Top Trends and Benefits of Video Content Marketing
Companies have entered the digital world, and, very often, they still grope in the dark, without putting in place a real strategy, thus ending up wasting time, resources, and money on actions that bear little fruit, while generating visions of mistrust. -to digital transformation. Video Content Marketing is the best way to promote your service and products with audiences by a direct medium.
All of this stems from an incorrect and outdated approach to the potential of the web. One of the strategies that guarantee the most success, for example, is that of video Content marketing one of the 5 digital marketing trends in 2021. But few small and medium-sized businesses make videos their strong point. their marketing strategy.
So, let’s find out what businesses that haven’t yet resorted to video Content marketing are missing out on and figure out how to get started. Use video promotions to immediately increase business revenue.
What Does Mean by Video Content Marketing?
For those who have never heard of it, let’s first clarify what it is: with video Content marketing we mean all actions aimed at promoting and marketing their products or services through the use of video channels. It means simply in Video Promotion means, we are using Videos to promote any kind of products and services, Increase brand awareness through videos channels.
The use of video as a marketing tactic is actually not a brand-new idea: in 2017, especially abroad, we noticed how video content was able to … increase the visibility of a brand or of a product. This is why, since that year, many large companies have started to invest a considerable part of their budget in the production of videos, intended to be shared on their social channels.
Why Video Marketing is so Important
One can obviously wonder why bet on video content and not on other types of content, now that messages and texts have lost ground. The answer is simple: to be successful, you must put the consumer first. And it is precisely because of the new consumer habits that video promotions have become a must for businesses.
Deep down, even Cisco saw it coming. in its Report referring to the period 2018-2023: according to forecasts, by 2021, the majority of consumers’ internet traffic will be based on watching videos to the detriment of all other types of content.
In addition, over the years, the time that users spend daily on social networks that offer content in video format, such as YouTube, has increased.
This consumer preference for enjoying video content was also confirmed by a HubSpot study, which found that the following people most likely to enjoy video content are 54% of consumers surveyed expressly said they preferred to watch brand-related video content. on all other forms of content. 90% of the users who participated in the search also said that. appreciate that video content helps them make purchasing decisions. Nowadays every e-commerce business using Video Marketing to increase orders and sales.
How Video Content Marketing Helps to Increasing Brand Awareness
Video Content Marketing is not only useful in influencing the choices of customers when making a purchase and should not be used for the mere promotion of products and services; video is a very useful tool to put the name of the company in the minds of consumers.
The Brand Awareness Site Placing the business among the choices if the consumer decides to buy (not necessarily at the exact time they watched the video, but also in the future) is one of the biggest challenges for consumers.
The challenge becomes even more difficult if competing companies have already permanently penetrated the minds of potential customers.
In order for potential customers to see a particular business as worth considering as a purchasing option, they need to get in touch with the business more than once. E video is a great point of contact.
There are many types of videos that can be created for this purpose, but the ones that generally work best for increasing brand awareness are the following videos that tell the story behind a product or service.
Forget about videos that mimic ads: you need to create engaging content that tells a story and empowers potential customers to educate themselves about the brand. Another type of video that works is one aimed at solving a problem for the user. You have to forget the urge to sell at all costs and instead create useful content for the viewer.
The ideal content should entertain and entice users to share it. with others. User Sharing Really Generates Organic Traffic This is not paid to advertise, but content that is spontaneously shared, which can go viral and increase the popularity of the business.
Top Trends of Video Content Marketing In 2021
Favor short durations for your videos
The calculation is simple: if we constantly consume more video content, then we necessarily have less time to devote to it. This is all the truer for commercial videos, the distribution of which is almost always imposed on us: pre-roll videos on YouTube and on media and TV replay sites, sponsored campaigns on Facebook or LinkedIn, etc.
We must therefore tend towards shorter and shorter videos, in other words, whose message gets to the point in a minimum of time and which is easily remembered by the target audiences.
Need Long-format Videos
Yes, this is certainly a paradox, which at first glance may seem to contradict the trend discussed above, but the distinction between video advertising and video content marketing makes all the difference here.
While an advertisement is more designed to grab attention and convey a quick message, new formats of video content have developed and gained public favor. This is the case with content marketing, for which we will focus on produce brand content videos, i.e., branded content whose objective is to bring added value by using information, entertainment, or even both, while being intrinsically linked to the message, to the products and the values of the company or brand.
Think Vertical Videos, or Square
For decades, our relationship to the video image was in “landscape” format, therefore horizontal. Our smartphones and the place they occupy in our lives have changed the game to accustom us to vertical screens.
It was therefore natural for the video to follow and adapt to our uses. Whether we love it or hate it, vertical video is there to become a lasting part of our habits, if only because it is ergonomically the most suitable for the screens of our smartphones.
Videos and Social Media Networks
This trend is evident to all marketing and communications professionals, as well as B2C advertisers. However, it deserves to make B2B players aware of it, many of whom still underestimate the impact power offered by social networks.
For B2C communication, the games have been made since 2017, the year when investments in digital advertising space purchases exceeded those in television: a real wake-up call for TV advertising networks.
One downside, however: television certainly remains one of the most powerful levers of communication, to gain notoriety and confidence among targets. Thanks to new technologies, it has also reinvented and digitized itself, by deploying new services: replay, catch-up, and VOD thus allow it to offer new advertising spaces on the pre-roll model.
Google The SEO Friend, Prefer Videos
Here we will talk about a basic trend, reinforced year by year: Google is all-powerful on the web and no competitor seems able to challenge the Mountain View firm on its territory: the web.
Because YouTube is fully integrated into the Google ecosystem, the video content there is much more powerful than you might realize. Just like the writing of your website or blog, your video content also has SEO properties.
Under Android, on nearly 80% of smartphones in the world, therefore, Google even favors video content by offering them more visibility at the top of its results. The icing on the cake: they are accessible in the form of video previews, in autopay to immediately capture the attention of Internet users.
To do this, respect these few rules: frequently enrich your YouTube channel with video content, complete them with editorial as well as links to your web spaces and social networks, tag them with keywords that are therefore likely to be exploited by your targets.
Optimize Every Video to Get the Boom
One video can hide another or even several! Your investments in video content production will be all the more efficient as you seek to make each of your videos profitable to the maximum of its potential. This is possible in particular by declining them in different versions. You can thus:
- Produce a 10 to 15-second teaser to spark and arouse curiosity before revealing your video
- Adapt your original horizontal video to vertical or square format for social networks
- Decline each of the messages in your video in as many short formats, popular with Internet users
- Have a making-of or a blooper produced if your video lends itself to it
- In short, the duration of your video content has now become a key strategic element.
Focus on quantity with Marvelous Quality
Some specialists go so far as to recommend prioritizing quantity over quality. We will not follow them in this field but it is clear that quantity is a key factor to perform in video promotion strategy. It’s pretty obvious: how do you feel when, trying to select a new supplier, you come across a YouTube channel with only one video? You might not come to a hasty conclusion, but that’s not particularly positive, right? We must therefore invest in quality and by the same to set a frequency of publication: identity over the coming year all the events likely to give rise to the production of video content.
Finally, know how to identify the most economical formats to produce. You will be able to more easily bet on the production of a series of video contents. Think here: video tutorials, customer testimonials, employee portrait, small animations in motion design, etc.
Live video – Live stream video
Here again, a trend initiated by YouTubers and influencers who for some have transformed their living room into a real television studio. Live video – live stream video – is becoming ONE of the most effective and versatile tools in video promotions. Its success is easily explained: the services are inexpensive, the material very accessible and the distribution completely free on a plethora of platforms, on an international scale, whatever the volume of your audiences. All you need to do is select the one most appropriate for your audience, or even several from YouTube, Vimeo, LinkedIn, Facebook, Instagram, Twitch TV, Skype, and many others.
In summary, it is inappropriate to view video promotion as a strategy for large companies; anyone can benefit from it and even small businesses can reap the rewards of video content.
