Remember back in the day when no one needed a website to keep their business afloat? We have long since arrived in the age of technology where a website is essential to your company’s survival.
Whether you own a brick and mortar store, an e-commerce store, a start-up tech company, or a personal brand, grab a pen and paper and take note of the following:
According to Forbes, video content gets 1200% more shares than text and image content combined. That means that we have entered a new era of digital necessity.
A website is not enough.
In the next few years (or less), video content is going to be absolutely necessary for business survival – just like having a website has been necessary for businesses for over a decade.
We’re here to catch you up to speed on how you can leverage video content for continued business growth!
What is Video Content
Video content can be anything from image compilations with audio, live video steams , recorded video, animated video, or whiteboard presentations – the list really can go on forever. But what’s most important is making sure that your video resonates with your audience.
Don’t be boring, irrelevant, and self-serving in your videos. Make it your goal to inform your audience. Please them by providing value within your brand’s community.
Your video content doesn’t have to be as advanced as Dove’s Real Beauty campaign or the #LikeAGirl video campaign by Always.
Your content just has to bring value to your customers. Keep reading along and we’ll give you some tips on how to develop a valuable video marketing strategy in a minute.
Before we do that, we want to make sure we emphasize just how important video content is and what you are missing out on if you decide to opt-out of using it.
Why is it Important?
Wibbitz did a study and surveyed 1,000 people on how and where they watch video content and which kind of content they preferred. The data collected from the study gives us a good idea about what online video consumption trends are like in 2018.
Here are some highlights from the study that you are going to want to remember:
1) Consumers like to remain informed
51% of viewers had a preference for how-to-videos. This reaffirms the content marketing rule of delivering valuable and actionable content.
2) Videos are being watched on mobile phones
31% of viewers reported watching videos on their mobile phones, compared to 26% on desktops and 25% on streaming devices.
Why’s this matter? Your brand’s image and video content must be responsive to mobile devices.
According to Forbes, 92% of people who watch mobile video content say they share videos with others. Video content is mobile, and it travels far.
3) Keep videos short, simple, and engaging
38% of viewers reported preferring short-form video in comparison to long-form video content. To keep your audience happy, try creating short and engaging videos that are recognizable for your brand.
The world of content is moving at lighting speed, with the use of video content. Ironically, people don’t want to read about anything anymore. According to Social Media Today, 4x as many people prefer watching videos about a product over reading about it.
8 billion videos are watched everyday on Facebook, and 85% of them are watched without sound.
Snapchat users watch 10 billion videos everyday.
If you opt-out of leveraging video content in your digital marketing strategy, you will bypass 85% of U.S. internet users’ attention. Don’t be the company that falls to the wayside because you couldn’t keep you with newest digital marketing trend. An audience is like a fanbase. You should cherish them and continue to provide them with the value they seek.
Come Up With A Strategy
Now you know the importance of video content, but you don’t know where to begin. First, understand that your video marketing strategy doesn’t have to be complex. Start simple and scale your efforts as your company grows.
Remember, you don’t have to mimic multi-million dollar campaigns. Sit down and come up with a plan to help you reach your niche audience.
What goal are you trying to accomplish with your video content?
This is the question you should start building your marketing strategy around. To answer this, ask yourself these questions:
- “What does my audience need?”
- “What does my audience want?”
- “What information is my audience looking for?”
- “How can I make their (your audience) life better?”
Maybe you are a blogger and your readers always leave questions and comments under your blog posts that you don’t get to respond to.
Maybe you have a transportation company and you have a solution to a widely shared complaint in your industry.
Maybe you are an online bakery and your releasing a new item that everyone has questions about.
Maybe you just have some tips and tricks that could make your customer’s life easier.
After you realize the needs and wants of your audience, figure out how to address them with added value.
Below are 5 examples of how you can address a need or desire using video:
- Create a video that answers blog posts comments and questions
- Start a weekly broadcast that details products, services, and industry trends
- “Go live!” on social media to interact with your customers and hold a FAQ panel
- Provide behind-the-scenes access to your business
- Build trust and ask current customers to provide unscripted video testimonials for prospective customers to see
On The Road To Mastery: Start with These 5 Digital Marketing Tools
Now that you’ve started thinking about the goal of your marketing strategy, start to consider how you are going to create your video content. I bet you could guess it, but how you create your video content also depends on your audience.
We think a safe place to start creating content is with short-form, engaging videos. These videos can come to life in so many different ways. Some strategies and tools work best paired with text, and some function beautifully as a lone video.
Your video content doesn’t have to be of you, and it doesn’t even have to be a real video. If you aren’t skilled at video creation yet, start with a GIF. They are short motion pictures that are typically recognizable because of the amount of times that people have seen them (and laughed at them hysterically).
Why not leverage that? Use already popular and highly recognizable GIFs and re-purpose them for your brand. You can do this by adding a caption that provides contextual value to the GIF.
Remember, the GIFS have to be appropriate for your audience and should not be overdone. You don’t want to diminish your credibility with too many Spongebob GIFs.
Professional designer gurus can head over to Adobe Photoshop to make custom GIFs, and newbies can head over to Giphy’s GIF Maker for easy and painless GIF creations.
2) Animated Videos
Don’t underestimate the power and creativity of a well-done animated video. One million adult viewers watch Adult Swim’s late night block everyday, so animation is not just for kids.
Since adults still give their attention to animations, you can leverage their inner child by creating an engaging animated video for your brand. These videos can accomplish everything a normal video would.
Instead of doing all the talking, let an animated character walk your customers step by step in a how-to video. You can also create animated white board presentations to help engage your audience.
Professionals can use Adobe After Affects to create a custom animated video, and newbies can head over to PowToon to put together the perfect animated video for your brand.
3) Live Video Streaming
You don’t have to use recorded video for your content. You can also incorporate live videos into your marketing strategy. Live streams help connect you to your customers in a way that can’t be achieved through images, text, and recorded video.
Maybe you have an audience that is eager to interact with you to get their questions answered or to get a sneak peek on the next product launch you have planned. You should plan out your live stream broadcasts and air them on a schedule so that your audience can prepare to watch.
As far as options go, you have your pick of live stream platforms. Currently the most popular options include:
- Facebook Live
- Instagram Live
- Periscope (Twitter)
- YouTube Mobile Live Streaming
Try out the functions of live video streaming on a personal social media account, and then strategize and prepare to go live in your business.
4) Short-form video
Even if you’ve never snapped a snap, surely you’ve heard of Snapchat and everything that goes on in this world-renowned app. Pictures, videos, stories, chat, and stickers are just a few of Snapchat’s distinguishing features.
Your business can leverage Snapchat’s speedy videos to attract a huge social following. Snapchat works because it’s easy, quick, and entertaining. You can do so many creative things with the platform these days.
Here are some ideas:
- Post to your story everyday with valuable content
- Link to your blog posts, articles, quizzes, and more with the swipe up of a picture
- Chat with customers using the Snapchat chat feature
- Promote your brand’s products and services before, during, and after launch
If you don’t feel like hopping on the Snapchat bandwagon, you can always head over to Animoto and create a video comprised of images, video clips, and audio. Although the finished product is not always recorded video, using Animoto is still a short and impactful way to deliver a message to your audience.
5) Video with analytics
Wistia is a powerful tool that you can use to create video content and track the analytics of your videos as well. It works great because analytics are always important in a digital marketing strategy. Wistia tells you where in a video viewers watched, skipped ahead, skipped forward, and stopped. This insight is the key to scaling your marketing strategy for continued growth.
Learn what your audience likes to watch, learn how they like to engage with your company, and give them more of what they like and less of what they don’t. Wistia provides graphs to visually represent the success (or lack thereof) of your video campaigns.
Wistia allows you to create your first 25 videos for free, and then it cost $25/month to use Wistia’s advanced analytics and integrated marketing tools.
Share Your Videos on Social Media
Now you understand why you need video content, you’ve developed a video strategy that adds value to your audience, and you’ve created the video content using some really cool digital marketing tools. Now it’s time to share it for everyone to see!
You want your video to reach the right people at the right time for the highest level of engagement possible. We have put together a short list of tips for sharing your video content on the four most popular social media platforms.
Publish inside of a Facebook group. You are more likely to get engaged viewers if they are already members of your brand’s Facebook group. This makes it so you are sharing the video to a community of interested people.
Use the right #hashtags to attract a niche audience. Instagram isn’t designed for everyone to see everything you post. It’s best if you spend some time thinking about the most effective and most popular #hashtags for your industry and video topic.
Twitter churns out small, bite-sized content for people to view. The best way to share a video is to share it to your timeline of followers with hashtags. You can also share your live video replay using a timestamp so that viewers can skip to the most relevant part of your video.
The best way to leverage snapchat is to share a series a short videos in a story. This story is active for 24 hours and anyone that is your friend can see it.
Also, as a part of Snapchat’s redesign, you can now share public stories with others outside the app via email, text message, and other social media platforms.
With any platform you choose, don’t forget to interact with your audience. Try your best to respond to comments, DM’s, and private messages. This increases trust and will keep your audience engaged indefinitely.
If content is King, then video is the next reigning queen. It’s easy to fall behind and get lost and boggled down with digital marketing trends. Trends come and go, but video marketing is one trend that isn’t going to budge.
Content is moving faster than ever and it’s waiting for no one. Consumers live and breath video content, so it’s important to keep your digital marketing strategy anew with valuable videos that provide desired content.