Engagement Lessons on Video Marketing
With the rise of social media, video marketing has gained enormous popularity. There’s no doubt that video marketing is making a splash and is helping to drive serious business.
A survey conducted by WordStream shows, video posts generate a stunning 1200% more shares than both text and image posts combined.
Consumers are desirous of video content that is relevant to them.
Video marketing can impact the profitability of your promotional campaigns and content marketing efforts in a positive way. It helps to build a more profound and deeper relationship between you and your target audience.
In this article, we share insights on upcoming trends and creative strategies from famous Vloggers to help you succeed.
Why is Video Marketing Impactful?
Video marketing is self-explanatory. When your brand creates videos, you are raising awareness about your product and services. You also build rapport with your customers and connect with them in a more meaningful way.
Video marketing helps in:
- Unveiling products
- Answering customer FAQ’s
- Demonstrating the use of the product
- Showcase your product in a more intimate manner
According to a study by Forbes, 90% of customers claim that product videos help them to make a purchase.
64% of the customers are more likely to buy a product online after watching a product video.
These figures show that video marketing is one of the fastest-growing and most-in-demand marketing tools.
Benefits of Video Marketing:
1. Video Marketing Improves Brand Awareness
Facebook alone creates 8 billion video views per day. Video marketing introduces your business to a much larger audience, allowing your brand to go viral. It captures a viewers’ attention, and figures show video posts have 135% greater organic reach than other posts.
Video marketing gives a real-life picture. This versatile content format makes it easier to share across a diverse range of platforms.
According to Hubspot data, about 80 percent of customers recollect a video they watched in recent months. Video marketing promotes brand recall, which is one of its best advantages.
2. Encourages Social Engagement
By 2020, there will be an estimated 2.95 billion social media users. Marketers should start focusing on social platforms to gain profitable returns.
Creating videos that are educational and relevant will drive engagement. Engagement is invaluable in the digital marketing world as a study suggests. People generally lose attention in about 8 seconds.
Few excellent features of video marketing that have gained popularity are:
- Facebook’s 360-degree video and live video
- Instagram stories
- Instagram’s 60-second videos
- Periscope by Twitter
Video market encourages social shares, which in turn results in increasing your website’s traffic. This will be a great asset to generate leads.
3. Offers a Personal Touch
Cisco predicts that live video usage will increase 15-fold and constitute 13% of global internet traffic.
Live streaming is effective and impactful in a wide variety of contexts:
- Live videos help marketers to build brand trust
- It offers a more personalized form of interaction
- The sharing of updates
- Helps educate people about your business
Live streaming allows your customers to peer behind the curtain and acquaint themselves with your brand.
4. Building Trust
Marketing is about building trust and creating profitable long-term relationships. So, it is imperative to educate your customers about your products and services.
About 57% of consumers agree that product videos give them the confidence to make an online purchase. Video marketing ignites emotions and captures customer attention.
Trust matters when it comes to expanding your client base. Your potential customers feel relaxed when making a purchase if they trust your brand.
The visual nature of videos enables stronger connections with your target prospects.
5. Boosts Your Conversion Rates and Sales
Google favors videos as research suggests businesses are 53 times more likely to rank on the first page if your website includes videos.
According to Cisco, 80% of the internet’s traffic will be a result of videos by 2021.
Search engines regard video as high-quality content. Include original titles, meta-descriptions, and keywords; these will do wonders for your webpages.
A research study by Hubspot suggests, 81 percent of businesses are now utilizing video marketing. Videos are a fantastic medium to convey explicit messages to your targeted customers.
A great marketing video will correlate to a higher level of sales.
This year, take inspiration from the list of Vloggers listed below. Implement their video marketing strategies and steer your business to success.
1. Roberto Blake
Roberto Blake is a YouTube influencer, who Vlogs about creativity, marketing, entrepreneurship, video editing, and product reviews. He has an ardent following on YouTube as his content is approachable and factual.
Blake’s tips to fellow entrepreneurs:
When asked in an interview about what makes his content very engaging, Roberto said, it’s the combination between the sheer novelty of thoughts and perspectives. Furthermore, he said it’s not about achieving engagement, but, how outspoken he is with his audience.
According to Blake, a budding Vlogger should ask a question to the audience and provide the answer in the comments section. He also suggests that, throughout the video, there should be a reason for them to interact on other social media platforms.
Blake has more than 190k subscribers for his channel. Blake reckons setting realistic expectations at the start helps in getting more visibility and gaining subscribers.
Be careful NOT to:
- Upload content on an irregular basis
- Depend on YouTube to do everything for you
- Lose confidence because the previous video did not perform well
- Incorporating trends that do not fit your brand
- Assuming that subscribers result in views or ranking
In the end, the video should remind people what your objectives and goals are, also create a pitch to invite them to support you.
2. Rand Fishkin
Rand Fishkin, co-founder and unique contributor to Moz (popular SEO platform.) He is one of the most influential people in Search Marketing. His videos are about ideas and practical solutions on best marketing practices through inbound channels.
Fishkin suggests, if you create good content, you’ll gain subscribers soon enough. To achieve visibility beyond Facebook and Google Ads, you will have to distribute your content religiously.
Here’s what he means:
- Know who you’re creating content for
- Finding your audience on a variety of social platforms
- Gauging your audience’ behavior
- Know your competitors
Fishkin’s book, “Lost and Founder,” reveals a lot of dumb stuff, in his words “wisdom biases,” which start-up founders do.
Fishkin has two pieces of advice for marketers, simple yet powerful –
1. Marketing goals and your ultimate business’ goals should connect.
2. Anytime you receive a piece of advice, have the habit of questioning it. How it will work for you and understand why it will help you succeed.
Fishkin believes chasing growth, by any means, is the most critical thing any entrepreneur should do.
3. Gary Vaynerchuk
Gary Vaynerchuk, is an American author, entrepreneur, speaker and internet personality. He is best known for “digital marketing” and social media.
Gary Vee has amassed a massive following on social media platforms, and his annual revenue is $60 million.
Vaynerchuck urges professionals who are looking to expand their brand, to stop wasting time and resources on non-important things, and to hustle to build your brand.
Vayner suggests improving brand credibility by using the technology around you. Tech like SlideShare, Spreecast, and Google Hangouts.
Tips by Gary Vaynerchuk:
- Use content to drug your viewers, they will help you establish your brand
- Figure out your cadence, be it anything in life
- Do whatever it takes to engage with people
- Stop with excuses
- If you are not comfortable on video, recording yourself on Podcast can work wonders too
- Consistently create and post content to encourage engagement
- Creating “microcontent” for each episode is also one of the prominent ways to drive awareness of your original long-form content.
- Give an in-depth analysis and breakdown what your product or service is all about.
Gary Vaynerchuk suggests that with the help of audio or video clips, you can create content for social media platforms like Twitter, Facebook, LinkedIn, Instagram and more.
Behind The Brand with Bryan Elliot, is an inspirational and meritorious channel, where Elliot utilizes his network in content marketing. Behind the brand is a show about innovators, entrepreneurs, and their stories of achievement.
Bryan Elliot talks with successful people from diverse areas and educates viewers about their secrets.
4. Sunny Lenarduzzi
“Embrace every little quirk that you have about yourself and don’t feel the pressure to be perfect. It’s the people who are imperfect that tend to do the best.”
– Sunny Lenarduzzi
Sunny Lenarduzzi, is an esteemed, video, social media and online business strategist.
She is one of those entrepreneurs who built a successful business and is helping other companies’ use video marketing and social media.
She collaborated with Hootsuite to start a YouTube series (Youtube4Bosses) that increased subscriptions by 75%.
In Sunny Lenarduzzi’s opinion –
- Excellent video marketing conduct should include- education, inspiration, and entertainment
- Marketers should start using what they have and stop worrying about the lighting or the set. Value of content is all that matters
- Promotional strategy is essential to get positive social media responses
- The biggest reward is retention, which means, the longer people tune into your videos, the higher you’re going to rank
- Video marketing is an asset to your business, irrespective if it’s online or offline
Sunny Lenarduzzi’s channel is an excellent resource for everything you need to know about video marketing.
5. Brian Tracy
Brian Tracy is the CEO of Brian Tracy International, a developmental and training company of individuals and organizations.
He assists marketers in reaching their business’ goals.
Brian Tracy is one of the most concise writers in the personal development niche.
Here are some of his tips for marketers:
- Let go of your past and expand your comfort zone. By this, he means, change your self-image and immerse yourself in something like fitness
- Engage yourself in doing the most productive things in life
- Focus on something useful and on one thing at a time
- Ask considerate questions to yourself
- Transform your opinions and thoughts to something real and physical
- Engage in activities that bring you results
Lastly, Brian emphasizes on taking responsibility for your own decisions and how you act in life.
Video marketing can seem daunting, but don’t worry. All the above mentioned successful Vloggers did feel a little overwhelmed when they first started.
Brands cannot ignore product tutorial videos if they want to achieve popularity.
Your engagement levels will increase if you try harder, every single time you record something useful.
Add video to your marketing strategies and exponentially increase your brand’s success.