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Video is quickly becoming one of the most popular ways to build brand awareness and increase engagement. What’s more, 94% percent of marketers consider video an important part of their marketing strategy.
Audiences spend their time differently across social media channels. Bear in mind that if you want potential customers to engage with your brand, try to find out what channels they spend their time on first. That way, you’re less likely to spread yourself too thin with messaging that may not resonate well.
So, where does video marketing work best?
Video is a great lead-generating tool to show customers what they’re missing out on when you aren’t available in person — think of video as your online sales guru.
A video can create between 200%-300% more monthly unique visitors, providing an opportunity for increased conversions with every viewing session.
Show off who’s behind your company through interviews and product demos. Video gives your customers an opportunity to see first-hand how people interact with your business, which builds trust and credibility.
Facebook is perfect for advertisers looking to target their ads at specific audiences through highly creative videos. Even better, several tools are available in Facebook Business Manager (FBMM), which makes setting up these types of promotions simple and straightforward.
Much of today’s youth are turned off by manufactured content, so it is important for businesses to provide an authentic experience on social media platforms.
For example, Instagram has become quite popular among today’s generation, because they find value in seeing behind-the-scenes photos or videos posted by influencers with large followings.
Instagram Reels and Stories allow you to give creative insights into what life looks like at your company without it feeling too sales-y. These more casual updates make the page feel less corporate than other businesses that produce more promotional content.
In addition, younger generations want to support the human behind the brand, and there’s no better way to show them who you are than with raw, authentic video content.
As one of the original video channels, YouTube is one of the best places to post videos. Creating a YouTube channel allows you to keep all your video content in an easily accessible location.
With a dedicated channel, customers who enjoy your content can go back and look at past videos to find out more information. Using sequential storytelling is a useful way to keep customers checking back for the next part of the story.
This kind of video works well as teasers for new products pre-launch, or as a multi-part tutorial video.
Using video as part of your email marketing helps your brand stand out from the crowd. With captions and transcripts, videos can make emails more accessible to all who open them — even those with visual impairments or physical challenges that make reading difficult.
According to Wistia, using video in email led to a 300% increase in email click-through rates compared to emails without video. Even just using the word “video” in your email subject lines has been found to increase open rates by 19% and reduce unsubscribes by 25%.
Vimeo is similar to YouTube in that it’s a dedicated video platform. But unlike YouTube, businesses have to pay for an account. There’s a range of user levels and payment options to suit all business types.
Though other options are free, Vimeo allows users to monetise videos and live streams. You can also reach a paid audience with built-in features.
One advantage Vimeo has over YouTube is that there are no in-stream ads to distract your viewers. If you’re posting a longer video, uninterrupted viewing can mean the difference between a user watching to the end or abandoning the video altogether.
Blog posts are a great way to communicate ideas and views. But sometimes, trying to explain tricky concepts in words can be challenging. With complex content, images aren’t enough to help demonstrate how a product works. When this happens, a video is a perfect way to show instead of tell.
Videos are so effective at demonstrating the ease and value of a product that research shows 84% of people have headed to checkout after watching a product video.
Part of this is because a video shows the real-world benefits of a product and how it fits in a customer’s life.
TikTok is quickly becoming one of the go-to platforms when looking for short and entertaining video content. What’s more, because it’s a relatively new platform, it’s an opportunity to do something different from your competition and attract a younger audience.
Engagement rates are high on TikTok, so there’s plenty of potential to boost brand awareness. Viewers go to TikTok just to watch videos, so they’re primed and ready to see what you post.
Video is an excellent choice for Google My Business (GMB) profiles, because of its ability to provide benefits like increased visibility or search engine ranking success.
Posting video tours or behind-the-scenes videos of your business help entice the viewer and show your unique differences from competitors. Before video, your GMB page was at the mercy of visitors with a camera phone. Now, you can use a video to take control of your brand image.
LinkedIn is a great place to make connections, but it’s also an excellent platform for video marketing. With over 600 million professionals using LinkedIn each month and six minutes of viewing time per day on average, it’s a channel worth tapping into.
While LinkedIn may not be appropriate for every business, you may be surprised at how effective it can be.
LinkedIn not only offers multiple video formats, but it’s a prime channel for informational or educational content.
Pinterest’s algorithm prioritses video content over all other forms of media. Better still, Pinterest users are 2.6 times more likely to purchase after viewing branded video content on its platform.
Users go to Pinterest to find inspiration, which may include tools to create or brands that sell supplies or services. Videos appear in their feed alongside other content and blend in, not like ads.
If a user sees a compelling video, they’re likely to follow the video to make a purchase or learn more about the brand.
Video marketing is a powerful tool for generating leads and increasing the number of conversions. Whether you’re trying to build your brand, increase awareness, or get more customers, video can help you reach your goals faster.
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based video marketing production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.
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