What is video marketing?
Videos are the greatest medium to tell a story. People retain visual content better than they do text or audio because they vividly remember visuals. Audiences have consumed visual content from times immemorial – from paintings and graffiti to cinema and now digital videos.
Promoting your brand, product or service through videos is called video marketing. Video marketing has proved to be a great driver of engagement, brand recognition and conversion rates as well as sales. Videos help communicate your message in a way that evokes emotions and can, therefore, help nudge your audience into the actions you’d like them to take.
Why video marketing?
Apart from the business benefits of video marketing, there are some intangible benefits of using videos as well. Videos are known to:
- Build customer trust
- Develop brand credibility
- Boost search engine rankings
- Appeal to mobile users
- Explain complex, abstract or technical concepts easily
- Encourage content sharing
With videos, you can (literally) talk to your target audience and show viewers your point of view. The immersive and engaging experience of videos (which can be enhanced with augmented and virtual reality) is a great way to retain attention and get your brand’s voice heard in a cluttered environment.
What should your video marketing strategy be?
A video marketing strategy solely depends on your objective. If building a brand is your primary purpose, then there are a set of steps that you can follow to chalk out an effective video marketing strategy. Let’s begin!
1. Define a clear goal
When you define why you need video marketing, it becomes relatively easy to draft a clear and concise message that will help move the needle in your favour. Your goal forms the foundation of the gamut of video marketing activities that will follow.
2. Identify your target audience
A select audience is more likely relate to your message or brand than a broad audience is. It’s best to segment your target audience based on demographics and psychographics. Once you identify your audience and segment it, you can determine the tone, video style and design language that each of your audience segments is likely relate to and engage with.
The type of videos you would need to create would depend on the audience’s psyche, digital preferences and the objective of the message you need to get across.
3. Select from a range of video types
You can create different kinds of marketing videos, depending on who you are speaking to. Though each video has a specific style of delivering a message, you can choose to create a video that blends two or more types of videos. It’s crucial to deliver your message in an interesting manner rather than being rigid about a particular format. Some common video types are given below.
- Explainer videos
These are relatively short videos used to convey information about your offering and the benefits of your product or service. These videos are best suited to introduce your brand to new customers.
- Tutorials
These are relatively long videos to educate the audience about how your product or service works. They use rich multimedia formats like charts, images, graphs, infographics and more to depict the intricacies of your product or functioning of your service.
- Corporate or brand video
These videos are created with the intention of presenting your company in a positive light. Corporate videos are usually produced to garner trust and build a strong reputation with clients, employees, investors, stakeholders and vendors. Most corporate videos showcase the origins of the company, key milestones, company culture and future plans.
- Testimonial videos
These videos are the best type of customer review! Instead of a text description of customer experiences with your brand, you can ask customers to star in testimonial videos with engaging narratives of their experiences.
- Behind the scenes
These videos are a great medium to tell your brand story. You can show how your brand came into being, why it was created, capture the depth of work involved in developing your product, introduce the faces behind the brand, the technology used and fun experiences the team members had as they developed the product.
4. Choose the right video distribution platforms
Selecting the platforms you use to distribute your videos is as important as creating the videos themselves. Each platform serves as a unique brand-customer touch point. Viewers on every platform have specific expectation of video content and it becomes vital to customize your videos based on their expectations. The ideal way to distribute your video content is to create different versions of the same master videos and plug each version into each platforms based on how that specific platform works. This strategy will keep your videos relevant and fresh across different mediums.
5. Track video performance and take corrective measures
The journey of video marketing doesn’t end with creating strong video content and distributing it across platforms. If a video is not performing as per your expectations, the purpose is lost. There are many tools you can use to track the performance of your videos and each tool offers different metrics of measurement. Evaluate all metrics and derive a conclusion that best sums up the story. You can take corrective measures, if required, and keep your learnings in mind as you create more videos.
Get set. Go.
Now that you’re equipped with all you need to know about video marketing and the benefits, jump right into the latest marketing trend.
Reach out to Ripple Animation, the best video marketing company in Mumbai, Bengaluru, Delhi and Hyderabad to know how you can benefit from video marketing.