Today’s marketers know just how much of a critical component video is to any successful marketing campaign. You only need to look at figures around video consumption to see just how big the impact it is making. Over 500 million hours of video are watched on YouTube each day, and video is predicted to make up a whopping 80 percent of all global traffic by 2019.
In today’s business world, you really do need a video strategy to stay competitive. But with so much video content filling up people’s feeds, how can you ensure customers stop scrolling through that never-ending feed to watch your video?
The key to video marketing success lies in the value you provide the user. The more value you provide in your content… the more likely the user will remember and engage with your brand.
With this in mind, let’s take a look at six ways your brand can use video marketing to engage your users and increase your return on investment.
1. Employee training videos
A lot of the time, video marketing is seen as consumer-facing. But actually, there are many ways in which brands can use videos for internal uses.
One use case is the form of employee training. Videos can be used to replace lengthy presentations and slide print outs which –let’s face it– aren’t the most engaging of training mediums. An animated explainer video can instead allow your employee to quickly process the information with a better understanding.
Considering us humans recall around 20 percent of what we read, 10 percent of what we hear, and 80 percent of what we see and do– video training is a no brainer.
2. Video testimonials
It’s fair to say that today, many of us flock to the internet before making a purchase. With many review websites available at the touch of a button, consumers can get the opinions of others before parting with their pounds. In fact, according to research, 84 percent of people trust online reviews as much as friends.
But have you ever read a testimonial on a website and wondered if the person actually said that? The problem with written customer testimonials and reviews is that it’s hard to picture a face behind the words. Video testimonials, on the other hand, are much more credible and personal.
Why not ask a client to answer a few questions regarding the product or services on video? Not only can this significantly help you out, but it also provides the client with a free platform in which to showcase their own business; win-win!
3. To introduce a product or a service
Product videos give businesses the chance to show your product or service in action, demonstrate how it works and inspire customers to make a purchase.
According to one study, when both video and text were made available on the same page, 72 percent of respondents said they would rather watch a video to learn about a product or service.
In the aftermath of posting a video, you can even track the impact of a product launch with analytics. Look to video engagement scores to see how well your content is resonating with the audience.
You can compare and contrast your product video campaigns to continuously improve your strategy based on what has worked well in the past.
A short, snappy video can help potential customers understand your product or service in a matter of seconds. Why risk losing your customers’ attention with a less effective approach?
4. A window into your company culture
Many companies are now harnessing the power of video to give the audience a glimpse into office life. Why? There’s a lot of value in behind-the-scenes (BTS) content. It humanises your business, gives you a chance to portray your authenticity, deepens relationships with customers, and allows you to demonstrate how your business is actively practising your company values – rather than simply preaching them.
Taking customers BTS via video may include sharing employee stories on social media, live-streaming office events, or recording a “day at the office” with a company executive.
5. To boost social media engagement
In today’s hypercompetitive world, marketers only have 2.7 seconds to capture the audience’s attention. And with video becoming the consumers preferred medium of content, it’s vital for marketers to include this as a key component in their social media plan.
But how do you attract the right people? And how do you stop the audience from scrolling past? You need to create short, entertaining videos which are worthy of sharing. It’s not just a question of posting it and hoping for the best.
When creating video content for social, you must also customise it for each platform. What works well on one platform, may not work very well on another. Your brand must be able to reach users in a way that fits in with its community and norms. For example, more in-depth, educational content would be better suited for LinkedIn, YouTube and Facebook. Shorter and snappier content, on the other hand, would perform better on Instagram and Twitter.
6. Increase website traffic
Video content is also an effective tool for improving SEO. Creating an engaging video will keep visitors on your webpage for longer- as well as earning fresh, new website traffic.
Many brands have found success in promoting videos on social media and other content platforms to drive consumers to their website. One study has even reported that 84 percent of marketers said video helped them do just this.
One way this is being done is by posting eye-catching videos on Facebook showcasing features of a product. A website link is also included in the caption so viewers can explore the product further.
Brands can then choose to include more video content on the website to encourage visitors to learn more about the product and, consequently, stay on your website longer.
So there we have it- six ways your business can use video to market your business. Whether you’re just beginning to experiment with video marketing, or have been using it for years, consider the above tips to make the most of your video strategy in 2019!