By Krishna Mohan Jha
The digital marketing landscape is in a perpetual state of change, with one of the most significant shifts being the remarkable growth of video content. YouTube Shorts, for instance, boasts over 1.5 billion monthly active users and more than 30 billion daily views, according to ThinkWithGoogle. This surge in video content signifies a fundamental change in the type of content used and the inventory available for advertising, particularly on social media.
Social media platforms have transcended their original purpose of connecting people and sharing personal updates. They have evolved into powerful marketing tools that cater to businesses of all sizes.
The emergence of features like Stories and Reels on platforms like Instagram and Facebook is a clear indication of these platforms adapting to the evolving viewing behaviour of users. People now seamlessly switch between screens and adjust video lengths based on their needs, context, and convenience. While videos provide a unique and effective way for brands to engage with their target audience, this presents a distinct challenge for marketers.
The solution lies in developing a video advertising strategy that not only distinguishes itself but also resonates, engages, and captivates the audience.
Know Your Audience
Understanding your target audience is the first and foremost step. What are their interests? Where do they spend most of their time online? What type of content resonates with them? By gathering these insights, content can be tailored to suit different customer cohorts for a brand. This is required to select the platform, type of content, duration of content, visuals/text to be shown.
Defining Your Objectives
Before you embark on creating your video content, it’s imperative to set clear goals. Are you aiming to raise brand awareness, generate leads, drive website traffic, or boost sales? Your objectives will serve as guiding stars for the content and messages within your videos. For example, consider HubSpot’s findings that 96% of consumers watch explainer videos to understand a product. So, if your goal is to enhance engagement on an e-commerce website, it would be wise to integrate comprehensive, informative explainer videos.
Create Valuable and Engaging Content
Your videos should not only capture the attention of your audience but also provide them with real value. They can be informative, entertaining, or even evoke emotional responses, but above all, they must engage your viewers. Keep in mind that shorter, eye-catching videos tend to perform exceptionally well on social media platforms. Think about this – Think With Google’s research reveals that 59% of Generation Z uses short-form video apps to explore content before deciding to invest time in their larger counterparts.
Optimise for Mobile Viewing
In today’s digital landscape, most users access social media via mobile devices. Thus, it’s essential to ensure your videos are optimized for small screens. Use crisp, clear visuals and include readable text, as well as captions for those who watch without sound. An interesting tidbit: SimilarWeb indicates that a whopping 65% of all web traffic occurs through mobile devices.
Leverage the Power of Storytelling
Storytelling is an influential tool in the realm of video marketing. Develop a compelling narrative that connects with your audience on a personal level, making your brand relatable and memorable. In the B2B arena, consider that 79% of individuals admit to making purchases in software or apps due to the influence of videos.
Experimentation and Iteration
Experiment with various video formats, content styles, and posting schedules. Analyze the performance of your videos and adjust your strategy based on the data. A/B testing can be a valuable ally in discovering what resonates best with your audience. For instance, statistics reveal that social media videos are the most common type of video content produced at 71%, closely followed by explainer videos at 70%.
Leveraging Paid Advertising
While organic reach is undoubtedly essential, it’s equally important not to disregard the potential of paid advertising. Platforms like Facebook and Instagram provide advanced targeting options to reach the right audience. Allocate a portion of your budget to amplify your message through boosted posts or video ads.
Exploring Collaborative Opportunities
It’s worth considering the myriad possibilities of joining forces with influencers or other businesses to broaden your outreach. Collaborations hold the power to introduce your brand to new and enthusiastic audiences, all while enhancing the authenticity and trustworthiness of your message. To put this into perspective, a significant 50% of Millennials place their trust in product recommendations from influencers, a number that dwindles to 38% when it comes to product endorsements from celebrities.
Embrace Consistency
Consistency is a cornerstone of successful video marketing. Regularly publish new content while maintaining a consistent tone and style across your videos to establish brand recognition and foster loyalty. A HubSpot survey suggests that 91% of consumers crave more online videos from brands.
Measuring and Adapting
Leverage analytics tools to track the performance of your video content. Keep a keen eye on metrics like view counts, engagement rates, click-through rates, and conversion rates. Adapt your strategy in accordance with the insights your data provides. To illustrate, a HubSpot poll reveals that 56% of users “sometimes” watch Instagram Stories with the sound on occasionally, while 29% claim they always watch with sound on.
In conclusion, the art of successful video marketing is a dynamic journey, intricately woven with an understanding of your audience, clearly defined objectives, valuable and engaging content, mobile optimization, and the compelling use of storytelling. Experimentation and iteration, combined with the judicious use of paid advertising, provide the tools to stand out in the digital crowd. Collaboration and partnership, upheld by the pillars of consistency and an unwavering commitment to measuring and adapting, pave the way for your brand to thrive in this ever-evolving digital landscape.
By embracing these principles and harnessing the power of data-driven decisions, your brand can craft a captivating and impactful video marketing strategy that resonates with your audience and leads to sustained success. So, embark on this journey with passion and purpose, for the possibilities are boundless, and the potential for growth is limitless.
The author is the founder and CEO at Nine Triangles