Aside from content marketing blogs, video has rapidly become an essential pillar of digital marketing strategies. With the explosive rise of platforms like YouTube and TikTok, video content has incredible power to capture audience attention and drive engagement. For marketers, embracing video represents a tremendous opportunity to visually tell brand stories that forge lasting connections.
The Impact of Video Marketing
Consider these statistics that demonstrate the crucial role of video content today:
- 90% of consumers say videos help them make buying decisions. (Invido)
- Videos generate 1200% more shares than text and images combined. (Simply Measured)
- 52% of marketers say video converts better than any other medium. (Wyzowl)
- Videos attract 3x more inbound links than plain text pages. (Launchora)
Quite clearly, video packs a punch other mediums simply cannot match. Integrating captivating videos into content strategies cultivates more qualified organic traffic while boosting brand awareness. For maximum impact, marketers must move beyond treating video as an optional “nice-to-have” and instead make it a primary method for engaging audiences.
Crafting Compelling Brand Stories
What makes video marketing so uniquely influential comes down to psychology. Viewers connect emotionally with stories told through moving pictures, music, and the spoken word. This makes video the closest thing digital has to transmitting human experience.
Leveraging storytelling techniques that provoke emotion allows brands to create mini-movies packed with drama, passion and resonance. Instead of overtly selling products, let videos subtly showcase solutions while prioritizing entertainment over promotion. Think useful, inspiring and even funny over pushy salesmanship.
Getting Practical About Video Content Marketing
For many marketers, even those sold on video power, the production process itself seems mystifying or overwhelming. However, implementing a sustainable video content marketing plan does not require Hollywood budgets. Instead, focus on core fundamentals:
- Match topics to viewer needs and intents uncovered through keyword research. Identify audiences’ questions and concerns about core products, services and brand values.
- Maintain visual and audio quality standards while keeping productions simple using affordable equipment, accessible locations and efficient editing tools. Prioritize authenticity over slick perfection.
- Promote videos across owned social channels as well as via paid ads. Videos posted natively on platforms like Facebook, Instagram, and YouTube convert best.
- Track performance by analyzing completion rates, click-throughs, shares, comments and viewer demographics. Iterate based on insights.
- Develop video content libraries spanning explainer videos, interviews, animations, live streams, testimonials and behind-the-scenes footage.
Video provides brands with limitless creative ways to demonstrate their purpose beyond transactions. The most compelling videos inspire audiences to take action by powerfully fulfilling wants and needs. Video content marketing is all about visually sharing stories that cement brand love.
