There’s no doubt that Digital Marketing is evolving rapidly and a big part of why that’s the case is due to Video Marketing. In today’s online world, video is more than a channel where one can watch past clips of their favorite shows like Family Guy or Game Of Thrones. It’s also a valuable method of marketing where companies can inform and showcase to their potential consumers of their products and services.It can even be useful to promote upcoming events that are happening in your area. Videos can go a long way in helping drive up engagement, and if planned out correctly, it will eventually drive up conversions. In this article, we will explore why Video Marketing is important and the proper ways you can use Video Marketing to stand out in today’s online world.
Why Video Marketing?
Video Marketing is no doubt important in 2019 as consumer demand of videos is at an all-time high. In fact, a recent study by HubSpot reported that 54% of potential consumers preferred to see video from brands more than any other type of content. On top of that, 85% of all internet users in the United States watched online video content on a monthly basis on all devices according to Statista. No doubt that video content is vital in helping online marketers and brands stand out in a positive way towards online-oriented consumers. Potential consumers are more than likely to retain the information by watching videos than they would via other marketing methods. Video is a great way to help build up your brand awareness about what you have to offer to potential consumers. With that being said, the key to success when it comes to video marketing is authenticity. In this next section, I will discuss in detail the creative ways one can use Video Marketing in helping build brand awareness and connecting with customers in an authentic way.
The DOs & DON’Ts To Video Marketing
When it comes to Video Marketing, there are many creative ways to stand out when it comes to using video. There are, however, things that we must avoid when it comes to Video Marketing so I will start by covering the DON’Ts first.
The DON’Ts
- Don’t Act Salesy
Nothing turns off customers than using sales jargon in an attempt to win them over. Today’s consumers are not impressed with those tricks and will quickly tune you out in the first few seconds of a video.
2. Don’t Post Videos That Are Too Long
Reason being is that longer videos cause the speed of a website to slow down and in Digital Marketing, every second counts when it comes to consumers decided to stay or leave the page.
3. Don’t Make It All About You
Another big mistake is talking about how great you are instead of trying to connect with your audience in a unique way. Self-promotion is a big turnoff towards potential consumers and offers nothing of value towards them.
4. Don’t Use The “One Size Fits All” Approach When Posting Videos To Different Social Media Platforms
Don’t assume that the same kinds of videos that you use on Instagram will also work on LinkedIn. The target audiences are different on each social media platform so please tailor your videos to fit the needs of the target audience on each platform.
Now that we’ve covered the DON’Ts when it comes to Video Marketing. Now we move on to the DOs in how one can be creative when it comes to standing out in a positive way via Video Marketing.
The DOs
- Plan Before You Film
Always plan what content you’re going to include in your video and the exact sequence it would appear on the actual video. A great way to do that would be to use storyboards which is where you would sketch out each scene like a comic strip and sketch out the story accordingly. That way you’ll be better prepared for when it comes time to actually film your video content.
2. Strive For Authenticity
As Larry Weber once said, “People don’t want to be sold. What people do want is news and information about the things they care about.” In other words, use video to talk about the needs and problems facing your target audience and how what you can do to help them. Put yourself in the shoes of your target audience and tailor your video campaign to fit their needs in order to give them an outstanding personalized experience they won’t forget.
3. Keep Videos On Websites Short But Sweet
The attention span of your target audience shortens the longer your video is especially if you’re new to video marketing. Putting shorter videos on your website would also help your site speed. After all, speed is everything when it comes to your audience deciding whether to stay or leave your site. That being said, if you’re a well-established brand or a well-known influencer like Neil Patel, you have the brand authority to have more lengthy videos. Should you decide on producing longer video content, make sure to include a shorter version of that video on your site and then refer your audience to a video platform like YouTube or IGTV to view the full video.
4. Strive For Creativity When Producing Videos
A great way to get the attention of your target audience is with infographic videos. Videos that contain texts and images relevant to your brand or cause you’re trying to promote with a call-to-action at the end will go a long way in increasing your brand awareness. It will also help those viewers retain the information that they see. This would especially be useful if someone is hearing impaired. Here’s a good example of that here.
In the video above, Biteable uses appropriate text to inform viewers about the workplace safety stats as well as relevant stats and a call-to-action at the end to advocate for more conversation about how to prevent workplace accidents. In the video above,
5. Keep In Mind About The Target Audience On Each Social Media Platform
Referring back to the 4th point about the DON’Ts to Video Marketing, each social media platform has different types of audiences looking for different types of content. For more formal and professional-looking content, LinkedIn would be the place for that. For informal content, places like Snapchat and Instagram would be a great fit for that type of information.
6. Strive To Use Videos To Tell A Story About Your Brand
In today’s online world, people crave success stories. Using video marketing to tell your success story about your brand while relating to the needs of your target audience would be a great way to get their attention. To really go the extra mile, include testimonials from consumers who had a great experience with your products. A great example of that is when Dove included an actual consumer in their testimonial video.
[youtube https://www.youtube.com/watch?v=jTI1kgFBpWc&w=560&h=315]
Including an ordinary consumer like Molly in a testimonial video would be an excellent way to get your target audience engaged and they’ll eventually become interested in what you have to offer.
Recapping The Importance Of Video Marketing
There’s no doubt about the importance of Video Marketing in today’s fast-evolving online world. Now that you have a basic idea on how to and how to not run a video marketing campaign, always remember that the key to success is to know your target audience. Knowing every detail about them is key to success in any marketing campaign and even more important when it comes to Video Marketing. Never be afraid to ask them for feedback. Doing just that will help know which areas in your Video Marketing campaign needs work and you can use that feedback to get better with each Video Marketing campaign. Always keep them in mind and be authentic when reaching out to them via Video Marketing campaigns. If you do these things, you will no doubt increase your brand awareness and have many successes in today’s competitive online world.
What do you feel is key to success in Video Marketing? Questions? Comments? Feel free to share this article & don’t be afraid to post your thoughts below.
Aaron's Almighty Blog 
A great example of that is when Dove included an actual consumer in their testimonial video.
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