Best Practice

The Vision of Video Marketing

It is a problem we have all faced: Someone shares a video on Facebook or Twitter, you decide to watch it thinking you have two minutes to spare, and before you realize it, it has been half an hour and you are clicking on the seventh cat video in a row. And while we have all lost some hours of productivity to the sheer volume of video content so readily available, we can luckily gain some of that back by harnessing the power of video for our digital marketing campaigns.

Undeniable Appeal

While there are a myriad of other options for digital content marketing, video has quickly risen to the top because of its versatility. It can easily be integrated into other forms of digital marketing, from blogs to articles to email blasts. It is also the most likely form of content to be shared; once posted to your website or social media, consumers can distribute their favorite content on their own platforms with just one click. Audiences are also often more likely to watch a video than read a page of copy, with 59 percent of executives agreeing if both text and video are available on the same topic, they are more likely to choose video. It not only increases your engagement with executives, but with all aspects of your audience. Even the least active consumers are likely to spend a minute watching a video they find informative or entertaining. Video is also easily viewed on mobile devices, and so it is accessible no matter where the consumer is.

Producing Quality Video Content

Creating your own content can either be outsourced through a video production company, or, if you invest in the proper equipment, accomplished in-house. This will depend on both the type of content you are producing and the amount of time you have to devote to the production itself. While an informal, spur-of-the-moment video covering something like an office outing, or even a livestream, can be shot on your phone, this method would appear professional or visually appealing enough for other content. Testimonials, product demos, interviews, or story-based videos should be shot with more attention to quality in order to increase credibility and trust.

Ensuring the subject of your video is well lit, whether that is an individual or the product itself, is vital. Find an area with a lot of natural light, or create your own with the right equipment. The same goes for sound; the right mic and sound editing software can make all the difference between a video a consumer quickly forgets and one they send to their friends.

Either way, the process can be simplified by creating a schedule for production and posting, and then getting the bulk of the videos filmed in one go. After the first batch, you can use audience feedback to come up with new ideas for video content and figure out which formats are getting the most engagement.

Video Formats

There are so many different styles of video, it may be hard to decide which is right for you, so first consider your audience and your industry. If you are selling a service, testimonials and interviews with experts shot with professional equipment are your best bet. If the focus is on a product, consider a demo. Video’s power to build an audience relationship lies in formats like Facebook Live, where you can interact with your audience directly. Behind the scenes at the office can not only make your audience feel like they really understand your product, but also your company culture, which increases brand loyalty.

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