Video as Marketing Strategy in 2018 and a Few Handy Tools!

Author: Trishna Sharma | Categories: CMS, Digital Marketing, Sitecore CMS, Video Marketing

In one of our previous posts, we shared with you the importance of videos in all of your marketing efforts. Video marketing is, undoubtedly, where the future of digital marketing lies – videos can not only be easily created and shared, they are also consumed better and are engaging too (when compared to other forms of content – text, images, infographics, etc.). Going forward, in 2018, the best you can do for your brand is to include video marketing as a part of your overall digital marketing strategy!

You name a communication channel – Facebook, LinkedIn, Snapchat – and you’d have videos as one of the foremost mediums to engage users. While you are debating whether or not to include the visual medium in your marketing plans, be rest assured, your peers would already be making the most of it and generating better leads and driving revenue.

Still not convinced about treading this path? Check out these quick facts on the popularity of the visual medium to get convinced:

  • 1/3 of the total online time of users is spent on viewing videos

  • By 2019, the internet video traffic will account for 80% of all consumer Internet traffic

  • 72% online viewers would rather watch a video to learn about a product/ service than reading text

Your content marketing plan urgently needs to make room for videos, if you haven’t done it already. And, if you have, read on to know why 2018 can be the ideal time to scale up.

65% of those who don't currently use video, say they plan to start in 2018.

The need to include videos in your marketing strategy

Digital marketers today are under tremendous pressure to drive better ROI and prove every dollar of their marketing spend. Naturally, they have to try out different means to ‘tell their stories’. One of the means that is now bigger than ever before is video marketing. In today’s age of contextual marketing, videos can enhance the uniqueness of your story. How else can you expect your message to stand apart in the era of fierce competition? Be it product introduction or brand awareness; videos can help deliver your ideas faster, precisely, and with perfection.

For the starters, below are a few of the video marketing advantages:

  • Videos have greater reach and therefore have better chances of converting prospects into customers. These can enhance the chance of a front-page Google result by 53%.

  • Videos can be used in landing pages, in emails, in your social media posts, and even uploaded to your official video channel such as YouTube.

  • By using videos in your landing pages – product demos, announcements, and testimonials – you can attract viewers to your website and thereby increase traffic as well as generate leads.

  • Videos on social platforms perform better than text-based posts. Be it LinkedIn or Facebook; your videos can establish you as a thought leader on social media and thereby boost your brand value.

You don’t need to necessarily go over the top regarding budget with your video production – you can pretty well manage your marketing budget – include videos in it – and never bother about exceeding the limits! With a myriad of online tools available, creating and marketing videos today no longer burns holes in business owners’ pockets.

Tips to create, promote, and manage videos in 2018

Sure, you now know you’ve got to market videos. However, which is the type you should ideally focus on? With a variety of video formats available, would you need some help to figure out the best one that’ll complement your brand? Leading marketers who have successfully marketed viral videos agree that exploring more than one type worked for them. This is mainly due to the varying audience and their preferences. Some of the popular formats include MP4, WMV, AVI, amongst others.

Other than these formats (different technologies), you can pick and choose from a variety of video creation patterns such as the ones highlighted below:

Thought leadership videos

You pen down your thought leadership content pieces – this time, make it visual! This will make your content compelling, engaging, and establish your domain expertise as well. Don’t forget to work upon the camera angles and lighting; and yes, add a call-to-action button to complete the story. The response rate of live video streaming is on a never-before high!

Social video generates 1200% more shares than text and images combined.

Shorter videos resonate well and are better consumed by viewers

You’ve got to match the decline in the attention span of viewers with shorter videos. Add to it the fact that most of this content is viewed on mobile devices – the shorter the length of the content, the better it suits the on-the-go viewer. Also, by keeping your videos short, you can make them relevant and to-the-point.

Important to follow up videos with contextual content

In the age of contextual marketing, while your videos need to stand out, don’t make them stand alone. Follow up content – text, images – are of great significance and help you to complete the story. Also, follow up content helps engage website visitors and convert them promptly from prospects to customers.

Personalization – one to one video

Don’t limit the personalized messages to just your text-based posts – bring alive the same experience on your repertoire of videos. Personalized videos that maintain a 1:1 tonality in the messaging engage viewers better and drive higher ROI. Be it a customized trailer of the contents of your latest eBook or the top fixes you are offering via your next whitepaper – a short video can introduce your thoughts and establish it in a meaningful way.

Top three most effective types of video content are: Customer Testimonials (51%), Tutorial videos (50%), and Demonstration videos (49%) – Curata

Vertical display of videos ensure better engagement than horizontal ones

Because your videos will (mostly) be viewed on mobile devices, aligning them vertically will provide better engagement. As you’d notice, the most popular videos on social channels are either available on vertical or square-shaped displays. Going by the current trend, vertical display of videos is here to stay.

Video testimonial

Last but not the least, video testimonials add wonders. Not only do they appear authentic and real, but they also inspire viewers to associate with your brand. A human element brings in authenticity and relevance, and also heightens the emotional quotient – video testimonials, therefore, are one of the most-preferred video marketing assets that business owners are largely making use of.

Video marketing tools for 2018

As a digital marketer you’d always be on the lookout for creative options to create, publish, and market videos. Whether you’re a seasoned video marketer or a novice, you’ll find these video marketing tools handy and enough to inspire you to plan your next video marketing strategy promptly.

  • YouTube Editor

  • Animoto

  • Wistia

  • Vimeo

  • Facebook Live

Other than these, edynamic offers a host of video connectors that enable you to publish videos on the different online video platforms with ease. The connectors facilitate the publishing of videos directly from the Sitecore Media Library to online video platforms and even act as your single point of access to both the repositories – Sitecore Media Library and online video platforms. These connectors will help you boost your video marketing strategies in 2018 like none else.

For further insight on our connectors or to request for a live demo, don’t hesitate to write to us!