As technology around us evolves, constantly transforming marketing has become crucial.
While video marketing isn't new, there has been a tremendous change in the way marketers approach it. Because of the prevalence of social media, marketers are using video marketing to increase overall engagement on their platforms.
Fortunately for us, video can be used in various ways in digital marketing. We're not limited to TV-style commercials or immaculately produced educational videos. Thanks to the emergence of new video technologies, a growing interest in brand authenticity and readily available editing software, it's easier than ever to keep innovating your video marketing strategy. Better yet, video creation is more affordable than ever before: you can shoot 4K videos with your smartphone, and the video marketing advantages are countless.
Regardless, the topic of video marketing can appear to be quite complicated. The tips below will help you create a robust video marketing strategy for your brand. Let’s get started!
Create series based video content
It's essential to create content, but how you develop and publish it can make a significant impact. Choosing a format that involves releasing portions of the information in phases will get the customer's attention, keep them engaged and compel them to interact with the campaign actively over time. One of the excellent methods to accomplish this is to use a technique that encourages viewers to return to your channel regularly to watch your collection, such as making a short video series rather than a single video.
Another option is to release campaign insight videos that provide further context to the initial campaign, immersing the viewer fully into your brand's universe. As a result, you should maintain momentum by frequently publishing as a best practice for using the platform. This is because, over time, this method can boost visibility for both the campaign and the brand as a whole.
In the long term, a robust content production strategy will save you time and money. You must know how your video will be made and filmed. You can also hire a video marketing agency or a production company to ensure that your brand delivers a unique video watching experience to your viewers.
Understand your audience
Finding out exactly who you want your videos to reach is one of the first steps in developing your video marketing plan. This isn't a simple task. You probably have a target audience in mind, but it may not be feasible in practice. Will this group of people provide you with the best ROI?
The truth is that the better you understand your customer and their needs, the more effective your video marketing strategy will be. Building a comprehensive understanding of your audience is essential for determining not only how you'll communicate with them via video, the language you'll use, and so on, but also what kind of content they'll be interested in. The age, gender, hobbies, habits, and demographic of your target audience can impact this decision. They all have an impact on their online viewing behaviour and are one of the most crucial factors to consider when developing a video marketing strategy.
Take your time on post-production
Allow plenty of time for post-production, especially if your videos will be used for advertisements or require more extensive editing. Cutting sequences and putting them back together to music is not what post-production entails. Closed captions, text overlays, call-to-action panels, and other features are also pretty crucial. The more you film and the more polished you want it to be, the longer it will take.
Before you begin, understand what you're getting yourself into: formal YouTube videos demand far more effort than a simple livestream. As YouTube is a video site, you'll want to make your words and pictures stand out.
Reposition your brand through media and celebrities
You can help magnify your brand's message and broaden your reach by taking advantage of the linked media ecosystem. If you want to work with celebrities, look for ones who have established fans on the platform who share your interests. Cross-marketing opportunities may arise as a result of this.
Because of the extensive presence of music on many social media platforms, for example, collaborating with singers and rappers (as long as this sector is relevant to your business) might be a fantastic tactic. Furthermore, many influencers in specialised categories such as beauty, luxury, or fashion have large audiences on the site. You may use their audiences to launch your campaign and help translate your high-end messaging into new territory while making a long-tail influence on the platform through a collaboration.
Keep your videos social media friendly
Developing a video marketing strategy for social media is an excellent method to expand on the following you've already established on numerous platforms. While YouTube continues to reign supreme in video content, social media users say they're watching more videos on sites like Facebook and Instagram.
Once you've devised a strategy, double-check that your videos adhere to the recommended video length standards. Remember that most people don't have long attention spans, so make your video short, sweet, and to the point if they didn't come to you for a specific reason.
Keep an eye on the analytics
The final and most critical step in a video marketing strategy is to analyse it. If you don't check the statistics linked with a video, you won't know how well it is doing. What do the view counts entail? What are the watch times? What about the shares, likes, and comments? Each platform has its own set of metrics, so you should familiarise yourself with them before diving into production.
Each platform includes built-in analytics that will tell you how well each video performed down to how many viewers viewed the opening three seconds. The success metrics you employ should align with the objectives you set at the start. If you wanted to raise brand awareness with a video, you could include a website link where viewers can learn more about the product. Link clicks would be the corresponding metric. It's also worth remembering that even older videos will be seen. Today, a three-year-old video could still be relevant to your users with the correct combination of keywords and an evergreen theme.
In a nutshell, videos are an excellent way to interact with the audience and get your message across. It's wise to plan your video marketing strategy on time.
