Video marketing: How to make the most of it

how to use video in digital marketing

People are often described as visual beings. Seeing as we live in an era where we’re surrounded by screens, be it our phones, or tablets or computers – it is hard to argue that statement. According to science, our brains naturally process images and visuals approximately 60,000 times quicker than text. Some studies even claim that the average person remembers about 95% of what they see, compared to 10% of the information they read. This is just one reason why video in digital marketing has taken the industry by storm!

The rise of popularity in video marketing is evident with social media platforms like YouTube and Facebook reporting staggering numbers of billions of video views daily.

In this blog post, we will explore how videos can help your digital marketing strategy and ways to implement them in your campaigns.

Using videos as part of a digital marketing campaign can be an effective way to engage with your audience and drive traffic to your website. Due to their visual appeal and entertaining element, videos tend to draw people in and grab their attention quickly.

According to Wyzowl’s Video Marketing Statistics report, “91% of businesses use video as a marketing tool in 2023,” marking a 30% increase since 2016 – when only about 61% of marketers were using videos as part of their strategies.

The report also adds that a whopping 96% of businesses maintain that video marketing is a valuable tool in their campaigns.

Started from the bottom: now we can’t live without it

You could say that video marketing as we know it today marked its humble beginnings in 2005 when YouTube first launched. Fast forward to 2009 – about three years after it was acquired by Google – YouTube had seven different ad formats.

As the second most popular online platform (and search engine, after Google), YouTube proves that video marketing holds such power, as it grew from 200 hours of video content being uploaded every minute (2018) to 500 minutes of video content per minute in 2022! The video platform is so successful that people watch an equivalent of approximately 1 billion hours’ worth of video content every day.

Meanwhile, in the last couple of years, almost all social media platforms have adopted short-form video formats due to TikTok’s rapid development. Additionally, this change is pushing social media professionals to adopt the role of movie directors. Changes in content formats are cited by 52% of marketers as a challenge when planning and scheduling posts, according to a Sprout Social Content Benchmarks report.

3D logo of TikTok
Image: Alexander Shatov/Unpsplash

Five reasons to implement video in digital marketing strategy

1.     Videos are visually appealing.

Going off what we already said about people being visual beings – videos are an easy way to convey ideas, emotions, and messages, in ways that text never will.

2.     Videos are entertaining.

In addition to a captivating story and inspiring graphics, videos that are neatly edited using jump cuts, smooth transitions and even funny filters, tend to stand out.

3.     Videos are convenient.

With technology at its peak, creating videos has never been as easy and convenient – it can even be filmed and edited on a smartphone.

4.     Videos can show the “human side” behind your business.

Videos help you stand out and forge a deeper emotional connection with your viewers because they give you the opportunity to be more personal and genuine, which makes you more relatable to your audience.

5.     Videos can be educational.

Videos can be used to educate people on a variety of topics. Whether it’s a tutorial on how to use a product or a behind-the-scenes look at a company, people are often interested in learning new things.

Image: Jacob Owens/Unsplash

Making the most of video in digital marketing

Now that we’ve established that using videos as part of a digital marketing campaign can be an effective way to engage with your audience and drive traffic to your website, it’s time to share some tips on implementing them.

1.     Set and define clear goals.

Before you dive into video-making it’s important to set clear goals of what you’re trying to achieve. Are you looking to increase brand awareness, generate leads, or drive sales? Your objectives will have an impact on the sort of video you make and the channels through which you share it.

2.     Identify your audience.

The generational gap is a real thing. When creating your videos you must know who it is you’re trying to reach as your audience and adapt the content that potential client or customer. Understanding your audience will help you create content that resonates with them and drives engagement.

3.     Don’t underestimate the importance of quality.

Sure, your videos should be aesthetically pleasing but don’t forget that you also need to convey a message clearly and be informative and entertaining. Another key point is to pay close attention to storytelling, which engages more audience and invokes a strong emotional connection.

4.     Don’t forget about SEO.

Search Engine Optimization (SEO) doesn’t just apply to articles, blogs or web pages. Make sure your video is optimized for search engines by using relevant keywords in the title, description, and tags.

5.     The more (platforms) the merrier!

Don’t limit your video sharing to just one channel. In order to reach as many people as you can, use different social media like YouTube, Facebook, LinkedIn, Twitter, TikTok, and Instagram, in addition to email, and (most obviously) your website.

6.     Track your progress.

By monitoring views, engagement, and conversions, you can gauge the effectiveness of your video. Apply this information to optimize upcoming video projects and enhance your digital marketing approach.

Final thoughts

The rise of video marketing provides an exceptional opportunity for brands, including yours. Consumers now anticipate video engagement from brands of all sizes and sectors because they increasingly favor video to other forms of content. To remain competitive, it’s essential to take advantage of this potent marketing tool as platforms place more importance on video content and new devices, like phones and tablets, become more video-friendly. It is crucial to move quickly because delaying could cost you prospective customers.

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