How to use video marketing

In 2022, 82% of user Internet traffic will come from watching videos. Customers will be able to choose products by watching videos, and video marketing will be the main promotional tool. Let's understand what it is, what it is, and how to implement it.

What is video marketing and where is it used

In 2014, psychologist John Medina proved that after 72 hours a person remembers 10% of the text they read and 65% of the video they watched. Marketers have been using this feature since around 2005, when YouTube appeared, and that's when they coined the new term.

Video marketing is the promotion of a product, service or brand through videos. The method is suitable for any business, whether it is furniture manufacturing, selling Korean cosmetics or psychology courses.

Here are just a few statistics on video marketing:

  • 64% of users make a purchase after watching a promotional video on Facebook;
  • 65% - go to the company's website after watching a promotional video;
  • 88% - spend more time on sites with videos.
  • 87% of companies use video marketing and 75% are happy with the ROI they receive.
You may also be interested: explainer video company

Benefits of video marketing for businesses

More effective search engine promotion. Video on your page will create additional user interest in the content on the site, which indirectly helps your site rank. After all, search engine robots take into account the duration of the session, i.e. the time a user spends on a particular page.

Additional channels for traffic. With video content, it is possible to reach new platforms: YouTube, Instagram, TikTok, Facebook, and others. Each platform is an additional field for working with the CA.

The growth of marketing metrics is a logical result of the previous points. If you've not just uploaded a video to the main page, but built a competent sales funnel, CTR can grow by 27%, and site conversion - by 34%. To achieve similar results, we recommend reading the article on sales funnels and applying the tools described in it. 

Disadvantages of video marketing

Additional costs. Even a simple video has to be thought through, filmed and edited. Often you have to hire writers, cameramen and actors. All this requires time and money.

High competition. More and more companies are using video marketing. In order not to get lost, you have to work hard on the concept and quality of the content.

How to implement video marketing

Here is a simplified scheme for understanding the logic of promotion itself. The duration of each stage depends on the plan, budget and whether you are doing everything yourself or outsourcing.

Step 1: Define the objective

  • To promote a channel on YouTube;
  • Increase coverage in social networks;
  • increase brand awareness;
  • to test a new advertising run;
  • Increase the conversion rate of the landing page and so on.

When setting a goal, use numerical metrics: number of impressions, conversion rate, traffic volume, percentage of conversions to the site after viewing. In the last stage it will help to evaluate the effectiveness of the campaign.

Step 2: Analyze the audience

  • draw up a portrait of the target audience - who will be interested in your product, what they like, where they look for information, what triggers they react to;
  • If necessary, segment the target audience and make a portrait for each segment;
  • choose the best types of video content and promotion platforms.

Step 3: Select performers, shoot and post the video

If your goal is to shoot a test video and see if it brings any results, you can do everything yourself. You will need:

  • Write a script - in the language of the audience, with a mention of the brand and a call to action, but without "blatant" advertising;
  • Take care of quality equipment which will give a good picture;
  • Choose a place and time to shoot;
  • record the video;
  • Edit and edit the material, if necessary - add graphics or animation;
  • To place your video at the selected site.

If you are not sure you can handle all the items, or are planning to shoot a series of videos, it is advisable to hire professionals: screenwriter, operator, models. Another option is to find a video marketing agency, which can do everything yourself.

Stage 4: Evaluate the results

  • analyse the chosen metrics, i.e. what was intended and what was received;
  • Comparison of the CPL using video and the CPL without video;
  • Evaluate the payback and profitability of video marketing in a particular case.

Source: https://www.bondarsvideo.com

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