In recent years, video content has become a key component of digital marketing. It has also changed considerably in the meantime – from animations to live streaming and new social media formats. Nowadays, there are countless ways to incorporate video content into a digital marketing strategy. Curious about the rise of video marketing and what it can mean for companies? Then read on!
Video marketing statistics
Just a few statistics about video marketing at a glance. The statistics come from a survey by Wyzowl:
- 81% of companies use video for their digital marketing strategy. In 2017, this was still 63%.
- The average person watches 1.5 hours of video daily.
- 81% of consumers have ever bought a product or service after watching a video.
- 76% of marketers say video has helped their company increase sales.
In what ways can video marketing be used in marketing strategy?
Now that you know how important it has become to use video in a marketing strategy, you naturally want to know how a company can use it effectively. We have listed the most common and most effective ways for you.
Live Videos
The use of live videos continues to grow in popularity. This is also a trend that is sure to remain popular and effective for some time to come. For brands and businesses, live videos offer the following benefits:
- It is both appealing to the viewer and shows a piece of authenticity.
- Economic benefits; no big investment is needed in producing and editing the video.
- It creates more 'views' due to the popularity of live videos on various social media platforms. In addition, it is time-based, making people more likely to click on the video out of curiosity.
Vertical videos
Video formats are changing. Both in terms of design and production. Previously, almost all video formats were horizontal. The rise of digital devices has changed this. People are on their phones and tablets more often than behind their laptops or desktop PCs. More brands are creating vertical videos because of the change in mindset. Nowadays, the focus is more on optimising mobile formats.
Another popular format is square videos. Within Facebook 78% of the videos are square, ensuring more interaction with the target audience.
E-learning videos
Videos designed to promote your product or service can be very powerful and effective. However, videos can also be used for all kinds of other purposes, such as e-learning. Via a video platform such as Udemy you can sell your own online course. This gives you the opportunity to convey your knowledge in a clear and visual way.
E-learning videos can also be used for in-house training for employees. You can also do so by sharing valuable videos with people who leave their contact details. You can do this by integrating e-learning into the marketing mix, for example.
Sponsored videos
Paid and sponsored videos on social media channels can be very effective. Take Facebook or YouTube as examples. These are platforms that allow a lot of interaction with your target audience.
One option is to partner with YouTubers and other online influencers to reach a large audience.
360 degree videos
Sharing an environment, specific place or experience with your target audience? Use 360-degree videos! This is a format that is becoming very popular because you can share content with your target audience in a fun and interactive way.
A great example is 360-degree video from National Geographic.
According to a case study by Magnifyre and Google, such videos allow for more interaction with people.
How do you develop an effective video marketing strategy?
1. Develop a Persona & Customer Journey
It is important for a company to target the right audience. Only then can you be sure that the videos will generate significant engagement with the customer. To find this out, you need to take the time to research your ideal customer. Producing and editing a video takes much more time and money than rewriting a text. For this reason, it is important that the video is right first time.
Also make sure the message matches what your brand or company stands for.
2. Set KPIs and targets
Create measurable goals and KPIs for your video campaign. Without setting goals, it is impossible to determine the 'return on investment'. This is important to find out whether a video campaign has been effective.
To find out what does and does not work for a video campaign, it is important to test a campaign by applying A/B testing. This involves measuring the results of two different videos. This can be used to determine which of the videos is most suitable for a brand or company.
3. Determine the type of video and platform
Nowadays, there are so many different platforms and channels on which videos can be shared. To get the most optimal results, it will be necessary to look at which channel is most suitable for your company and market. Where is the target audience and does the message fit the channel? Some channels are better for short videos, while others provide more interaction with longer videos.
Keep in mind that effective videos don't have to be expensive or spectacular at all. Some videos cost very little money and time, but will encourage more action from your target audience.
