Video can increase conversion rates by up to 80%, making it an essential tool in digital marketing. However, many people shy away from video content because they consider it too complex—but it doesn’t have to be. Creating video content can be easy and effective if you approach it the right way.
In this blog post, we’ll discuss why video is so important for marketing campaigns. We’ll also share some use cases and valuable tips to start using video content in your digital advertising strategy. Let’s get started!
The Benefits of Incorporating Video Content Into Digital Marketing Campaigns
There are multiple benefits of using video in your marketing strategy. Here are just a few:
- Better communication: Videos can effectively communicate your message to your audience. They’re engaging, enabling you to connect with your viewers in a more personal way.
- Search Engine Optimization (SEO): Studies show that posts with video content attract more backlinks and a 157% increase in organic traffic. Therefore, using clips can help you climb rankings in the search results.
- Social media engagement: Video is an excellent way to boost social media engagement. People are twice as likely to share and engage with video content than any other type of content. Therefore, video clips can help you reach a larger audience and increase your brand awareness.
Finally, creating videos doesn’t have to be complicated. By investing a little time and effort, you can quickly take advantage of these many benefits.
Video Content Use Cases for Digital Marketing
You can utilize video content in several ways to support your digital marketing strategy. The relevant use cases will depend on the nature of your business.
For example, you might create how-to videos or product demonstrations to educate and engage viewers. These educational clips can play a huge role in customer support and help reduce the number of customer inquiries:
You could also use video for raising brand awareness and boosting engagement. Through video content, you can communicate your brand’s story and personality in a way that text and images can’t.
Video content is also easier to consume than other types of content. This makes it a powerful tool for product marketing since you can quickly show off your products’ features and benefits, demos, walkthroughs, and reviews:
Another exciting application for video content is sharing customer testimonials. This medium can build your business’s credibility and inspire trust in potential customers.
For example, Salesforce utilizes its Trailblazer Channel to showcase customers who love using its products:
If you’re attending or hosting an industry event, you can create video coverage to share with your audience. You can also give viewers a front-row seat to your latest events through live streaming. This method can help you connect with potential customers and build your brand’s presence.
Finally, video is an excellent format for advertising because it’s eye-catching and engaging. Sixty-eight percent of marketers say video advertisements have a better Return on Investment (ROI) than Google ads. You can utilize video ads to drive traffic to your e-commerce store or landing pages.
3 Tips for an Effective Video Content Strategy
We recommend creating a strategy for video content marketing to get the most out of it. Here are three tips to help you get started!
1. Plan Your Videos
It may seem like common sense, but planning your videos before you start shooting will save you a lot of time in the editing room. Before hitting the record button, we recommend thinking about your content story, visual elements, target audience, and goals.
You may want to create a storyboard or shot list to help you plan out your video. It can help you ensure each scene flows nicely into the next and that you capture all the footage you need:
Additionally, you’ll want to consider your video editing software. This process can be challenging if you don’t have experience editing videos. In this case, you may want to start with easier-to-use software such as iMovie before trying professional programs like Adobe Premier.
2. Create High-Quality Content
This might go without saying, but it’s essential to create high-quality content if you want your videos to stand out. That means ensuring your clips are well-lit, have clear audio, and are free of any shakiness.
People are more likely to watch a video that looks and sounds professional. If your clips look and sound like you shot them on a low-quality smartphone, people will be less likely to finish them.
When making videos, we recommend aiming for quality over quantity. It’s better to have a short and well-produced video than a lengthy and poorly-shot one.
Furthermore, each video you make should tell a story. This is the secret of connecting with your audience on an emotional level.
Multiple studies have shown that humans rely more on emotion than information for decision-making. This might explain why most viral video ads are based on emotional themes such as friendship, happiness, and inspiration.
A good example is Kleenex’s Unlikely Best Friends campaign. Viewers can easily connect with this video on an emotional level, subconsciously shaping their purchasing decisions.
Finally, we recommend including a Call to Action (CTA) at the end of your videos. This element can prompt viewers to take actions such as visiting your website, purchasing products, or signing up for your email newsletter.
3. Measure Your Successes and Failures
Like with any other type of content, you should consider measuring the success of your videos. This process involves identifying how users interact with your clips.
If you don’t measure the success of your videos, you won’t know which ones are delivering results and which ones need improvement. Moreover, tracking metrics helps you take lessons from your best-performing clips and apply them to future digital marketing campaigns.
You can analyze your video content in several ways, such as:
- Looking at how many people have watched your video
- Measuring the time viewers spend watching your clip
- Checking out what people are saying about your video on social media
- Analyzing your video’s conversion rate
If your videos are hosted on YouTube, we recommend using the inbuilt analytics tool YouTube Analytics to view your metrics. Alternatively, Matomo can track the clip’s performance on your website.
Video is a powerful marketing tool that will likely become more critical in the future. If you’re not using video in your digital marketing strategy, you might be missing out. Fortunately, there are multiple ways to incorporate clips into your advertising, such as showcasing customer testimonials and creating emotion-based campaigns.
Do you have any questions about incorporating video content into your digital marketing strategy? Let us know in the comments section below!
Image source: Unsplash
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