In our image-obsessed culture, it’s no surprise that more people are watching videos than ever before. According to the Pew Research Center, nearly three-quarters of U.S. adults watch YouTube videos. Video consumption is trending even more among younger generations, too, with 90% of 18- to 24-year-olds reporting to use the medium. As a result, it’s necessary for entrepreneurs to consider the benefits of video marketing as they think about ways to build customer interest and sales.
Why Video Marketing Is So Powerful
Marketers are uniquely positioned to follow this trend of video marketing because more people are consuming them and the powerful potential to impact viewers.
The benefits of video marketing can be realized in a variety of ways, and research has given attention to its power to help build brand identities. A recent article in the journal Advances in Social Science, Education, and Humanities Research found that “interesting content, scene-based experience, and user participation and interaction have a positive impact on brand attitude.” Researchers determined that, when companies post compelling, shorter video content posted across social media channels, they’re much more likely to build enthusiasm for the brand among users. This research is that much more important as businesses begin to consider how best to generate interest.
Similarly, an article featured in the journal Communication & Society highlighted the importance of video content across different marketing strategies. While the study focused on marketing videos primarily in Spanish for Spanish-speaking audiences, the findings focus much more on technological shifts and consumer behavior, which makes the results that much more universal.
Because smart phone technology has advanced, marketers are now able to “use videos to create communities, generate affection, inform, explain, show their products or services and capture customers,” the study proposed. Further, as more people consume content through their phones on different mediums, marketers will have an advantage in reaching more people than ever before.
Creating and Implementing a Video Marketing Strategy
Video content won’t be effective unless it’s part of an overall, comprehensive marketing strategy. This process can be overwhelming, especially for companies that don’t have the personnel with experience in creating videos.
Kerrin Sheldon, an Academy Award-winning filmmaker and former writer at Fast Company, has advised that marketers can realize the benefits of video marketing through 5 essential steps. While his advice is directed toward independent video content creators, companies can still take advantage of the points he makes, which are:
- Research and invest in appropriate equipment
- Consider the importance of audio as it couples with your visual component
- Understand each part of the filming process: planning, shooting, editing and posting
- Get help, preferably from someone with experience
- Generate a portfolio of compelling video content
An effective video marketing strategy should develop around an actionable and achievable core objective. While that sentiment may at first appear simplistic, it’s important that, before a business invests in generating compelling video content, it knows what it wants to accomplish.
Similarly, an article in Forbes laid out a framework that companies can follow as they begin to create and develop video content. He offered four helpful tactics that marketers can refer back to as they draft a video marketing strategy:
- Using simple, affordable equipment: Because video technology has been made incredibly sophisticated, marketers can save money by using available technology and more affordable editing software.
- Considering dynamic, performance-changing video: The constantly evolving video editing software readily available on the internet means marketers can personalize videos easier than before. They can even edit videos to appeal to different demographics within their audience.
- Employing narrative-based content: One of the easiest ways to get customers interested in your product is with real and compelling stories. Authenticity matters, and companies have a unique opportunity to appeal to viewers sincerely through video marketing.
- Applying an SEO strategy: Couple video content with a comprehensive search engine optimization (SEO) strategy to boost traffic to the site or product.
The SEO benefits of video marketing have started receiving attention elsewhere, too. Torrey Tayenaka, a guest writer of Entrepreneur and CEO of Sparkhouse, recently said, “High-quality video content that boosts viewer engagement and piques consumer interest can drive traffic to your website.” If a company needed to boost one of its product’s or service’s pages, video content could help drive more people to those pages.
When Video Marketing Works
In order to best understand the benefits of video marketing, it’s helpful to look at companies that have implemented successful video content campaigns.
One such company is Airbnb, which uses video content created by followers. An article in Entrepreneur said Airbnb’s Instagram page attracts more and more people because it balances this user-generated material with its own compelling video marketing created in-house. As a result, the page’s “timeline is beautiful and therapeutic, but it also generates a steady stream of engagement for every single post.” The page balances both image and video content, and through this juggling of different kinds of content dynamically, Airbnb is able to engage people on social media that much more effectively and consistently.
Video content also has the potential to boost customer engagement across industries and mediums. Chris Baraniuk of the BBC recently explored how the food industry was able to reach new customers video. One restaurant in New York City experienced profound and unexpected success after it created a mouth-watering video “showing off its dishes online and was immediately swamped with eight million views online overnight. The next day, the restaurant was overwhelmed with customers.”
Examples of viral video marketing can be found across industries, and as marketers become more sophisticated in their video content development, they’ll begin to see changes in their customers’ engagement. An excellent way to tap into this trend and take full advantage of it is to gain experience in the classroom. An online Bachelor of Science in Sales and Marketing will give prospective marketers the tools needed to reach leadership and management positions.
Point Park University’s online bachelor in sales and marketing gives students the unique opportunity to approach video marketing strategies through a variety of innovative and meaningful channels. Point Park offers a Marketing Management Concentration that enables students to understand the deep connection between creativity, innovation and the product development process. As you gain real-world experience through different internship opportunities, you’ll be able to begin drafting and implementing effective video marketing strategies. Check out the program today and start thinking about your place in a constantly evolving, creative field.