There’s no hiding that video marketing has grown significantly throughout the years. We see it on every platform we visit nowadays— websites, search results, and even our social media feed.
When we search for something on Google, there’s a high probability that the results are accompanied by a video. It goes the same for social media platforms when we look at our feeds, it’s mostly filled with images and videos.
Brands and social media platforms alike are embracing this highly-engaging type of content because of its effectiveness and broad reach.
What else is contributing to this rapid growth, though? There are several factors.
Even though text and images are still content that users consume on a regular basis, it’s obvious that video content is a favorite of many ( e.g. Instagram stories ). According to IG stories study seen on Socialinsider, 52% of stories are video stories and they outperform image.
Text-based articles or blog posts are still circulating and there’s no way it will ever be replaced but videos are here to stay.
Perks of Video Marketing
Videos are special because of its wide variety. There’s no exact type of video everyone watches. Not to mention that it is also so diverse and everyone has their own preference. That’s being said, most types of video content people enjoy watching include explainer videos, presentations, vlogs, live streams, tutorials, customer testimonials, and even product demos.
Videos produce more traffic than articles with just text and images alone. They’re easier to digest because they require less effort than having to read a whole block of text. So, it should come as no surprise that they are much more engaging compared to any other type of content.
Videos have the ability to deliver messages in a way text and images alone can’t. Videos also use a mix of elements such as text, visuals, and audio.
Other than that, video content can boost conversion rates. According to statistics by Hubspot, emails with videos have an increased click rate of 300%
People are also more likely to make a purchase if they see a product or service in a video. That’s because videos help potential customers visualize the use of their product which increases the chances of buying them.
Not only that, videos are also great investments because they can be repurposed from time to time easily, so you don’t need to create a new one each time. Repurposing them also makes them a great tool to reach out to different audiences.
Since different platforms sometimes don’t have the same user demographics, repurposing videos and publishing them in different places help brands reach out to a broader audience.
Although all these points sound great, videos aren’t instantly made and need some skills and efforts to create. This is why some businesses go to professionals or agencies specializing in explainer videos to help them out.
Explainer videos and presentation videos take more effort and might require a sufficient budget. However, customer testimonials, vlogs, and live streams don’t require much. So, if you’re a bit tight on budget, these types of videos might be one of the best options for you.
These types of videos are also watched by many customers because they provide value for them. It gives them information about the product and informative content in a digestible form. Due to this, they are highly demanded in content marketing.
In fact, around 81% of businesses prefer video marketing, which is an increase from 63% in the previous year.
Strategies for Small Businesses
Established businesses have no problem creating videos but what about small businesses?
Small businesses with a shoestring budget are most likely to find it daunting to create a video with high production equipment and agencies. So, how can small businesses build videos for their video marketing campaign from scratch?
We’ve listed these 4 strategies to help you get a kickstart on your video marketing campaign.
#1. Set Clear Goals
First things first, set some goals for your video. It’s important to know what you want to achieve in the beginning before you start creating something.
For example, if your goal is to showcase your product or service and to educate your viewers on your brand, then the next thing you can do is create a product demo or customer testimonial.
You can discuss with your team or brainstorm some ideas on what goals you want to set and achieve. Once you have a clear goal set in mind, it keeps you on track and makes the whole process slightly easier.
#2. Choose The Right Type Of Video
The next strategy is to choose what type of video you want to create. As we previously mentioned, if you’re looking to showcase your product or service, then a product demo is one of the most powerful types of videos that you should consider..
However, we won’t stop you from getting creative. There are so many types of videos to showcase products or services such as explainers and even live streams. So, the options are limitless.
The important thing is to make sure the type of video chosen is aligned with your goals. For example, if you wanted to answer some questions or create a FAQ, a customer testimonial video might not be the right choice.
#3. Publish On Multiple Platforms
The third strategy is the most important one. Once you have your video created, make sure you publish it on different platforms. Don’t just stick to one.
Users on Instagram might not be on Linkedin and vice versa. By publishing on multiple platforms, you will be able to reach a broader audience and maximize your video content without creating a new one.
Consider publishing on platforms such as YouTube, Instagram, Linkedin, and Facebook. You should also publish your video on your website or blog. Publishing it on your home page or landing page is another way to get the video the exposure it deserves.
#4. Track Progress
The last strategy is to keep track of your progress. After publishing your videos, it’s important to know how they’re doing statistic-wise. Are they reaching the right amount of people? How are viewers responding to it?
Tracking your progress helps you to understand how well your videos are performing. That way, you can seamlessly plan for future content and it helps you figure out what your viewers like and what they don’t.
After all, you’re producing content for your audience. So it’s crucial to know what’s really in demand.
Although you might not be able to create an intricate video like you see from big brands, it’s better to start small in the beginning. Also, there are various examples of simple videos that have gained traction such as whiteboard videos, animations, and even vlogs.
So, now that you have a few strategies for your first or next video marketing campaign, it’s time to get started on your video.
Andrej Fedek is a digital marketer. He recently started his own blog about digital marketing called InterCool Studio. His passion is to help startups grow and thrive in a competitive environment.