As the digital age continues to evolve, video marketing has emerged as one of the most effective strategies for businesses to reach and engage with their audience. According to a recent survey by Wyzowl, 86% of businesses use video as a marketing tool, and 83% of marketers say video gives them a good ROI. With such impressive numbers, it’s no surprise that video marketing has become an essential part of many businesses’ marketing strategies.
ThinkWithGoogle, a platform dedicated to providing insights, research, and trends in digital marketing, has conducted extensive research on video marketing and its impact on consumer behavior. In this blog post, we will explore the rise of video marketing and share some valuable insights from ThinkWithGoogle that can help you create an effective video marketing strategy.
Understanding the Rise of Video Marketing
The use of video in marketing has been on the rise for the past decade, with platforms like YouTube, Vimeo, and Facebook video gaining popularity among consumers. In recent years, however, video marketing has become even more significant, as advancements in technology have made it easier and more affordable for businesses to create and distribute videos.
According to ThinkWithGoogle, the popularity of video marketing can be attributed to several factors:
Consumers Prefer Video Content
In today’s fast-paced world, consumers are looking for quick and easy ways to consume information. Video content provides an engaging and informative way for businesses to connect with their audience. According to a survey by HubSpot, 54% of consumers want to see more video content from businesses they support.
Video Increases Engagement and Brand Awareness
Video content is more likely to capture the attention of consumers and keep them engaged. According to a survey by Wyzowl, 68% of consumers prefer to learn about a product or service by watching a video. Video content can also help businesses build brand awareness and create a more personal connection with their audience.
Video Drives Conversions
Video content can have a significant impact on the decision-making process of consumers. According to a survey by Wyzowl, 84% of consumers have been convinced to make a purchase after watching a brand’s video. Video content can also help businesses increase their website traffic and improve their search engine rankings.
Tips and Tricks for Creating Effective Video Marketing Campaigns
Now that we have a better understanding of the rise of video marketing and its benefits, let’s explore some tips and tricks for creating effective video marketing campaigns.
Define Your Goals and Target Audience
Before creating a video marketing campaign, it’s essential to define your goals and target audience. What do you want to achieve with your video? Are you looking to increase brand awareness, drive website traffic, or generate leads? Once you have defined your goals, you can create a video that speaks directly to your target audience.
For example, if you are targeting millennials, you might create a video that is short, entertaining, and shareable on social media platforms like TikTok or Instagram. If you are targeting business professionals, you might create a longer, more informative video that showcases your expertise and provides valuable insights.
Keep Your Video Content Engaging and Relevant
To keep your audience engaged, it’s essential to create video content that is both informative and entertaining. Your video should provide valuable insights and information while also being visually appealing and entertaining.
For example, if you are creating a product demo video, you might include animation, graphics, and music to make the video more engaging. If you are creating a video blog, you might use humor and storytelling to keep your audience entertained and interested.
Optimize Your Video for SEO and Social Media
To ensure your video reaches your target audience, it’s essential to optimize it for SEO and social media. Here are some tips and tricks for optimizing your video:
a. Use Relevant Keywords
Just like with written content, using relevant keywords in your video title, description, and tags can help your video rank higher in search engine results. Use keyword research tools like Google Keyword Planner to find the most relevant keywords for your video.
b. Add Closed Captions
Adding closed captions to your video can help improve its accessibility and search engine rankings. Closed captions make it easier for viewers to understand the content of your video, and they also provide search engines with more text to crawl.
c. Share Your Video on Social Media Platforms
Sharing your video on social media platforms like Facebook, Twitter, and LinkedIn can help increase its reach and engagement. Make sure to include relevant hashtags and captions to make your video more shareable.
Examples of Effective Video Marketing Campaigns
To help you better understand how to create an effective video marketing campaign, let’s look at some examples of businesses that have successfully used video marketing to reach their audience.
Dollar Shave Club
Dollar Shave Club is a subscription-based razor and personal grooming products company that has become well-known for its humorous and entertaining video marketing campaigns. Their first video, titled “Our Blades Are F***ing Great,” quickly went viral and helped the company gain over 12,000 new customers within 48 hours.
The video features the company’s CEO, Michael Dubin, explaining the benefits of their subscription service while humorously mocking the traditional razor industry. The video’s success can be attributed to its humorous and relatable tone, as well as its ability to connect with consumers on a personal level.
Airbnb
Airbnb, the popular online marketplace for vacation rentals, has also had great success with video marketing. In 2015, the company released a video titled “Is Mankind?” that showcased the unique and diverse accommodations available on their platform.
The video features a montage of different Airbnb properties, including a treehouse in Costa Rica, a houseboat in Paris, and an igloo in Finland. The video’s success can be attributed to its visually stunning imagery and its ability to showcase the unique experiences that can be had through Airbnb.
GoPro
GoPro, the popular action camera company, has built its brand around user-generated video content. The company encourages its customers to share their GoPro videos on social media platforms using the hashtag #GoPro, which has helped create a community of loyal brand advocates.
GoPro’s video marketing campaigns showcase the stunning and unique footage that can be captured using their cameras, from extreme sports to wildlife encounters. Their videos are visually stunning and showcase the benefits of their products in a way that connects with their audience on an emotional level.
Conclusion
The rise of video marketing is here to stay, and businesses that want to stay relevant and engage with their audience need to incorporate video into their marketing strategies. Understanding the benefits of video marketing, defining your goals and target audience, keeping your video content engaging and relevant, and optimizing your video for SEO and social media are all essential steps in creating an effective video marketing campaign.
By following the tips and tricks outlined in this blog post and studying the successful video marketing campaigns of companies like Dollar Shave Club, Airbnb, and GoPro, businesses can create video content that resonates with their audience and drives business success.