The importance of video marketing as a strain of digital marketing continues to grow. It is a vital tool in your digital marketing toolbox as brand videos and video marketing prove to be incredibly versatile and profitable.
There are many great reasons to use brand videos as part of your digital marketing strategy.
Video is extremely mobile-friendly. Mobile users now make up the more substantial and growing share of internet traffic. Video marketing appeals to this audience.
Google ranks mobile-friendly content highly, which helps boost your brand’s site. Video increases the time consumers spend on your website. A site’s staying time indicates to Google that consumers trust your content and helps to build trust with your users.
Research shows that:
- 85% of businesses make use of video marketing.
- 88% of marketers report a positive return on investment from their social media video marketing.
- Having video on a landing page can boost conversions by up to 80%.
- 59% of consumers find it necessary for products and services to share their information through video.
- And consumers retain 95% of a message when they receive it via video.
You must stay up to date with all the latest online video marketing trends for your brand. That way, you can include them in your digital marketing strategy.
Below, we have put together the hottest trends in video marketing, so you know what to do with your brand videos. Feel free to contact our marketing agency in Brisbane today for help crafting your digital marketing campaigns.
Live Video
Social media has given brands access to the kind of digital marketing and advertising power that previously only larger firms could afford. Sure, big brands can still spend more and make higher-quality brand videos. However, small firms are still well-placed to make the most of video marketing by making their brand videos authentic and personal.
Social media enables brands to engage customers more directly on a personal level and focuses on more meaningful social interactions. Live content is a great way to take advantage of this. Social media algorithms prioritise content happening in real-time, and live brand videos engage users instantly.
It promotes the kind of meaningful interactions prioritised by social media. Plus, live brand videos generate a personal, relatable message for potential consumers. Using live videos as part of your digital marketing strategy makes people feel involved, and like your brand is addressing them personally.
Types of live brand video content you could use in your video marketing could include:
- Q & A sessions, where you take questions from user comments
- Behind-the-scenes videos, where consumers get an inside look at your business
The authenticity of live brand videos helps to build trust with your consumers and improves the performance of your video marketing on social networks.
Integrated Video Marketing Strategy
You need to do more than use brand videos now and again in your digital marketing. On the flip side, marketers need to value video as part of your digital marketing toolkit. You need to be employing video marketing as part of a concerted digital marketing strategy across different formats, using various types of brand videos.
Incorporating brand video into each part of your digital marketing strategy enhances your content. it also sets it in the context of your wider messaging. Without an effort to include your video marketing into your broader strategy, your content can seem random and unconnected.
Employing a variety of types of brand videos can appeal to consumers who are at different stages of their relationship with you. it will encourage better engagement and conversion.
Also, you can publish these videos at each stage of a product or service’s evolution. The constant stream will keep your consumers updated and engaged at every level of production.
At the same time, it is essential to know why you are using your brand video content. You want to emphasise its place within your digital marketing strategy.
For instance, brand videos have proven to be a successful way to drive people to your website and boost awareness of your brand. As well, they convert people from viewers to consumers. However, these targets require very different kinds of brand videos.
In 2020, consider using a multi-tiered video strategy as part of your digital marketing. These different strategies can include:
- Explainers and demos to introduce yourself to the public, why you are necessary, and how to use your product
- Webinars and live-streaming to build trust and a relationship with a consumer so that you can retain them once they have stepped up from viewer to customer
Subtitles and Soundless Videos
Facebook recently developed a feature that allows videos to play automatically without sound. The idea is to avoid accidentally playing a video out loud in public as you scroll through your feed.
As a result, increasing numbers of people have started to watch videos without the sound. The increased engagement has given rise to an economy of soundless and subtitled videos.
Al Jazeera, AJ+, and NowThis are masters of this art. They use this form of content to break down complex news stories and ideas, making the content easier to consume.
The benefits are twofold. On the one hand, you communicate your message clearly. On the other, no mobile user feels excluded from consuming your content. Even if a potential customer is in public without headphones, they can still engage with your brand videos.
Verizon research found that 80% of consumers are more likely to watch a full video if there are captions. A consumer viewing your content longer helps to boost your SEO ranking and ensures they receive your whole message.
Also, subtitles help to expand your consumer base by appealing to those with hearing impairments, or those who are not fluent in your video’s language.
360-Degree Videos
360-degree videos are becoming increasingly popular. You can watch them whether you have a VR headset, smart device, or neither. Using this type of content for your brand videos will be key going forward in any video marketing strategy.
The experience immerses users and consumers in the product and your brand. This immersion helps to achieve a principal aim of video marketing: engaging with your audience personally.
360-degree videos also give users a sense of control over how they view the product or service. For viewers, it is like they are trying it out while they watch your video.
Research has found that 98% of consumers find 360-degree videos to be more exciting than other video content.
Search-Optimised and Google-Friendly
Just as you optimise your content for search engines in your digital marketing, the same goes for brand videos and video marketing.
Google has added videos to the top of its search results, which means relevant content will always appear at the top of search results. Google’s algorithms are becoming more intelligent. It is crucial to optimise your video marketing so that your brand videos can appear at the top of Google search results.
There is, however, more and more content out there. The competition is cutthroat, particularly as YouTube and Vimeo continue to be popular platforms for viewing branded content. For your brand videos to stand out, you need to incorporate search engine optimisation into your digital marketing strategy.
Include your target keywords in descriptions and titles. Add popular keywords as relevant tags to your brand videos’ topics. Also, as mentioned earlier, subtitles and captions help to boost your SEO.
Long-Form Video Content
It might seem counter-intuitive to make longer brand videos. However, video marketing can do more than grab attention as an ad would.
Video marketing provides value to its audience, whether that’s through content that reveals a new product line or demonstrates how to use a product. At the same time, it ties into the brand’s broader digital marketing message.
Long-form video content allows you to develop an emotional or personal connection with a consumer as well as boost your brand, product, or service.
The idea that long-form content better engages consumers shows in the stats. Videos longer than 15 minutes account for 50% of all video engagement, but just 8% of videos made. The average user is also more likely to spend more time on your site if you have good long-form video content.
For certain brands, long-form content is vital to prove your commitment to your consumer’s values and way of life.
Digital marketing in 2020 will require emphasising brand videos more than ever before, so you need to make sure you are up to date on the latest trends in video marketing. Video content is amazing for your brand’s digital marketing campaign.
Contact Soak today to see how we can help craft your video marketing in Brisbane.
