If a photo is worth a thousand words, then what about video?
How valuable is video content in today’s marketing? Pretty sure, you’ve heard a lot of video-related statistics such as 5 billion videos are watched everyday or 63% of businesses use video in their marketing content. Well, the fact that hasn’t changed is brands do need a video marketing strategy. But what has changed is how important video has become on every platform.
In the modern digital landscape, video content has become an integral core in brand’s marketing outreach, campaign efforts, and social strategy.
Video Marketing Defined
The definition of video marketing is simple. It is basically a forward-facing marketing strategy that integrates engaging video into brand’s marketing campaigns.
Brands often implemented video marketing to build customer rapport, promote their brands, services or products. Video marketing is also especially powerful to engage customers either via testimonial, educational, or tutorial-type content.
Video Marketing Best Practices
Video is arguably the most entertaining and addicting form of content online. But video trends are always changing. So, how can businesses use video to grow their brand presence and keep up with consumers? Here are some ideas what entrepreneurs and brands could do with their video content.
Ever since its introduction, 360-video has been known as a unique and interactive experience for its viewers. These videos are especially effective to immerse the audience in the feeling that brands are trying to convey and give them a taste of a particular experience.
Expedia, for example, has been utilizing 360-video in their Australia campaigns. Apart from giving viewers the best 10-seconds of the whole content right off the bat, the brand successfully takes their audiences into a new and unique customer experience by inviting them into an adventure as if they were physically standing within the content, from mountaintops, deserts, or ocean dives. Although this type of video marketing is particularly on-point for travel brands but other industries, such as real estate, retail, events and promotions, museums and galleries, or car dealerships, have also been using 360-video in their marketing strategies.
Statista reported that, by 2020, the economic impact of virtual and augmented reality is predicted to reach $29.5 billion. While it’s true that for most businesses, VR is still an emerging trend, but this 2019 it is expected to become even more mainstream and accessible.
Take Lowe, for instance. The retail company managed to successfully pull a marketing campaign with virtual reality to teach its customers, who are mostly wannabe DIYers, how to remodel their homes, from learning how to tile, painting a fence and more. After all, 65% of the audience are visual learners and what’s a more powerful method than educating them via video? Another example is Merrell, a hiking shoe brand, who used virtual reality to take their customers on a hiking experience to explore different terrains, surfaces, and obstacles.
There is a heap of sales ads online that are actively annoying customers. Well, avoid making the same mistake by centering the video content at the brand stories not the sale. One of the best ways to give personalized storytelling is through v-logging. V-logging is essentially blogging in a video format and it is especially useful for brands to form a better connection with their audience.
GoPro is one of the popular companies that actively use vlogs to promote their products. Mostly using YouTube to market their products, GoPro utilizes this approach through informative vlogs on their new products and through compilations of pictures taken with their products which are relatable and exciting at the same time. At such, GoPro successfully becomes one of the companies with sustainable branding.
With IGTV, Facebook Live and live streaming on Youtube and Twitch roaming around online, live video for business is definitely getting bigger. Live video allows viewers to feel as if brands are speaking directly with them. The added personalization in live videos also often encourages viewers to stick around longer and be more engaged. As such, companies can use live video to show off their new products and offer tutorials and demonstrations, webinars, presentations, question and answer sessions, interviews, live tours and more.
Dunkin Donuts takes advantage of the Valentine’s Day season to promote its brand with a live-streaming video. The brand showcased its “test kitchen” where they created and experimented on new products and ended the live-streaming with a finale that involved the creation of a gigantic, donut-themed wedding cake. The video successfully attracted a lot of viewers that actively engaged with the brand.
With 71% of consumers watching more video online than they were before, it’s clear that brands can no longer ignore its growing popularity. Video marketing adoption will become more affordable and widespread, partly because of the advancements in technology and how accessible it becomes.
While, using high quality video content to showcase information in a new, interesting way is sure to entertain the audience, but remember, only emotionally charged and creative video content will capture the attention of the audience.
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