It’s impossible to imagine the Internet without video content playing an integral role in the browsing experience. Everything from influencer marketing to government announcements, product launches to pop culture promotions, as well as current events and industry-specific content are frequently presented as videos.
According to a research conducted that aims to illustrate the importance of videos, 92% of brand marketing teams use videos as part of their digital strategy and state that the format is core to their success. They also say that video has helped them achieve about 87% of their ROI, a vast improvement from just 33% in 2015. More so, we learn from them that videos can be used as a standalone or complementary marketing tool used alongside SEO, paid and organic media, website development, and other digital strategies. Regardless, video has become a mainstay.
Dissecting this further, it’s been discovered that video has helped them achieve specific marketing and sales goals. Video has benefitted brands by generating more high-potential leads over time, improving engagement, deepening customer understanding of products and services and ultimately, adding to the bottom-line.
Truly, video as a marketing tool is a trend that’s likely never going to slow down. How, then, can brands make the most of this invaluable format to maximize its potential? Below are some suggestions from Truelogic’s creative team.
Create video ads that appear on other platforms
Let’s begin with something basic. For most brands, videos are used as paid advertisements that appear on a variety of online platforms. These videos can be short and straight to the point, featuring a literal product or service. Other times, they can be longer and can appear to be like a short film where there is a story that is humorous, touching, or otherwise just memorable.
Feature explainer videos on your own platforms
Online customers seek value in video content. They want to be educated, be kept up-to-date, or learn interesting things. Provide points of conversation about who you are, what you do, your brand’s history and evolution, its philanthropic pursuits—there’s truly no limit. And of course, when you post these videos on your own socials, make them share-worthy so that your customers find reason to share them on their own pages as well.
Consider using a homepage video on your website
Website homepages are a make-or-break experience. First impressions do last. To consider making a lasting positive first expression, make a homepage as dynamic as possible without too much clutter. Instead of bombarding customers with a ton of buttons, a layout that’s too loud, and way too many animated features, a well-placed video that gets customers to stay and understand what they’ll gain by browsing your website should be compelling enough.
Craft company story videos that feel real
The keyword here is real. Online shoppers, with all the content they’re exposed to day in and day out, have pretty good discernment in deciding if what they’re looking at is authentic or not. Company stories should tug at emotions, that’s true, but should never be tacky or sappy. Never a hard sell.
Do not underestimate the power of short-form videos
When we talk about videos going “viral,” this is what comes to mind. Short-form videos aren’t necessarily shot the same way as ads or other promotional content. This is where influencer marketing comes in as we most often see this format used in Facebook or Instagram Reels, YouTube Shorts, and of course, TikTok.
Invest in high-quality tutorials
These five-minute or less videos have skyrocketed in popularity because they’re useful, shareable, and are not time sensitive. Plus, other than showing customers how to use a product or service efficiently, these videos can also include other tips and tricks packaged as insider information to make the ordinary tutorial video more engaging.
Highlight testimonies whenever you can
Videos that showcase satisfied customers talking about how your brand has exceeded expectations, how it is better or how it has helped them improve their life in one way or another. Get real people to share their stories of your brand. Focus on experiences of finding solutions, making improvements, and finding “exactly what they need” through your products and services.
Explore conducting expert interviews, webinars, or other live events
Videos don’t just have to be pre-made. They can be shot live, involving real-time participation or attendance by your customers. This was a new trend born out of the two-year quarantine period and has proven to be useful in unique ways — webinars or workshops where industry experts are invited to talk and share their skills, online social events for launches and promotions, as well as live streamed interviews.
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All in all, these different video formats can be enhanced if they align with the rest of your digital marketing strategy. Don’t create videos for the sake of doing so and don’t miss the mark simply because a format is trending. Always connect videos to existing marketing tools, relate them to your call-to-action, and make your branding crystal clear.
As a last piece of advice, regularly check your videos’ performance. There are tools that allow brands to see if their videos are contributing enough and in other instances, not at all. Either way, learn from video analytics and let them guide you in the next round of video creation. It might take a while for you to hit the nail on the head, but when you do, your digital marketing payoffs will certainly be worth it.
About Truelogic Inc
Truelogic Inc. is a digital marketing agency and a leader in the digital sphere providing flexible, scalable, results-driven digital marketing solutions to local and global clients from a range of industries. For ten years now, the company has invested heavily in research and development to complement and advance the expertise of its employees and benefit clients.
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