Video marketing: Why and How to promote your video?
Maybe you already know that the Facebook feed has an own section for Video Watching, besides the Notification and Marketplace.
YouTube, a video-sharing platform is the second-largest social media in 2021. Meanwhile, Tiktok- the 7th largest Social media platform with more than 689 million users in 2021 is dedicated to short-form video.
Video is definitely growing its popularity. According to the survey from Hubspot, video is the most-used form of media in content strategy, overtaking blogs and infographics.
It is well-established to believe that marketers and business owners should incorporate video marketing strategy into their marketing plan, and utilize this medium to make the most of this form of marketing.
Before getting started with your video marketing strategy, let’s answer Why you need video marketing, and where should you promote it?
This article belongs to the series: Video Marketing: Five questions to answer before getting started. Read the full series here.
Why is video marketing?
The research has provided evidence on the trending usage of video in marketing. You may already know the benefits, but let’s see why videos are better!
Video drives traffic
The latest reports from Wyzol in 2021 about video marketing have proved the benefits of video marketing to the business with more than 86% of video marketers say video has increased traffic to their website, average time spent on the page, and user understanding of their product or service.
Video boosts engagement
Viewers said they retain 95% of a message when obtained via video (Social Media Week). Moreover, 69% said they’d prefer to watch a short video of product demonstration, instead of text-based articles, e-book, manuals. (Wyzol 2021). Plus, video ads on Instagram attract three times more engagement than sponsored images, with people mostly commenting on them (Databox). Intelligence4Start has created A/B testing about “Tap forward rate” on Instagram story. Tap forward rate is the percentage of Story impressions that have a tap forward. The result from our test indicated that our image Tap-forward-rate is 15% higher than our video. Obviously, having a video can attract your customers to stay at the end.
The information in the video is likely to attract more attention from the customers once they click to see it. People have a tendency to stop what they are doing to watch a new video because of the fact that, “videos force scrolling users to stop and pay an extra second of attention to the post before understanding the gist”, said Taylor Hurff (Databox). That advantage allows your brand has extra time to impress the viewers and turn them into potential clients.
Influence buying decision
If your product or service is too hard or too long to explain by written documents, why don’t you turn those into video? Producing a video is not an easy task, but the result brought to your business is worth trying. A whooping of 84% of people says that they’ve been convinced to buy a product or service by watching a brand’s video. Plus, 78% of video marketers say video has directly helped increase sales (Wyzol).
Video marketing helps your website SEO
How high your website appears on the search page depends on the amount of time a visitor spends on your page after arriving from a Google search. Using this metric to measure the effect of videos, we can say that video can definitely help improve your website’s ranking on search engine results pages (SERPs) because people stay longer on the website to watch your video. According to Hubspot, 80% of marketers agree on video has increased dwell time on their sites.
Statistically speaking, a page with video embedded on it is 35 times more likely to show up on the first page of Google. The primary reason for this is that watching video increases the average visit time on a website. A high-quality and relevant video marketing content can drive people to your landing page, leading to the dramatic improvement of your site’s SEO and click-through-rate. Therefore, before publishing a video, make sure to optimize your videos on Youtube for SEO with interesting titles and descriptions, using backlinks and snippets, adding call-to-action so that your visitors know what to do next.
Video content easily goes viral on social media
YouTube is the second largest social media platform, Tiktok sits the 7th place, Facebook created a separate section “Watch” for video and Livestream, and Instagram launched “Reel”- a short-form video section alike Tiktok. Social media platforms are dominated by videos. In addition, videos are compatible with all forms of devices, which makes them easier to be shared. Especially video trumps everything on mobile. Reading an article or webpage content on a mobile device or smartphone can be more difficult than watching a video.
People are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles, and product pages (Wyzol 2021). If your company produces information-dense, accessible, easy-to-interact with video content that the intended audience loves, you can develop a pool of sustainable following customers, and encourage them to share with their friends and families.
Video can be recycled
The video you made can be recycled to post on many platforms. Once the final video is produced, you can cut it into sections and use those as shorter videos to send out through your social media channels. For example, the original video 1-hour length can be posted on Youtube, and then the highlighted section around 15 mins will be uploaded on Facebook and Instagram, and the introduction can be used for Tiktok with 1 minute long.
How to promote your video marketing?
There are many platforms you can upload and promote your brand’s video marketing. An efficient video marketing strategy should utilize the advantages of every sales funnel to optimize the result for the video.
Build a professional YouTube channel
YouTube is a powerful tool that a marketer can capitalize on in the video marketing strategy.
- With 2.3 billion users worldwide (Statista, 2021), this video-sharing platform is always the top-of-mind place when talking about video.
- Every day people watch one billion hours of videos on YouTube and generate billions of views (YouTube, 2019).
- 62 percent of businesses use YouTube as a channel to post video content (Buffer, 2019).
- 90 percent of people say they discover new brands or products on YouTube (Thinkwithgoogle, 2019).
On your brand’s Youtube channel, various types of video content can be uploaded including:
- Company-related video
- Instructional Videos
- Clients’ testimonial
- Training videos about products and services
It is so easy to get started and share content with a large audience on Youtube, resulting in millions of content creators and users around the world on this platform. For example, you can log in with our Google account, and watch the videos for free (the premium version is cheap to pay for as well). Marketers can add a link to your YouTube profile on your e-commerce store, so your audience knows that they can find you there.
Optimize your video for higher ranking
To rank higher on the search engine page, your video definitely needs an SEO strategy. Make sure to double-check those criteria before publishing your video on any platform:
- The compatibility with the platform: Do your videos match the requirements and preference from that intended platform? For example, the limitation for Tiktok video is one minute, the same goes for Instagram reels. However, your video can be longer if you are using IGTV of Instagram or Facebook. Meanwhile, Youtube would definitely prefer the longer, higher quality content.
- Create an arousing, attractive thumbnail can help to increase the click-through-rate. Would you rather choose a video with a boring title and a bunch of texts or a video with the Famous Celebrity and some short and interesting descriptions? Obviously, the second option is more compelling. One tip for any video thumbnail: put a smiling face looking directly at the camera, and your video will see a higher number of viewers.
- Utilize SEO tools: Many extensions on Google that you can install and check how strong your video is on the search page. One of them is VidIQ. This tool provides a checklist of tasks to complete, such as the relevant tag, description, suggested videos, etc. The higher score of VidIq, the higher chance that your video appears on the top searching page.
Capitalize Sponsored Video Ads on Social Platform
Social media platforms love video. They are a powerful tool to reach your target audiences. As a matter of fact, having a presence in the Social media sphere is a must-have task to start your marketing effort. However, when all companies jump into Social media, the competition becomes severe, your brand competes with not only direct competitors but also all other brands using the same platform to get customers’ attention.
Paid ads are the best way to be heard in the crowded social sphere. One reason is that paid ads allow your brand to directly reach the targeted audience via your ‘“audience targeting options”. When promoting your video on Facebook, one tip for marketers is to use the square video. The A/S Testing from Hubspot showed that square videos take up 78 percent more space in the News Feed and have consistently outperformed landscape videos.
Leverage user-generated content
Your customers in the modern-day expect authenticity and two-way communication from brands. Capitalize user-generated content is the best way to satisfy both requirements. Social media managers can:
Hold a contest: the customers are asked to use and review the products/ services of your company in the video. The winning video can be featured on the website and used as a testimonial. One famous example is “Shot on iPhone” from giant tech company Apple. Top 10 winners will be featured on billboards in selected cities, in Apple retail, and online stores (Apple).
Repost unboxing video: This type of video arouses a sense of anticipation from customers and encourages potential customers to have the same experience with the product/ service.
When your brand reposts the videos from the users, your brand has found a way to connect with the customers, humanizes the brand, and creates a better customer relationship.
Not all UGC Campaign is a hit. Businesses and marketers need to understand what they should do, and of course, should avoid turning their marketing efforts into success.
Embed video in the Email marketing
One of the metrics to measure the success of email marketing is the open rate. An email with the word “video” in the subject line boosts open rates by 6%, according to SuperOffice. Similarly, the testing from Wistia found a 300% lift in CTR when using a video thumbnail over a plain image (WordStream). Who says that Email marketing must be written articles? Let’s become creative with the video format.
Producing a video for marketing purposes is definitely important to promote your business. In case you want to accelerate your Corporate video to the next level, don’t hesitate to ask for help from our experts.