All You Need To Know About Video Marketing in 2022
By Marc Burger, Content Manager
Before you start any type of video marketing, sit down and read this article to get your head straight.
- What is the goal of video marketing ?
- Why is marketing video important for your promotional strategy?
- What are the most frequent types of video marketing?
- What are the benefits of video for your digital marketing strategy?
- 6 tips to have a successful video marketing strategy
- Contact Pitchy to power up your video marketing strategy
Thanks to the increasing popularity of video as a medium among consumers, businesses and marketers have used it to promote their products and services to their audience and users. And this choice of medium has proven itself to be successful over the years, and became one of the most popular trends.
Indeed, a survey carried out by Renderforest found out that video marketing helped businesses to increase their sales by 34%. This shows that video should be a focal point in your marketing and promotional strategy.
If you’re a business or a marketer and that you’re still confused about how you should use video marketing to reach your goals, this article is for you. And remember that, now, you can use an online platform to create your own video content, such as explainer videos, animation, testimonial videos or tutorials. In post-production, you can integrate your video rushes (filmed with your smartphone or iphone), and add some motion design and images for your target audience.
What is meant by video marketing?
Video marketing is a form of marketing that uses video to promote the products or services of a company. It can be used by any type of business, industry or organization.
Video marketing can take several forms:
- Video banner ads on landing pages or websites
- Advertisements played before, during or after an online video or a video posted on social media
- TV video ads on linear TV outlets or streaming services
- Live videos to present real-time streaming of events, conversations, or product/service launches
- Sponsored product placements which place a company’s brand or product within another type of video.
What is the goal of video marketing ?
It aims at increasing your engagement to your audience, as well as higher conversion. According to your overall marketing strategy, the goal can include the execution of the following calls-to-action from the viewer:
- Subscribe to a newsletter
- Subscribe to your channel
- Share with your friends
- Ask for an appointment
- Register to an event
Why is marketing video important for your promotional strategy?
Video marketing has become increasingly important these last years for several reasons:
- video is emotionally engaging and appeals to many senses
- video has the best retention rate since viewers remember more the content of a video than what they hear or read
video is versatile and can be used on several types of platforms (e.g. social media, websites…); thus you are able to reach more prospectsIn addition, video marketing statistics show the success of this marketing strategy. Indeed, according to a Renderforest survey, video marketing helped companies to increase:
their brand awareness by 70%
the traffic to their website by 51%
their sales by 34%
What are the most frequent types of video marketing?
As we saw earlier, video marketing is versatile and adapts to many types of videos, according to your ultimate promotional goals. Their only common point is that they have a short and dynamic format to entice and target the desired audience.
Below are the most used applications of video marketing:
Event teasers, to generate a maximum number of registrations, provide practical information about the event (date, time, location, stand number), and above all: make people want to meet you.
Product presentations, to give a visual overview of your product, as well as its many features, highlighted by verbatims, by text.
Snack content for social media, to maintain the link with your community, make video content that is quick to consume, quick to read and quick to understand (for example, a teaser).
Clients’ testimonials, to highlight your expertise, to show that your customers are satisfied with your product or service.
Making offs, or bloopers, to bring spontaneity, to keep nice and funny moments (even if they were not retained in the editing), but which still make good memories of the shooting.
Employee-generated videos, to make your employees the best ambassadors of your brand and its values, to say why they get up every morning to work for you.
Sponsored videos made by influencers on social media to present brands, and play on the reputation of these influencers, encouraging them to share it on their social media.
What are the benefits of video for your digital marketing strategy?
Whether your company operates in B2B or B2C industries, you can be rewarded by the use of video marketing at many levels. Here are some benefits of using video marketing to power up your business goals.
Marketing video helps you to grow your revenue
According to Aberdeen Group, marketers that used video in their marketing strategy grow company revenue 49% faster than those who don’t.
Video marketing helps you to influence your buyers’ decision
Video can influence your buyers’ decision about your product, according to the following stats:
- 90% of customers say that video presenting a product helps them to make buying decisions
- 64% of customers recognize that watching a video makes them more likely to buy
- 97% of marketers say that video has helped increase user understanding of their product or service.
Marketing video helps your website to rank higher in search engines
Video marketing can increase your SEO ranking on search engines such as Google. Indeed, the amount of time a visitor spends on your page is an important metrics that influence Google ranking factors.
Video effectively increases this metrics, as 80% of marketers say that the presence of a video on their websites has increased dwell time on them. Also, websites that make an effective use of video increase their likelihood of being ranked on the first page of Google results by 53 times.
Video marketing helps you to increase your conversions
Companies and marketers using video in their marketing strategy have 27% higher click-through rates and 34% higher web conversion rates. Also, if they use video on a landing page, they can increase their conversion rates by 86%.
Marketing video helps you to get more backlinks
According to research from Moz, putting a video into a page or a post triples the average number of linking domains.
Video marketing helps you to reach decision makers
Some data show that 59% of senior executives agree that they would prefer to watch video if they had choice between video and text to learn about a topic. Moreover, 54% of senior executives share work-related videos with colleagues every week and three-quarters of business executives watch work-related videos weekly.
Therefore, if you need an appointment or the registration at an event from decision makers, video marketing can help you tremendously to reach your goals.
Marketing video enables trackable results, thanks to video marketing statistics, also called roi
Video marketing allows you to track the success of your marketing campaign through key performance indicators (KPIs). Here are some metrics that are used to measure the success of your video campaigns (with a tool such as hubspot for example):
- the view count
- the engagement rate
- the watch time
- the number of shares on social media
- the conversion rate
- the number of clicks and click-through rates
6 tips to have a successful video marketing strategy
Tip #1: Focus on your storytelling
Your video needs to be relatable to the audience that your target and to add some value. Indeed, the best video content is the one that tells stories about yourself/your company. If you solely focus on your brand or your sales, your video is bound to be ignored.
Also, your video must tell your story with or without sounds. For example, 85% of video views on Facebook happen with the sound off. In that perspective, it would be wise to add subtitles on your videos to reach more prospects.
Tip #2: Grab the attention of your audience
Attention spans are short online, with an average of 8.5 seconds. Consequently, you must focus on the opening of your video and give a clear view of what your video will talk about.
You can do this by creating a hook at the beginning of your video. You can also use thumbnails on your video with text or a relevant question, to keep your audience excited about your message.
Tip #3: Select the right audience on social media
To be effective, your video must target the audience that is suitable for your message. You can create your ideal client with the following elements: age, gender, location, consumption habits, and hobbies.
Tip #4: Add call-to-actions to your videos
You can use CTAs on your videos to get what you want from your audience. To make them more effective, you can add a card at the end of your video, or add mid-roll cues. It can also lead to other content, such as ebooks or webinars.
Tip #5: Optimize your video for the search engines
Without SEO, your video will be missing a major number of views. That’s why it is essential to use keywords in the title of your video and to add a description on your video.
Tip #6: Collaborate with social media influencers
Studies have shown that 90% of people trust peer recommendations before buying a product. Therefore, using a video made by an influencer who talks about your product or service can boost your sales.
Contact Pitchy to power up your video marketing strategy
Do you want to increase your sales and your engagement with video? In that case, Pitchy is your best ally. We have the best features to help you to make videos that will suit your marketing strategy and goals. If you are interested to create more video content, more specific, feel free to ask for a demo.
The use of video marketing is exploding! 85% of marketers use it and rightly so, as 7 out of 10 consumers prefer this format to discover a product or service (Wyzowl 2020).
We've listed the major trends for 2022 in terms of video formats for you, and it's good timing, because Pitchy allows you to cover them all! 😉
- Complete demo
- Examples of customer video creations
- Offers and prices