How to Successfully Leverage Video in Your Digital Marketing Strategies
Cast your mind back – if you are of a certain age – to a time when YouTube was little more than a fledgling platform; an age when people would excitedly tell their friends about the newly-discovered website on which they could watch people falling over and endless parades of humorous cats. It almost seems unfathomable to think that, until relatively recently, this was not a part of everyday life.
Today, the game has well and truly changed. Statistics show that by 2022, 82% of IP traffic will be video traffic, up 7% from 2017 (Source: Cisco). On Twitter alone, 82% of users watch video content, while 45% of social media users attest to spending an hour or more every week watching videos across other platforms like YouTube and Facebook.
If the general facts and figures don’t illustrate the importance of video marketing, those pertaining directly to how it can affect your business should. For instance, 55% of people absorb themselves more in the video medium, on average retaining 95% of the information they see (Wirebuzz). Compare that to the measly 10% who retain the same information in text and the benefits start to present themselves.
Before you jump in at the deep end, here are a few pointers:
- Know your platform. A video that goes down a storm on Instagram may fall flat on Facebook (and vice versa) for numerous reasons, not least the formatting. Think carefully about whether portrait or landscape is most appropriate for your purposes, and also whether or not your content is optimized for your platform of choice.
- Don’t over-egg the proverbial pudding when it comes to your marketing video. Yes, the aforementioned statistics are impressive, but if your output is vague, these figures will take a serious hit. Keep it brief and clear, trimming any unnecessary fat. If it feels overelaborate, it probably is.
- Equally important is choosing the correct style of video for your purposes. If you’re looking to showcase a particular product or tool, a demo video is always a great idea, whereas if your main goal is to build trust in your brand, an interview video featuring industry experts might be preferable. If you want to give your audience a peek behind the curtain, a live video is fantastic for engagement, on average captivating viewers for 8.1x longer than on-demand.
- Although it can often be humorous and endearing to display spontaneity in a video, if you’re looking to convey your brand professionally then a good script is crucial. Lay out the points you want to get across and present them in a concise and interesting manner, getting it right first time to avoid a strenuous editing process
- If you’re adopting a DIY approach to filming videos, being properly equipped is vital. From renting out a dedicated studio space to investing in quality audio and camera apparatus, this can be the difference between a polished end product and something that screams “amateur”
- Never be afraid to seek help. This is a big task, and to make it as fruitful as possible there are a raft of tools at your disposal. To get you started, a few examples are listed below.
Wave.video is notable for its simplicity. Even if you’re entering the fray as a complete novice, the platform breaks the process down to make it easy for you to get started.
The number of features included is impressive, but not overwhelmingly so. As well as having the option to upload your own video content and fully customize it in keeping with the format of your chosen platform, the site carries a hefty collection of 200 million stock videos across a range of categories. Add to this a library of 300,000 royalty-free audio clips to suit any occasion and you’re off to a flier.
For the most part, the site employs a simple drag-and-drop format, so almost anyone can implement and manipulate their own images and combine them with the aforementioned stock footage. It’s also easy to create eye-catching effects and add text and subtitles to your videos, as well as adding your company’s branding if required.
Wave.video offers three different packages, namely Pro, Agency and Ultimate, costing $39, $45 and $149 per month respectively – plus, there’s also a free package that lets you try out the tool for yourself.
Biteable is another top content creation tool with some powerful features. For starters, quality is one of the keystones. The website guarantees studio-quality videos and will take you through the process to ensure you get it right first time. And indeed every time thereafter.
Biteable lets you draw on a Shutterstock library of 85,000 professional videos, which you can augment with your own text and sound, meaning your content will be both high caliber and unmistakably yours. For the sound, you can opt to upload your own or select from their sizeable audio collection.
For the asking price of $23 per month, you can start getting creative right away.
Promo, um, promotes itself first and foremost as a valuable tool for those with little to no experience. And in that respect, it does exactly as advertised. For a newcomer it can be daunting trying to find your feet in this brave new world of digital marketing, but through a belief that businesses of any size should be able to see their visions become reality, Promo aims to eradicate the stress and hold your hand through every step of the process.
The stock library is presented in high-definition quality: 14 million visuals from Getty and Shutterstock are at your fingertips, to be utilized and customized as you wish. The interface is simple, offering a range of templates and the opportunity to put your own stamp over them, or your own uploaded media. Add your personal audio clips or choose from the onboard library and voila, your video is ready!
There are three different packages to choose from, the price rising sharply with each. The basic yearly package is $468, the standard $828, while if you’re looking for the comprehensive pro package you’ll have to shell out $2,988 per annum. It’s not cheap, but it gets you reseller rights, white label sharing and 240 premium clips.
Animoto lay out in relatively simple terms what they do, and for anyone who might doubt their credentials, they have some impressive case studies from brands who’ve taken advantage of their work so you can see for yourself.
That work is essentially what you would hope and expect it to be, encouraging a step-by-step process wherein you can create a storyboard or choose from a template; upload your images or choose from a Getty portfolio; and finally inject your own flair by making use of its array of design tools.
Prices range from £95.88 per annum for the personal package to £407.88 for the full Monty business package. So whatever you’re hoping to gain from your subscription, there’s an option for you.
In the modern age, the addition of videos to your digital marketing strategy is essential. It’s the pinnacle of engagement, and if deployed correctly can be the catalyst for an explosion in traffic and ultimately revenue. Depending on your needs and budget, the aforementioned tools will set you on your way.