If you’ve followed the Ideal Insight blog, you’ll know by now that a lot of elements come into making a great marketing strategy. However, the number one element to consider is how your brand is utilising Video Marketing.
It’s well known that Video marketing has become a crucial part of marketing strategies in the last decade. The general trend is that video is growing year on year. In fact, 86% of businesses are using video as a marketing tool in 2022. There are many different uses for video depending on your industry and objectives. It pays to consider; what are the benefits, where, and how can you use video marketing to better your strategy? In this article, we are going to test your knowledge on Video Marketing for 2022.
Clients are often surprised to find out that video marketing started long before many people might’ve realised.The first example of video advertisement was in 1941 - Bulova, a watch company, ran the first-ever commercial in New York, during a Yankees game. After this, video marketing was confined largely to TV advertisement - until 2005, when a seemingly insignificant site, Youtube, was launched. Fast forward to 2015 and video content has become the norm for every adult. If you’re interested in finding out more about the evolution of video production, check out one of our favourite articles from last year here.
There are many different types of videos that can be created in all shapes and sizes to fit different brands, industries, and targets. Here is a list of the top types of videos created:
Social Media Video
At Ideal, we have a vast amount of experience in practically all of the above use cases, but for this article, we’re going to focus mostly on social media video marketing.
Social Media Video is a must for any business’ marketing strategies now. It's an easy way to build brand awareness, showcase products/services, and interact with your audience. Creating explainer videos and product demos helps the audience understand the brand and its products/services a lot better, as well as giving you the opportunity to bring your offering ‘to life’.
We’re also seeing Teaser Videos perform very strongly online. Teasers give a great opportunity to showcase a company's new ventures or products before launching. It gets the audience involved - ultimately, it’s in human nature to be nosy. Your audience wants to feel like they’re getting ‘exclusive’ content or access, and will definitely keep coming back for more if they feel like they’re getting something special. Even if the product or service is not something we need or want right now, we naturally find ourselves intrigued by what's happening next anyway!
So, how do you get started? The good news is that video is so popular that the days of requiring massive budgets for video content are gone. The video production market has hit a real sweet-spot where most businesses can have premium video content produced from as little as £1,500.
Furthermore, a lot of successful video marketing can come from smartphones. Whilst it lacks the polish, it can make the video content feel more relatable as well as being easier and more affordable for many brands to ‘dip their toe’ into video marketing. If you are looking to get involved in producing your own content, just make sure you invest in some entry-level equipment - no one wants a gloomy video on their newsfeed!
Another new trend that we’re paying close attention to is Search-Optimised videos. SEO algorithms are never easy to keep up with or navigate through with constant changes and tactics required to keep you ahead of the game. Videos are now becoming a great way to increase your SEO if done correctly. Key points to think about are, consistency, relevant content, and finally the backend technical optimisation. Ensuring title tags, keywords, thumbnail imagery, and engaging with your audience are vital for this to work. SEO video probably requires its own blog itself - but, if you’re interested to find out more, check out this great intro by Wordstream.
The biggest platform used among Marketers is Youtube, 88% of marketers plan to post on this channel in 2022. However, LinkedIn (68%), Instagram (68%), and Facebook (65%) are not far behind. Whilst some social platforms are becoming increasingly ‘pay to play’, Instagram particularly offers massive opportunity for cost-effective growth through their recent Reels release.
Another thing to take into consideration is that Live videos are becoming increasingly more popular. It became a massive part of normal life back in 2020 when the pandemic hit as an alternative to in-person events. It became the easiest way for brands to communicate and connect with their audience. Even though we are starting to see life start to get back to some sort of normal, the demand for live video is still growing. 4 out of 5 people would prefer to watch a live video than read an article from a brand. We already know that video is loved by consumers, but it's shown that an audience engages at a higher rate when content is live. For example, we’re seeing Facebook live videos generate 6X more interaction than regular videos!
Surveys showed that in 2018, people watched an average of 1.5 hours per day of online video. Fast forward 4 years, and that figure has almost doubled to a massive 2.5 hours per day! In just 4 years video content has become a massive part of everyday life and a great tool for marketers to use.
88% of people say they have been convinced to buy a product or service by watching a brand's videos. 73% would prefer to watch a short video on a product or service compared to reading a text-based article, an infographic, online ebook/manual, webinars, and sales call/demo. We’re not surprised - we always knew that ‘seeing is believing’!
One vital element to consider is video length. The optimum timing for videos will vary across channels. However, one thing we know is that, just as humans are inherently nosy, we do lose interest increasingly quickly with this in mind the majority of channels are best to keep videos under 60 seconds. Your audience wants clear, straight-to-the-point information, but most of all, it needs to be engaging too.
87% of video marketers say that video gives them a good ROI. Video marketing is shown across the board to increase sales, engagement, and brand awareness. Not only has video helped increase sales it has also helped consumers understand the product or service better which in turn has led to a decrease in support calls. A well executed marketing strategy that utilises video can leverage multiple platforms with engaging content and sophisticated retargeting options.
Overall Video Marketing is here to stay. With video use trends rising significantly each year and cost-effective rates for companies and brands using video, we know it won’t be going anywhere in our lifetimes. If it’s not already, it should be high on the list of priorities for all marketers and business owners.
Are you using video marketing for your business? Our team of videographers, video editors, content creators, and digital marketing strategy specialists are here to create and deploy premium content for your business on a new level. Jump on this trend now.
Read up on the latest insights and information from the team at Ideal Insight.