The Covid-19 pandemic was just one of several real-life tragedies that took place in 2020. One of the more prominent figures to fall victim to the pandemic was TikTok, the popular video platform that is now completely reliant on its videos for growth and engagement. After a period of relative inactivity, TikTok finally released a new user interface and rebranded itself as TikTok Music on August 13, 2020—apparently in an effort to court the artist and content creator base that was so vitally important to its success during the pandemic.
While many companies may have suffered as a result of the pandemic, one area that was actually able to thrive was video marketing. Just like many other platforms, TikTok relied on its community of users to provide content for its platform, and artists and content creators were amongst the first groups to feel the effects of the pandemic on their bottom line.
If you’re looking for ways to generate more leads, sales, and subscribers for your business, consider using video marketing to your advantage during the pandemic.
The Growth of Video As A Marketing Channels
Since the dawn of video, marketers have known that visual content can be effective at attracting and engaging potential customers and growing a business. Today, more platforms than ever before—from TikTok to social media to online marketplaces—have made video marketing accessible to everybody.
According to HubSpot Blogs research, 48% of consumers watch video content (i.e. YouTube videos, TikTok clips, or others) to learn about a brand or product. And 37% of consumers say they watch videos to get inspiration or learn new things. Additionally, 44% of consumers say they watch videos to engage with other people.
Whether you’re a seasoned marketer or you’re just getting started, video is a channel you should be considering. The good news is that you can actually create different kinds of video content for very little cost when you use online platforms like YouTube to host your videos.
Why Video Is Special
When it comes to marketing and generating leads, you have a variety of options. You can use online platforms like email to reach potential customers. You can run ads on social media to reach a wider audience. Or, you can create a landing page and use a tool like Google Analytics to track the traffic coming to that page.
But what makes video special? One word: interactivity.
Interactivity allows consumers to engage with you through your video content. But that doesn’t mean you need to put yourself in the video. You can use software like Zoomer to automate interactive video calls where attendees can ask questions and give you feedback on your product or service.
Or, you can use tools like Litmus to create closed-loop video tests, where users can interact with your video content by offering feedback or taking a survey.
When used effectively, video allows consumers to have a greater connection with you, the marketer. If YouTube Analytics is any indication, video also has the potential to be much more effective at drawing in and engaging viewers than many other channels.
6 Ways Video Marketing Can Improve Your Business During This Time
Since the birth of video, marketers have known that it was a potential goldmine for businesses. And in these past months, video marketing has proven itself more vital than ever in enabling businesses to thrive during the pandemic.
Here are six ways that video marketing can improve your business during this time:
1. Lead Generation
Since the dawn of video, marketers have known that it was a valuable tool for generating leads. And even in these last months, as video platforms rebranded and changed their interfaces in attempt to make money during the pandemic, video marketing still proved to be one of the more effective and efficient ways of generating leads.
According to HubSpot Blogs research, 39% of consumers have watched an explainer video to learn about a brand or product. Additionally, 27% of consumers say they’ve watched videos to understand the ins and outs of a product or service.
If you’re looking to learn more about generating leads with video, consider our guide on how to make an explainer video.
2. Product Awareness
Product awareness is the understanding and acknowledgement of a product or service by a consumer. When used in marketing, product awareness can be a key determinant of buying behavior. In fact, HubSpot Blogs research shows that 37% of consumers feel that gaining knowledge about a product helps them form an opinion about it, while 24% feel that being able to see how a product works helps them decide whether or not to buy it.
If you’re looking for a way to engage with your audience and raise awareness of your product or service, consider creating an explainer video.
3. Brand Awareness
Since the dawn of video, marketers have known that it was invaluable in building a brand’s awareness. And in these last months, video marketing has proven itself more effective than ever in generating brand awareness and recognition. Thanks to platforms like TikTok that allow for almost anybody to create video content, everybody has the ability to expose their brand to a global audience.
According to HubSpot Blogs research, 29% of consumers have watched an explainer video to learn about a brand or product. Additionally, 20% say they’ve watched videos to understand the ins and outs of a product or service. And 14% say they’ve watched videos to see how a brand or product works.
If you’re looking for a brand awareness raise, consider creating an explainer video to expose your product or service in the most effective way possible.
4. Customer Support
Since the dawn of video, marketers have known that it was valuable in providing customers with support. And even in these last months, as video platforms rebranded and changed their interfaces in attempt to make money during the pandemic, video marketing still proved to be one of the more effective ways of providing customer support.
Since many businesses shifted to working remotely, video marketing has become even more effective as a means of providing 24/7 customer support. If you’re looking to engage with your audience and establish a connection, consider creating a how-to video series that can be accessed from anywhere via a web browser.
5. Event Planning
Event planning is the process of creating a strategy for an event, ensuring that all the necessary details are taken care of. Thanks to platforms like Zoom that make video conferencing available to everybody, even small businesses can plan major events remotely. Which means businesses that rely on face-to-face meetings for customer engagement can conduct conferences and other sorts of events without having to worry about gathering in person.
If you’re looking to conduct a sales meeting, consider using video conferencing to connect with your team and potential customers from all over the world via the internet. You can even hold meetings with customers who are on the other side of the globe, allowing you to connect with them as though you were in the same room together.
6. Marketing Research
Marketing research is the collection of data that enables a business to understand the motivations of their customers. Conducting marketing research is essential in understanding who your audience is, what they want, and how you can provide value to them using the products or services of your company.
If you’re looking to raise your marketing efficiency and effectiveness during this time, consider creating a research library that can be accessed from anywhere via a web browser. This way you can search for data and insights on your topic of choice, without having to leave your desk.
Thanks to video, you have the opportunity to engage with your audience in a way that was previously impossible. Video can help you understand your customers’ behavior, brand preferences, and help you formulate marketing strategies designed to drive profit.
Whether you’re a seasoned marketer or you’re just getting started, video allows you to forge new paths, find new ways to engage with your audience, and to eventually grow a business you love.