The definition of video marketing is continually evolving as new platforms emerge and viewer behavior evolves. Essentially video marketing is the use of video in your marketing campaigns to promote your product or service and drive brand awareness.
Video Marketing is an engaging method to promote your brand and tell your story.
There are few forms of content which grab an audience’s attention as quickly and effectively as a compelling video. From company overviews and customer testimonials to explainer videos and short promotional videos, there are endless ways to utilize visual components in your marketing initiatives. Today, people are watching more and more video throughout their day in social media feeds and website searches. 54% of consumers want to see more video content from a brand of business they support (HubSpot).
Why Video is Good for SEO
Utilizing video marketing can be effective in your content marketing program and also improve your search engine optimization efforts. Although no one knows precisely what Google is looking for when ranking your website, videos appear to have priority in the search rankings over other results. The thumbnail images next to video search results also prompt users to click on the listing, these thumbnails are known as rich results and have higher than average click-through rates. The use of video on websites is also shown to help with other criteria that Google uses for ranking like the amount of time that users spend on your webpages. Website visitors spend 2.6x less time on pages without video content than on pages with videos (SE Ranking).
Why Video is Good for Social Media
There are a variety of different ways to engage your audience using video. First, identify the posts that could be benefitted by video creation. The quickest way to include video marketing into your social media is by animating what would be normally be static. Could that long text post be translated into an explainer video?
There are different types of video for different social media platforms, situations, and demographics. For example, 50% of millennials and Gen Z claimed they “couldn’t live” without video in their daily lives (Later). It may seem difficult to decide what format will be the most effective call to action, but with our help your video marketing strategy can come to life.
Examples of How to Use Marketing Videos
- Product or service commercials
- Brand awareness
- Social media marketing
- Corporate overviews and branding
- Customer testimonials
- Explainer or how to videos
- Special event recap
- Product launches
- Recruitment
Video Production Brings Your Ideas to Life on the Screen
Now that you know why you should use video marketing you may be wondering how to create some of the video examples listed above. The video production process involves concepting, filming, editing and bringing your story to life. Just as your overall marketing strategy requires a great deal of planning and forethought so does the creation of your marketing videos.
The Video Production Process – Putting the Pieces of Your Story Together
- Discovery and concept – initial fact-finding meeting, potential concepts to pitch
- Pre-production – storyboard, script, shot list development
- Production – filming and voiceover recording
- Post production – editing and sound mixing
- Deliverables – these are the final video files to use on your website, social media, and other marketing platforms
Like most projects, there’s a happy middle ground of short and snappy while still remaining informative and educational. It can be difficult to gauge which project needs what but with practice or outside help, a comprehensive video strategy can be achieved.
Whether it’s an educational video, a peek into your company’s culture, or a commercial, identifying and engaging your audience is an important task. If your company is searching for an imaginative solution to your video marketing needs, Cutwing Marketing has the creative and strategic experience to collaborate with you. Contact our team today to get started using video in all things marketing!
