Online video marketing, or ‘OVM’ for short, is anything you can do to get video content in front of as many people as possible.
Whether you’re uploading videos to YouTube, Vimeo or one of the many other platforms, or simply hosting them on your own webserver, publishing blogs, or tweeting about key videos, you are putting out there the content for someone, somewhere, to find and watch.
In this article, we’ll cover the basics of what is online video marketing, how to find success with it, and the various tools and platforms you can use to grow and manage your content. Keep reading for more information.
Key Points To Remember
The goal of online video marketing is to get as many people as possible to engage with your content, not to sell them your product. When you upload a video to a free hosting platform like YouTube, you’re giving it to the public to find and play back at their leisure. You’re not obligated to provide any kind of positive content or endorse any products in your videos. That is up to you.
You should not expect your videos to ‘predict’ future events or to become a source of income. They should all be geared towards engaging and entertaining your audience, hopefully increasing their interest in your product or service, and nurturing relationships with potential customers.
The world is changing. People are now able to access information online through smartphone applications and mobile devices such as tablets and e-readers. This is known as the ‘digital nomad’ or ‘virtual entrepreneur’ lifestyle, and it presents new opportunities for marketers to connect with customers, and potentially influence their purchasing decisions, through video content.
The Different Forms Of Online Video Marketing
There are several different forms of online video marketing, but most businesses will use one or more of the following:
- Video content: videos showcasing your product, explaining how it works, showing off the features, reviewing the product, etc.
- Product videos: showcasing in-demand products, such as clothing, accessories, electronics, etc.
- Animation: explainer videos, showing off how a product or service works, using animation and graphics to simplify complex subjects, using re-enactments to illustrate how a product or service works
- Viral content: short-form videos that can be shared quickly and easily that may ‘go viral’ and gain lots of views quickly. These types of videos can be performed by anyone with a smartphone and a decent enough camera.
- Listicles/bullets points: short video descriptions or ‘blurb videos’ that tell a story in a snap. They can be used to introduce an app, blog post, or product.
- Live videos: video recordings of interviews, lectures, or other live events that can be viewed over the internet. These can be useful for demonstrating products or features in real life, and allow viewers to ask questions through a live chat feature embedded in the video.
- Timed videos: upload short videos to YouTube, Vimeo, or similar sites and schedule them to air at a certain time in the future. This way you can ensure that you’ll have fresh content to post at a scheduled time.
The option you choose depends on your goals, preferences, and available time. Once you’ve picked your niche, products, and platforms, you can develop a strategy to reach your audience.
Why YouTube For Video Content?
There are many different platforms for online video, but YouTube is the biggest and most popular of them all. With over a billion active monthly users, it’s the perfect place to start if you want your video content to reach a vast audience.
The fact that it’s the #1 video hosting platform makes it a must for any entrepreneur or business owner. You can create a professional-looking video without needing a Hollywood budget or expert crew. Plus, YouTube offers a variety of features that can help you make your content stand out.
YouTube creators can integrate Google Analytics, enabling you to track the performance of your videos and determine where your target audience is located. You can also use the platform’s ‘targeting features’ to ensure your content is reaching the right people. In 2016, YouTube introduced ‘YouTube Go,’ a version of YouTube designed for mobile devices such as tablets and e-readers. This is especially beneficial for business owners who want to engage with customers through video content on the move.
Viral And Trending Videos
It is very difficult to determine which videos will become popular and gain lots of views quickly. However, there are a few tips you can follow to increase the likelihood of your videos going viral.
The first step is to target the right audience. If you’re unsure of who your audience is, analyze the demographics and psychographics of your existing social media followers or customers. Use this information to determine what videos will interest and stimulate them. For example, if you know that your audience is heavily concentrated in the millennial demographic, you know that videos featuring popular hip hop artists will most likely resonate with them.
As a business owner or entrepreneur, it’s important that you stand out amongst the thousands of other entrepreneurs and companies who are trying to gain attention through video. To do this, develop a unique selling point (USP) around your product or service that will compel viewers to want to share your video with their friends and connect with you.
A unique selling point is “something special that you do or provide that sets you apart from others. It is the fundamental principle of marketing, branding, and sales. An excellent USP should be able to describe your company/product in one short phrase or word.”
The next step is to create a video that will appeal to your target audience. A video that doesn’t match the demographic will have a hard time reaching the audience you’re aiming for.
Why Don’t You Just Use Your Personal Instagram Account For Video?
Instagram is the world’s biggest social media platform with over a billion active monthly users. It is extremely popular amongst millennials and Gen Z, the two demographics with the highest internet usage rates. If your target audience is on Instagram, you can use the platform to easily reach them.
The key difference between this option and using YouTube is that with Instagram, you’re limited to only sharing photos and videos that comply with its strict content guidelines. This promotes a safe and positive user experience for everyone, limiting the potential for your videos to be flagged by the platform as spam or pornographic content.
If you want to create a professional-looking product video that will ‘go viral’, use YouTube. If you just want to entertain or engage with your audience on a more personal level, use Instagram.
More Professional, The Evolving Role Of The ‘Creative Director’
In the past, the role of a creative director (CD) was fairly straightforward: they would lead the design and development of a commercial or brand awareness video, and ensure it communicated the correct message to the target audience, using the right style and equipment.
While the role still requires a creative mind and a good understanding of video production, the responsibilities have evolved to include strategic thinking, analysis of data, and the evaluation of multiple platforms, all while being mindful of the budget and timelines.
As more businesses turn to video as a tool for marketing and advertising, the role of the creative director will continue to evolve to encompass these new responsibilities, and to become more specialized and valued.