Video is becoming a non-negotiable form of digital marketing. Video allows businesses to connect directly with their target audience in a personal and entertaining way.
Without using video in your marketing mix you are forfeiting a powerful medium for creating relationships with your target audience and potential leads. Many forms of video can be implemented into your marketing efforts— all of which will lead to growth for your business.
Why Should I Use Video Marketing?
Not learning how to effectively implement video content marketing is the 21st century equivalent to not learning how to use direct marketing efforts. Learning how to use video to benefit your marketing mix is crucial to growing a loyal audience who will crave for content from your business. All marketers know that a loyal audience is the key to consistent leads and overall business growth.
Now you know the why behind video marketing so let’s dive into seven ways how video will make your business growth explode.
1. Short-Form Frenzy
Since the debut and unparalleled popularity of TikTok in 2018, short-form video content has dominated the market for video consumption. Now, in 2023, TikTok isn’t the only platform which allows for short-form content. YouTube Reels, Instagram Shorts, and Snapchat Spotlight are popular examples which have taken notice of the success of TikTok’s short-form model and have implemented their own versions. To make it short, short form video is here to stay.
The Power of Short-Form Content
The power of short-form content lies in its formatting. Traditional video methods focused on long-form videos and needed constant engagement to keep viewers for the video’s duration. Now, with short-form, you will only need to capture viewer’s attention for 30-60 seconds. The medium of short-form is effective because it keeps viewer’s scrolling through video after video which are personally recommended to them.
Short videos are highly shareable and have a higher likelihood of going viral. This can result in a significant increase in your content’s reach and exposure to a wider audience.
Wide Acceptance of Short-Form Content
With the majority of internet traffic coming from mobile devices, short videos are more mobile-friendly. They load quickly, and viewers can easily watch them on the go, making them convenient for a mobile-centric audience.
Short-Form is Here to Stay
In summary, short-form video content is powerful because it aligns with the changing habits and preferences of modern audiences. It allows for quick and effective communication, making it a valuable tool for brands to engage with and grow their online presence.
2. A Connection with Your Brand’s Story
Video allows brands to tell a visual and emotional story. Through narratives, characters, and visuals, brands can create a compelling and relatable narrative that resonates with their target audience, helping viewers connect with the brand on a personal level.
People Remember Stories, not Facts
The true power behind video content is how it creates an emotional connection between your target audience and brand. Using the power of visual storytelling, your brand can effectively communicate your brand’s values, benefits, and increase demand. Viewers who feel emotionally connected to stories are more likely to form a similar connection to your brand.
How Stories Will Create Trust
Video content that offers valuable insights, expert opinions, or customer testimonials can build trust with the audience. This trust is crucial in establishing a long-term relationship with customers.
People will be able to watch first-hand testimonials of other people who have experience with your brand. Client testimonials are a powerful form of video which increases trust and connection with your brand.
Video is Highly Interactive
Interactive videos, such as polls, quizzes, and clickable links, allow the audience to actively engage with the brand. This engagement can lead to a deeper connection and an increased likelihood of taking desired actions.
3. Entertaining and Engaging
While there are many ways to marketing to a target audience, video is by far the most entertaining and engaging way to do so. Video allows your target audience to feel an emotional connection with your brand and engage with it online through interactive elements. Some examples include posting video replies of product interviews, client testimonials, and sponsored content featuring your brand. Video is also extremely entertaining. The average American spends a few hours per day consuming video media so if your not utilizing video to entertain and engage with your target audience you are missing out on many of video’s potential benefits.
The Power of Story
Stories are deeply ingrained in human culture and psychology. Video often presents stories, whether they’re fictional narratives in movies and TV shows or real-life stories in documentaries. These narratives draw viewers in, providing a sense of immersion and emotional engagement.
Engaging with an Audience
Video is often a shared experience. Viewers may discuss, comment on, or share videos with others, fostering a sense of connection and community around the content.
Viewers can choose video content that aligns with their interests and preferences. This personal relevance makes the content more engaging and relatable.
Video engages with an audience by appealing to multiple senses, evoking emotions, offering storytelling, providing educational value, and creating opportunities for interaction and social connection. These factors combine to make video a highly effective medium for capturing and retaining audience attention.
4. Clear Communication
A key benefit to video is its ability to provide clear concise communication. Video leverages both audio and visual elements which creates a strong communication channel. Here are a few ways which video will help your company communicate clearly.
Demonstration
Video allows for the demonstration of processes, products, or techniques. Whether it’s a cooking tutorial, a software walkthrough, or a product assembly guide, seeing the action visually makes it easier for the audience to understand and replicate.
Body Language
In video, the speaker’s body language and facial expressions are visible, enhancing the communication of emotions and intentions. Nonverbal cues play a significant role in conveying meaning and intent.
Accessibility
Video platforms often offer features like subtitles, closed captions, and audio descriptions, which can improve communication clarity for individuals with hearing impairments or language barriers.
5. Increased Conversions
Video content can be a powerful tool for increasing a company’s conversion rate, which refers to the percentage of visitors who take a desired action (such as making a purchase, signing up, or filling out a form) on a website or landing page. Here’s how video can contribute to higher conversion rates:
Content Variety
Video offers versatility. You can create a variety of video content, from product videos to customer testimonials and even live streams. This diversity caters to different stages of the customer journey and diverse audience preferences.
A/B Testing
Video content can be easily tested and optimized. You can create different video variations and test their impact on conversion rates to identify what works best for your audience.
Explains Complex Products/Services
If your product or service is complex or requires detailed explanation, a video can simplify this process. Explainer videos, product demonstrations, or tutorials can help potential customers better understand what you offer, reducing confusion and hesitation.
6. A Global Audience
The global audience potential is a huge benefit to video marketing. While traditional marketing efforts (such as direct mail, billboards, or newspaper ads) reach a local audience, video has the ability to reach both your local audience and a broader global audience. This is useful for companies who are looking to grow their market outside of their local area.
Global Social Media Sharing
Encourage viewers to share your videos on social media platforms. When a video goes viral or gains popularity, it can quickly reach a global audience.
Paid Advertising
Utilize paid advertising campaigns on platforms like Google Ads or social media to target specific regions and demographics. These campaigns can help your videos reach a global audience effectively.
Collaborations and Partnerships
Collaborate with influencers or other brands from different regions. These partnerships can introduce your video content to new audiences in their respective regions.
7. A Human Connection
Video creates a human connection by leveraging the visual and auditory aspects of communication, showcasing real people, promoting storytelling, enabling live interaction, fostering transparency, and facilitating personal connections. These elements work together to make video a powerful medium for building genuine, emotional connections with audiences.
Featuring Real People
Featuring real people in videos, whether it’s the company’s team members, customers, or experts, humanizes the brand. It puts faces to the brand name, making it more relatable and approachable.
Community Building
Video content often leads to the formation of online communities or fan bases. When viewers share common interests or connect over shared experiences, it builds a sense of belonging and connection.
Personal Connection
When viewers can see the person behind the content, they are more likely to feel a personal connection. This connection often extends beyond the content itself.
Summary
Video production is an effective way for you to grow your business. Utilize short-form content to connect viewers to your brand story. Make engaging videos for people to connect with your brand and learn more about what makes you unique. Clearly communicate your brand values using video and reach a global audience. Finally, add a human perspective to your brand by showcasing real people who are part of your team or using your products.
