In 2020, 96% of consumers increased their consumption of online videos. If you haven’t already, it’s time to start harnessing the power f video content on for your business across places like social media, your company website, YouTube and a number of other platforms. Growth in digital channels (and devices) has helped drive momentum for video, and it’s likely to get bigger. According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic — that’s 15 times higher than it was in 2017.
“All the changes in infrastructure and social media have enabled the video wave,” observes Nigel Abbott, marketing expert and director of FUNDSITION, an investment and capital raising firm for small and medium enterprises. “And it works so well because our brains are so directly aligned to vision, audio and motion that it is like our preferred language now.” In fact, compared to static content, people pay five times as much attention to video on Facebook and Instagram.
Here are the top three benefits of video marketing and how it can help take your digital marketing to the next level.
Humanise your brand
Now more than ever, consumers connect with brands for the first time online, rather than in person. So don’t miss this digital opportunity to build your customer relationships. Video is a fantastic way to throw a touch – or a handful – of your personality into your online presence.
Take Melbourne florist Flowers Vasette, for example: the in-store team use Instagram’s IGTV to show followers who the characters are behind the bouquets. By modelling new aprons, talking about their favourite flowers and introducing shop dog Alfie, the Flowers Vasette team feel like old friends in just a few minutes. This familiarity might be reason enough to shop with them instead of their many competitors.
Amplify your product demonstration
When fishing gear company Shimano has a new product ready for release in Australia, part of its marketing plan involves including product demos that demonstrate their product’s key features and how to use it to its full capability. The videos are between 15 seconds and two minutes in length, depending on whether they publish on YouTube, Facebook, Instagram or their company website.
For a sport that relies heavily on good-quality technical equipment, video content is essential for Shimano to communicate the effectiveness of its products. It’s something that a static image can’t do.
Testimonials and reviews
Forget the old face-to-camera testimonials of the ’90s. Australian cosmetic brand Fluff uses user-generated customer testimonials to promote its products on Instagram, Facebook and YouTube. They put out a call for customers (and influencers) to share how they use their favourite Fluff items – and the result is an endless supply of video product reviews.
To get the ball rolling, you may need to dish out a few free products to your favourite or most influential customers or influencers. This will obviously involve a chunk of cash flow, but you’ll save significantly on the time and effort it would take you to create the content yourself. As your reach grows, you may find that more and more customers are tagging your business in their videos, hoping they’ll make it onto your social channels. Another benefit of user-generated testimonials and reviews is authenticity – a trait often you may sacrifice in high-end video productions.
How to start
According to Abbott, “The place to start is to look at your customer’s pathway to a purchase. If you look at that, then you realise there are different stops along the way, and that can drive the type of content you create.”
The number of video marketing platforms is also increasing, so you should tailor your content to suit your chosen platform. Instagram, which built its business on still photography, now supports videos of up to 60 seconds in the newsfeed, while its IGTV feature allows for up to 60 minutes (if you’re uploading from the web – otherwise, 15 minutes from your mobile). Facebook and Instagram both allow users to broadcast a live video, and videos are also becoming more common on professional networking site LinkedIn. TikTok is ensuring brands cut to the chase with videos that are just 15 seconds long.
A well executed video marketing strategy will bring your brand to life online. Remember, as long as you have a smartphone, the potential for high-quality video might be sitting in the palm of your hand.