Nowadays, nearly all businesses are implementing video into their marketing plans. Right now, 85% of companies are using video in their marketing strategy, whether it be a commercial on TV, an advertisement in your social feed, or whatever.
Marketing through video can absolutely increase your ROI. There are several aspects of video marketing to understand, such as the cost, different types, and, of course, best practices, just to name a few. In this article, we will cover all of these bases, and we are going to analyze why it’s essential for your brand in 2024.
The Rise of Video Marketing
Video overtaking of the mediums isn’t a happy accident. It’s the culmination of decades of cinema entrenching itself into our mainstream culture and taking hold of our hearts and minds. Most of us can still remember going to the movies and experiencing that sense of wonder when we’d watch an amazing story told through moving pictures.
Our modern culture has actually been shaped by the movies and videos that we’ve watched. Then the internet came along, and all of a sudden, we were connected to everyone everywhere all at once. As individuals, we had the power to share our likes, dislikes, political views, and not-so-candid selfies with anyone anywhere, all at the touch of a single button. Then came the iPhone, which revolutionized everything again by putting the power of a mini supercomputer and a consumer camera into our pockets.
The rest was history, as the quality of those cameras kept compounding year after year to where we are now. just decades into this pocket camera phenomenon, and we can now shoot high-quality cinematic-style footage that we can upload lightning-fast to the internet for public sharing and consumption via social media.
But what makes video king, and why is it likely to rain for years to come? the truth is that the human brain is wired to engage more effectively with content that utilizes multiple senses. We retain information more easily and understand concepts more thoroughly when we experience them with both sight and sound as opposed to just one of the senses. Video is actually closer to how we experience the world around us with our eyes and ears, so it’s a more authentic experience when you compare it with just using one sense for looking at a photograph or reading written content. So why market with a video?!
Video marketing is a type of content marketing that uses video as the main form of creative collateral. Video ads perform better than static image ads in every way. In a recent experiment experts ran, they found video ads get more reach, more clicks, and cost far less per lead. In the last 10 years, two important video trends have emerged. First, demand for video has increased. And second, the cost of video production has decreased.
Thanks to Video Makers, the world’s simplest video maker, it’s easier than ever to make marketing videos. The first thing to do for any marketer is to set goals and targets within the marketing funnel.
The Benefits and Goals of Video Marketing
The goal of video marketing is to turn your viewers into your customers. What can you do that makes someone feel like a human and not like a sale? Words, photos, and even podcasts don’t have the same effect that video does, and part of that is because of facial dynamics.
You may wonder what facial dynamics is. Well, simply put, it’s the movement of human facial features, and most importantly, facial dynamics have a huge return on how trustworthy you seem. Raw emotions play much better than words that can sometimes seem fake.
Another reason is due to the sheer number of people who are watching videos at any given second. YouTube has over 2 billion users, and Facebook gets 8 billion views a day. That is huge! So, you know what that means? It means your competitors are more than likely using video.
The last reason to include video is that videos just like this one are a wonderful teaching tool for your audience. you can produce two videos outlining every step of a process so your customers can easily replicate what they watch that you do.
the first thing to do for any marketer is to set goals and targets within the marketing funnel. Video is useful at every stage of the marketing funnel, from awareness at the very top, consideration in the middle, and conversion at the bottom.
Let’s look at these stages in more detail:
Think of the awareness stage as a getting-to-know-you exercise. A first date almost! Video content is short, sharp, and introductory. Aim for 30 seconds or less and explain your value proposition. What is the value of your business to the viewer? Metrics like several views and length of views are good markers of success.
Then there’s consideration. This is when your audience probably knows a bit about you, but the marketplace is crowded with options and you want to stand out. Offering consistent expert knowledge and advice while steering away from one-off discounts or gimmicks can build trust at this stage. Measure success by click-through rate. And then there’s conversion, which is a bit simpler. These videos are about selling your product or service directly. Conversion content has to offer urgency or opportunity, like a saving. Conversion metrics to focus on are straight-up sales.
Knowing your audience is above all else!
Who you’re speaking to is as important as what you’re saying. So before you even open Videomaker to make a video, you have to define your audience. We recommend doing this with personas. A persona should include details about who they are and how they interact with marketing platforms.
And remember, you might need more than one persona. Most audiences are divided into segments that represent different business goals.
How Much Does Video Marketing Cost?
The cost of video marketing is a fun question to answer. You can create a TikTok video for free so long as you have a cell phone. however, if you want to create an ad for the, for example, Super Bowl that’s going to cost you a few million dollars! As with any production, there are variables to consider when analyzing your budget. The first is, do you want to handle your video production all in one house, or do you want to hire a third-party agency? If you want to do it all on your own, ask yourself if you have all the necessary equipment for a truly professional video.
Do you have a quality camera? How about external lighting fixtures? Microphones? How about post-production software, which can be a pretty penny? These are just a few of the physical costs of producing a high-quality video.
But what about the cost of time? Can your team afford to be sidetracked by another project? This isn’t meant to scare you by any means, but if you can do it, that’s great. Just be sure to consider the planning, scripting, shooting, editing, and more that goes with producing a video.
Types of Marketing Videos
There are hundreds of types of marketing videos that can really be broken down into categories to help you come up with the one that is best for your business.
Let’s first start with two factors you’ll want to consider when in the planning phase of your video time to flip that creative switch.
Paid vs. Organic Marketing Videos
When you pay to place your marketing ads, there are a number of benefits. You’ll reach a larger, more targeted audience, you can increase brand awareness, and you might find a new source of traffic. The only kicker is that you have to pay for all of those organic videos, which can provide the most value as they cost little to nothing but they’ll take a little bit longer to be effective.
These posts create value for your following through education, information, and entertainment. They can be posted on social channels with ease, but again, you have to build that brand identity and be consistent with your content in order to see the highest return.
Animated & Live-action
Animated videos continue to have a presence in video marketing; they allow the most creativity and control over a brand; you don’t have to rely on external talent to produce it, and your messages can be easily understood.
However, they can cost a little bit if you don’t know how to animate or have access to an animation tool, and they take away a personal touch for viewers. Live-action videos can provide that human element while making your brand more approachable.
Viewers will recognize and associate the faces they see with your brand, but those faces can cost more, and it can be a challenge to schedule all the assets to shoot these videos.
Four types of marketing video categories
Educational Marketing Videos
In educational marketing videos, we aim to inform our audience with beneficial, useful information. One thing we recommend is starting a series. They make information beautiful and more intelligible.
These videos are particularly strong for those with beginner knowledge in a particular area, but you can help even the most expert users as well. The goal is to help more people get the most out of your product.
bringing off to another idea how many times have you gone to YouTube to search for how to do something specific? If your customer doesn’t fully understand what you do well, then you need an explainer video.
They’ll show viewers why your company exists to clear up any confusion about your product or service. These are best when introducing something completely new if you need to highlight differences with your competitors or if your business is just very complex. you’ll just need to get ahead with these don’t wait until after a product has arrived; you must have these videos ready for their release.
Inspirational Marketing Videos
The second category of marketing videos is those meant to inspire. One idea for a video is the trend of ideas to try. Ticktockers love this trend. they’ll share tips in short videos, something simple like five ways to transition text and then ask viewers to comment on their favorites.
This shares useful insights while also providing a spark for viewers to think of other ideas. If your audience consists of creators, you need to hop on this trend. they’re easily consumable and can reach massive audiences.
Before and After is another inspirational video type to try how a product or business transformed an individual; where were they before your product, and where are they now? Success stories of the common individual are some of the most inspirational stories imaginable.
You’re showing viewers that a super successful individual is really no different than you are. of course, there will be costs to your viewers but your videos should persuade them that those costs are worth it.
Working out or dieting is worth a healthy body, and classwork and the costs of school are worth knowledge and long-term wealth. Anyone can be influenced by a before and after video, making it a great idea for marketers with potentially life-changing products.
The third inspirational video type is the motivational push through authenticity. These videos push viewers to not necessarily take a first step but to keep pushing through the energy portrayed in the video. These show support from your company in challenging times for your audience.
Engagement Marketing Videos
If you want to spark an action from your viewer, you’re in the business of engagement marketing. The ideas do cause someone to like, comment, or share your post. One way to do this is with question-and-answer videos.
You can answer some of your most frequently asked questions in a recorded video go live and answer videos as users submit them or use the question feature in Instagram stories to allow followers to ask you anything. Again, these are great if you’re constantly being asked the same questions or if you have a product that people want to learn more about.
Another option would be through short videos. these are your TikTok or real short engaging videos that are easy to digest, entertaining to watch, and stir up reactions. Make sure you’re staying on top of trends to see when you can jump in with your own twist.
Convincing Marketing Videos
The last type of marketing video is that which is meant to convince. Consider it like a call to action in the form of a video. The first idea here is a product video.
Whether you’re debuting a new product or have one that people may not know about, a product video will help viewers understand why they need your product in their lives. And honestly, every business should be incorporating these into their marketing strategy; they’re great to use no matter the business.
Ask happy customers to be a part of a testimonial video as well as another idea. These are just like your written online reviews but in video form. A subject sits down and discusses their experience with a brand all while being recorded. so others can see the satisfaction firsthand.
And then there are promo videos. These are rather generic 1- to 2-minute videos promoting your brand. These are commercial online ads, social media posts, and YouTube videos. you name it; they’re not too broad but rather focused on one product or idea from a company in order to return the most.
Why It’s Essential for Your Brand in 2024
In 2024, video marketing will be crucial as it gives companies a strong means of interacting with consumers and increasing conversion rates. Compared to text, video content is more successful in grabbing viewers’ attention, which increases action and retention rates.
Brands may display products, tell stories, and establish genuine connections with their consumers using platforms such as YouTube, Instagram Reels, and TikTok. Additionally, because search engines favor video-rich content, videos enhance SEO and increase exposure.
Additionally, because videos are cross-platform, companies may reach a variety of audience groups without repeating their efforts.
In addition to engagement, the video promotes authenticity and trust. Brands may humanize their image and forge closer bonds with consumers by utilizing formats like live streaming, product demos, and user-generated content.
As customers gravitate toward relatable companies, this real involvement becomes more and more important. Building a strong foundation with short-form content, live streaming, and instructional videos enables marketers to adjust their strategy in response to audience input and performance.
A planned video marketing approach may revolutionize brand awareness and client loyalty in today’s competitive marketplace.