Video content in advertising is huge; let’s be frank. And it’s popularity is growing. To say that no advertising campaign will be successful if it doesn’t involve video wouldn’t be completely true, but the time for video is now and the future of digital content marketing lies in the hand of the videographer. Video will be there for your brand when it’s feeling low. Video is love. Video is life. Video could optimise your advertising campaign if you let it.
If you're into stats
- By 2019, video is estimated to claim more than 80% of all web traffic
Video sharing website YouTube is the second largest search engine online
Marketing emails containing video content can boost click-through rates by up to 300%
64% of customers are more likely to buy a product online after watching a video about it
87% of online marketers already use video content in their digital marketing strategies.
Still not convinced? Or, do statistics bore you? We bet a video about it wouldn’t bore you. Videos are appealing to consumers and are more demanding when it comes to their attention. Video is largely visual and auditory (obviously) meaning that consumers are more likely to remember your content and your brand name. Videos are easy to digest, naturally engaging and work to evoke feelings within the audience. If a picture paints a thousand words then a video paints at least a million. And let’s face it, consumers are getting pretty lazy when it comes to reading/buying offline/leaving the house/everything. They want to watch. They want to be told what, why and how.
Develop a plan, first. Don’t just whip out your smartphone and start recording. Establish a target audience and make sure the video is appropriate and relevant in terms of what they want. Social media is your oyster, so be sure to promote across different platforms. Making your video mobile-friendly will ensure a larger reach as well; so many people hold that little giver-of-life in the palm of their hand and use it daily for everything from emailing to Netflixing.
Show, don't tell
Step-by-step videos are essential when promoting a new product. Picture this: you’ve just purchased a state of the art coffee machine. You purchased it impulsively and now you’ve just got all the gear and no idea. If only there was something that could help you figure it out… Well, there could be if there was a step-by-step video. Customers are much more likely to trust a brand when purchasing a product if shown how to use it. The same applies to customer reviews or testimonials. There isn’t much better persuasion to buy a product than customers telling others how well it worked for them. Creating testimonials is simple. Sit a loyal customer down and have them say what they liked about the product and why, film it and boom! We’ll take three!
Videos can also be used as a means to update consumers on company and industry changes. Business owners can make videos where staff personally address any changes within the brand or just anything about the brand in general and broadcast this online to consumers. They will appreciate the heads-up and honesty, at least.
Facebook is now and allows business Pages to add a video directly above the “About you” section on their page. We’ve all got that one friend (or two, three, four) on Facebook who shares every video they watch online and it’s people like this that’ll help get yours out there. With Facebook being the most popular platform for Millennials, Generation X and even Baby Boomers, it’s the perfect place to put a video ad. Don’t forget to include the website domain in the description so viewers can click it to get to your website. Facebook also hosts a “Shop section” which you can add to your business page to display your products right there and then!
Using Facebook, Youtube and LinkedIn to post your video ads will boost click-throughs. People are more likely to click on a video ad than on a typical banner ad (boring!). Using Facebook or Youtube for your ad will allow you to target users who have previously visited your website which may produce a high ROI than from those who aren’t familiar with your brand.
Adding video into business emails will peak consumer interest and make your brand stand out. You can either insert/attach the video (as you would an image), embed it, share or simply link a video in the email. Make sure that your video has a strong call to action and is straightforward, to-the-point material so that viewers don’t get bored. Adding a video to an email is convenient to all involved. Easy to add; easy to watch. Convenience can be very persuasive. Emails containing video content have been proven to double click-through rates. This comes back to engaging or resonating with the audience. Videos are much more likely to drive results if they are integrated properly.
Facebook introduced “Facebook Live” in 2016 which gives users the option of sharing a live video as a status. Since doing so, Facebook’s daily views shot up from 1 billion to 8 billion. What.
Using Facebook Live for your business could be as simple as starting a live stream and letting consumers ask questions in the comments as you answer them. This can also be applied to Instagram Live stories which, like Facebook, allow the audience to hop online and watch you talk or do other stuff. Followers will get a banner notification on their phone when you go live, so build your following and don’t be afraid to sit in front of your camera to chat or showcase a product.
“Periscope” for Twitter also emerged in 2016 where Tweeters can embed broadcasts into their tweets. For a business or brand, it could be behind the scenes shooting of a product or service. Watchers can move their phone around to change their point of view while watching live. Talk about engagement!
- We can’t forget about Youtube who has been live streaming events like Coachella for about the last 7 years with the new option of 360 video for some acts. The only thing as good as going to Coachella is feeling like you’re at Coachella when really you’re just streaming it from the comfort of your own home, with no bathroom lineups! This is event promotion at its best, all thanks to video.
Honestly, in five or so years you’ll probably be watching this blog instead of reading it. Video really is the future of advertising and is a great way to get ahead of the curve.
Crave New Media believes in the power of video marketing, so much so that we've got our own video team in-house and we'll gladly kickstart your video campaign for you! So, what are you waiting for?