Video marketing can help startups establish their brand name and raise awareness and profile with potential customers. It's the most effective form of marketing in 2017 because it reaches an audience that is predisposed to watch, share and engage with video content. More than one study suggests that, by 2020, most people on the planet will be turning to the Internet for video (more than 82% suggests Cisco Systems, who ought to know).
Google, the world's largest search engine (and owner of YouTube, the world's largest platform for video sharing) ranks video content higher than text-based content as part of its attention to user habits and preferences. That makes for serious SEO potential in addition to a host of other benefits. Whether it's a fun explainer video or a live-streamed product launch, video marketing should be an integral part of any company's outreach and growth approach. Here are five tried and true strategies for effective video marketing:
1. Feature explainer videos on your company website
These are short (30 to 90 second) videos that explain a service or product in a fun and entertaining way. Promotional in non-overt ways, explainer videos use animation, infographics or engaging personalities (think founder Mark Dubin in the wildly loved Dollar Shave Club explainer videos) to explain a company's ethos or show users how a product or service works. According to a 2016 study by the cloud-based video creation service Animoto:
- 96% of consumers find videos helpful when making purchase decisions online
- Nearly three quarters are more likely to purchase a product or service if they can watch a video explaining it beforehand.
2. Share video content on social media platforms such as Instagram, Facebook and Twitter
Millennials consume and share videos across platforms, so video content needs to be distributed widely for the best results. Facebook especially is growing infrastructure to support video – 8 billion views per day is their current statistic and that is expected to grow. Video content doesn't need to be obviously promotional – users like their videos smart, funny, engaging and authentic. If they like it, they will share it, comment on it and, if there's a call to action, explore further.
3. Consider paid video advertising.
With well over one billion users and projected US video ad revenues of over three billion dollars in 2017, YouTube has become a major tool for marketers and the advertising platform of choice for businesses of all types and sizes. Facebook and Instagram are also constantly fine-tuning their paid video advertising programs and analytics tools. Platforms such as Vidyard can also host and analyze paid video advertising content so companies can see at at glance who they are reaching and how effectively leads are converted into sales.
4. Live video
This can include live-streaming events, conventions, behind the scenes in a company's R&D or manufacturing departments, keynote speeches by the company founder. It's inexpensive, and popular – both Facebook Live and Instagram are aggressively promoting live, real-time and authentic video programming that, in more and more instances, is even replacing traditional news delivery.
5. User generated video campaigns can create enormous buzz if done well
The mobile revolution has placed quality cameras, filters and editing software at everyone's fingertips. Crowd-sourced or user-generated content can take advantage of all that expertise and organically engage your consumer base all at once. Notable video campaigns using this strategy include the Air Bnb Shorts program for Instagram and Nextel's One Minute of Courage series.
Video is the most widely used, loved and shared form of content on the planet. Text-based content simply can't compete. So be sure to make savvy and entertaining video content a major part of your company's overall marketing strategy.