Throughout 2016, we have seen video continuously become a primary driver of success in a marketer’s strategy.
Mist media reports that the average internet user spends 88% more time on a website that has video. Videos are not only engaging, but provide the opportunity for brands to tell a story to customers and give them value that words alone cannot do.
Video can be used and can live in a variety of mediums. Videos can be owned media, earned media, or paid media, and are successful for brands through all three.
However, if you are a marketer for a brand that currently does not have a video strategy, it can be hard to know where to get started.
Before jumping right in and shooting a handful of videos of your products or services, it is important to first establish a strategy, so you can be sure to spend your money in the most thoughtful way possible.
As a marketer, you will need to think about the goals of your brand, and where your brand can provide value in a crowded marketplace. What expertise can your brand provide to customers, and what do you do best? Most importantly, you will want to think about the audiences that you want to reach with your video. This is the type of content and thinking that can set your video strategy off in the right direction.
If you are a b2c brand, powerful types of video content can include:
- Product discovery
- How to
- Behind the scenes
For a b2b brand, video content can be extremely effective to incorporate into a strategy:
- Customer success stories
- Facility tours
- Philanthropic efforts
No matter what your industry is and what your business does, there is a place for video in your efforts.
Next in your strategy planning, it is time to decide where your videos will live and be hosted. Best options are on your website or YouTube channel. Having one place where your videos live will make your life easier, and will make it easy for your customers to find all of your videos if they choose.
Additionally, sharing your videos on different channels will be much easier if they are hosted in one space.
Videos can be shared on social media sites such as Facebook, Twitter and Instagram, and can also be sent to your customers through an email newsletter.
Once your strategy is crafted, you can start to film your videos with your team. It is recommended that you use a camera that can provide the highest quality possible, including a 4K camera or better, so that your videos will appear professional, clear, and colorful for watchers.
Your longer-length videos can be repurposed and cut into smaller 15 to 30 second videos that can be shared on social media, or used as an ad.
Furthermore, one video can even be enhanced through the use of motion graphics, and adding overlays of illustration, typography or animations on your video content. Motion graphics could take your videos to the next level, adding another layer of engagement for users.
Your video strategy can have endless possibilities, and there is so much potential for any brand to succeed with a video marketing strategy. As mobile video consumption rises 100% every year, it is imperative for brands to start crafting a video strategy now before falling behind to competition.