Video marketing is nothing new in this day and age. Most content marketing courses on the internet today talk about how videos should be the focal point of your marketing strategy. And the numbers corroborate the story:
- Online video viewing time is set to reach 100 minutes a day in 2021
- 500 million-plus users watch over 100 million hours of video content every day
Video Marketing Stats
- Nearly two-thirds of users buy a product after watching its brand video on social channels.
- 41% more SaaS deals were struck when brands incorporated videos in their proposals.
- The mere presence of the word ‘video’ in an email’s subject line can increase its ‘open’ rates by 6%. As far as growth hacks go, this is up there with the best!
It shouldn’t come as a surprise then that 87% of marketers harness the power of videos. And it has grown steadily through the years. So, if you have not invested in videos so far, you should devise a video marketing strategy ASAP or risk getting left behind.
How Video Marketing Evolved over the Years
According to Lemonz Studios, the face of video marketing has changed dramatically over the years. Let us track its journey over the past 15 years:
This was the year when videos really broke through as a format when Blendtec launched its hilariously good ‘Will it Blend?’ commercial. This was before YouTube had even started crawling, but it triggered other businesses to jump on the video marketing bandwagon.
Video production started to become democratized, as anyone with a smartphone could shoot a video and upload it on the internet. The best example of this was the viral ‘Charlie bit my finger’ video that amassed millions of views (878 million as of December 2020) and held the record for being the most viewed video of all time. This laid the groundwork for a video being a great tool for advertisements.
To appeal to millennial audiences, Old Spice created a brand new interactive video campaign that paved the way for future interactive promotional campaigns.
The last decade saw technologists really pushing the boundaries of video marketing with novel formats like 360° videos, motion graphics, 2D/3D animations, AR/VR, ephemeral video content, live streams, short-form looping videos, and more. We can only guess what the next evolutionary leap in video marketing will be. Maybe videos will transcend screen boundaries and become immersive, something that you can experience as if it’s happening in real-time. But one thing’s for sure; it will happen sooner rather than later.
How to Use Video in Your Content Marketing Strategy: A Primer
- Let users do the talking
Nothing convinces someone more than an honest, unbiased customer testimonial. Incentivize your customers to post review videos describing their experience using your product or service. A GoPro enthusiast captured the heart-wrenching story of nursing a frozen kitten back to life using the product. User-generated content like this is the final seal of approval that potential customers need to trust your brand.
- Organize video AMAs and contests
Social media today is all about the here and now. Use Facebook or Instagram Live to host Ask Me Anything videos (AMAs), virtual meetups, quizzes, contests, giveaways, and more to engage your audience better. Not only can you answer questions and address customer concerns, but you can also come across as being authentic and approachable. In other words, it humanizes your brand. Did you know that Bill Gates’ eighth AMA post on Reddit in 2020 generated over 87,000 upvotes?
- Share behind-the-scenes (BTS) videos
BTS clips are a great way to introduce users to your people and processes, which fosters long-term relationships and enhances rapport. People get a sneak peek into the way you go about things and the brand values you stand for. Dove, which always uses real women in its ad commercials, boasted ‘Real Beauty Products’ in its behind-the-scenes beauty commercial. The ad showcases its “100% women crew” that works tirelessly off-screen to heighten the brand’s production value. The video provides a look into all the efforts put in by this crew to create something new and noteworthy.
- Create product explainers
If a picture is worth a thousand words, a video is worth a thousand pictures. Literally. Create a library of helpful product explainer videos or how-to tutorials to highlight a product’s salient features or guide users through its complex flows. Asana’s ‘How To Asana’ series is a prime example of how simple, easy-to-consume video content can go a long way in helping people get comfortable with your product.
- Use humor
A little quirk or humor can increase video engagement and shareability manifold. Dollar Shave Club’s (DSC) cheeky ad (their dry wit was as sharp as their razors) bears testimony to this fact. Generating a huge buzz in the video marketing space at that time, it eventually helped DSC bag a billion-dollar exit with Unilever in 2016.
5 Types of Marketing Videos You Can Leverage Today
- Demo Videos: Demonstrate how your product works, be it a software walkthrough of features or a physical unboxing and hardware testing.
- Brand Videos: Typically created to communicate a brand’s high-level vision, values, and ethos. These are aspirational and not promotional.
- Expert Interviews: Think fireside chats between brands and thought leaders in their industry. For example, this casual tete-a-tete offers viewers a deep dive into viral marketing.
- Testimonial Videos: Your prospects want to be reassured that your product solves their specific pain points. Getting your loyal customers to vouch for you in front of the camera is the best way to get prospects over the fence. Don’t prompt them though, let them describe their journey in their own words.
- Event Videos: This is a highlight reel summarizing the key points from a conference (like WWDC or Google I/O), panel debate, round-table discussion, or any other event that your business conducts.
Video Marketing Best Practices
- Add a catchy intro. You get about 3 seconds to capture a viewer’s attention, so hook them with a captivating title and a riveting intro animation.
- Narrate a story. Ensure your videos tell a story and have a proper narrative arc – a beginning, a middle, and an end.
- By default, most people set auto-playing videos on mute. Add closed captions so that the message gets delivered even if viewers don’t have earphones or cannot watch the video in full volume.
- Target virality. Your videos have to elicit a strong emotional reaction (joy, surprise, disbelief, anger) to reach millions and make an impact.
Free Content Marketing Courses in Video Creation & Editing
- Video Editing with Adobe Premiere Pro for Beginners. 19 lessons, 3.5 hours.
- Premiere Pro CC Video Editing For Beginners: Learn Video Editing In Adobe Premiere Pro CC. 55 lessons, 4 hours.
- Introduction to Video Editing. 3 hours.
- Sony Vegas Pro 15 – The Complete Video Editing Masterclass. 44 lessons, 3 hours.
- Mastering Final Cut Pro. 40 hours.
These are just a handful of content marketing courses that will supercharge your video editing skills and make you a video wizard!
Video marketing can seem intimidating at first, but if you follow the guide above, you can get started and master it in no time. Just pick up a camera, start shooting or get your hands dirty with any myriad of video creation software. Take your video content marketing to the next level.