In today’s digital world, video is the most popular and influential type of content.
Marketing videos can range from short product demos to explainer videos showing customers the features of your product to short animated videos used to illustrate how a piece of software works.
If you’re looking to gain more knowledge about marketing videos, then this post is for you. Here, we’ll teach you how to watch at least one marketing video a week online so you can stay informed of the latest trends and technologies.
Start By Defining Your Audience
Before you start creating videos, you need to decide who the target audience is for your videos. In general, you want to create content that will appeal to the person you’re selling your product to.
For example, if you’re creating a cooking video blog, you might want to create videos featuring recipes that are easy to prepare for people who are busy parents or college students. Or, if your product is for sale online, you might want to create videos showcasing the features of your product that will draw in potential customers.
Choose The Right Platform
There are many video platforms, such as YouTube, that you can use to create and distribute your videos. Each platform is different, so it’s important to learn about each one and decide which ones you want to use.
For example, if you’re just getting started, try out YouTube. It’s easy to use, and there are tons of educational videos and tutorials there that you can use to learn new things. Plus, you can always find the latest news and trends on social media platforms like Twitter and Facebook.
On the other hand, if you’re looking to create a polished corporate video with a high production value, then maybe look to platforms like Vimeo or Red Bull Media House. They offer highly polished, professional-looking videos with an elegant design.
Understand How Video Marketing Is Different From Social Media Marketing
Video marketing is a combination of the two, and it’s different from social media marketing in a number of ways.
Firstly, video marketing is a longer process. You don’t just need to create content and post it to social media to start generating results. You also need to plan out how you’ll use video in marketing and set up a schedule to regularly create and post content.
Secondly, video marketing is more of a behind-the-scenes activity. The term video itself describes a piece of content. But beyond that, video marketing is about creating content that will be shown to a larger audience, which may or may not be on social media. For example, if you have an online store and you want to highlight the features of one of your products, you might create a short video showing those features.
Thirdly, video marketing is about brand awareness and establishing authority. When someone searches for a product or service using keywords in the video content, your video will come up and potentially be viewed. From there, they might click on something else to learn more, or they might decide to buy your product based on what they’ve learned about it from your video content.
Understand How YouTube’s Algorithm Works
YouTube’s algorithm is one of the most prominent and well-known algorithms used by marketers to find and reach their audience. Essentially, the algorithm determines which videos you’ll see when you visit YouTube and which suggestions YouTube will make for content to show you.
Algorithms help keep YouTube’s platform unbiased and objective by preventing certain content from rising to the top. At the same time, the algorithm ensures that content that does rise to the top is appropriate for all users.
Now, there is no getting around the fact that YouTube’s algorithm is ever-changing, and a lot of marketers find it difficult to keep up with the latest trends and techniques as they come and go. However, with a little bit of time and effort, you can figure out how to game the system for your advantage and use YouTube’s algorithm to your advantage.
Watch Video Content that Is Most Relevant To Your Industry
Nowadays, video content is created for all types of industries and audiences, so it’s important to watch videos that are relevant to your industry. Otherwise, you’ll just be wasting your time.
For example, if you’re in the restaurant industry and you’ve decided to create a series of videos demonstrating how to cook specific dishes, then you might want to avoid making videos about, say, fashion or lifestyle because those videos won’t be helpful to your audience. They might even hurt your brand’s reputation by teaching people how to cook food that is unhealthy or unappetizing.
Create Video Tastes That Will Appeal To As Many People As Possible
To create video content that will appeal to as many people as possible, you need to consider what will make your video stand out from the crowd. In other words, you need to create video content that is as unique as you can be to grab as many people’s attention as possible.
The easiest and most effective way to do this is to create video content that is highly relevant to a specific audience. For example, if you are creating videos to attract investors to your business, you might want to avoid creating videos about, say, climate change because those videos won’t appeal to your target audience.
On the other hand, if you are trying to appeal to the gaming audience on the platform, then you might want to avoid creating videos about, say, politics or religion because they’ll most likely end up being very controversial and may even upset certain people.
Use Metrics While You’re Developing Your Video Strategy
As you develop your video strategy, you’ll want to keep track of which videos performed the best and which ones didn’t fare as well. To do this, you can use a variety of metrics including views, clicks, and impressions.
For example, if you’ve decided that your best video performance so far is the one featuring a popular guest speaker, you can study that video’s metrics (such as views and clicks) to determine what resonated with your audience and which parts could be improved upon.
Additionally, you can use metrics to determine how effective a certain marketing strategy is. Say you’ve decided that highlighting how your product or service can be used to solve a customer’s problem is the most effective way to pitch your product. Then, you can look at which videos performed best when promoting your solution-focused pitch and use those data points to inform the creation of future pitch videos.
Use Your Research To Back Up Your Video Strategy
To create video content that will appeal to your target audience, you need to use your research. But, you also need to be mindful that your research shouldn’t constrain you. On the contrary, your research should help you create content that will be as effective as possible.
If you want to create videos to promote your product or service, then you need to consider doing your research first. After all, you want to create content that will be valuable and will encourage your audience to buy your product or service. Otherwise, you’re just wasting your time.
For example, if you’re selling swimsuits, but you decide that fashion-influenced videos showcasing various looks would be the best way to attract buyers, you can do your research on what types of videos attract your target audience and then create videos to fit that style.
Also, if you want to develop an effective video strategy, then you need to consider creating separate channels for different products or services. Say, for example, you sell both clothing and accessories. You can have a separate channel for each product or service, and you can use different metrics to determine which one to use for customer acquisition.
Distribute Your Videos On As Many Platforms As Possible
If you want to create video content that will reach the largest audience possible, then you need to distribute your videos on as many platforms as possible. YouTube, Facebook, and Instagram are the biggest ones, but, for the sake of this post, we’ll focus on YouTube.
If you’ve decided that marketing on YouTube is the best way to go, then you need to make sure you have videos on other platforms too. After all, your video content will be accessible to anyone, anywhere, any time. If someone finds your channel relevant, then they’ll most likely subscribe.