In the past, people enjoyed going to the movies and spending a few hours sitting in a movie theater, watching fictional stories unfold on the screen.
With technology advancing at such a fast pace, modern day audiences can now stay connected while watching stories unfold on their own device.
This phenomenon, often referred to as “showrooming,” has drastically altered the way we behave as consumers. Thanks to Google, Netflix, and other technology companies, we now live in the age of the consumer; no longer do we passively receive information and entertainment, but rather, we engage with content and perform searches while consuming content.
This “new normal” poses some significant challenges to brands, especially those that depend on traditional marketing strategies for revenue generation.
What’s more, social media has completely disrupted the marketing landscape. Thanks to platforms such as Twitter, Facebook, and Instagram, marketers can now engage with customers and prospects through personalized, video content–which increasingly, consumers are using.
When developing marketing strategies for the year 2022, you need to consider how social media has evolved and how to leverage this trend towards video content and micro-blogging.
To that end, here are 5 tips for utilizing video content in 2022 to maximize your online marketing efforts and effectively grow your business.
Embrace Video Content Even If You’re Not A Film Major
If you’re not a film major, it’s not necessarily a bad thing. Thanks to the wonders of video editing software, anyone can look like a film major, and the artistry of YouTube creators, brands can now enjoy the benefits of video content without the need to hire a film major to do the shooting.
Editing software such as Adobe Premiere or Avid Media Composer give even non-professional users the ability to trim and edit videos to perfection. With the right equipment (i.e., a GoPro or similar camera), anyone can capture incredible landscapes, landmarks, and cityscapes, as well as intimate moments such as family dinners, romantic encounters, and memorable events.
Additionally, companies such as Snugglity offer fully equipped business-class video editing rooms for rent, which means you don’t need to own a fully equipped video editing room to begin with, saving you both time and money.
Make Use Of All The Space You Have
One of the primary advantages of video content is that it allows you to be as creative as you want to be, without restrictions. In other words, you don’t necessarily need to make a short film to incorporate video content; you can instead, make a longer video and use the footage as “flash-backs” or interstitial segments in the narrative of your film. This technique is referred to as “montage,” and it’s a way of combining various shots into a single, cohesive scene – it’s essentially a more cinematic form of a scrapbook.
For instance, you could start with a short film montage that highlights your product or service. Then, you can transition to a “behind-the-scenes” segment, showing off your product’s or service’s unique ability.
Alternatively, you could make a longer video with no breaks or cuts, simply showing continuous scenes from the point-of-view of a day in the life of your product or service. This strategy is sometimes referred to as “chronicle” video and it’s a common technique used by YouTube creators, Instagrammers, and other content creators.
Experiment With New Technologies
Video content is constantly evolving and gaining new features, which means it’s always changing and expanding, so you need to stay abreast of the times, or at least, understand what is possible and how to make the most of it.
This is especially important if you want to maximize the benefits of video content for your marketing campaigns. When developing your strategy for the year 2022, consider what is possible with the latest video editing and distribution platforms, and how to utilize the unique advantages that each one brings. For example, if you’re looking for a simple way to reach a large audience, you could try incorporating video content into a blog post – and using a tool such as Prolific, you could potentially reach billions of users with a single post. (Prolific allows you to connect your blog with popular platforms such as Twitter, Pinterest, YouTube, and more, converting your blog posts into engaging videos.)
Thanks to platforms such as TikTok, which introduced us to the concept of “influencers,” or content creators whose personalities and personalities appeal to followers (and, subsequently, potential customers), you can now have influencers promote your product or service on behalf of your brand. (In some cases, influencers work with brands to become “ambassadors” for a specific product or service.)
However, while having an influencer promote your product or service on TikTok might seem like a no-brainer, considering that they have thousands or millions of followers, the process can be a little more complex.
First, identify the key messages you want to convey about your product or service. Then, brainstorm a list of potential influencers who could potentially promote your product or service. Finally, use a tool like influencer comparison platform, InfluencerDB, to easily find the influencers that are most suited for your brand.
Once you have your list of potential influencers, it’s time to move into the next step: researching their backgrounds, discovering their personalities, and measuring their abilities.
Measuring The Success Of Your Video Content
While video content is incredibly beneficial to your marketing efforts, you also need to measure its success to determine if this content strategy is right for you. Just because you have video content doesn’t mean that it will necessarily be effective – you need to consider a number of different factors, including time spent, views, and click-throughs.
As a video content marketer, you’ll need to consider things such as:
- How long does it take to get results?
- Is my video content effective?
- Am I achieving the results I want?
- What’s the ROI on this content?
- How can I improve my content strategy?
When developing your strategy for the coming year, be sure to consider all the aspects of video content, from the creation of the content, to measuring its success.