A few years ago, marketing was traditionally based on advertising banners and static images, but thanks to modern technologies and the improvement of network quality it is now possible for companies and professionals to communicate via video content.
Doing Video Marketing is now an imperative for anyone who wants to keep up with user requests.
What is Video Marketing? Video marketing refers to the set of rules, techniques and communication strategies linked to video content. It is a branch of marketing that inherits the rules of traditional marketing and introduces new possibilities for analyzing the tastes of one’s audience and intercepting potential customers.
By exploiting its power, companies can do corporate storytelling and increase their brand awareness, customer consideration and, consequently, also sales and turnover.
Using this medium in your marketing strategy means creating video content in order to promote a brand, product or service, or inform consumers, create and cultivate a relationship with them.
The purpose of video marketing is:
- connect with existing and potential customers
- capture the audience’s attention
- get the desired message across in the clearest way possible
- transmit the message in the shortest amount of time possible
- loyalty to the user or push him to buy the product
TYPES OF VIDEOS
What type of content integrated into the video marketing strategy? Among the various multimedia contents, the most used today are:
Vlogs : a format with corporate videos in series, with which the community is created and involved. For example, do you want to promote a hospitality facility? Tell the story of the experience that guests could have inside with videographic content, emotional videos, virtual tour of a first entry, etc…
Video Interviews : interviewing external sources, so that content marketing is not self-referential, but is supported by the contribution of other authoritative professionals in their field.
Tutorial : launching a new product on the market, explaining how to use it, educating potential customers, giving them more clear and truthful information will improve their perception of the brand, to make them take it into greater consideration.
Video reviews and testimonials : the review method is very widespread, but the phenomenon of false reviews is increasingly widespread. What if customers “showed their face”? Surely the potential customer would have much more confidence in the veracity of this review and in fact this means is considered a very powerful “proof of quality” of the service.
Video Advertising : video campaigns, ads with texts and images, to involve more of the viewers’ senses at the same time! The eye also wants its part and seeing the final product certainly encourages the customer to buy it.
THE BEST CHANNELS TO MAKE YOUR BRAND KNOWN
Do videos perform better on social media? That’s not entirely correct. The reality is that people spend a lot of their time on social networks, so they will likely see more videos here and, for this reason, it is important to include a massive presence on certain channels in the video marketing strategy. Among the best:
YouTube is a great choice for publishing longer, higher-quality content that requires more attention. Thanks to the advent of SmartTVs, YouTube is becoming the most watched “broadcast”, even more than the major national channels.
The challenge clearly lies in having to create high-quality videos, not only quality of shots, but also quality of exposure and entertainment.
However, it must be taken into consideration that the YouTube algorithm aims to make the user watch as many videos as possible and very often viewers are sucked into an endless vortex of videos that takes them very far from their brand.
The solution? Once you get attention you need to direct people to your website to introduce your brand and build a relationship.
Videos on Facebook, according to TechCrunch, record 8 billion views a day, very interesting numbers indeed.
Unlike YouTube, Facebook, videos compete with other types of posts (videos and images).
How to make your video stand out from the crowd? Using colours, themes and images that make your brand immediately recognisable, experimenting with different formats and lengths.
Instagram is the social network of the moment , in fact the time spent watching videos on Instagram has increased by over 80% year after year, while the number of videos made every day has increased 4 times compared to last year.
There are mainly three ways to upload videos:
- IGTV (a mode that lags behind the first two, but has good potential)
The only limitation? The videos must be short, they must attract in a short time, be exhaustive and remain memorable.
HOW TO CREATE CONTENT SUITABLE FOR YOUR TARGET AUDIENCE?
This type of content is only successful if it offers target users what they want, when and how they want. Luckily, it is easy to keep up with change, as long as you invest, following the advice of an expert web marketing consultant , in current forms of content while respecting some simple but essential points:
1) Define the brand’s target user:
The phase of delineating your target audience is an essential step before setting up any type of communication. A good video product must be shaped around the specific needs of the target users and only in this way will it be possible to gain their attention.
2) Get Recognized:
One of the greatest strengths of video marketing is that images and sounds remain more memorable than text (80% of people remember the videos they have seen in the last month). If customers remember your videos, they also remember your brand, which will result in increased brand awareness , online reputation and POSSIBLY increased revenue for the company. Using the same colors, fonts and logos will make you stand out among all your competitors.
3) Create Quality Content :
Being accustomed to the high video quality present in every platform, users expect excellent quality, professional videos, without slowdowns that would make them lose interest instantly. Attractive graphics, texts and subtitles, efficiency and short duration are fundamental ingredients for a successful video . If users like the video, they will share it, increasing the number of people who see the product or brand.
4) Create specific videos for each platform:
Directly connected to the previous point, it is very important to adapt the videos produced to the selected distribution channel , taking care to modulate dimensions, duration, format and any other element to the platform on which the video content will be distributed.
Each social network has its specific user base: Facebook, for example, prefers emotional videos, capable of involving and being reshared, while Instagram prefers simple and light videos, concise emotions and concepts.
5) Stay updated on new trends:
The numerous platforms where video is the fulcrum of the scene have fluctuating trends in terms of popularity, within a few days everything can change and the chosen platform can become obsolete or less effective. A modern example is the rise of Tik Tok, which in a short time brought many users from Instagram to its platform.
6) Be constant to brand the customer:
To build a solid and long-lasting online presence, it is not enough to make a video every now and then, but rather you need to publish consistently. Having a widespread presence on the internet allows you to be found more easily by users online, creating brand awareness and authority over time. Adding videos across platforms and on your website improves your company’s SEO and increases the number of people who click on your ads.