Video has been crowned the king of the digital world. It is the content that captures the attention of millions of people online, especially on social networks. In fact, according to a HubSpot study, 4 of the top 6 channels people use to watch videos are social media.
With this scenario in mind, the idea of video marketing emerged among experts. They started designing strategies that incorporated videos, which resulted in a huge impact on sales results. That’s why today, video marketing is the pinnacle of digital marketing strategies and understanding it is non-negotiable if you want to sell online.
In this article, you’ll learn what exactly video marketing is, why it’s essential to any digital strategy and how you can start leveraging it to make it work in your favor.
Video marketing what is?
Video marketing is a strategy that focuses on using videos to promote a brand’s products, services, or messages, primarily through digital media. When doing video marketing, you create and distribute videos across various channels, such as websites, social media, and programmatic advertising.
Video marketing is mainly used for two reasons:
- To sell (obviously), but also to inform and entertain.
- To offer a highly engaging visual experience.
So, video marketing connects, educates, and interacts with the audience beyond just sales, which creates deeper connections and greater engagement with a brand.
Why Do Video Marketing?
All digital marketers recognize that video marketing is a winning strategy. Here are some stats to give you an idea of why:
- In 2021, Statista surveyed 8,000 marketers worldwide, and video emerged as the king of content at that time, with 81% of respondents using videos.
- According to Wyzowl’s State of Video report, in 2023, 83% of marketers said that using videos increased their sales. This is the highest figure to date, as it was just 64% back in 2016.
What the numbers reveal more and more is that video is an incredibly popular type of content online. We see and experience this every day, so it’s no surprise to frequently come across stats indicating that:
- 1/3 of global online engagement is due to videos.
- 2 out of 3 people prefer watching a video about a product or service over reading about it.
So, if you’re a marketer, the takeaway for you is that if you want to share your messages where and how your buyers will see them, you need video marketing.
How to Use Video Marketing
You can use video marketing in a ton of situations and contexts. And if you think it’s just about making ads, you’re mistaken. Videos have much more potential than that.
To begin with, you can embed videos practically anywhere:
- Landing pages.
- Emails.
- Websites.
- Messaging and much more.
Why? Because videos aren’t just for advertising and brand recognition. There are different types of videos that can be incredibly helpful for your sales, marketing, and customer experience teams, and they can be used throughout the entire sales cycle.
There are videos for:
- Presenting information on websites.
- Welcoming your customers.
- Interacting through instant messaging.
- Motivating purchases.
- Providing post-sale support and assistance.
You might have already heard of some: demos, case studies, testimonials, tutorials… and so on. Check out some more detailed examples below.
7 Common Videos in Marketing
Let’s say you want to create a video marketing strategy. What’s on the menu? Here are some types of videos commonly used in many strategies:
1. Teasers
Teasers are like movie trailers. They’re videos designed to build anticipation, and ideally, you’d use them before a launch. A good teaser should play with the audience’s curiosity and emotions.
2. Spots
You’ve probably seen (and maybe skipped) a lot of these videos. They’re the ads you can use to drive purchases of products or services or to build brand awareness. A good spot is impactful, easy to understand, memorable, and enjoyable to watch.
3. Demos
These are videos designed to showcase your products or services in action. But it’s not just about displaying features; a good demo combines those features with a clear demonstration of the benefits for the customers.
4. Brand Videos
Brand videos are used to reflect your company’s identity and values. They’re like your “About Us” page, but in video form. A good brand video captures the essence of the company and connects with those who resonate with its values.
5. Testimonials
These videos provide that all-important “social proof” by showcasing positive experiences from your customers with your products or services. They’re highly effective for building trust with potential customers.
6. Success Stories
These videos narrate stories of how you’ve solved problems with your company, products, or services. They’re an effective way to demonstrate how a brand can make a difference in people’s lives.
7. Explainers
Also known as explanatory videos, these short clips clearly and simply explain how your products or services work and their benefits. They’re especially useful for breaking down complex processes into easy-to-understand information.
Benefits of Video Marketing
Beyond the numbers, here are some benefits many marketers see in video marketing:
Massive Reach
Video content has the greatest reach across various channels and platforms. It’s highly shareable through direct messages and can also appear as a YouTube ad. This means videos give you the chance to connect with people everywhere.
Captures Attention
Movement, colors, music… Video is dynamic content. Unlike text, watching a video requires less mental effort, making it easier to attract and hold attention. This makes discovering your brand a smoother experience.
Suitable for Any Business
From construction companies to healthcare services, businesses across various sectors use video marketing. They address simple, necessary questions like:
- “How do our products or services work?”
- “How can you find us?”
- “How can you benefit from what we do?”
Consistent content publication also improves search engine rankings, making it easier to find your website or social media.
Better Information Delivery
While images and text communicate, no content type delivers a lot of information quickly like video does.
Your brand story, product benefits, and seeing everything in action through videos provide a clearer picture of what it’s like to use your products or engage with your company.
In summary, integrating video into your marketing strategies is a smart move that will captivate your audience by presenting information in a fresh and engaging way. It might seem challenging at first, but with practice and consistency, you’ll see results that make it all worthwhile.
Hey! Everything’s Better with Help
Are you into video marketing or thinking of starting? Check us out. We’re Kuna 360, your go-to for spectacular video marketing. Whether you have videos or need help creating content for your strategy, we make it easy with digital tech that simplifies your life.
