Thanks to the rise of TikTok, businesses of all sizes can now enjoy the benefits of video marketing. The video-sharing platform currently boasts more than 500 million monthly active users and recently surpassed YouTube to become the world’s #2 video-hosting platform.

Businesses large and small can use video content to attract and retain customers, improve engagement, and grow their bottom line. And while video isn’t going anywhere, it’s always expanding, so creating and releasing videos regularly is essential to keeping up.

So, whether you’re a professional brand looking to enhance your marketing techniques or you’re just starting out and want to explore the opportunities that video marketing offers, this article will help get you started.

Why Online Video Marketing in Toronto?

Thanks to the growth of TikTok and the increasing availability of video-editing software like Vidyard, it’s now possible to create videos without needing a Hollywood budget.

The rise of TikTok in Canada coincides with a wider acceptance of video content across social media platforms. According to eMarketer, Canadians between the ages of 18 and 24 spend 90 minutes a day on average watching online videos. That’s compared to 58 minutes on average spent on other platforms.

TikTok’s success in Canada is somewhat surprising considering the platform doesn’t yet offer the most compelling reasons to users. According to TikTok’s Canada Head of Growth, only 7% of the platform’s daily active users say that they use it to discover new music, while 12% say they use it to follow breaking news or see popular videos.

These figures are significantly lower than the 23% and 29% of daily active users, respectively, who say they use TikTok to discover new music or follow trend topics. The remaining 74% of active users say they use the app to watch the videos that pop up on their home screen.

As a marketing tool, YouTube is still the clear favourite of marketers. The Google-owned platform currently boasts more than 2 billion monthly active users and is available in 190 countries. It also offers tools to make videos more engaging and interactive. Plus, with every new platform that emerges, YouTube is often the first port of call for users looking for video content.

Where should I start?

If you’re looking to get started with video marketing in Canada, you have several options. You can create and publish your own videos, use a video content creator, or get a video agency to help you with your marketing efforts.

One of the best places to get started is with YouTube. The Google-owned platform is the world’s #2 video-hosting platform and the undisputed king of online video marketing. While you don’t need to have a huge budget to get started, you will need to identify a niche and build a decent audience before you can engage with potential customers.

With YouTube, you can’t simply post a video and hope that people will come. To get the most out of your video content, you will need to use the platform’s many tools to grow your audience. YouTube Partner Manager, Adam Winch, explains: “We’ve all heard of Facebook and Instagram, but did you know that YouTube has more than 200 million monthly active users and almost everyone uses it. Whether you’ve got a business or you’re just looking to establish yourself online, YouTube is the place to be.”

If you’re looking to build a brand for yourself or your business, establishing a YouTube account is a great place to start. You can use the platform to put yourself in the driving seat and control the narrative of your channel. Create compelling content that will keep your audience engaged and coming back for more.

Instagram is the preferred social media platform of advertisers with a solid grasp of video content. According to HubSpot Blogs research, 65% of consumers prefer to watch videos on social media platforms. Among them, 58% prefer to watch videos on TikTok. If you haven’t already set up an Instagram account for your business, you can do so for free.

Instagram introduced video into their product in 2014, allowing businesses to upload and share short videos in their Stories.

The popularity of video on social media platforms makes sense when you consider that people already use these platforms to engage with content that’s relevant to them. Whether you’re a business looking to promote your product or service or an individual wanting to establish a personal brand, you can use video to connect with potential customers on a more personal level.

What should I include in my video?

To get the most out of your investment in video content, you will need to create a video that makes an effective and impactful first impression. As with any other content type, having a strong storyboard is key to making the right impression. Include a strong call to action in your introduction and close, as well as a hook to keep your audience watching. Create an image that will stick in their minds and encourage them to take action.

Your video’s introduction should leave a compelling first impression. To do this, you need to include a short video clip at the very beginning of your presentation. This will help establish your credibility as an expert in your industry and give the viewers a glimpse of what they’re going to see. A popular opener for business video demos is the elevator pitch — a short video that walks through the highlights of your product or service. Establishing a brand voice and ethos is also important in the video’s introduction. This should include the type of audience you are trying to reach, as well as the language you will use to communicate. Think of a few words that describe your product or service and stick to these in your intro video.

How long should my video be?

When creating your video, keep the overall length in mind. According to HubSpot Blogs research, consumers prefer shorter videos (between three and six minutes). Having a longer video without a strong direction will prove to be a challenge. Stick with what works best for you and your intended audience. If you are speaking with another person (off camera) in the video, make sure that it is in fact a video and not just a series of stills or a slideshow.

Is my video relevant to my target audience?

Your video’s subject matter should be relevant to your target audience. The purpose of your video is to draw in and retain qualified leads for your business. To achieve this, you will need to consider who you are addressing and what you’re trying to get across. Who are you talking to, and what do they need or want? Video content creators and marketers at Vidyard note that understanding your target audience’s needs and wants can be difficult. However, gaining this understanding starts with knowing your own audience. Consider which demographic you are part of (age, gender, and so on), and what you want out of life.

To create a video that will be effective, you will need to think of a niche — that is, a group of people with a shared interest or connection that is only known to you and your target audience.

The demographics of internet users in Canada are steadily growing, with 79% saying they use TikTok compared to 70% who said the same of Instagram — this according to the latest Ipsos poll.

Consider your target audience’s demographics, and be sure to tailor your messaging and video’s content to appeal to them.

To get the most out of your video content, you will need to make sure that it is relevant to your target audience. This is especially important if you are using video content to attract potential customers to your business.

If you’re struggling to find your niche, consider using video content to find the right audience and to engage with them on a personal level. Once you’ve found this audience, you can continue to use video content to keep in touch and provide valuable information. For example, you can use video to announce special offers, events, or product launches.

As with any new marketing technique, video marketing in Canada is still somewhat of a novelty. The digital marketing world is constantly changing, and the tools and techniques that help businesses succeed are always evolving too. While many industries have adopted video content as a valuable marketing tool, some may still prefer to stay in the dark.