So much of what we do online nowadays is draining; be it reporting 'that' photo of you from your mum's Facebook wall, proof-reading your edgy friend's online slam poetry or even your phone warning you about the amount of time you're spending online - crikey, it's all a bit much on the old eyes!It's not hard to see then why video is so popular these days. For one it gives our eyes a well-needed rest, and it's easily digestible in a search space loaded chock-a-block with textual content.
While watching informatory marketing videos might not be quite the same as watching Friends in your dressing gown on a Sunday morning, converting your content into video form has a bunch of benefits that actually take the cake in the form of potentially massive return on investment through many different channels.
So while that sounds great long-term, why should video marketing consume your waking hours now? Well, video is a super versatile and engaging content form that not only gives us a real-life picture of what is happening, but it's also easy to share across multiple platforms - because while it might not be a warm and fuzzy sitcom, some of this stuff is hella shareable! Consumers love video content because it's entertaining and engaging (if done right), and accessible to anyone with internet access.
There are multiple types of videos out there, so before you start fleshing out an Oscar-worthy portfolio, it is important to understand the intended purpose of the video to make sure it is as effective as possible. So let's break each of them down - first, you've got explainer videos, perfect for educating people about your product and fit for instructions and customer service activities.
You've also got interviews, which encourage healthy conversation by showcasing a special guest or influencer.
Next, product reviews and demo videos can be created by brand ambassadors in exchange for free products. So top tip: if you can find people in your industry looking to boost their following, get in touch - this can be a great form of free advertising!
Lastly, live video is your best shot to get cosy with your audience as it feels more real and personalised - being particularly useful on social channels.
1. Search Engine Optimisation
Search engines absolutely froth videos because they see them as high quality content, and reward you by ranking you higher in search results! So to this end, using videos in various types of content as well as on your main web pages can work wonders for your SEO - just remember to optimise them properly with the right keywords and a groovy title that's going to bring in the clicks.
2. Informing and Educating
In a marketplace saturated with choice, marketers have found that the best selling technique has nothing to do with selling, and everything to do with educating. Heeding to the inbound philosophy, empowering your customers by having a conversation with them and not at them and connecting them with the information, sites and networks they value, creates meaningful relationships, builds trust and provides a better way to buy.
In this way, marketers need to come to the table with value, rather than just a sale - and what better value than a video that gives customers a really up-close look at your product!
3. Getting Personal
Instagram stories, Snapchat and Facebook Live have sky-rocketed in popularity among the digital space, as they offer people intimate glimpses of what you're up to or as a creative medium with a real-time feel, as they're only live for 24 hours. Transient content like this is great for providing a sense of face-to-face interaction, building brand trust and creating culture.
4. Increasing Conversions
Guess what! 74% of people who get an opportunity to see a product demo or explainer video will buy it. Crazy, huh? What's more, landing pages have been found to be great places for videos, supposedly boosting conversions by up to 80%!
5. Staying Competitive
Videos have become the perfect medium to get your message out into the world - you can educate your audience while entertaining them - it's a win-win situation! There are ways you can stand out from the crowd however, try to story-tell with your content or animate a video to not appear too overbearing, differentiate yourself and have fun!
Video is one of the most popular content forms on the planet, and it makes sense, right? In an increasingly impersonal digital world, connection and personality set you apart. Rather than growing at the expense of your customers, video is a more loveable way to sell, it's real-time context making it extra meaningful.
So get out there, happy filming!