talking points within a piece…
Having accurate transcripts is vital for boosting your video marketing efforts. Having subtitles for your video are vital for grabbing the attention of people with hearing impairment. They also assist foreign-born viewers who might not understand everything you say. In…
There’s little question that people love YouTube. After all, the platform has developed from a small website famous for cat videos and juvenile pranks into one of the largest social networks in the world. And along with this evolution, YouTube…
We’ve known for a long time that content is king in marketing, in whatever form it takes; however, of all of the major digital content forms (text, audio, photo, video), video has become the most popular (especially in its short-form…
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Videos are great for generating traffic, converting visitors into customers, and increasing engagement with your audience. They can also help you build authority, increase conversions, and even make money. But without a plan, the time and effort that you’ve spent…
Have you ever tried to sell a product using a video? Maybe you’ve seen some of those “how-to” videos where someone shows you how to cook a dish or clean a house. These kinds of videos work because they show…
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One of the best ways to speed up your video creation process is by using AI-powered tools. With these programs, you can create incredible content in just a fraction of the time you would need otherwise. Even better, you don’t…
AI video enhancing tools are a fantastic option for any business wanting to produce the highest quality video content that they can. The software provides enormous value to bigger blogs and social media influencers who want to simplify their content…
Video marketing is one of those strategies that most companies have under-invested in despite its many business benefits. It’s been growing in popularity for years and, with the immense popularity of TikTok, doesn’t seem to be slowing down anytime soon.…
Video has gone corporate. Or, more specifically, video has returned to its corporate roots. What do I mean by this? Originally, a video was very expensive to produce, requiring costly cameras, film, and dark rooms. The term “cutting room floor”…
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No matter how you cut it, these days video is king. The lockdowns of the pandemic meant that brands and families alike had to use video to express themselves outside of a small bubble. However, in some ways the pandemic…
As we review the video marketing statistics below, you will see that video is a marketing tool that you cannot ignore if you want to market online. You’ll soon be wondering why you aren’t using videos to give your video…
Given that AI technology is widely used for images and other visuals materials, it isn’t surprising that companies also offer AI thumbnail generators for YouTube videos. These nifty tools are tailor-made for the social network, boosting your engagement and reducing…
YouTube has come a long way from the days of cute cat videos. In fact, though it was once a platform for everyday people to share their talents, YouTube has now become a major commercial enterprise. Even your everyday creators…
These days, making money on YouTube has a lot of appeal. After all, a lot of people think that top YouTubers can spend just a few hours a day creating content, then rake in a fortune. The truth is that…
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On YouTube, one of the hottest new features is Shorts. This is unsurprising when you consider that industry trends are in the direction of shorter videos. Although short videos have been around for a long time in the form of…
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These days, short-form video is very popular. The advent of TikTok, Instagram Reelz, and other changes in the marketing industry means that video is hotter than ever. And this trend has transitioned to the marketing world, as well. These days,…
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Whether you’re a professional who makes videos as part of your work, an amateur YouTuber, or even just a viewer, viral videos are often lots of fun. As a professional or a YouTuber, having your videos go viral can be…
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Getting more views on YouTube videos can seem like an impossible task, especially when you’re just starting your channel. While other creators in your niche are getting hundreds of thousands or even millions of views, you get ten or twenty,…
Social media has been cool for over twenty years now. Although it started mainly as a way to network and keep in touch with family and friends, nowadays social media is an important place to do business. This is true…
SEO is quickly becoming the cool kid in the digital marketing block. Optimizing SEO now falls on the top of every online marketer’s list. However, as familiar as you may be with a solid SEO marketing campaign, you may be…
For centuries, people have wanted to be rich and famous. And it used to be that this was difficult to pull off: the cost of publishing, producing music, or becoming a politician were prohibitive for most. However, the Internet Age…
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Social media marketing in general is a highly effective way to reach out to customers and build a brand community. However, this is an area that has evolved quite a bit over the years. It used to be that simple…
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Once upon a time, YouTube was primarily known as a source of amateur video. For instance, people showed off their pets and the latest teenage pranks. You could log onto YouTube and have a few good laughs before switching to…
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When companies think about creating a video, the first video they think of is a company introduction video. An introduction video is just what it sounds like. It is a video that goes on the homepage of your website as…
The hardest part of creating a video is figuring out what to create. The next hardest part is bringing that idea back down to reality and making it something you can afford. I have recently launched a new YouTube reality…
Videos are useful for explaining a product, service or idea, and there are many different ways to create a video. One of the common questions companies ask about video is regarding using real people or some type of animation. Can…
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