The idea of video marketing isn’t new. However, the video started to get its special role when it comes to this niche at the beginning of 2016. By 2018, the frequency of video content in the field of marketing has increased so much that it’s becoming number one in branding and visibility of companies. Businesses that are starting to operate now, during the coronavirus pandemic, should also pay attention to this trend.
Video content is an important part of marketing campaigns, especially those involving social networks. Although each social network differs in the degree of representation and importance of video content, it’s inevitable that it’s gaining an increasingly important function and purpose in the market.
Marketing experts believe that video should enable consumers to do more things: humanize the brand, educate potential customers, as well as provoke an emotional response.
Humanization of the Brand
When it comes to humanizing the brand, it usually means that the video should show not only the product and its application in everyday life but also what role, significance, and function it has in relation to users. Video content should, actually, show the interaction between the product and the consumer.
Brand humanization also means the process of creating the product or service we want to sell, whether it’s the process of organizing activities or the people we come in contact with. In this regard, it isn’t only important to build a brand, but also to humanize it and adjust it to the values of the consumer group we’re targeting.
The next thing the video should offer is educating potential consumers. It often happens that people aren’t familiar with the product itself or, worse, its use which initially rejects them to participate in the playing of video content. Of course, there are many tactics about how colors, sound, or appropriate shooting angles evoke certain emotions.
What’s important to remember is that we can’t sell something that’s unknown to customers. And even if it is known, if you sell or offer a service that is, for example, in the field of psychology and everyone assumes what the service is for, it’s very important to see a specific person with specific skills presenting his/her services. In this way, consumer education is combined with the humanization of the brand which, in most cases, provokes a positive emotional response.
Provoking an Emotional Response
Another item that was mentioned at the beginning, but also at the end of the previous paragraph, is precisely the provocation of emotions in consumers and the creation of an attachment, more precisely, habits to the brand itself.
From 2018, the brand got a completely new perspective of being observed because it’s mostly presented from the aspect of video content - for example, Instagram story. The importance of addressing people who follow you on this social network on a daily basis must be stressed.
However, it should be taken into account that Instagram is unique precisely because the stories are shorter than the video and last only 15 seconds. Not every video is the same and certainly shouldn’t be because its character depends on the purpose and the message we’re transmitting.
There are several types of video content:
Demos show how the product works, how it is used, and what its components are. Demo recordings are better used when we have a specific product that we want to sell.
When it comes to services, it’s a little harder to show them through video content, especially those types of services that require, for example, counseling work and where clients can’t see anything other than two or more people talking.
Brand-oriented videos are usually created as part of a larger advertising campaign, showing the vision and mission of the company. The goal of these videos is to build awareness of the brand and its integrity and, thus, attract the target audience.
Video as an Event Promotion
Certain videos may be aimed at promoting events organized by the company. These can be conferences, forums, fundraising, or other types of events.
Recording interviews with internal experts or leaders in your field is a great way to build trust and authority.
“How to” Video
Certain videos, i.e. “HOW TO” video tutorials, aim to educate clients. These videos can be used directly at the point of sale because they facilitate the work of the service team with potential customers.
This is the most practical video content for gaining the trust of the target audience. In addition to explaining how a particular product or service solves a particular problem, it would be even better if it were a snapshot of customers talking about their experience.
Something similar to this can be seen in the advertisements of companies that produce ointments, furniture, etc. that often interview people who have used their products.
This item is especially important on Instagram but live videos are equally important on Facebook and other social networks. This type of video material allows direct interaction with the target group. Live videos should be used for all doubts, questions, and ambiguities regarding a particular product.
This type of involvement, since it requires interaction with the audience, has a much higher chance of building the integrity of the brand and its reputation than most others.
360-Degree Virtual Tour
A 360-degree virtual view allows the target audience to view the product from all sides and all angles, which creates a sense of presence and direct acquaintance with the product.
Factors to Monitor
Suppose you opt for some of the above-presented video content types. After publication, you should be monitoring the following factors:
Number of Content Views
This factor is great for tracking the increase in brand awareness and visibility of content to more people. However, it’s important to remember that each video hosting platform measures the number of views differently.
This factor helps determine how relevant or appealing your video is to your audience. If, say, 1,000 people see your video but only a few people play it to watch it, that means the content isn’t well optimized.
Social Exchange and Comments
Integral parts of social media are sharing and commenting. Those actions are good indicators of how relevant your content is to your target audience.
Social networks just love popular and interesting content, so the more you share specific video content, the more often it appears to people you didn’t necessarily target through the campaign.
Who Clicked on the Video and Who Actually Watched It
If a large number of people click on the video but a small number of them finish watching it, that can also be an indicator of poor optimization.
Click-Through Rate (CTR)
This factor represents the number of clicks or reactions of the target group to your content, divided by the number of real views of that content. If the CTR is low, it means you need to pay huge attention to the content.
The conversion rate is the number of desired actions performed, divided by the number of clicks on the specific action you created. If your goal, for example, is to get as many signs up as possible for a free download of a book, then you should consider creating a special page on the website that will be used exclusively for this action.
If you decide to create a web page whose purpose will solely be to achieve results for a specific action, make sure to choose a proper web hosting for your website, in general. If you fail in this step, the conversion rate will be low because the visitors/customers will face slow loading of the web page or, even worse, page errors.
MySQL hosting, whose performance and advantages have been assessed here, can solve your problem of a slow site you got tired of. Also, if you aren’t satisfied with your current web hosting company and looking for one that will do its job better, look no further than MySQL hosting. In addition, most providers dealing with MySQL hosting will enable the successful migration of your website accounts, emails, and databases.
Retention Time on the Website
You need to check the retention rate on social networks or the website before and after adding video content, and see if it makes any difference.
Video marketing is a strategic part of every company’s branding and, over the years, it has become an increasingly powerful tool in the market. However, in order to be effective, it’s necessary to know the tactics of creating video content, as well as many accompanying things such as sound, color, angle, and other factors that also affect the eye of the viewer.
After creating quality content, you enter the matrix of social network statistics that should help you raise the quality of those topics that video content covers. In that way, by following the statistics and the reaction of the group, you’ll be able to build permanent integrity and trust of the users.
Why is all this important? Trends in the field of SEO dictate the rules of appearance on the Internet, and one of the most significant trends is video. Video is the most powerful medium that best and fastest conveys certain information, content, or message. Or simply put, website visitors will rather watch the video on the website if, of course, it exists than read the text.
The very existence and use of videos affect the SEO of websites and help them rank better in search results. Investing in videos doesn’t have to be too expensive. It’s much more important to be creative and think strategically about your website. Of course, don’t forget to successfully perform video optimization for search engines as this can significantly increase traffic and, especially, conversions.
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