Is video the future of personalised digital content? We say yes, and if you want to connect with potential clients/customers and increase engagement, video should form part of your marketing strategy.
In 2016 Facebook CEO Mark Zuckerberg announced that in five years’ time, Facebook will be mostly video. Video is the perfect medium if you want to evoke emotion, generate a response, and tell the story of your brand. Videos are interactive, entertaining, and accessible – and there are many social channels which allow you to publish or live stream videos.
Over 500 million hours of video is watched on YouTube every day, and it is the second largest internet search engine. To publish videos, you’ll need to set up a YouTube channel, but first, you must consider what your video marketing goals are. For example, do you want to gain a new lead or expand your brand’s presence on social networks? You will also need to identify your audience, and establish what type of video will appeal to that audience. Google now owns YouTube, and uploading videos to YouTube can have a positive effect on your search engine rankings.
Launched in April 2016, Facebook Live aims to make it ‘easier to create, share and discover live videos’. It allows you to stream live events, which gives the videos a sense of immediacy. Be sure to create a buzz around your video beforehand by promoting it a few days earlier, then end your video with a clear call to action to encourage conversions and sales. Facebook, with over 1 billion monthly active users worldwide, is leading by example and taking a video-first approach – don’t leave Facebook out of your video marketing strategy.
Most Twitter users – 82% – watch videos on Twitter. It’s not costly or difficult to create and upload a video to Twitter. You can either shoot the video on a smartphone and upload the video files to Twitter, share links to YouTube videos on Twitter, or shoot the video using the Twitter mobile app. However, things are changing. Since December 2016, Twitter allows for 360-degree live streaming on its live video app, Periscope. It has recently announced the new Periscope Producer API, which will make it easier for media publishers to stream live video on Twitter.
If you want to drive more visitors to your website and convey the personality of your brand, try video marketing via Instagram. Primarily an image-based social network, Facebook-owned Instagram is all about shorter videos.
Instagram introduced an update which allows users to record and upload 60-second videos (an improvement on its 15-second videos) and add filters. As the platform continues to grow (it currently boasts over 600 million users) more video capabilities are being brought in.
Every day, 10 million videos are watched on Snapchat. Snapchat is all about being ‘in the moment’, and gives users the ability to send videos which only last for a matter of seconds. However, the majority of Snapchat users are millennials, so you should bear this in mind when planning your video marketing strategy. If millennials form part of your audience, you might want to use Snapchat.
The average user will spend more than 88% more time on a website if it has a video on it. You could post a video on a specific landing page (a video on a landing page can boost conversions by 80%), on the ‘meet the team’ page (why not introduce your team to visitors via video), a testimonials page (ask a satisfied client or customer to explain why they would use your services again), or a products page (explain the benefits of a product and demonstrate how it works).
Video is a powerful marketing tool. 76% of businesses which use video say that it offers a good return on investment. What’s more, the mobile-first approach is important these days, and mobile and video are like two peas in a pod.
If you take our advice, start experimenting with video production and use it to reach out to your audience through the best online channels.
Tags: B2B Services, Digital Marketing, Professional Services