Video Marketing: The Future of Commercial Advertising
If you spend time watching projections for the future of content marketing, you’ll continually see one thing: video is the future.
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The switch to video shouldn’t come as a surprise, however. Video content is easier to consume and often feels more personal than a blog post. Additionally, the rise of vloggers on YouTube has normalized the idea of ââstanding in front of the cameras, and every minute 300 hours of video are uploaded to YouTube.
Google video searches get 41% more clicks. This information alone is valid for the production of the video.
Want more facts?
- 3 in 5 consumers watch videos about the products they want to buy.
- 52% of consumers say videos are a great help in deciding a purchase.
- Video customer testimonials can increase sales by up to 600%.
Source: Think with Google
The most searched types of videos on the internet
Product or service demonstration video
Absolute champion of Internet search, it appears directly when your customer searches the Internet.
Over 60% of consumers look for demo videos before purchasing a product.
Creating a product demo video is a must for any business these days.
There are many ways to produce a demonstration video. You can create a simple video explaining the features and characteristics of your product, or you can use animation, design, storytelling, or even a presenter techniques.
Customer testimonial video
The best people to market your product to are your customers who have used it before and are happy with it.
There is nothing stronger than the direct referral of a product by someone other than the seller.
Using video testimonials from customers who are happy with your product is probably one of the most effective tools on the internet.
Create an authority video
Authority is synonymous with credibility. In turn, credibility is a great sales booster. You are seen as the leader in your industry.
Building your authority online is the best way to attract new customers every day.
You must impart all your knowledge on the subject related to the product that your business is selling in videos.
Video training or online course
You can use online training to educate your future customer and show you the right way to use your products.
In addition to serving as a channel for customer interaction, training video marketing can also help communicate, internally within the company.
When choosing the type of content to create, ask yourself the following questions:
- Who is my target audience?
- What are they watching online?
- What content can I create to complement my products?
- Can I promote my products organically in my videos?
- Would my audience be interested in this type of video?
Where to publish your marketing video?
Creating a video doesn’t always mean creating a YouTube channel and updating it regularly. Here I will talk about the most popular video platforms.
Of course, when you say “video” everyone immediately thinks of YouTube. And for good reason. YouTube is a powerhouse when it comes to video content and also acts as a search engine. With its search capabilities, people can stumble upon your content, and from there you can convert them into customers.
YouTube prioritizes the following:
- Regular downloads
- HD quality
- SEO optimized description boxes
You don’t need any of these to be successful on YouTube, but it will definitely help you.
To demonstrate the power of YouTube, let me tell you a little story: I decided to take on the challenge of a new client and I created 4 videos for his business. One of the videos has been viewed over 40,000 times in a few months. The company had a growth objective over 2 years, after this project the objective was reached in 7 months.
Posting a video today could transform your business in a year.
Instagram is a great platform for video because it’s a lot less formal than YouTube and you’re not meant to be polite or perfect.
Instagram offers three possibilities for sharing video content: posts, stories, live videos, or reels.
Instagram posts will stay on your Instagram profile forever (or until you decide to delete them). These videos can be up to a minute in length and should be of the highest quality of the three types of Instagram videos.
Depending on your niche and your goals with your video, you can create a variety of types of videos, from gifs to funny ad videos.
Instagram Stories live at the top of your Instagram feed. You can post a video, photo, or boomerang (Instagram’s native GIF maker) to your story.
Stories disappear after 24 hours, unless you decide to highlight them and pin them to your Instagram profile.
Live Instagram is the most intimidating type of video for Instagram, because as the name suggests, it’s live. There’s no turning back and if you have a live audience they’ll see it raw and uncut.
That said, Live Instagram is powerful.
People want to see the real person behind the business, and when you can’t polish or edit your video, that’s exactly what they do.
The live stream on Instagram is real time and people can comment and ask questions. Going live is always intimidating the first few times, but the more you do it the more fun and exciting it becomes.
You can be very informal and go live just to chat and interact, or you can come up with a plan.
Videos Embedded in Your Website
I mentioned earlier how Google favors sites with embedded video. In other words, if you use a video on your site, it will increase the chances of the page appearing in Google search results. If you just want to create a handful of videos and never think about creating videos again, then embedding them into your website might be the way to go.
Your embedded videos can reside on individual blog posts or on stagnant pages on your website, such as your sales or the âabout the companyâ page.
Embedding videos in blog posts can also be of great benefit, as it gives the audience the flexibility to decide whether to read or watch.
As far as I’m concerned, even with all of my marketing research, Twitter remains an enigma. People go from obscurity to stardom on Twitter overnight.
The only way to share a video on Twitter is to upload something you’ve already created. However, there is no live option for Twitter yet, which takes some of the pressure off.
I’ve seen great influencers start on Twitter when their videos went viral.
On Twitter, your main goal is: Get retweets.
The more retweets you get, the more they see your video, and the more people see your video, the more retweets you get. All it takes is a great video and a lot of luck to make it past 20 subscribers and feel relevant to tens of thousands of subscribers overnight.
How to make video marketing for your business attractive
Video marketing is arguably the most intimidating content to work with. After all, the expectation of results is always high. Those who are not used to creating and posting marketing videos may think that it only takes one video to get the result.
The truth is, there is no rule or formula, your video can perform great, or just not grab attention. Like everything else, you have to create, record, publish and measure results.
Here are some quick tips to help you understand what can make your video more engaging:
Lighting is very important: A video that has good lighting aesthetics makes the video fun to watch.
Camera angle: You can’t rotate the camera, it makes the audience sick.
Sound is very important: If you have to choose between lighting and sound, choose the sound, a bad sounding video is simply impossible to watch.
Another point to consider before developing your video marketing strategy is the type of video editing tools that will be used.
Some editors for you to create the best videos (and spend little):
- Online edition: Movavi, Kapwing, Clipchamp and WeVideo;
- For laptop: KineMaster and FilmoraGo
Producing a video is not a difficult task; it is possible to learn the bare minimum to record and publish videos with a little study.
The most important thing is to post regularly, don’t stop!