Why Use Video Marketing? Start Here. 🎥

The popularity of online video is undeniable. People actively seek and consume video content on platforms like YouTube and TikTok. Crucially, consumers also want to see video content from the brands they follow and support.

According to a study conducted by HubSpot, 54% of consumers want to see more video content from brands. In response to this demand, an increase in video content and live streaming is expected in 2023.

Video marketing is effective because it is a highly engaging medium.

To help alleviate any concerns, we've compiled this article to provide a clear rundown of video marketing, so you can move forward confident in the knowledge that you can successfully implement it.

OK, so what is Video marketing?

Let's start with a clear definition. Video marketing is the strategic use of video to promote and market a product or service, increase engagement on digital and social channels, educate consumers, and reach an audience. This method is not simply about recording someone reading text; it involves fully integrating video into your existing marketing strategy.

Common examples of video marketing include:

• Video advertisements appearing in social media feeds like Facebook.
• Email newsletters that feature a short video to introduce a new course or product.
• "Day in the life" videos showcasing company culture and highlighting job openings.

Got it, so why does this matter to me?

Humans are visual creatures. We remember things longer and more accurately when the facts are accompanied by images (bonus points if they're moving). This is because we associate the facts with what we saw happening, and since our brains are configured the way they are, the facts stick alongside the images.

In today's marketing world, it's important to note the performance of video content:

So that's why video marketing matters for you and your upcoming campaigns. If you want your target audience to remember what you said and click through to your landing page to take further action—it's time to start posting some videos!

How to use video in your marketing campaigns

First, to answer the question we know you're dying to ask—No. No, you don't have to hire a professional director and crew to get started with video marketing. Frankly, it can be as simple as filming on your phone with simple light setups (like a lamp borrowed from your cubicle mate). Then you can edit the footage in free software, add your company branding, et voilà! You have created marketing video content.

For a deeper dive into this essential part of any marketing campaign, we've compiled a short list of content ideas for you to consider using to dip your toes into the video marketing world. By staying on top of trends like this, you can increase your conversion rates and see a lovely spike in your ROI in return for your time and efforts.

Customer testimonials

People trust other people more than they do companies. That applies even to the companies they like and patronize. You can leverage this by filming testimonials from happy customers. These videos act as powerful social proof that can be used everywhere to increase click-through, conversions, and engagement. Post them to your YouTube channel first, then embed that link in tweets, link to them from Facebook updates, and even re-purpose them into ads on every channel you use.

Company profile

Sometimes the best way to convey your brand voice is to speak to your audience. Film a day in the life of your office mates. You can feature clips of employees and management talking about what a great company you all work for. Show viewers around campus and maybe get a glimpse into the inner workings of your production line (or software developers, or whatever). This type of video is a fantastic way to humanize your brand and give a face and voice to your company. As a result, your audience knows a little more about you and your company and can see the human side of what you do.

Values spotlight: social branding

Remember that community service your office participated in last month? Did you remember to film it? Awesome, edit that footage to about 2 minutes (the optimal length for those all-important shares) and get it posted. Your audience knows your company has a social consciousness to go with everything they're learning about you. Most millennials will leave a company if they feel its values don't align with theirs. And let's be honest, this cohort makes up the majority of the buying public at this point, and their market share will only increase with time, so it is commercially wise to cater to their values.

How-to videos: marketing gold

According to Google, 80% of millennials use Youtube to learn how to do something. This represents a massive opportunity for your brand to connect with an engaged audience. This genre of video lets your followers meet employees, further engaging them on a personal level with your brand.

Show them how to use your new widget or solve some other problem, even if it's only tangentially related to what you sell. Providing value-driven educational content, without an immediate sales pitch, builds significant trust and authority with your audience.

Wrapping it up

As demonstrated, video marketing is a powerful method for enhancing your brand's perception among social media followers and your broader brand audience. Putting a human face and voice to your brand enables the public to build trust in you. By nurturing that trust with more great video content, you're well on your way to converting all those engaged people into happy customers.