Are you taking advantage of video marketing for your business? If not, it’s time to use video to reach your customers and get more exposure.
Video content is king, and that statement isn’t a new one. In fact, according to digital marketing measurement company comScore Inc., the average Internet user watches an astounding 186 videos a month. That’s 2,232 videos per year (don’t worry – we did the math for you). And they’re no longer just obtaining these videos from YouTube. Actually, four of the top six channels consumers use to watch videos are social media outlets (Facebook, Instagram and Twitter), according to a 2020 survey conducted by Oberlo.
Businesses need a video marketing strategy to better ensure that their brand is reaching their ideal, perspective clients. This idea isn’t a new one, either. What is newer and continues to evolve is how important video has become on every platform and channel.
You can kick start your business’ video marketing with just a few simple steps.
Types of Video Marketing
Not sure where to begin or even know what to produce a video about? Here are eight different ways you can use video to market your business and everything that it has to offer.
- Demonstrate your business’ product or service: This is where the “show” in “show and tell” comes in. Via video, demonstrate to your audience how your business works, operates and what you should offer. In other words, use video to bring your how-to guides and instruction manuals to life.
- Bring a product to life: Much like the demonstration we just mentioned, video is also a powerful way to bring products to life if your business offers physical products. Highlighting products via video gives people a sense of what the product is like, how it feels and what it’s made of.
- Highlight customer testimonials: Many companies have written testimonials on their website. You might already, too. But why not bring those testimonials to life via video?! Ask your company’s biggest fans if they’d be willing to explain on video how working with your business has benefitted them.
- Shout out your staff: Consider spotlighting employees or groups of employees. This simple task helps show your dedication, passion and commitment to your people, and then to your company’s customer service.
- Take a tour of your location: Add some variety to your website’s otherwise flat “About Us” page by providing an insider’s look at your place of business. Give your audience a tour of what you do and where you do it.
- Share your expertise: Why not use video to provide commentary on the matters that impact your industry most? Provide industry news or offer detailed information about your industry through video.
- Go live: According to Vimeo, users spend up to 8.1x longer watching a live video than with video-on-demand. Consider live-streaming interviews, presentations and events, and encourage viewers to comment and engage with questions in real-time.
- Upload on the daily: Building a regular audience for your videos isn’t easy but can give your business prospects a big boost. Create new videos regularly that depict a “day in the life” or a series of how-to videos. Encourage people to follow your social media channels to tune in.
Where to Market Your Video
If you’re crafting your first marketing video, it’s important to consider where to publish it online so that it receives maximum exposure. It’s best to start with one outlet in mind and to design a video that is tailor-made for that channel.
For example, an Instagram video can be up to 60 seconds. Anything longer and the video must be formatted for IGTV. Facebook allows you to post videos of up to 45 minutes in length, but keep in mind that the average video on Facebook is only 44 seconds long, and popular videos are often even shorter. Twitter allows you to record videos that can be up to two minutes and 20 seconds long. You can also upload videos you have already created.
The main platforms to consider include:
- Your business website
- Marketing emails and e-newsletters
The platform you choose should largely depend on your target audience, where they consume media, and your business marketing goals.
Create Your Video
Be sure to edit the first shoot to blend your video together nicely. If you’re just starting out with video marketing for your business, check out free video editing programs such as Movie Creator for Windows or iMovie for Mac.
Before publishing the final product, be sure to add interesting titles and clear descriptions to your videos. Do what you need to do to give them the best chance of getting found by your target audience.
Finally, encourage viewers to share and embed your video. By doing so, your customers will also be acting as your cheerleaders – they’ll be able to help you spread the word by sharing your video to their following.