Video Marketing – how to use it effectively in business

Table of content

Creating and distributing attractive and valuable content increasingly takes the form of film or animation. This is the new standard and the primary way to communicate with Generation Z. But what exactly is video marketing and why is it constantly gaining popularity? The answer is simple!

Video Marketing – What is it? Conversion at first sight?

Video marketing is a strategy for engaging audiences through the use of a variety of video materials.

The condensed and fast form of video communication is visually intriguing, which means that you can gain the attention of potential customers in just a few seconds. Unlike e-books or blogs, video marketing is able to charm the recipient “at first sight”. Without having to delve into the thicket of words.

This is a great advantage of this form of communication, but at the same time it brings certain challenges. Namely, one of the most important elements of every video is its first seconds. No matter how valuable your message is, no one will want to read it if you do not immediately catch the viewer’s attention.

This applies to a large extent to applications such as Instagram or TikTok. While YouTube usually offers longer content, new video platforms are often focused on quick effects. Viewed ‘in the meantime’ and ‘on the way’, they are supposed to give the recipient a quick injection of entertainment and/or knowledge.

However, note that several-minute videos are not a requirement, but the specifics of a given platform. Choose the right place for your materials. Otherwise, even very good content can go unnoticed.

If you are wondering what content is worth creating, check out the most popular ones, including:

  • tutorials,
  • webinars,
  • interviews,
  • animations,
  • expert advice.

Webinars deserve special attention here, as they can also be promoted using landing pages. These are simple websites, most often focused on a single event, e.g. online meetings. However, they often contain a video promoting the event.

Video marketing in numbers and specific examples

In 2017, Trusted Media Bands announced that 68% of companies post videos on social media, while as many as 60% share them using video platforms. Just three years later, in 2020, HubSpot stated that videos are the second most frequently used form of audience engagement in social media.

Nowadays, marketing focuses largely on video materials. This applies to both micro entrepreneurs and large entities. One of the most desirable forms are so-called virals.

The materials are so attractive that Internet users themselves share a specific link to the video, thanks to which it spreads with a force that is almost unattainable to any marketing activity.

Note that money is not necessarily important in the case of ‘virals’. Simple films recorded on a phone and higher-budget ads, such as Allegro’s offers, do just as well.

So what increases your chances of success in the video marketing industry?

  • a clear and distinct message addressed to a specific target group,
  • authenticity and appealing to emotions,
  • an element of surprise.
Example

It is worth citing specific examples at this point to show how broad a subject video marketing is. It includes both amateur productions showing the unpacking of various goods (so-called unboxing) and a parachute jump from the stratosphere – the effect of Red Bull.

Prankvertising‘ also falls into the context of video marketing. Jokes and tricking people are not a new phenomenon, but the development of the Internet has certainly taken them to a new level. A significant example is the promotional campaign for the horror film “Carrie”. Guests of one of the restaurants witnessed furniture “floating” on its own, which resulted in over 75 million views on YouTube.

Video marketing and positioning, or the different faces of SEO

The practices used in positioning written content, i.e. SEO, are widely known. In this case, the use of keywords allows the website to be more visible in search engines. But what about video?

Here, what matters most is interaction:

  • number of shares,
  • number of views,
  • comments,
  • ratings.

Another important factor that translates into interest in a given video is its presentation – a moving preview that allows users to familiarize themselves with fragments of the film without having to turn it on. But that’s not all.

As in the case of written content, Google plays an important role here. Or rather, its robots, which process online materials.

For this reason, it is important that when deciding to embed videos, you do not block them from viewing your material (robots.txt file or noindex metadata). Also, make sure that the video is available on a public website and that all users on the network have access to it.

Summary

  1. Video marketing involves engaging your audience through the use of a variety of video materials.
  2. An attractive and interesting form of video communication can help you gain the attention of potential customers in just a few seconds.
  3. The most popular forms of video marketing take the form of: tutorials, webinars, interviews, animations, expert advice, and unboxings.

Oghenetega Umolo

I am a creative content writer with exceptional writing skills, research abilities, SEO knowledge, creativity, and adaptability to create engaging, accurate, well-structured written contents across various platforms and formats.

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