A Few Thoughts About Video Marketing

People appreciate a good video. This medium can communicate a wealth of information in a single frame, but combining them into a seamless narrative provides creators with an opportunity to both entertain and inform their viewers. People don’t have to work hard to understand them, either, so people are more likely to pay attention for a longer period of time.

As author and marketing strategist David Meerman Scott says:

“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.”

When used for marketing purposes, video’s effectiveness can outweigh that of text and still images if used appropriately. You have a chance to tell people about your products, your history, your mission, and what sets you apart from your competitors. Video is an essential tool in your arsenal, and if you want your business to succeed, it is important that you do not waste it.

Why video marketing is important

Video is accessible. Anyone with internet access can see your video content, whereas physical banner ads can only reach people geographically near them. Still images and text are just as accessible online, too, but video tends to be more “shareable,” inspiring viewers to post them on their own feeds.

Hubspot reports that 97 percent of digital marketers claim that customers better understand products when learning about them through video. Instead of being overly sales-y, videos can create a value-based offer and give interested parties an up-close look at how products and services work.

According to statistics compiled by Digital Marketing Institute, 90 percent of consumers from one survey noted that video helped them decide whether to purchase a product or not. A primary reason why this is the case may be because 74 percent of consumers will buy something if they have a chance to see a product in action. One of the caveats of ecommerce is that people cannot physically touch a product and imagine how it would fit into their lives, so video is the next best thing and enables shoppers to visualize how they will use it or not.

Where should you publish your videos?

You have a multitude of options regarding where to post your videos online. One of the most prominent places is YouTube, which people watch one billion hours of content through every day. You can launch your own YouTube channel and upload a variety of videos that discuss different subject matter while also being on-brand. YouTube is an immense search engine in itself, so marketing on the site requires an SEO strategy to get your videos in front of people who are interested in it.

Facebook and Twitter are also outlets. When people are scrolling through their feeds, video players are eye-catching; you can capture their attention more effectively than with text. Instagram is also a popular platform, especially the Stories feature. These videos need to be shorter and preferably optimized for vertical viewing, but numerous Instagram users are beginning to simply stick to watching Stories instead of looking at other users’ posts.

Video content ideas

This question is one of the toughest parts: what should you make your videos about? You might have a few ideas, but you need to keep your channels active with new content if you want people to follow you. It’s possible to become creatively drained, but the possibilities are abundant. To establish yourself as a thought leader in your field, talk about your industry’s history and future. Host interviews with experts. Showcase product demos so that people can see how your goods work. Give your audience a behind-the-scenes look at your production process. Make an announcement, or share testimonials from customers. Put on a question and answer session with your followers so that you can address questions many of your followers might be asking. There is no shortage of what you can make—you just need to provide your audience with both information and, helpfully, amusement.

How to produce your videos

You do not have to be a professional videographer to create high-quality videos. Find a free online video editor to help you out, such as Blender and Lightworks. You can edit footage that you film with your phone or create animations with only your laptop, so you do not need expensive equipment. The right editors will also help you add music, format everything, add watermarks, and more.

Video marketing can be extremely beneficial to your marketing efforts, and it does not have to be a daunting process. What is the first video you will produce for your business?