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PART 1. Overview of Video Marketing

Author: Quân Thế

 

If you’re looking for guidance on video marketing, you’re not alone. In 2022, 79% of marketers did not use a video plan to build their video strategy, while 99% of those who already use video plan to increase their video usage even further.

 

Video marketing is a distinctive strategic approach used to educate audiences, generate leads, and convert customers.

 

The idea that brands need a video marketing strategy is not new. What has changed is how essential video has become across every platform and channel. So, what do you think you already know about video marketing, and what do you want to learn next?

 

Producing video content is now more cost-effective and accessible than ever. Today, you can shoot high-quality 4K videos using nothing more than your smartphone.

 

However, despite advances in strategy, equipment, and editing software, video marketing can still feel complex. Keep reading to learn everything you need to know about building an effective video marketing strategy.

 

What Is Video Marketing?

 

Video marketing refers to the use of video content to promote or inform audiences about your brand, products, or services. Brands can distribute videos across a wide range of digital channels and formats, including their own websites, social media marketing, programmatic advertising, and more.

 

The Importance of Video Marketing

 

 

Video marketing truly began in 2005 with the launch of YouTube. Google acquired YouTube in October 2006, and by 2009, the platform already offered seven different advertising formats.

 

As technology made high-quality video production more accessible, video naturally became more popular among marketers. However, this is not the only reason video has emerged as a dominant form of communication today.

 

First, the rise of smartphone technology made watching video easier and more convenient than ever. Then, the COVID-19 pandemic accelerated online media consumption by more than 215% in the United States.

 

By 2022, viewers were spending an average of 19 hours per week watching online video. Brands that want to stay competitive simply cannot afford to ignore video marketing.

 

Video Marketing Encourages Social Media Sharing

 

Video is the second most popular content type on social media for driving engagement.

 

Platforms such as YouTube and TikTok are built around video content, while platforms like Instagram and Facebook are increasingly prioritizing video as well.

 

Even platforms that were not originally designed for video uploads now emphasize the value of video marketing.

 

  • Tweets on Twitter receive 10 times more engagement when they include video.

 

  • 68% of video marketers plan to use LinkedIn video this year.

 

  • People watch around 1 billion videos every day on Pinterest.

 

Video Marketing Improves SEO and Increases Conversions and Sales

 

 

31% of marketers add video to improve SEO. Websites experience stronger search engine performance when they include video, as it increases page quality and extends the amount of time visitors spend on the site.

 

More than 60% of marketers report that their customer acquisition costs have increased. At the same time, 83% of video marketers say that video helps them generate leads.

 

This is because video doesn’t just change how businesses market and how consumers shop; it also revolutionizes how sales teams connect with and convert prospects, as well as how customer support teams assist and delight customers. In short, video is extremely valuable across the entire customer experience not just for increasing brand awareness.

 

Video can be a highly flexible tool for sales teams throughout the entire buyer’s journey, and it can do far more than simply boost engagement. Supporting analytics also help sales teams qualify and prioritize unresponsive or non-responsive leads.

 

Video Marketing Attracts Mobile Users

 

Mobile users are a major driver of video consumption. According to research from Statista, 77% of respondents use mobile devices or tablets to watch online videos. Facebook also reports that people are 1.5 times more likely to watch videos daily on smartphones than on desktop computers.

 

Video Marketing Is Excellent for Education and Building Trust

 

 

While 91.9% of users are satisfied watching any type of video, 31.3% prefer how-to videos, and another 29.8% prefer educational content.

 

The possibilities are also endless for customer service teams. Welcome videos, knowledge-based videos, team introduction videos, live support video calls, and customer stories are just a few of the ways video can create a more personalized and thorough customer support experience.

 

And users don’t just learn from brands. While Millennials and Gen Z differ in many ways, most of them want to learn from one another. According to HubSpot Research, consumers and customers prefer authentic, lower-production videos over high-quality videos that feel overly polished, artificial, or inauthentic.

 

This is one reason why influencer marketing grew from $9.7 billion in 2020 to an estimated $16.4 billion in 2022.

 

Video is within reach for businesses of all sizes regardless of team structure or budget. The data is clear: to succeed, your business needs a consistent and sustainable video marketing strategy.

 

=> You can view the full, detailed version of this article here to gain a deeper understanding.