Video content is now a crucial creative format for a successful digital strategy. Companies tend to use it more and more to promote their products, services and brands.
Indeed, video marketing is an effective way of engaging with potential customers through visuals, sound, and motion content. In the following paragraphs, we will explore the reasons why you should integrate video marketing into your digital strategies and how you should proceed.
Why Should You Use Video Content in Your Digital Strategies?
Reach a Wide Audience
Videos are easily shareable on a multitude of online platforms that contain millions and billions of users. Publishing videos on these platforms increases your brand’s visibility and reaches a wider audience. Which in turn can boost your company’s brand awareness and generate potential new prospects..
Increase Engagement
Video content is a great way to stand out on social media which is more than ever saturated with traditional content such as text and images. In fact, users are more likely to engage with a company’s content if it’s in video formats.
Additionally, many social media platforms place a strong emphasis on video content, particularly TikTok, which features almost solely videos. Instagram, for instance, has declared its intention to transform itself into a platform for video content.
Storytelling Capability
Storytelling plays a crucial role in video marketing. Through unique and emotional content, brands can differentiate themselves from the competition. Through captivating stories, brands can trigger emotions in consumers and motivate them to learn more about the company and its products or services.
Enhancing Credibility
Videos can help strengthen your brand’s credibility by allowing consumers to see the people behind the company and better understand your products or services. Particularly for online stores that don’t have a physical location. Testimonials videos and company presentations are all good ways of contributing to your brand’s reputation.
Increase Conversions
Videos help convert visitors into buyers as consumers tend to be more inclined to buy after watching a product or service video. In fact, over 50% of people want to see videos from companies. According to them, it’s the best way to learn more about brands they’ll buy from (source). Product videos, how-to videos and testimonial videos can boost conversions while improving your website’s SEO, as consumers stay longer and engage more with your content.
How to Produce Video Content to Maximizes you ROI (Return On Investment)?
Creating a plan is a crucial yet often overlooked step before beginning video content production. Having a plan that is well-thought-out can prevent resources from being wasted and ensure that your video content is effective. When creating your plan, keep in mind the following factors:
Define the Video Content’s Objective
What is your objective for your video content? Your objective is the core of your video content production, whether it’s to convert more customers, raise awareness of your business or products, or build customer loyalty.
Organic or Paid Strategy?
It’s possible to have a video content strategy without paying for digital advertising, but your video content needs to be valuable to attract viewers. Value-added content can be found in videos that include educational content, entertainment, and tutorials. If you don’t have a advertising budget, pure promotional videos won’t bring in the desired results, and viral videos are unpredictable and infrequent.
On which platform publishing your video?
The platform where your video content will be published significantly influences the video’s duration and format. Heres some examples:
- Facebook Reels – Short vertical format (1 min. 30 sec. max)
- Instagram Reels – Short vertical format (max. : 1 min. 30 sec.max)
- YouTube Shorts – Short vertical format
- TikTok – Short or long vertical format
- YouTube – Horizontal format, medium to long duration
- LinkedIn – Short or long vertical format
- Site web – Short or long vertical and horizontal format
Understand Your Target Audience’s Purchase Decision Process
Effective video content requires knowing your audience’s buying decision process. Are they looking for information or are they fully informed and ready to make a purchase decision? Understanding their phase in the process allows you to tailor your message accordingly.
Here are the stages in the purchasing decision process: recognition of the need, the information search phase, the comparison phase, the decision phase and the post-purchase phase. To find out more, click here.
Analyses your competitors
Identify your competitors’ video content to position yourself effectively. Observe what works well and identify what doesn’t. Although copying competitors is not recommended, drawing inspiration can help you stand out.
Video content production frequency
Many businesses regularly publish content on various platforms. Recurring content production can have an impact on the price per video, so it’s important to take this into account when creating your plan. Establishing a regular business relationship may lead to better prices from videographers.
Type of Video Content to Produce
Different formats of video content serve different marketing objectives. Here are some examples:
Brand image
Aims to create awareness, establish emotional connections, and reinforce brand recognition.
Promotional: conversion
Designed for conversions, showcasing distinctive product or service features, and positioning in the market.
Demonstration & Informational: conversion
Offers practical information on using a specific product or service, suitable for sharing expert tips and tutorials while presenting the benefits.
Lifestyle
Focuses on showcasing a specific lifestyle, emphasizing specific activities, habits, or experiences. A less product-focused content that resonates well on social media platforms.
UGC (User-Generated Content)
Involves videos created by users, including testimonials, reviews, tutorials, or any content created by customers or fans. Holds significant informative and persuasive potential, building engagement and trust.
Ultimately, it’s possible to combine the creation of UGC video content with an influencer strategy. In other words, partner with influencers to create UGC video content on their platforms. The influencer also sends you the video content for use in your digital advertising campaigns. To find out more about influencer campaigns, click here..
BTS (Behind The Scenes)
Provides insight into behind-the-scenes events, production, or experiences. Informative and entertaining, it strengthens brand awareness by offering exclusive access.
BONUS : Maximizing Profits with Video Marketing
Create a Hook within the First 2 to 5 Seconds
Capturing the audience’s attention within the first few seconds is crucial in today’s fast-paced environment. It’s crucial to have a hook early on because users have a short attention span. Platforms like YouTube capitalize on this by strategically delivering their messages within the first 5 seconds.
Produce Multiple Variants of Video Content
Video content production is a significant investment, but there is no guarantee of success as a paid advertisement. To lessen this risk, consider creating different versions of your video content. Despite the potential cost, you can request shorter versions that include scenes from the main video and test the performance of different video content. Focus on metrics rather than emotions.
Use Facebook for Retargeting people who watched few seconds of your video
Facebook is a valuable tool for video content advertising. You can retarget users who have watched a certain percentage of the video with additional information or encourage them to take action.
In conclusion, if you need assistance in launching your digital campaigns with video content, feel free to contact us, we’re the reference in the industry!