Why is video important in marketing?
If a picture says 1000 words then a video writes an entire essay. The recent boom of video marketing presents us with the opportunity to market our brands in a personal, informative, highly effective, and completely binge-worthy way, which is kind of like hitting the marketing jackpot.
In 2020, 96% of consumers increased their online video consumption and the trends show no signs of slowing down anytime soon. While YouTube, Linkedin, Instagram, Facebook, and internal webinars respectively are the most used platforms for video marketing according to Wyzowl’s State of Video Marketing Survey, using videos anywhere in your marketing strategy is likely to yield positive results.
Knowing when and how to implement videos into your marketing funnel will allow you to nurture leads through the funnel and make a lasting first impression. While videos are often used at the top of the marketing funnel to nurture leads by educating, inspiring, or evoking emotion, they can have just as much impact used on other parts of the funnel and layered throughout your content marketing strategy.
So how do you tap into the magic of video marketing and create binge-worthy content to turn your viewers into paying customers? Here are a few core concepts to keep in mind for your next video marketing strategy:
The Ballistic Arts team working on a video project for Burke Mountain Village, read the full case study here
The ⅓ rule
People don’t remember small details. They remember how they’ve felt. They remember emotions. There are 3 actions you can do that are sure to make the viewers of your video actually feel something, and increase the likelihood of them returning back to your website or profile, or engaging with your video until it’s finished. Every piece of content you put out should do at least one of these 3 things:
- Educate
- Evoke emotion
- Inspire
Luckily, with video, it’s much easier to accomplish these goals through the use of explainer videos, product demo videos, personal story and company culture videos, behind the scenes, short film/documentary videos, and so much more! There really are no rules for what you can put into a video, and if you put the right video in the right place, you’ll get people to remember how your brand made them feel, which is essentially priceless.
Quality > Quantity
With the rise of social media algorithms shifting to favor videos instead of static images, it can be tempting to convert all your existing content to videos in hopes to harness the power of video marketing. While this can be a good strategy for some brands, for other brands it may not perform as well. Video marketing is the most magical when there are a few high-quality videos that lead the user to binge your content and leave them wanting more. This is exactly when they will hit that follow button or scroll further on your website. That’s why a content marketing and video marketing strategy will determine your high-quality content, which is also known as evergreen content. From here, you can repurpose your core videos into other video content. This way, you’ll always be aligned with your content pillars and deliver quality content which will increase the likelihood of better engagement rates on social media and on your website.
Production = results
Video creation can be one of the most time-consuming efforts in all of the marketing for your brand. It can include interviews, expensive equipment, and a lot of trial and error. If you’ve ever tried to make videos on your own, you’ll understand the complexities around the frame, lighting, audio volume, etc. Unfortunately, it’s commonly a roadblock for most brands which is why they opt for stock images and creative copy instead. Although, at Ballistic Arts we understand that video marketing is an essential part of marketing in 2022 and we strive to help as many brands as we can communicate what their business is and how it helps through videos.
Here’s how we helped Forestry Innovation Investment (FII), in partnership with Yulu Public Relations raise awareness of sustainable forest management practices in Canada, and educate the public on the renewable aspect of lumber.
Check it out here
Want to make the leap into video marketing but just not sure how to get started? We’d love to hear from you and help you take the first step
