Ask most brands about their current video marketing strategy. You’re probably going to get a sheepish look back. They know on a fundamental level that video is important - and their marketers might even be posting videos regularly - but there’s not always a strategy and reason behind it.
With rising social media platforms like Tik Tok, and with consumers inundated with live-streaming, interactive 360 and more; a video marketing strategy can no longer be ignored.
But what is video marketing?
If a picture’s worth a thousand words, then how much more valuable is the video? That’s the basis of video marketing, integrating videos into your marketing campaigns.
Videos tell stories, they are the crowning jewel of any successful marketing campaign. They can be used for everything, from promoting your brand to educating existing customers and generating new customers.
The importance of a video strategy in building your brand
With statistics like these, you simply can’t ignore the need for a video marketing strategy anymore!
• 86% of businesses use video as a marketing tool
• 68% of consumers say the pandemic has impacted the amount of video content they’ve watched online, with the overwhelming majority (96%) saying this has increased!
• People watch an average of 18 hours of online video per week.
How to build a video marketing strategy
- Understand your audience and set campaign goals
- Figure out what story you want to tell.
- Make sure your video budget makes sense
- Stick to your timeline
- Optimise your videos and target for each channel
- Test and test again
1. Understand your audience and set campaign goals
All successful marketing campaigns start with research. Who are you targeting? What type of content do they like? What channels are they on? There’s no point in putting time and effort into making a good video, only to have it play on websites your audience doesn’t visit.
Most importantly, what do you want to achieve with your video content?
Are you trying to grow brand awareness, increase sales or traffic, or all of the above?
There are many ways you can do this. From video testimonials and reviews to drive social proof to promo videos that increase engagement and how-tos and explainer videos that educate your audience. It’s important to spend time planning and establishing your tone of voice and message, before jumping into creating your video.
2. Figure out what story you want to tell
What type of story would you like to tell your audience? You want to make your audience the hero of your story and take them on a journey. What is the problem you’re trying to solve for them? What’s your solution for them? Break down your story into a problem, solution and call to action.
Remember: Once they’ve watched your video, make it clear what they should do next.
3. Make sure your video budget makes sense
It’s easy to think big, use the latest stars and aim to use props galore. But then, when the bill arrives, your mouth will be left wide open and your wallet empty. Making videos is about being realistic. Think about your budget and how to maximise its potential.
Here are some tips to making the most of your budget
- Use colleagues and brand ambassadors
- Invite your superfans to create user-generated videos for your brand
- Are there objects around your house or the office you can use?
4. Stick to your timeline
A great video that is part of your content strategy, takes time to make. But making videos can easily take too much time or even never get completed when there isn’t a clear deadline. By creating a realistic timeline, with milestones and clear deadlines, your brand will be able to pull off a video marketing strategy to tell the world about it.
5. Optimise your videos and target for each channel
Don’t be fooled by making one video in your branding, and thinking you can post it everywhere. The best results come from careful planning and thinking about the platform you’re going to produce video content for.
- Instagram and Facebook - Videos need to grab attention in the first 5 seconds and are best made in a tall resolution
- YouTube and your own website - Videos can be longer and tell a story
- E-learning and private platforms - Videos can be part of a series and more educational
Understand the view count: on YouTube, a view is considered 30 seconds, whilst on Facebook, it’s only 3 seconds
6. Test and test again
The best video content strategy allows for content to be used in multiple ways to maximise its reach and take advantage of your budget. Everything from versions of the same video to creating multiple videos and producing a series.
Find ways to not become too attached to one good video and allow for the video to grow. Start by sharing your video with a small group, using different versions to do A/B testing. Tweak messaging to reach different audiences and adapt your content for different platforms.
How do you measure success for your video marketing?
Understand the view count: on YouTube, a view is considered 30 seconds, whilst on Facebook, it’s only 3 seconds.
Here are some key ways to measure campaign success:
Engagement rate is a measure of any interaction someone has with your video. Did they watch a split second or the whole video?
View count is how many times a video has been watched. But remember, this number depends on the channel.
The number of viewers who actually clicked play to watch your video
This measures how many times your video has been shared by people on social media channels
This is an important aspect to pay attention to, as it drives brand awareness
Ready, set, action!
I'm guessing you're feeling a little overwhelmed right now. Don't worry, you're not alone. Creating a video marketing strategy and producing a video can seem daunting at first, but with a little practice and patience, you can easily produce high-quality content that is unique to your brand.
With 71% of consumers watching more videos online than they were a year ago, brands can no longer ignore their growing popularity. Whether you use a video production company or do it yourself, creating great video content has never been easier!
Try turning a written blog into a video or create a how-to product tutorial. Use video to showcase information in a new and interesting way. Pick up a camera, start filming, and watch your engagement levels increase.
It's time to make video a key part of your marketing strategy!