According to Biteable, six out of 10 people would rather watch a video online than consume TV shows
This format tends to be shared 1,200 percent more on social media than text or image posts combined.
Four-fifths of marketers say their preferred social media platform for this format is Facebook
Since it became widely used in companies’ marketing strategies, video has not ceased to be among the favorite promotional items. Not only that, but it has kept up with technological advances, since it now lives mainly on social networks and digital channels. It makes sense that it is a popular tool, considering the number of advantages it has for conveying specific business messages to the audience.
Vidyard notes that it is a particularly influential format for consumer decision making. And it is that nine out of 10 people indicate that their purchases are regularly influenced by a video they recently consumed. In addition, it is a type of content that is easier for the audience to consume and process. The above could influence the fact that it is also a format that naturally ranks high in search results.
But there is a key downside to using video in marketing strategies. As this is a particularly popular format, many companies use it quite regularly. This could lead to several brands producing relatively similar projects, as it is very easy to get carried away by trends. In this sense, it is also important to give variety to the internal structure. And according to the CMI, there are ideas that are not so common:
Have frequent and concise CTAs throughout the video
This is especially true of longer productions. Although it is key to have a Call To Action (CTA) on any content that is produced, once it is extended for a long time, the message can be lost in the user’s memory. Or, if it is left to the very end, there is a good chance it will never be heard. So, in addition to being clear, it is preferable that it be repeated at regular intervals throughout the content, but taking care that it is not repetitive.
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Add resources on landing pages
These pages are crucial in the marketing strategy of companies, because it is where you really go from the discovery phase to that of a more concrete sale. So the site must be made as attractive as possible. Video is a nice addition as it won’t just be eye-catching. In addition, it can be much more effective than putting up a large wall of text and images that explain to the user why the product or service in question is the best.
Use video in email campaigns
One of the great disadvantages of email is that it is one of the oldest channels in the digital environment. In this sense, consumers have probably already seen practically everything. Thus, audiovisual content formats are a good way to give these strategies a bit of diversity. It is not an easy task, also, so a successful integration will lead to an experience that makes the difference from rivals.
Use them as a hook to collect data
It is critical that companies develop first-hand information gathering strategies, especially with increasing privacy concerns. Video is a perfect hook for people to decide to share their insights with brands. It is enough to do part of the content behind a simple barrier that requires a registration or create an account. People tend to be more willing to compromise in exchange for this content.
Video SEO, a frequently overlooked tool
As already mentioned, video content naturally ranks high in search engines. However, this does not mean that they cannot be given a boost with planned SEO strategies. Many companies do not know or do not bother to develop this aspect of their positioning strategy. So brands that do spend time and money on it may have a clear advantage over their competitors in the short term.