With evolving consumer preferences and an increase in short format apps, there has been a massive jump in video content consumption. Consumers have increased their usage of apps, thanks to the stay-at-home situation, thus creating a new channel for brands to market.
Video marketing is simply the use of videos by brands to talk about their products and services. We say a picture is worth a thousand words, so now imagine how powerful a video can be in place of an image. Videos are an engaging form of content that not only gives us a complete picture of what is happening, but it is also easy to be shared across various social media platforms. It creates more engagement as a user spends more time than on a single picture post. Visual communication that occurs due to video marketing is viable as it has a lingering effect on the consumer’s mind.
Audiences today prefer video content as it has not only become the key source of entertainment and education but information as well. Visuals are easier to understand and boost information retention. Similarly, marketers choose video as it gives them huge returns due to several channels.
Another important aspect is the accessibility factor, with the internet it is effortless to both produce as well as watch video content. Anyone can use their laptop and create a video within minutes. There are various types of video content and an important aspect in creating an effective content marketing strategy is to have a solid understanding of your intention before you sit down and create the video. It is important to make sure that both the type of the video and the channel use, incline with the purpose of the video. Product reviews, demo videos explainers, interviews, live videos are several forms where video content can be highly effective.
Explainers are generally used to inform the audience about the product as well as to get them acquainted with the product with instructions. Live video is highly beneficial for social media as it is majorly conducted to connect closely with the audience. Interviews are ideal for a video that features guest experts, influencers and the motive is generally to encourage conversations. Demonstration videos and product reviews are created by influencers or brand ambassadors in exchange for free products.
Video content gives the brand the liberty to tell a story, thus increasing the chances of audience engagement with the brand. A survey by RenderForest found that videos helped to increase brand awareness by 70%, traffic by 51%, and sales by 34%. Quality content with a dash of creativity is the key to achieve high audience engagement.
Video marketing helps in better understanding of the products as language becomes less of a barrier. With social media changing the face of marketing and introducing newer formats, the consumption of video is being preferred more and more by the audience. It is also beneficial as it helps to reduce the cost of ads by reaching out to more people within the same budget. Similarly, it drives more engagement on social media and provides higher reach.
Video also allows you to put a face to the brand which in turn helps in building trust and loyalty. Nowadays, consumers are more likely to purchase a product that has video content as it provides more dimension and perspective compared to just a picture. Video content on your website is highly preferred as it enables users to spend more time on your website, thus helping with Search Engine rankings as well. Platforms like TikTok and Instagram reels have contributed majorly to the consumption of short videos that don’t take a lot of time to watch and are highly engaging.
In order to start video marketing, you don’t have to be a big corporation. In today’s world, most businesses have access to a smartphone and therefore already have the basic equipment to make a video. There are a variety of apps available to shoot and edit videos.
One can start with shooting product videos, behind the scenes, introductory videos about the people behind the brand, how to use a product video, and customer testimonials. Shooting short videos in trending formats that helps you get higher reach organically in platforms like Instagram can also be another way to get started.
A few of my favorite apps to edit videos are Splice, InShot, iMovie, and Videoleap.
Authored article by Snehja Sanganeria, Co-Founder, Meraqi Digital.