By 2022, video will represent 82 percent of all internet traffic. Are you making good use of a video marketing strategy yet?
Video has amazing power and can deliver messages in a much more impactful way than written text ever will. Visual information is processed 60,000 times faster by the brain than text. When you combine relevant images with messages that resonate with your prospects, information retention rate increases by 650 percent.
On their own, these numbers paint an incredibly impressive picture. To make the most of the power of video, however, you’ll need to put together a video marketing strategy that’s in line with your business goals.
How to Create a Video Marketing Campaign?
Figuring out where to start with video can be overwhelming, but keep in mind that for the most part, video marketing remains the same. On the other hand, strategy building is consistently changing. Knowing the latest trends in strategy is important! Here are five strategic approaches you can adopt and modify to meet the needs of your branding efforts.
Live Video Streaming
Is there still someone out there who isn’t familiar with the power of live video streams in a post-lockdown world? The eLearning industry in particular can see tremendous success with these video marketing tactics.
Online and digital learning platforms gained a lot of power in 2020. Not only do these platforms provide new ways to access educational opportunities, but they can also be employed for highly effective marketing.
Live video streams can give the audience a “sample” of what an online lesson feels like or how others interact with a tutor or service provider. In essence, this video marketing strategy delivers some behind-the-scenes information that the audience can access without paying for a service.
A sample is strategically powerful when it comes to getting prospects willing to commit to a new solution. This low-cost strategy can yield excellent results, especially when utilized alongside other forms of digital promotion (for example, social media marketing to popularize a live video stream).
If you’re wondering how to create a video marketing campaign, long-form storytelling is your safest bet. As the name suggests, long-form video has a longer duration than the typical promotional clip. It allows for a more in-depth look at a topic and a chance to build rapport with the audience. Long-form storytelling can also inform, entertain, and build a strong emotional bond.
To make the concept clearer, let’s look at a couple of examples.
InVision’s Inside Design storytelling long-form series is an excellent example. The series discusses trends and tips that designers can benefit from. Sprinkled between those are tutorials and product demos that serve more of an advertising purpose. When viewers are getting something innovative and beneficial from the videos, however, they don’t mind the occasional promo clip.
Mailchimp, an email marketing service provider has gone a step further by creating a docu-series. Hamburger Eyes is one 30-minute episode in the series that caters to the needs of creative professionals.
User-Generated Video Content
An effective video marketing strategy in 2021 and beyond will need to utilize user-generated content.
It’s a well-known fact that prospects trust the recommendations of others much more than they do promotional messages. Surveys have shown time and time again that people go through online reviews and testimonials when doing product and service research. This is why user-generated video can be exceptionally powerful.
Udemy is an example of an eLearning brand that makes tremendous use of video content created by actual community members. In its Udemy Community, you can find loads of video introductions, tips, and suggestions that actual course creators have made for others. And while video is just one of the formats being used, it tends to deliver the most powerful results.
Taking Your Video Marketing Strategy a Step Further: Interactive Experiences
If you’re really keen on putting together an innovative, highly effective video marketing strategy, consider investing in interactive clips. Interactive videos allow for a higher level of engagement because the viewer can actually partake in the content.
The number of companies embracing interactive video isn’t that high yet, which is why you may want to consider jumping on the bandwagon now. You will need to invest in such clips, but their viral potential will deliver a fairly high ROI.
The Give a Fuller Life campaign is an example of an interactive video that works really well. Created by a non-profit organization, the video aims to inform about congenital heart disease. The animated clip allows viewers to pledge their support by donating anywhere between one and 10 dollars. Depending on the sum being pledged, the video becomes brighter and much more cheerful.
Make Better Use of Webinars
Webinars, just like live video streaming, aren’t a new phenomenon. If you’re wondering how to make video marketing work for your business, however, give them a second thought and a fresher approach this time around.
The power of webinars grew during the lockdowns and social distancing measures of 2020. This year, they will remain a powerful tool to connect and exchange ideas.
A webinar helps you establish yourself as an authority within a field. For the purpose, you need to schedule and execute webinars on in-depth topics that your business tackles on a regular basis. These could focus on pain points your clients face, new developments in the industry, or professional “secrets” that a prospect could benefit from.
Good webinars really do deliver useful information. Don’t turn them into clickbait aimed at hooking your clients into buying something. Obviously, that’s the ultimate goal. Marketing, however, doesn’t work in one direction anymore. Today, and in the years to come, you will have to give something in order to get something back.
Understanding How to Make Video Marketing Work for your Business in 2021 and Beyond
Needless to say, employing all of these video marketing tactics together and placing them within the context of your overall promotional efforts will be tremendously beneficial.
You should have a well-established multi-channel approach that allows you to reach customers in multiple ways. If you utilize various platforms and you tailor the message to each one, you will get the best results. There’s no need to spend a ton of money on carrying out strategic campaigns like these. Knowing your audience and adopting a creative approach toward content creation will give you a much better outcome than a massive budget.