People can find videos for almost anything online. While many of these videos are created by YouTubers and the public, companies are contributing more than ever before. People seek out videos comparing product offerings, telling consumers how to do things, and more which companies can provide. In addition, video marketing is one of the most engaging options companies have to tell their story and persuade consumers to choose them over competitors.
If a company is not using videos as part of their marketing strategy, they are missing out on the opportunities video marketing offers. Some of these opportunities include reaching a specific audience, interacting with consumers on their most used platforms, and telling a company’s story through its own voice.
Online marketing platforms have many targeting options that allow companies to reach a specific audience. While options vary from platform to platform, some of the options marketers have available include demographic, interest based, and in-market segment targeting.
When people think of targeting, demographics are one of the first things that come to mind. This includes things like age, gender, and location targeting. Companies often combine demographics with other types of targeting to reach a more defined audience.
Interest based targeting has become very common on social media. These platforms have access to what people like, follow, and share that give insight to what categories of ads they may be more likely to respond to. Marketers can choose from a wide range of interests to build a custom audience that best suits a company’s ads.
People who have been identified as looking to purchase a type of good or service are considered in-market audiences. Some platforms allow marketers to target ads specifically towards the in-market audiences that best serve their business. This is a great way to reach people who know what they are looking for and are ready to make a conversion.
Variety of Video Types
Videos are used in marketing strategies for many different reasons making them the perfect addition to any campaign. The most recognized kind are commercials, but product videos, testimonials, and how to videos are becoming more popular as well.
TV commercials were the original type of video marketing. Now commercials reach far beyond the TV through online video and streaming platforms like YouTube and Hulu. With more and more people switching from cable to streaming services every year, this provides an opportunity for businesses to reach customers through more specific targeting than traditional TV ads.
Product videos have the main goal of educating customers about a company’s products. These can be used to announce new product lines or in item description pages on a website. Some of the things consumers look for in product videos include item size, features, and functionality. Highlight how the product will be useful for someone’s everyday routine.
Consumers trust the reviews and testimonials of other consumers. This is why it is beneficial for companies to create testimonial videos where customers can hear about the great experience the company provides. Asking customers what they look for and value most is a great way to identify what the testimonial video should highlight.
How To Videos
People search for how to videos regularly. From DIY projects to cooking, there is a how to video for almost everything. Companies can create videos showing customers how to use their product that include a wide range of possibilities. This will help customers feel more confident purchasing and using the items featured.
Control The Narrative
Companies are choosing to control their own narratives through video. This gives them the ability to tell a story that frames the company how they want consumers to see it. People are loyal to brands they trust so share what the company stands for, how it supports employees, and how it values customers.
Essential Video Attributes
Creating a video is easy, but creating a good video requires a hook, a story, and a call to action. Help your video stand out from the others by determining what will best serve the company’s audience and designing a video that answers their questions.
Create a Hook
At the beginning of any video it is essential to capture the attention of the audience. Companies can identify what their hook is by asking what benefit they are providing their customers. Some examples of hooks include great pricing, customer support, being an industry leader, and more!
Tell A Story Without Sound
A majority of videos on social media are played without sound. This is why marketers should create videos that do not need sound to tell the story. Use compelling visuals and text descriptions to communicate the story. If there is a voiceover in the video, provide subtitles for those who are not using sound. These recommendations will provide an engaging and educational experience for people with or without sound.
Include A Call to Action
One of the most important parts of a marketing video is the call to action. Tell the audience what you would like them to do. This can be clicking on a link, following your page, or even something as simple as engaging with a post.
Video marketing is an important, growing part of digital marketing and can be an asset to any marketing strategy. Do you need help with video marketing? Send us an email with any questions at firstname.lastname@example.org