Pandemic Provision: Relying on Video Marketing

Since the COVID-19 pandemic struck the world, the reliance of video communication has only increased. Hootsuite reports the number of U.S. YouTube watchers will hover around 228 million by 2024 – a staggering climb from their humble beginning of 30,000 visitors per day during their debut in 2005. YouTube’s great success is allowing businesses everywhere to work smarter, not harder, in their marketing efforts. 

The benefits are undeniable

It’s no surprise that YouTube is climbing steadily as the most popular video marketing platform. Users can watch videos without ever having to create an account, and even with an account, it is a free service. Since anybody can view YouTube videos (unless you turn privacy settings on), your content will likely make its way to a broad audience. Vimeo is another favorable platform, but charges for storage in tiers.

It’s less about which platform, and more about choosing one and running with it. When you offer video content, two things take place:

  1. You also provide a dynamic and informative explanation to your viewers
  2. You can put a face to the business and service or product being offered, promoting brand loyalty and emotional connection.

Confusing instructional pamphlets are moving to the past–and to people’s trash cans

Connection is key, but don’t leave clarity behind. Video marketing taps into numerous learning styles – providing a visual and audible aid to your audience. Would you rather sit and read an overwhelming informational pamphlet, or would you rather have the option of watching or listening? It’s likely both, the data suggests.

According to Power Digital, “72% of customers like to learn about a product or a brand through video medium.” 

Created for connection

Our society is growing busier, making genuine connections both more complex, and as a result, more important than ever. Through video marketing, you will be able to promote your product or service – and provide the connection we all long for. Approximately 4 billion people use Instagram stories, Snapchat, and TikTok, providing ample opportunities to forge a stronger connection with your target audience.

Similarly, focusing on connection is a key element of an inbound marketing strategy. Inbound marketing brings clients to you because of the value you deliver, instead of having to hunt them down–and it maintains the cycle of scoring SEO rankings. The more valuable your video content, the more organic exposure you receive, the more favorable you are to the ever-changing algorithm.

Video marketing strategy basics

If you wait until you have the perfect video marketing strategy to begin, you never will. Put your brave foot forward, have a plan, and be willing to learn from mistakes. The best thing you can do is to simply begin and let your experience change how you continue to make videos moving forward. Here are a few things to know and note as you go:

  1. Know your audience – To create better, more targeted videos, ask a few questions: who will this help? What will it help them with? Where do we see a gap in the industry that we can fill? User personas paired with clarifying questions will remind you that you don’t have to be everything to everyone, you need to be the important thing to a specific audience.
  2. Know your brand – If your brand is known for being snarky, your videos aren’t meant to be polite. Businesses with consistent branding are 20% more successful than those who stray from their identity. Remaining consistent helps people to easily find you and know it’s you. 
  3. Know your budget – Big money doesn’t automatically mean big returns. Your money is only as good as your content, and honestly, plenty of marketing professionals are creating killer video content on free platforms like TikTok or Instagram reels.
  4. Know what worked, and what didn’t – Play rate; shares, likes, and comments; click-throughs; and watch-time are all KPI’s to indicate what’s working, and what should be kicked to the curb. Alternatively, provide another opportunity to communicate with your customers by simply asking “what do you want to see more or less of?”

Videos support your other marketing ventures

Video marketing is another touch-point for your audience and can be used in marketing efforts already present. For example, embedding a video into your email campaigns or social media posts is one way to improve SEO, and what we all want, boost sales. There is a reason why Google often provides YouTube videos as one of the first suggestions–but don’t wait for people to stumble upon your video content. Link to it, and let it support you on your other platforms.

Embedding video to your email marketing, social media posts, or website increases organic reach and engagement. In fact, adding video to email marketing can create a 200-300% increase in click-through rates, while 74% of people say video is more effective than blog posts for lead generation.

On Facebook alone, 100 million hours of video are watched every day, and Instagram is favoring video content creators. 

Into the future of video marketing, together

Are you ready to take the leap? Red Mallard is equipped and ready to help you step into the world of video marketing. People need your expertise. We’ll work with you to help them realize it. Get in touch with Red Mallard to start creating together.

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