Video marketing – why this is the future
Part 1 of 2 of our series on video marketing. Stay tuned next month for the conclusion addressing measuring a video’s success and some examples of successful projects.
It really isn’t a surprise for me to learn that brands are using video as part of their overall arsenal to reaching their target market, what is surprising is the prevalence and evolution of video content.
From the most conservative and established brands to young start-ups, companies are looking at video content in more ways imaginable and the stats speak for themselves.
According to the Content Marketing Institute, in both B2B and B2C industries, 60% of companies are using videos to target their market. Furthermore, video marketers report getting 66% more qualified leads per year and achieve 54% more brand awareness using video content.
What’s also staggering, is that despite YouTube being the dominant publisher of video content, social media platforms are quickly gaining market share, with Facebook and Instagram on YouTube’s heels.
What makes videos appealing to marketers is that they are useful beyond the entertainment value. They can accompany clients throughout their purchase journey. From brand awareness, engagement to tutorials on how-to and getting started, video content is easy to consume.
So, how to get started?
If you’ve made the decision to include video content as part of your overall marketing roster, you need to decide on several things. First and foremost, it is important to have the objective and strategy well defined. Who are you targeting, then what message do you want to convey, and finally what is your budget?
BKDSN is a Montreal-based agency curating visual experiences designed to connect with their client’s audiences.
Bart Kuczewski, founder of the multi-media agency BKDSN sums it up nicely. He says, “Brands need to tell a story, one that is compelling to viewers and how it benefits them.” He goes on to say, “Videos need to showcase why the consumer should be buying a product or service and how it can ultimately make their life better.”
Video content in motion
Whether it is B2B or B2C, people buy experiences. They want to be moved by a product or service, they want to support brands that believe in the same things they do, and they want to feel good about their purchases.
Hubspot talks about the importance of creating video content for every component of your business Flywheel. Taking clients on a visual ride through each stage of the purchase journey is truly the ideal approach to video content, however, when budget doesn’t permit, the key would be to have one video which sets you apart.
Flywheel: It represents a circular process to doing business by putting your clients at the center of it. It is a wheel, so it constantly turns and each facet/stage of client’s journey of the flywheel feeds into the other.
Bart believes that it is better to have one video delivering a strong memorable message than several watered-down videos. He says, “What does your company stand for, why do you exist? This is crucial in defining the personality of a company. Many companies sell the same products, with so much choice, consumers will buy from the ones that stand for what they believe in or have similar beliefs. Setting yourself apart on your message is key. Playing it safe and creating a video which spells your product or service benefits is not memorable. The brands that define their strategy from the on-set and are prepared to take risks with their video content wind-up seeing better results.”
Videos need to be part of your overall marketing strategy
We know that video consumption is growing and at a steady trend marketers cannot ignore. Customers are 4x more likely to want to watch a video about a product or service than read about it, and videos are able to display emotions, product functionality and visual details that a simple written document cannot.
Videos, apart from their identified uses above, also contribute to other important parts of growing your business and brand. Just like content marketing, videos establish credibility and build trust. They also help with your Google ranking. Videos encourage users to remain on your website for longer and google likes that. According to Moovly, your site is 53x more likely to appear first on google if your website has a video.
Furthermore, when video content is embedded in an email campaign, it is more likely to be opened. In fact, an introductory email with a video will have an increase in the click-through-rate by 96%.
Whether it is a well-polished, professionally created video or video series, live video streams, vlogs or video interviews, all should be considered to be part of your overall marketing strategy - sooner rather than later.
 Hall, Sharon Hurley. (2019, January 7). Optinmonster. Video Marketing Statistics: What you must know for 2019. https://optinmonster.com/video-marketing-statistics-what-you-must-know/
 Collins, Alicia & Conley, Megan. (2019, April 30). HubSpot. The Ultimate Guide to Video Marketing. https://blog.hubspot.com/marketing/video-marketing
 Kalls, Priit. (2018, July 10). Dreamgrow. 8 Powerful Reasons You Need to Use Video Marketing [TRENDS] https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/