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Video Marketing: what it is and how to use it in your strategy

In this day and age, it is crucial to be clear about the importance of video marketing for your business.

In this post, we'll tell you all about it and how you can start using it in your marketing strategy.

After all, traditional marketing as we know it has seen a significant drop in its effectiveness and, in contrast, the popularity of video content continues to soar. 

Marketers should take a hard look at video marketing strategies

Most likely you feel the side effects of living in a hyper-connected, fast-paced society where digital transformation has taken over your routine without you realizing it. 

Nowadays, we deal with a huge volume of information on our screens every day. Incidentally, much more information than we are capable of absorbing. 

And in this daily battle for people's attention, data shows that developing a video content strategy can put you ahead of your competitors. 

Brands need to stop interrupting the user's routine and start entertaining their prospective consumer. To do this, it is necessary to have a discourse that is very aligned to the culture and that keeps up with the spirit of the times. 

And in this fight, video content takes the lead. 

Studies show that as of 2020, internet video has become the primary source of information for 66% of people worldwide.

Want to know a little more about the subject and become an expert in the world of video marketing? Here's everything you need to know to not fall behind your competitors when it comes to producing video content. 

Enjoy your reading!

What is Video Marketing?

In essence, video marketing is the use of video strategies to increase your brand awareness and reach, create engagement with your community, and ultimately drive sales for your business. 

A good digital marketing strategy happens at the intersection between relevant content in video format

Digital video marketing is relatively new to the market. It emerged around 2010, but the democratization of the use of this strategy happened only four years later. 

Currently, video marketing is becoming more and more accessible because of two reasons: the emergence of free video editing and production tools and the evolution of social media.

On TikTok, for example, people can produce video content in a matter of seconds within a single app. 

10 years ago it was unimaginable to do a rotoscopy process (changing people's faces on video) in less than 24 hours. Today, you can do it in minutes and in a 100% free app. 

In addition, the cost of such production, in the past, was one of the main factors that prevented the creation of video content.

Nowadays, it is absolutely possible to produce studio-quality video content without leaving your home (or office), spending little and in a very short space of time.

Another key factor in this rise of video marketing in digital is the high demand of social media. 

The future of digital marketing

According to The State of Video Marketing 2021 survey, people watch an average of 18 hours of online video per week. And 15% of users go beyond that, watching video for more than three hours a day. 

The Hubspot team pointed out that 78% of people watch online videos every week, while 55% watch videos every day. Google presented data stating that 6 in 10 people prefer to watch online videos over television. 

6 out of 10 people opt for video content over TV (Google)

The preference for video content is evident when we look at what's new on digital platforms. 

Facebook, Instagram, LinkedIn, and Twitter are heading towards a concept called 'video-first'.

That is, networks are developing and focusing on new channels within their own platforms such as 'stories' and'lives'.

Similarly, platforms that were born focused on video content, such as YouTube and TikTok, have recently experienced considerable growth in the number of users. This fact has made them references in the online video consumption market. 

Besides the incessant search for entertainment, internet users access these online video platforms to inform themselves, learn new things and buy.

Think about the last time you made a purchase online. Most likely you watched a video before completing it, right? In other words, video marketing is expected by consumers today.  

The importance of video marketing on your website

Having a video marketing strategy has several benefits, and one of them is the aid in Google ranking.

Insivia claims that a website is 53 times more likely to reach Google's homepage if it includes videos on its pages.

Cisco, meanwhile, says that by 2022, online video will account for more than 82% of all internet traffic - 15 times more than in 2017.

Now that you understand the importance of video marketing for your routine and all its benefits, you're ready to start developing your strategy. Let's do it?

The main video marketing formats

Before you begin actual production, it's critical that you know what types of content you want to create. 

And also, above all, which formats are appropriate to use in your strategy. In the end, each video format has specific characteristics and demands different resources.

We have listed the 8 most important formats for you to use in your digital video marketing strategy.

1) Institutional

Any brand or company aims to communicate with its audience, propagate its values and show itself in a constructive and determined way to the market. 

In this sense, one of the most influential formats are the institutional contents. 

The goal of an institutional video is to spread the company's culture and its positioning in the market. A strategy made to consolidate the brand, creating a strong identification with the public and generating recognition and prestige.

2) Personnel

It is not the sole task of brands and companies to create authority and generate value on the internet. 

Marketers also need to understand the importance of video marketing in their daily lives. And video content is a fundamental part of that personal strategy.

It is through this video content format that professionals can highlight their main features in a more effective and participatory way. Thus, generating more value for the brands they represent. 

3) Commercial

This format is perhaps the most traditional of all, but no less important for that. 

Commercial videos consist of ads in video format, designed to boost the products and services of a particular brand or company. 

Fundamentally, this type of content has a clear intention: to sell your brand. And as a result, generate desire on the part of consumers.

4) Educational

As the name implies, these videos have one main goal: to teach someone something. 

The internet brought the democratization of information. Uniting people's willingness to learn with a relevant format, video classes were created, for example. 

5) Use cases(Video case)

This is the ideal format for when you are looking to convey an idea of authority and, above all, credibility in relation to your brand or product. 

Use cases demonstrate, in practice, how your product or service helped solve a real problem for a brand, bringing more credibility. 

6) FAQ (Frequently Asked Questions)

FAQs, certainly, are one of the simplest content to execute. 

These are the videos related to the most frequently asked questions that your product or service has received during its journey. 

Just like use cases, this content related to key questions can also (easily) be turned into a video. 

This way, it is possible to use several resources of an audiovisual production to elaborate a didactic and, at the same time, self-explanatory content. Strengthening the relationship between brand and focus audience. 

7) Statement

This content format would hardly be left out of this list. Product demonstration videos are perfect for use on the homepage of a website, for example. 

In essence, their main purpose is to demonstrate to a certain audience the functionality of a product and how it can solve a problem. 

The most amazing thing about it all is that this content format can be used beyond physical products, it can also be applied to a software, for example. 

8) Live Streaming

Finally, the internet darling of the last few years, especially when we talk about online video consumption on social networks. 

Live broadcasts have fit perfectly into people's routines and have become an important strategy for brands and companies. 

When it comes to engagement, lives are among the most successful and increasingly surprising formats. With a retention rate 8 times higher, according to Livestream.

There are several possibilities within this format. From following the backstage of a production, through live coverage of a particular event to holding monthly webinars. 

Video Marketing: starting production 

Now that you've identified the format that best fits your brand or client's moment, you're almost ready to start mapping out your video strategy.

Like any digital marketing strategy, producing video content requires special attention and planning. 

After all, any mistake in the production of your content can generate a strong noise between the public and your brand or service. 

In order to uncomplicate the video marketing process, we've listed 4 steps for you to get your ideas off the ground and start mapping out your strategy today.

Read on and check it out! 

1. Plan, plan and plan

Before you even think about getting your team together and start producing your content, you need to think about the purpose behind what you want to produce.

Every decision you make while producing this content needs to be very aligned with the goal of your strategy. And also what you expect from your audience. 

If your goal is to promote a skin product, for example, the format you choose will carry a lot of weight at the end of the process.

Without clear planning and organization of your goals and desires regarding video, you will most likely be totally lost when it comes time to produce.  

So, before you do anything, get your team (if you have one) together and have an alignment meeting. Gather as many ideas as possible. Define what you hope to achieve with this content and then you're ready to start production. 

2. Choose the right performance indicators

After defining the goal of your video content, it's time to choose what the parameters will be for your video to be successful.

Having clarity on these key metrics in advance ensures that you don't throw away your time looking at metrics and numbers that won't deliver the expected return. 

3. Study your audience-focus

Like any good digital marketing strategy, being clear about what your audience profile is is critical to the process.

All content should be thought out according to the preferences, interests and behavior of the audience previously defined. 

For example, the videos that an adult woman who has Facebook as her primary platform are significantly different from the content most popular among male teens who use TikTok daily. 

Therefore, it is essential to understand your audience's interests, what they like to watch and which channels they have access to the most. 

Understanding your audience with a greater level of granularity helps you produce more relevant and therefore more assertive content.

4. Analyse your competitors

It is very likely that your main competitor understands the importance of video marketing and is applying it in their day-to-day business.

So, studying the market and your competitors is key in this journey. 

Start by looking at what your competitors are producing when it comes to video content. From campaigns that are performing well to those that aren't.

Periodically keeping up with what other companies in your industry are producing ultimately makes your experience more fluid when it comes to thinking about a video marketing strategy. 

But pay attention to this point! Monitoring what your competitors are doing out there has nothing to do with plagiarizing other people's content. The goal is to identify opportunities and not to copy the work of others.  

5. Track your results

This is one of the most important steps of the whole process. Right after you follow all the steps and get your ideas out into the world, it is crucial to monitor and track the results. 

This is how you will know if your strategy is performing well on the internet. During this follow-up you will be clear if you are pursuing the right path or if it will be necessary to make some adjustments. 

You must be wondering how to do this, right?

It's no mystery! There is a huge range of data and metrics that you can (and should) evaluate. However, the most common in a digital video marketing strategy are retention, abandonment, conversion, and engagement rates. 

If your numbers are below what you expected at the beginning of your journey, don't despair. Try to identify what's wrong with your campaign and, if possible, try to change your approach during the process.

Final Notes

That's it! Now you know what video marketing is and, mainly, how to implement it in the routine of your brand or company! 

After a contextualization about what video marketing is and what the future of digital marketing is, gather your team, brainstorm, choose the ideal format and start producing video content. And don't forget to track the results afterwards. 

It's past time to incorporate digital video marketing strategy into your traditional strategy.

Let's get to work! ;)