Video Marketing Basics, With Tips On Using it to Your Advantage. If there is one digital trend that has taken over our digitized lives in the past few years, it’s video content. The written word has been overtaken by all things video.
I mean, it does make a lot of sense. The younger generations who grew up with iPhones in their pocket and Snapchat at their fingertips have learned to prioritize immediacy in everything they do.
Gen Z’s don’t want to spend 60 seconds reading a drawn-out Instagram post; they want to get the gist in a splashy 15-30 second video. So, we as a society tend to follow suit.
Even popular social media platforms like Instagram and the relatively recent proliferation of TikTok have put in place algorithms prioritizing video content above all else.
So, if you want to keep up with the rest of the world, you’ll have to adapt to video marketing as one of your crucial content strategies. The video should no longer be an add-on or afterthought — it should be central to your campaign efforts. And while it can be more time-consuming to create, its results will show in leaps and bounds.
On the surface, video marketing relies on you or your content team to create videos in a range of lengths that help you stand out when marketing your product or service. Here are a few ways that video marketing can help build your brand:
- Tells your story
- Provides a raw and authentic depiction of your brand
- It helps promote your product, brand, or service
- Drive sales
- Raises awareness
- Attracts customers and keeps them engaged
- Builds customer loyalty
The Benefits of Video Marketing
Video is critical in helping you connect with your audience in ways that pictures or blogs just can’t do. Today’s market is more saturated than ever, and more and more, trust-building is the key to building a loyal following. A great way to build trust with your audience is to tell your story, share behind-the-scenes sneak peeks, and allow customers to get the “real you.” Video is a great way to do this.
Video is also great for SEO. As I previously mentioned, many social media platforms, including Instagram, have developed algorithms to prioritize video content over text and image content. So, if you want your content to be seen by more people, stick to video! It will help you improve on likes, shares, and views.
Finally, video is easily digestible, and it can help boost information retention. People naturally better retain information in video format versus images or text. Do you want your audience to remember better who you are, what you’re about, and what you offer? Video is king!
How to Create Videos
As with all content, a lot can go into creating a video. Before you start filming, figure out the topic and purpose of your video. Identify your goal (increase brand awareness, launch a product, improve sales, etc.) and identify your target audience.
While video can get expensive, raw and real videos (as seen on TikTok) are also very popular. Develop a plan and script and, set up your background, space, outfit, and think of music and other elements that go into a successful video.
A great way to find inspiration is to look to your competitors or people in a similar space as you and see what they’re doing.
Then, pick out what you like and what seems to work, and use that to inform your video marketing plan.
Resources
Email: catherine@catherinenikkel.com
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Catherine Nikkel is a content creator, ghostwriter and the founder of Mindful Media. She specializes in helping CEOs, entrepreneurs and influencers create copy that engages and converts. Her work has appeared in Forbes, Huffington Post, Yahoo!, Authority Magazine, The LA Tribune and more.
