Video reigns supreme on social media today. So much so, that research indicates that it will account for a massive 82% of all Internet traffic by 2022 (SocialMediaToday)! In this article, we look at the reasons why video is so popular and the types of video content that businesses can create as part of their video marketing strategy.
Why is video so popular right now?
The numbers don’t lie: 54% of consumers favour video over other types of content!
Videos offer users convenient, digestible content that they can watch at home or on the move. They also tap into the current trend for authenticity, with users appreciating unpolished video content that offers a glimpse behind the glossy façade of organisations.
Social platforms have harnessed the popularity of video, creating video-friendly formats such as Stories, Reels and live broadcasts – making it easy to engage with and share this content.
Videos come in many forms from how-tos, to explainers and testimonials. You can also use them for a range of purposes, from increasing brand reach and awareness, to encouraging engagement and driving conversions.
Videos on landing pages have been shown to increase conversion rates by more than 80% and just using the word “video” in an email subject line alone can increase open rates by almost 20% (DepositPhotos)!
If you’re not yet using video in your marketing, don’t panic. Video is within the reach of the vast majority of businesses – regardless of size, sector or budget. You just need to decide how to use it!
Planning your video content
Before you crack on with filming, think about the type of videos that you want to create. Here is a small selection of videos you might want to consider:
1) Brand videos: The purpose of these videos is to build awareness and attract your target audience. Brand videos usually outline your business vision, mission, and your products and services.
2) Demos: If you sell products, demo videos are for you! These videos typically showcase your products and how they can be used. For example, if you sell coffee machines a demo video might talk users through how to make their perfect cup of coffee.
3) How-tos: These videos teach your audience how to do something or expand their knowledge so they can better understand what you’re offering.
4) Explainers: Explainers often focus on a common customer problem that you can solve through your products or services. The video walks the customer through a fictional journey and shows them overcoming their issue by adopting your solution.
5) Case-studies/client stories/testimonials: These videos feature your most loyal customers discussing their challenges and how your company helped them overcome them.
Creating your video content
There are three basic stages to video production:
1) Pre-production: Before filming starts. Here, you need to have a clear idea of what you want from your content and the ‘story’ you want to tell in your video. You’ll also need to script your video (dialogue, music, sound or visual effects), and organise any resources and equipment you need.
2) Production: The creation (or filming) stage. The important elements here are lighting, audio, and visual quality.
3) Post-production: Adding the finishing touches to your video, e.g. special effects (visuals, sound and graphics) and captions.
There are many tools to help you create videos, such as Biteable, Powtoon, InVideo and Promo (several of these include in-built templates). Tools for editing your video content include Magisto, Quik, iMovie and WeVideo.
If you’re new to video marketing or looking for ideas we hope this blog has given you some inspiration. With minimal costs and the potential to generate significant results, it’s certainly worth a try!