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What is Video Marketing?

6 min to read

Video marketing consists of using videos as a tool for advertising a product, service, or brand.

If employed appropriately, it can help attract a target audience, create brand awareness, or increase sales.

Key Takeaways:
  • Marketing a product, service, or brand through the use of video, is called video marketing
  • Videos increase the possibility of being seen by a large number of people
  • Video marketing effectiveness can be measured through given metrics
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What is Video Marketing?

Why is video marketing so powerful?

Video marketing employs a combination of elements that enable the delivery of the content to the target audience and fosters engagement. These components are:

  • Visuals

  • Sound

  • Storytelling

Because of these components combined, it’s easier to catch the audience’s attention, develop effective explanations, and help them recall your product or service.

Deep Dive: 
• Most people remember the information better when everything is presented with images and sounds, using a video will help more in these marketing strategies.

• Emotion is another thing that can be evoked by a video which will lead to greater recall and connect with audiences more than words can do.

Why should I engage in video marketing?

Because video marketing impacts:

  • The expansion of brand awareness

  • The improved engagement of the target audience

  • The connection between your business and those likely to convert

  • The SEO improvement

Particularly useful in marketing, videos are shareable and have the potential to get to a huge audience in an instant; avoid lengthy or dull videos.

Deep Dive: 
Younger generations tend to prefer to consume video content; if video is not part of your strategy, rethink and give a chance to the opportunity to reach your target audience.

What kind of video content should you include in your marketing strategy?

There are various types of video content which is suitable for marketing such as:

  • Videos to demonstrate how to use a certain product

  • Explanatory videos

  • Customer feedback

  • Footage on the behind-the-scenes 

  • Live streaming

Select the appropriate types of videos to enhance your brand as well as the connection to your audience.

Pro Tip:
Do not hesitate to try out various types of videos appropriate to your audience. Re-use the already existing content in the form of blog posts and make a video out of it.

What are the types of videos to use for video marketing?

Here are four video styles that can be utilized in advertising:

  • Videos with educational purpose

  • Videos to entertain the audience

  • Videos with the intent of motivating people

  • Videos that promote or increase brand awareness

Despite the variety of options, don’t randomly choose one; the most suitable approach will depend on your specific goals and target audience.

How do you optimize your video for search engines?

The following list includes practical steps to optimize video marketing SEO:

  • Write your title and description with proper keywords

  • Incorporate tags to help in sorting your video

  • A transcript of the audio that aids with meeting the accessibility needs

  • Craft a great thumbnail

It is important to optimize the video for search engines to make it visible to others, but it is worth noting that there might be other factors like the current trends that may influence the success of that video no matter how well it is optimized.

Deep Dive:
Soft subtitling is recommended for videos that have to be posted so that more viewers, including people with hearing impairment, can be reached; doing so also impacts SEO.

What should I be tracking in my video marketing strategy?

Essential metrics to track in video marketing include:

  • Total number of views

  • Time spent watching the video

  • Number of engagements (likes, comments, shares)

  • Rate of click-through on the video

  • Percentage of conversions achieved

Measuring these results will enable you to evaluate the effectiveness of your videos as well as find where improvement is needed.

Pro Tip:
A/B testing of variables such as thumbnails, video titles, and calls to action is encouraged as it will show the optimal combinations that are more effective than others.

What are some common best practices for video marketing?

Common best practices for video marketing are listed below:

  • Nurture the narrative, as in storytelling

  • Stay focused and deliver the message concisely

  • Prioritize the creation of high-quality visuals and audio

  • Involve your audience with a call to action at the end of your video

  • Use a variety of channels to promote your videos
Pro Tip:
From the very beginning of your video, try to capture the audience’s attention in a way that would make them intrigued glued to their screens, and not want to click away. Useful trick: This could also be presented as humor, an unlikely statement, or a broad concern.

What are some common mistakes to avoid in video marketing?

Video marketing is a strategy that helps promote a strong campaign, still, it’s important to avoid common mistakes and they include:

  • Lack of clear objectives: Well-planned and well-applied strategies have a better impact.

  • Neglecting your target audience: Focus on the target audience for better connection and to deliver relevant information to them.

  • Bad video production quality: High-quality videos are more interesting and make it easier to captivate the audience’s attention.

  • Excessive promotion: Be subtle and sell smoothly.

  • Ignoring metrics and data: Metrics and data are your best friend; take advantage of them when designing a video marketing strategy.

Avoiding what harms your campaigns contributes to an overall improvement in the ROI performance of your video marketing campaign.

Conclusion

Video marketing has the potential to impact the online community, although its effectiveness may vary depending on the specific context and target audience. Motion naturally captures people’s attention, so make sure you are making good use of it by crafting videos of good quality and relevant information for your audience. 

Video marketing serves the purpose of building an audience, communicating a brand, and delivering the intended message. Following guidelines regarding the use of video within a strategic marketing framework may contribute to brand awareness and explore different options for organizational development, depending on individual circumstances.

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