Think about how likely you are to buy a product because you've seen someone use it, rather than only hearing about it on the radio or viewing it on a billboard.
Having a video marketing strategy for your business isn't a fad driven by social media platforms. It is critical to build and maintain connections to markets, prospects, and audiences while also providing an avenue to control the narrative around your business.
Consider how quickly TikTok, a video-sharing social networking platform, has grown since 2017. It ranks as the second-biggest app in consumer spend for businesses, in spite of competitors like Youtube and Instagram allocating more resources to boost video content across their platforms.
Marketing managers in businesses of any size can harness the power of video marketing to create a video content marketing strategy that exponentially increases brand exposure and customer engagement.
This article dives deep into everything you need to know about video marketing, how to create marketing videos for business, and using different types of marketing videos to your advantage.
What is video marketing?
Video marketing is a great way to showcase your brand, explain and demonstrate your product, and engage with prospects and customers. It involves producing strategic video content to support the overall content marketing strategy of the organization and achieve business goals.
Most prospective customers only buy a product when they clearly understand its benefits. Video marketing provides a great tool to demonstrate this.
What are the benefits of video marketing?
When executed well and consistently in line with each platform's algorithms, video content marketing provides many benefits to businesses, regardless of industry.
Attracting new prospects, building industry leadership, and improving search engine discoverability are the most valuable benefits. Let's look at four other tangential benefits that come with implementing a good video marketing strategy.
Consumers love video content
Cat videos aren't the only thing dominating the online video world today (although people still love those). Consumers turn to video for everything from technology tutorials to home fitness videos and even student collaboration videos. People from all walks of life spend several hours of every day consuming video content.
According to Statista's June 2021 report, Youtube remains the second most visited website worldwide after Google, with an estimated 1 billion watch hours clocked every day. A Youtube video marketing strategy can change the trajectory of a company's entire content marketing activities and results.
Video marketing builds bonds with consumers
As video views rise and customer interest increases, marketing managers can harness digital marketing trends to complement their video marketing strategy and build stronger relationships with their ideal customers and audiences.
Let's take Nike's Youtube channel as an example. Viewers know they can always expect high-quality, high-energy content about extraordinary accomplishments when they scroll to watch Nike's content. Nike's consistency builds a bond between them and their core audience, benefiting the brand and consumers.
Viewers associate success and extraordinary ability with the brand, leading some to believe that buying Nike products for themselves will help them reach similar accomplishments, increasing Nike sales.
Videos significantly increase your content ranking on Google
Google processes over 40,000 search queries every second. The powerhouse search engine dominates the market, giving a fair share of the top results, especially those hosted on its very own Youtube. 90% of Oberlo Google Search Statistics 2021 respondents shared that they're most likely to click on the first set of results on a search page.
This creates an excellent opportunity for marketing videos for businesses to yield significant ROI over time, especially when they are well-targeted, entertaining, or rich in information, depending on your audience and market.
Increase shares and engagement organically
People share videos they enjoy watching. Whether educational, newsworthy, entertaining, or even an advertisement, viewers get immersed in video content, especially those that evoke emotional connections. This is powerful in marketing, increasing your reach and leveraging your audience's networks and connections.
Consumers are happier to share the word about a brand they enjoy through an interesting video. They require no nudges, no repeated pleas. Great videos lend themselves to voluntary sharing and increased engagement, leading to a better perception of your brand, more inbounds and interactions, and a wider reach of your digital marketing videos.
Types of marketing videos
There are several types of marketing videos you can create to implement a successful video marketing strategy. Most companies start with Youtube video marketing for the reasons stated above.
The types of marketing videos you choose to create should depend on your market and audience. Brand videos are great for users at the top of your sales funnel who aren't aware of what you do. Once prospects have interacted with your video, you can adapt your video marketing strategy to retarget those users with a demo video demonstrating how to use your product or service.
Below is a list of marketing videos for businesses you can choose from.
Brand videos are great for attracting a cold audience or potential customers. These are people who generally haven't heard of your product or don't know enough about it.
Brand videos introduce your business, helping viewers understand your company's core values, vision, and products or services. You can liken a brand video to an About Us page on a website.
Once a viewer becomes aware of your brand or product, they may need a demonstration of how your product works. People need to be sure of the benefits of using your product. They want to know that it can solve their problems and deliver on the expected solution.
If you have a physical product, making an unboxing video is an excellent idea for a demo video. This shows potential consumers what they can expect from the product, how to use it, and what they can do with it.
Event videos are also excellent sources of video marketing content for businesses. These are created to generate buzz and excitement around a brand, product, service, or even launch.
When viewers see how other people attend and engage with your events, they are more interested in getting invited and participating in future events.
Event videos can be aspirational or inclusive. Ensure you know exactly how you want to portray them before creating. They can be simple highlight reels or elaborate recaps posted on your owned and social media platforms.
Interview videos are a perfect way to show transparency within your organization or share the spotlight with other industry players or interesting personalities your audience can connect with.
These types of marketing videos help build trust and solidify your brand presence within your industry. Interview videos can be likened to traditional PR or even influencer marketing, depending on who you're speaking to in the videos.
You can ask experts to use and analyze your product, talk to customers about their experience using your product, or speak to leaders within your company about what the organization does and why.
Animated videos are a simplified yet fun way to address questions about your product that do not require filming a well-produced video. They typically tackle just one premise and are easy-to-understand for any level of expertise the viewer may have. The concept of animated videos is ideal for breaking down complex ideas for viewers and prospective customers.
Live streaming shows authenticity and a commitment to your audience. It's a great digital marketing video strategy to build a direct response relationship with your audience and provide a behind-the-scenes look at how you work in your organization.
Most social platforms enable brands to go live after acquiring a specific number of followers. Organizing live events creates a closer relationship with your audience as they can ask questions directly in live, often recorded, conversations and receive the answers they need.
Virtual reality (VR) in digital marketing videos is a relatively new concept, making it an exciting opportunity for any business. While animated videos are perfect for products that require a 2D view, such as online software and applications, physical products are better showcased with VR, which gives consumers an immersive experience of your brand or product. The real estate industry is an excellent example of where VR is utilized in digital marketing videos.
Informational and educational videos
Informational and educational videos in the form of how-to explainer videos are a great way to clear any lingering doubts users may have about your industry, product, or service.
These are typically more in-depth dives into specific topics and frequently asked questions from your customers and audience. These detailed videos should target leads closer to the bottom of the funnel or already using your product or service.
What channels are used for video marketing?
Your video marketing strategy should vary depending on your target demographic and the type of digital marketing video you plan to create.
Let's take a look at four of the widest-reaching video platforms available for businesses to create video content marketing today.
If your demographic is under 30 years old, TikTok is likely the perfect fit for your organization. TikTok has become an ideal choice for businesses since the Chinese-owned app rolled out premium accounts, allowing users to add a link into their bios to redirect viewers and subscribers to any external site.
Due to the app's novelty, there is no clear strategy for creating viral videos on the platform. However, since the app is also predominantly a music app, using trendy songs to soundtrack your TikTok content is the best way to gain traction on the platform.
If you're wondering if Instagram is a good choice for your digital marketing video strategy, here are some statistics from Hootsuite that may help you make a decision:
- At least one billion people use the app every month
- The app demographic is almost exactly 50% male and female users
- 50% of Instagram users have visited a website and made a purchase after seeing a post or story on the platform
- 81% of Instagram users research a product on the app before making a purchase
TikTok may be exploding in popularity, but Instagram is an established app that has already gained users' trust, especially when shopping.
If your target market is below 24 years old, Snapchat should be a core part of your video marketing strategy.
Although most of its users are Gen Z, the app comes in second place worldwide in terms of mobile usage. In addition, 40% of users claim they discover new products and brands from their favorite Snapchat influencers and posts within the app.
To give your company a 40% chance of being discovered, Snapchat must be an essential addition to your content strategy.
Being the second most popular website globally, Youtube cannot be ignored when creating a digital marketing video strategy.
With two billion active monthly users and over 1 billion watch hours recorded on the platform every day, it's no surprise that 55% of marketers use the platform to boost their overall digital marketing strategy.
The platform is also used as a search engine where users flock to learn new things, get entertained, listen to the news, and follow their favorite influencers.
Businesses should take advantage of using the right title keywords, attractive thumbnails, and other quick SEO practices to attract new viewers and customers organically.
How to plan a video marketing strategy with Wrike
Executing a video marketing strategy takes a lot of detailed planning. Wrike makes it easy to break up your video creation process into separate phases. You can use Gantt charts to illustrate your project roadmap, including all videos planned far into the future.
Wrike also offers workflow templates that make it easy to get started with your video projects. Creating your video marketing strategy and tasks within Wrike streamlines your workflow, whether you’re working alone or in a team.
Are you ready to get started on a video marketing strategy? Sign up for Wrike's two-week free trial today.