Tyler Lessard, the vice president of marketing at Vidyard, believes video marketing isn’t just another way to tell the same story. It’s an opportunity to become irresistible. And he’s not alone. From local startups to billion-dollar global companies, everyone seems to be sold on video marketing. In fact, businesses on average are publishing 33 new videos every month, according to Vidyard’s 2018 Video in Business Benchmark Report.
And there’s a reason behind why video is such a captivating and effective marketing tool. Video leverages the power of sound, vision, and storytelling to bring your products and services to vivid life. Or as Tyler puts it, video has the 4 Es, which are:
- Engaging: We’re hardwired to engage in storytelling
- Emotional: Opportunity to invoke emotional responses
- Educational: We process video faster and retain longer
- Empathetic: Can develop trust and human empathy
And that’s just part of why video is the future of storytelling. Chances are the majority of your target audience is watching video. In fact, statistics show that many of them prefer it, with 90% of customers claiming that video is useful in making a buying decision, and 64% of customers admitting that video influences their decision to buy.
But customers are not the only group that see value in video, business leaders and marketers also see it as a powerful tool. 76% of businesses say that video has helped them increase sales.
Are you ready to add video to your marketing stack and see what it can do for you? Here are some tips and examples of how others are leveraging this medium to get you started:
How Big Brands Are Using Video for Content Marketing
Marketers create videos for a variety of purposes, such as building brand awareness, generating leads, and boosting online engagement. But regardless of the goal, your efforts can be inspired by examples of brands that are capturing results. Here are three strategic approaches to video content marketing.
1. GoPro: Promoting Social Good
GoPro is using videos featuring real people to talk about real-world issues that resonate with its target audience. The company’s videos have captured an audience of over 6 million subscribers on YouTube. Through its “GoPro, Be a Hero” series, the company features average people doing amazing things.
2. Everlane: Build Brand Engagement and Loyalty
Everlane is a brand that has developed quite the following thanks to its message of “radical transparency.” The company has adopted Instagram Stories as one of its main vehicles to convey this mission, build its customer base and engage consumers. For example, in its ongoing series “Transparency Tuesday,” staff members answer questions from the brand’s nearly 529 thousand Instagram followers regarding the company’s mission, corporate responsibility efforts, and upcoming product releases. This strategy might just be what is fueling the company’s growth since research shows that 91 percent of customers are more likely to show interest in brands that they feel display authenticity.
3. Columbia Sportswear: Show Your Product in Action
Columbia Sportswear is not only claiming that its products are designed for those who live an active lifestyle, it’s using video marketing to show you exactly what makes them unique. The brand has created a variety of YouTube series, such as “Directors of Toughness,” to tell exciting stories that motivate its target audience to adopt an active lifestyle, while also showing you how their apparel and accessories hold up in extreme situations and climates.
7 Tips for Success
Whether it’s your first time experimenting with video or you’re a seasoned pro, there are always ways for you to make your video marketing efforts stronger. Here are a few tips to help you create videos that are effective and improve your marketing ROI:
- Capture your audience’s attention. Don’t assume your audience will stick around until the end just because your video pops up on their feed. To keep viewers engaged and get your message across, make sure the content of your video captivates them right from the beginning.
- Create the right video length. There isn’t a one-size-fits-all strategy when it comes to creating a great video, but there are some general length guidelines. Research shows that videos around two minutes seem to get the most engagement. Therefore, it might be a good idea to keep things short and sweet for your next video project.
- Determine the best platform to showcase your video. Speaking of video length not being one size fits all, not all platforms are created equal either. Think about what you are trying to accomplish with your video and the best place to reach your audience with it. For example, if you plan on livestreaming a music festival, Facebook or Instagram Live might be the best places for you to get engagement.
- Timing is everything. Did you know that when you publish your video can determine what type of engagement you receive? Statistics show that Tuesday between 7a.m.-11a.m. PST is the best time for B2B companies to get the most views. However, as with any other rule, it’s always a good idea to check your analytics to see what time frames work best for your specific target audience.
- Don’t forget a call to action. Like other content marketing efforts, your video should include a call to action. You can ask your users to subscribe to your channel, view a product page on your website, or sign up for your email list. Just make sure to ask them to do something that encourages them to continue to engage with you in the future.
- Leverage analytics and adapt your strategy. Once you’ve published your video, determine which videos your target audience engages with most. Which platforms are generating the most views? When are viewers dropping off? These are questions you’ll want to answer for maximum ROI and to guide future content creation.
- Use interactive elements. For example, in-video links, quizzes, and surveys can all boost your video’s effectiveness and engagement levels.
Using Video in the Future
Successful integration of video into your content marketing promotes deeper engagement with your customers. But when creating these assets, it’s important to continually ask “Why are we doing this?” It’s also equally important to ask “Why do my customers care?”
Marketers must become less like traditional marketers and more like storytellers – because when you tell great stories that resonate with your target audience, you can drive engagement to entirely new levels.
Does your content marketing mix include video? Please share what’s working – and what isn’t – for your company.