An Introduction to Video Marketing

Video Marketing

Video marketing presents a perfect opportunity for companies to tell their brand story to existing and potential customers through visual media. This form of marketing can lead to increased audience engagement and ultimately raise brand awareness.

The success of video marketing can be hugely attributed to an increase in the number of people with access to internet.  Another factor is the rise of social media use and access to smartphones that is influenced by technology affordability. With all these factors in mind, companies have come to the realisation that they can tell a story to a large audience and if the story evokes emotions, the audience will have an urge to share it with others.  According to one study, the sharing of stories or information may be driven in part by the arousal of emotions. This leads to increased chances of social transmission and ultimately the promotional message going viral on the internet. In the age of social media, it has become essential that brands include video marketing in their campaigns and outreach strategies. The power of visuals makes branded video content memorable to consumers. It is no surprise that four of the top six channels on which people are watching video across the globe are social channels.

In 2016, Facebook executive, Nicola Mendelson made a bold prediction and said that by 2021, Facebook content will probably be all video. “The best way to tell stories in this world, where so much information is coming at us, actually is video,” Mendelsohn said. “It conveys so much more information in a much quicker period. So actually, the trend helps us to digest much more information.” This coming from an industry expert shows that video is the future, brands should consider adjusting to a brave new world and adopt this form of marketing to differentiate their brand from the market.

Below are some of the tips that can be implemented by marketers in their video marketing efforts.

Leveraging Social Video Marketing Tools

Social media is increasingly playing a huge role in people’s lives, and brands see it as a perfect platform to increase visibility and reach more consumers. As much as they use it to connect with friends, according to Forbes, 1 in 4 users are following brands on social media and there is a likelihood that they will make a purchase.

The growth of social media shopping also known as social commerce is proving that consumers are flocking to social media if they are interested in a product. Furthermore, it is also said that there is a correlation between interest levels and purchase intent based on compelling visual stories that are told through the brand’s social accounts.

Telling Stories That Evoke Emotions

Brands must aim to tell stories when they market their products and services to consumers. This is the best way to capture their attention and create a personal connection with them. Brands like Nike have found success in video marketing by taking time to make emotional connections with the audience. A customer-centric culture must be adopted by video marketers as we learn from Nike that the needs of the customer should be at the forefront. This means creating a message that promotes benefits of the product not the features. Brand marketers must not be afraid of being creative and adding a sense of humor in promotional videos, as these two factors can evoke emotions and make the brand more appealing to the masses.

Creating AttentionGrabbing Content

In the era of information overload, people are flooded with large amounts of information calling for their attention. As attention spans are also getting shorter in the online world, marketing videos must be kept short and to the point. They must grab the viewer’s attention and be able to tell the full story within a short period of time or else there is a risk of losing the viewer as they click away to another source of content.  It is no surprise that social media platforms like Twitter have kept the video limit at 140 seconds.

Final Thoughts

There is no doubt that we now live in an internet driven society and people look for solutions to address their needs on the internet.  Video marketing is a powerful tool to run promotional activities as the content can be disseminated on various platforms such as a website, blogs, and social media platforms. Marketers must humanise their brands by telling stories that are memorable and appeal to consumers’ emotions. The key to success is to be meticulous while telling these good stories.

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