On a popular beauty brand’s YouTube channel, the founder chats with a guest while testing new skincare products. In a TikTok video, an entrepreneur at a nonprofit tells the story of how her brand came about while putting together care packages on camera. And in an explainer video on Instagram Reels, a YouTuber takes viewers inside her work process. It may not seem like it at first glance, but all of these are examples of video marketing. These videos sell a product or promote a brand in a unique way while creating a personal connection with fans and customers—all without feeling like a sales pitch. Authentic content is part of a strategy to build trust with your audience and ultimately get them to buy.
A survey shows that 91% of companies use video marketing – and this is no surprise: online video is an effective part of a brand’s marketing strategy. 87% of respondents said that video marketing has helped increase sales.
Below, you’ll learn how your brand can benefit from a video marketing strategy, what tools you need to create video content, and how you can use this marketing tool to grow your audience, increase brand awareness, and generate sales.
What is video marketing?
Video marketing is the use of online videos to promote your company, brand or product. This approach to digital marketing is becoming increasingly popular as a complement to the overall strategy of many brands, uk email list as videos are thepreferred content format of consumers.
Video marketing can take many forms, from quick vertical videos popular on platforms like TikTok and Instagram Reels to elaborately produced short films that tell a brand story. Popular marketing video formats include how-to videos, the increasing significance explainer videos, behind-the-scenes video content, unboxing videos, and customer testimonials.
Video content marketing is another term used to describe video marketing and refers to the practice of content marketing (using content such as photos, videos, written content, etc. to market a brand or product) that is specific to video content and video platforms.
What are the benefits of video marketing?
Video marketing has an advantage over static digital marketing formats because it draws viewers into a brand through an immersive experience of movement and sound. Like your favorite movie, video marketing uses music, storytelling, burkina faso leads and beautiful imagery to set a scene and evoke emotion.
Video marketing experts often use effective storytelling techniques to build brand affinity and trust – this ultimately gives consumers confidence to buy. Video reviews and testimonials, for example, are so powerful because they show real people talking about their experiences with a product or service. Customers can identify with these stories.
What should you consider when developing a video marketing strategy?
Successful video marketing professionals plan their strategies and content carefully before they start shooting videos. Even short-form videos like YouTube Shorts and Instagram Reels need to answer the brand’s “why.” Before you create video marketing content, ask yourself: Who is this video for, what action do you want viewers to take, and how will you measure success?
You should consider these points when developing your video marketing strategy.
Know your target audience
YourAudience is the specific demographic and persona you want to reach with your video content. As part of your branding, you’ve probably already defined this audience. If not, before jumping into video marketing, you should use market research, focus groups, and surveys to better understand your audience.
Create video content with the needs, wants, and challenges of these potential customers in mind. And remember that your audiences may differ across social media channels. Testing native video content and engaging with your followers will give you a better sense of what video style and content works best on each platform.
Set your budget
Videos with high production values can be costly, but the rise of vertical video formats popularized by TikTok is a win for new brands. This low-lift format makes it possible for any brand to get started with video marketing, regardless of budget.
If you’re creating a produced brand story that will be featured at the top of your YouTube channel and on your About page, consider the cost of talent, production crew, video editing, and other post-production expenses. If you’re opting for animated videos, consider the cost of motion designers and illustrators. It might be worth allocating a higher budget for a video that will establish your brand and get high visibility.