Video is no longer just one segment of your marketing plan. It has become an essential social media strategy and campaign. According to recent research, the majority of videos watched by a global audience are on social channels. Thus, if you are not making videos, you can easily fall behind.
This need not ring alarm bells; even your brand can stand out with simple and raw videos that seem authentic and stand up with established players in the market. This blog seeks to categorise the critical aspects of video marketing that can be crucial for small businesses.
Reasons to Use Video Marketing
Easy-Medium Fv
One of the major reasons videos stand out from other media is the ease of conveying the message. In contrast, text-heavy messages tend to be tedious and boring. A video, combined with audio, provides an immersive experience for the viewer and prompts the laziest of prospects to take action.
Interestingly, making videos is no longer cumbersome due to the availability of online video editors that make video editing more effortless than ever due to its interactive interface.
Conveys Intended Message
Video as a medium does not leave room for ambiguity and confusion; it conveys the message with precision and sheer clarity to the audience. With video, any information can be easily communicated and explained regardless of the complexity of the concept. This gives marketers ample elbow room to share product usage and efficiency with assurance.
Caters to a Wider Audience
Among internet users, a large majority of users are non-conversant with the English language, especially in rural areas. This barrier can be circumvented with a video where self-explanatory visuals can do the job. Marketers consider this to be highly advantageous in markets that are inaccessible and not easy to penetrate. This is the main purpose behind making viral videos.
Grabs Attention
If given a choice to view a video or read text medium, the video will win hands down. This is because the swiftness with which a video can grab user attention is unmatched. Currently, many slick websites are using this phenomenon and putting up embedded videos on the home page to engage visitors on the website for a longer time. The same is true for major social channels that prioritise videos on their medium without delay.
Creating an influential video is not an easy task. However, creating videos has become easier with a video editor, where video editing comes with several good features like transitions, effects, music,etc to make videos more attractive and grab the attention of the audience.
Saves Time
In today’s fast-paced environment, no one has the luxury of time. This makes it obvious that a text-based approach, wherein a brand compels a viewer to read a document, can be a cumbersome exercise. Alternatively, if the same person is shown a crisp video, the chances of the person assimilating the information in a shorter time is higher. Such merits make videos a medium for the coming future.
Gains Customer Confidence Faster
“Seeing is believing” – the idiom still stands true even today and can be attributed to the success of video as a medium. When it comes to imparting the details of a product or service to a first-time viewer, the probability of them taking action based on video content is relatively high. The same cannot be said about other media where the audience checks and double-checks many more content assets before making a purchase decision. In the case of a video, if the content is articulate enough and depicts how it can enhance the viewer’s lifestyle, they will readily purchase without any second thoughts.
Establishing a Video Marketing Strategy
Initially, making a video may seem daunting and could involve the investment of a lot of money and resources. However, with the global acceptance of video as a medium and the number of resources involved in video making has become commensurate with the demand. Let’s now enumerate steps of the video making strategy:
- Objective: It is evident that the main objective of every video marketing strategy is to generate sales. However, initially, the aim needs to educate and inform the audience. As your brand impacts the audience, you can push the brand further to generate sales. Simultaneously, you need to know your audience through surveys to understand what interests the audience.
- Focus on Content: Once you have locked in the target audience, spare no effort at identifying topics that will impact the audience. Choose an informative topic and begin scripting it immediately. Two factors that play a crucial role in the success of the video content are the relevance of the topic and the popularity of the topic amongst the target audience.
- Stick to Localised Language: Although your video has the potential to reach a global audience, it is wise to stick to a language that is generally used by your target audience. If you happen to use slang language used by the audience, that’s even better. With this strategy, the audience is more likely to connect with you as a personalised touch has been added to the video content. Slang combined with a good dose of creativity can help the content find traction.
- Post at Regular Intervals: Do not assume that once you have made a video, you can relax for weeks. This is a myth. Even when your video has found acceptance, the audience seeks to hear and watch more from your brand. Hence, it is prudent to post videos regularly to reflect your brand and find resonance with the audience. Always keep your video short and crisp, and use a conversational tone in all videos to make a lasting impression on the audience.
- Select Major Platforms for Promotion: By all means, avoid restricting the video to only one platform. Although, it is quite evident that you would have a certain platform in mind while creating the video. In that case, you need to ensure that the video gets repurposed as per the demands of other platforms and is promoted enough to reach a wider audience. Besides this, use features like auto-play available on all social media platforms to compel viewers to watch your brand videos.
- Achieve Higher Brand Recall: When all the above-mentioned factors are put to use, it is definite that your videos will earn recognition and higher brand recall. Nonetheless, it is a human tendency to remember something more visually appealing. Take a cue from this fact and create videos that will have a lasting impact on the audience’s minds.
Final Thoughts
The blog would have given enough ideas on why video marketing can be pivotal to smaller businesses. If you still have doubts, put them to rest and acknowledge that videos have become central to digital marketing and will remain so even in the future. Get going with your video marketing strategy to find success in promoting your brand by making it a hit amongst your target audience.