Video marketing: Strategy? Tactics? And in 2024?
It is a marketing tactic to create content to promote products, services or the brand, as well as to promote notoriety and visibility.
A tactic? Yes of course!
A strategy is something long-term and, as a general rule, video is used to respond to short-term needs and is integrated into a communication (or Marketing) strategy.
Today, its power is directly related to the fact that it is one of the most consumed forms of content on digital.
Although it is also the case on many other channels.
And whoever is involved in these digital intricacies, as a consumer, should say otherwise.
For marketers, who care about data and statistics (data - the power of the 21st century), some considerations are important (www.wyzowl.com/video-marketing-statistics/):
Globally, 91% of businesses use video as a marketing tool
👨🎓️ 91% of people watched a video tutorial to learn more about a product or service.
🙋 89% of consumers want to see more videos from brands in 2024.
💬 When asked how they would like to know more about a product or service, 44% say they would most like to watch a short video.
The global average of video consumption is 17 hours per week.
Not much more needs to be said as an argument for using video in your marketing strategy and communication tactics in 2024.
So is video marketing for ads?
It is in the power of video to reach and maintain contact with its audiences, as well as transmit messages in an appealing way, and in the environment in which audiences today spend more time (and are therefore more permeable to its content).
Like any tactic, its ultimate objective is in line with the marketing strategy, be it: generating brand awareness, generating leads and, ultimately, sales.
Today video marketing tactics are carried out through digital platforms, such as social networks, or on brands and products/services websites.
In its various formats, it goes beyond advertisements.
The development of a video marketing solution includes all types of branding videos, which includes advertisements, but also, for example, "webinars", "live" broadcasts, or testimonials, or the use of this type of support in presentations and sector fairs, for example.
Content is one of the best ways to create impactful marketing actions that attract and retain your audiences.
Why is it important to incorporate video into your digital marketing strategy?
It starts by being the form of content that is most consumed on different platforms.
This is what has the greatest involvement
It is easier to engage and interact with different audiences. And it is more effective than the alternatives of, for example, photos or text.
Short videos are a way to develop an emotional response with the audience, which is a way to trigger an interaction.
Has good conversion rates
Ending the video with a CTA ("Call to Action") encourages the consumer to take action and creates the possibility of converting them into a customer.
And when the content has already created engagement, stimulating action is simpler.
Improves the SEO of your website and other content
They help audiences stay longer on pages (e.g. Landing Pages), improving their "page rank". It reduces early "abandonments" of the page and can lead to other spaces on the platform.
Video-centric platforms, and Google itself, find this content.
And video-centric platforms, like YouTube, already function as information search engines, which can mean showing up where some of your potential customers are looking, even if it's just information.
Brand a brand
Creating and maintaining a brand is what will distinguish you from the competition.
Especially in saturated markets. This allows you to stand out and increase sales and recognition.
So much so that video is content that encourages sharing and, perhaps, the type of content that increases engagement. And then on mobile devices and younger generations...
And video's ability to create emotional bonds, create trust and encourage contact is great for marketing and branding strategies. As long as it is authentic (see influencers).
Improves Customer Experience
As it is a way of consuming content that does not require large "energy expenditures" on the part of the audience, and the time spent is controlled and minimal, the video is "easy" to consume.
And if it is combined with useful information for the consumer (or potential consumer), resistance is minimal.
Tutorials and how-to videos about a product or service are a clear benefit to the customer experience. And it destroys barriers to entry.
Another benefit to take away is its versatility.
What video format should you use?
There are solutions for all needs:
Created by consumers (UGC - User Generated Content)
Educational
Explanatory
DIY
Demos
Testimonials
Direct:
Live broadcasts
Event videos
Interviews
Platforms such as Social Media
Animations
With instructions
Exemplary
Entertainment
Institutional (more formal)
And how to approach this content creation?
First of all, don't approach the issue with an "amateur" solution.
Is your product/service amateurish?
If it isn't, it also can't be the way you contact your audience.
And videos can generate 300% more traffic than other forms of content.
Then, this is part of a marketing strategy.
It is the tactic that operationalizes it.
So we will follow some rules and structure.
What are the objectives and who is the audience?
With your strategy you created objectives. How can this tool respond and fit into these objectives?
Here you will maintain consistency with the audience and your other business objectives.
What problem do you solve for your audience?
Creating loose solutions, without a purpose, can prove to be an investment with a lower than desired return. As well as poor profitability. Not to mention the effects it can have on the brand.
The videos you produce must fit these objectives, as well as the communication objectives for the company, product or brand.
For whom?
After framing the tactical needs, we will frame the audience for whom the content will be developed.
The way for the video to generate the responses we have already talked about is to be framed in what is known about the audience and how it can have a strong impact.
Analyze and get to know your target deeply.
Develop studies and knowledge about it; create a "buyer persona", know their characteristics (demographics, behaviors, interests or sensitive points and what they are looking for).
As in any other business activity, after this analysis, you should be able to define the performance objectives that you intend to achieve with this content (KPI).
Create a Video Marketing strategy!
What is that? So it wasn't a tactic?
Follow your content and communication strategy. Review what aligns with your brand, product/service.
Define what type of content, its frequency and for which platforms it needs to be developed.
Plan the formats and keywords that may be most relevant to your case. Keywords are important because they will relate to the searches that audiences carry out (even if on a search engine or video platform).
Always remember that content must also adapt to the platform on which it will be distributed. Perhaps these are the platforms that you have identified and that your audiences use most.
Once all this is identified, start creating content ideas and developing a content calendar with publications. By creating an annual plan, you are turning video into a strategy.
Don't forget that all pieces must comply with the identity and rules for your brand or product.
Before filming...
Before you start doing the planning once again.
Never start without first doing this part of the exercise.
A lack of planning will cause you to waste resources and time, and may result in something that does not meet your needs.
Select the concept and what it must respect according to the strategy you have defined.
create a script
keep the flow and "conversation"
have a "hook" from the first seconds (very important)
describe the direction of the "story" and scenes
lead to a CTA
pay attention to the duration (what is the objective and platform?)
Create, rewrite and rehearse (ask others for their opinions)
keep the video 30 seconds or less (less is always more)
Now it’s time to do (production)...
This is the decisive part to have a good result.
Filming and editing.
Add subtitles and create a cover or "thumbnail".
If you are not sure you can carry out this part of the task, trust a more professional team. The result will justify and solve other problems and the time that will be needed (as well as the equipment).
One of the complaints marketers have is the lack of time to dedicate to this tactic. A professional team is the solution.
"🤩 87% of consumers say video quality impacts their brand trust." source Wizoul.
If you can do it with your team, go ahead!
Don't lose the direction and the defined objective.
Include the necessary visual elements in post-production that reinforce the connection with the brand/product.
At this stage, you must remember that coherence is fundamental in communication activities so that the brand stands out among all the noise in this world.
Now publish and promote
Be sure to create the title and description, as these are very important for SEO, as we said before.
Subtitles are also important for the same reason, but also because they ensure that, when necessary (for example when someone cannot hear the audio) they continue to receive the entire message. As well as search engines and platforms (which will also "read" this information).
Promote the content on social media or on your website. Always adapting the format for each one of them.
React to all interactions and comments, as if there were a community around your content.
The more content you publish, the greater the number of reactions, and the better you will understand which types of content your audience reacts best to. Clues for the future or improvements to your strategy.
Good habits
Even following the advice we describe here, there is more to a video than converting content.
It is worth not forgetting some other aspects:
Keep content objective and short
Use a clear and coherent message
"less is more" (yes, here too!)
Tell a story, create an emotion
Always include brand elements and CTA
A source of results, easily.
Video is a source of results, if done well.
Be it sales, brand awareness, relationships with consumers, followers...
But if it is of poor quality, it will alienate the audience for good.
Nobody wants to waste their time watching a film that is shaky or has poor image or sound.
Remember that you can reuse videos across platforms, always in accordance and adapted to your content and communication strategy (and each platform).
This will be your best strategy for 2024.
Platforms demand video, and so do their customers and audiences.
And in a world always running around, clinging to a screen, the best thing is to provide the content that, after all, everyone wants.
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