With nearly everyone spending a significant portion of their time online watching videos, it makes sense to focus your marketing efforts on this medium. However, you need to do it right if your business is to gain from this type of content. This article highlights the importance of including video in your strategy and how to create marketing videos.
You’ve probably done it before; you go online to watch video reviews of a product before making that final purchase decision. It is the same case with most people, who find product review videos more informing and reassuring than commercials of the same products. There are even more benefits to using videos for marketing:
People would rather consume video than any other media or source of information. Videos convey more information in a minute than an article or graphs could. Watching a video doesn’t require much effort, and its ability to inform is unrivalled. Videos are fun and easy for the audience, from product reviews to how-to guides.
Google considers how much time a person spends on your website after a search when ranking your page higher. Therefore, offering people interesting videos that’ll keep on your website helps boost your ranking, thus netting more visitors. This positive feedback loop helps strengthen your business’s grasp on the market, making it more profitable.
Consumers are more likely to share videos on their social media profiles than links to articles or blog posts. Video generates far more interest for people to consider sharing.
People spend so much time glued to their screens, forming a ready market for your videos. Creating short, fun, and highly informative videos with appropriate CTAs drives more people to your website naturally, all because of how much they enjoyed your video content.
After understanding why videos are critical to your marketing strategy, let us look at the steps involved in creating compelling video content:
You can't proceed until you determine who you intend to reach with your video. Most businesses fail because they understand what they have to sell but not who they need to sell it to. Therefore, take time to research your target market and envision how they would receive the video. What reaction are you aiming for? How compelling do you need the video to be? An excellent place to start is understanding the potential buyer’s need and how you’ll fulfill it, then working out how the video will convey that message.
The staggering success of the TikTok platform perfectly demonstrates this point. People have short attention spans and presenting a video longer than three minutes won’t get much viewership. That period infringes on music video territory! Since you need to sell and not win the Grammy Awards, ensure the video doesn’t cross the two-minute mark. The shorter and punchier the video, the better its reception, ease of sharing, and more compelling its CTA.
Remember your audience’s short attention span? Another complication is your competition’s efforts to grab that same attention. Your marketing videos must be most appealing in the first few seconds. In addition, you need to tell the audience what the video is about within the first five seconds. YouTube illustrates this point well.
When consuming content on the platform, ads randomly come up, with an allowance to skip them after five seconds. Therefore, you have five seconds to convince the audience to keep watching the video ad. If all you get are those five seconds, you want to ensure you've passed across your main message. If you make it good enough, you’ll get a bit longer to rope in the potential client.
Why divert precious company resources for video creation tools and software when you can outsource? Apart from this solution being cost-effective, you’ll also tap into their expertise in handling such work with speed, conviction, and adherence to what’s trending.
Analytics reveals your marketing video's performance and areas you need to fine-tune. Additionally, they point out what works well and in which demographic, to guide future marketing video creation projects. Therefore, focus on metrics like total views, average watch time, conversions, click-through rate, and social media engagement in terms of shares, likes, and comments.
Marketing videos are a vital component of your marketing strategy, considering how much the audience loves to watch videos. You only need to understand the audience enough to create effective and interesting videos for your marketing campaign. Reach out to us and tap into our years of experience and expertise in creating engaging personalised videos for a wide range of top global clients. Check out some of our work here.