Have you ever noticed how videos have become increasingly present in the strategies marketing digital companies? It's no coincidence. The videos are a powerful way to communicate, educate, persuade and entertain consumers, generating more engagement, trust and conversion.
But what is video marketing? And why is it so important for digital marketing strategies companies? In this article, we'll explain everything you need to know about the the power of videos in marketing and how you can use this tool to boost your business.
What is video marketing?
Video marketing is the use of videos in digital marketing to promote a brand, product, service or idea. The aim of the strategy is to attract, engage and convert the target audience, using the power of image and sound to create an emotional and rational connection with viewers.
Videos can be used at various stages of the customer journey, from attraction to loyalty. Versatile and flexible, they can also be used in different communication channels, such as social networks, blogs, websites, emails and advertisements.
Importance for digital marketing strategies
Videos are one of the most consumed content formats on the Internet. According to a Cisco survey, videos are responsible for 82% of all online traffic. In addition, 77% of consumers prefer watching videos to reading text or looking at images about a product or service.
Videos are also capable of generating more engagement than other types of content. A study by Wistia showed that videos increase the average time users spend on a page by 157%.
For these and other reasons, videos are essential to companies' digital marketing strategies. They help increase the brand's reach, visibility, authority and credibility, as well as improving customer relations and influencing purchasing decisions.
Why include videos in your company's marketing?
Now that you know what video marketing is and how important it is for digital marketing, we're going to give you some good reasons to include videos in your company's marketing. Check them out:
Videos increase conversions: 64% of consumers are more likely to buy a product online after watching a video about it. What's more, having a video on the home page of your website can increase the chances of conversion by 80%.
Improve the SEO of your site or blog
In digital marketing, videos can help your website rank better in search engines, as they signal that your content is relevant and of quality. To give you an idea, a website with a video is 53 times more likely to appear on the first page of Google than a website without a video.
Video marketing strengthens the brand
Videos are also a great way of showing your company's personality, values and culture, creating a visual identity and sound that stands out from the competition. In addition, they allow you to tell engaging and exciting stories about your brand, generating more trust and sympathy from the public.
Audiovisual content educates the market
Videos in digital marketing are ideal for teaching your target audience something, either about your product or service, or about a subject related to your niche. They can be tutorials, demonstrations, webinars, interviews or other formats. In both cases, they help to clarify doubts, solve problems and add value to your content.
Videos encourage interaction
Following the trend towards interactivity on the internet, videos are a dynamic way of communicating with your target audience. You can use them to ask questions, polls, quizzes, calls to action, etc. And, of course, you can also encourage your customers to create and share videos about your brand, generating social proof and recommendation.
The impact of video marketing on the customer journey
Before we learn about the impact of videos on the customer journey, let's understand what this concept is all about.
In a didactic way, we can define the customer journey as the path a consumer takes from first contact with your brand to purchase and loyalty. It consists of four stages: learning and discovery, problem recognition, solution consideration and purchase decision.
Videos in digital marketing can be applied at each of these stages, depending on the objective and the profile of the audience. Here are some examples:
Learning and discovery
At this stage, the aim is to attract the audience's attention and arouse their interest in your content.
In this sense, videos can be used to present relevant, curious and educational topics related to your niche market.
Recognizing the problem
At this stage, the aim is to get the public to recognize that they have a problem or a need that needs to be solved.
Videos can then be used to show the symptoms, causes and consequences of the problem, using data, statistics and testimonials, for example.
Considering the solution
The aim of this stage of the customer journey is to present your solution as the best option for solving the public's problem or need.
In this case, videos can be used to show the benefits, features and differentials of your solution, using demonstrations, comparisons and even success stories.
Purchasing decision
The last stage of the customer's buying journey is the decision. At this stage, you have to convince your audience to buy your solution and close a deal with you.
The good news is that videos can be great allies in this process, as they can be used to answer questions, offer guarantees, discounts, bonuses, etc.
Best video platforms for publishing audiovisual content
There are various video platforms that can be used to promote your audiovisual content.
Each one has its own characteristics, advantages and disadvantages. That's why it's important to know your target audience and your marketing objectives in order to choose the best options for your strategy. Here are some of the main video platforms:
YouTube
It is the largest and most popular video platform in the world, with more than 2 billion monthly active users.
YouTube allows you to create a free channel to publish and organize your videos, as well as offering features such as subtitles, annotations, cards and playlists.
The platform is also an excellent source of organic traffic, as it is the second largest search engine in the world, behind Google (which is owned by the same company). Google itself, 98 million Brazilians consume content on the platform.
Facebook isn't exactly a video platform, it's true. However, it is one of the largest social networks in the world, with more than 2.8 billion monthly active users.
In addition, Facebook allows you to publish videos directly on your page or profile, as well as offering features such as stories, live broadcasts, watch parties and reels (short, creative videos).
Facebook is also a great targeting and outreach tool, as it allows you to create video ads aimed at your target audience.
Like Facebook, Instagram is one of the most popular social networks in the world. In Brazil alone, more than 113 million Brazilians have an active account on the platform.
Instagram allows you to publish videos in the feed and stories (up to 60 seconds), IGTV (up to 60 minutes) and reels (up to 90 seconds). In addition to these formats, you can also take advantage of Instagram lives and connect with your audience live with broadcasts lasting up to 4 hours.
With Instagram, you can generate engagement with your audience, show the behind-the-scenes of your company, run promotions, among other actions.
TikTok
TikTok is one of the fastest growing social networks in the world, with more than 800 million monthly active users. TikTok allows you to post short videos (up to 60 seconds) with special effects, filters and music. TikTok is also a great platform for viralization and fun, as it allows you to take part in challenges, duets and trends.
6 types of videos to use in your digital marketing strategies
You can use different types of videos in digital marketing to optimize your strategies. Each one has a specific purpose and can be applied at different stages of the customer journey. Here are some of the most common types:
- Institutional videos: these present the company's mission, vision and values, as well as its history, culture and team. They are ideal for strengthening the brand's image and reputation.
- Promotional videos: those that promote a specific product or service, highlighting its features, advantages and benefits. They are ideal for generating desire and conversion.
- Tutorials: videos that teach you how to use a product or service, or how to do something related to the brand's theme. They are ideal for generating interest and trust.
- Online courses: audiovisual content that offers more in-depth educational content on a brand topic, usually in the form of lessons or modules. They are ideal for generating authority and loyalty.
- Behind the scenes: these show the production process, the day-to-day running of the company, events, curiosities and the brand's challenges. They are ideal for generating proximity and engagement.
- Interviews and success stories: videos featuring testimonials from customers, partners, experts or influencers about the brand, its products or services, or a related topic. They are ideal for generating credibility and recommendations.
How to start an effective video marketing strategy?
Before you start using videos in digital marketing, you need to draw up an efficient strategy to get good results. In this case, the best way is to follow the steps below:
Know your audience
Before investing in video marketing, you need to know who your target audience is, what their characteristics, preferences, needs, pains and desires are. That way, you can create videos that are relevant, attractive and appropriate for your audience.
Define the objectives of your video marketing campaigns
Once you know your target audience, the next step is to define the objectives of your campaigns. In other words, what you want to achieve with your videos. For example, increasing traffic to your website, generating qualified leads, increasing sales, improving customer retention, etc.
Create creative and engaging content
Next, you need to create your video content, following the best production and editing practices. You should choose the right type of video for each stage of the customer journey, define a clear and objective script, use simple and direct language, and use visual and audio resources that attract attention and convey emotion.
Watch out for video quality
As well as creating creative and engaging content, you need to take care of the quality of your video. In this sense, you should use the right equipment to capture the images and sound, light the environment well, edit the raw material well, among other actions. Remember that the quality of your video reflects the quality of your brand.
Optimize your videos for mobile devices
Another precaution you should take is to optimize your videos for mobile devices, as more and more people are consuming videos on smartphones and tablets.
Therefore, adapt the size, format and resolution of your videos so that they can be viewed correctly on any screen.
Bet on personalizing videos in digital marketing
Another way to stand out from the competition is to personalize your videos in digital marketing. You can use tools that allow you to insert personalized data into your videos, such as the customer's name, among other data, to create a more exclusive and memorable experience for your audience.
Analyze the results
Finally, you should analyze the results of your video marketing campaigns, using tools that allow you to measure the main performance metrics of your videos, such as views, clicks, shares and comments, for example.
This way, you can assess whether your objectives have been achieved, identify the strengths and weaknesses of your videos and make the necessary improvements.
Did all this seem like a big challenge to you?
If you've been impressed by the power of videos in digital marketing, but also feel a little lost about how to start an effective video marketing strategy, don't worry.
You can count on the help of CMLO&CO, professional marketing and advertising agencyYou can create creative and engaging video marketing campaigns that capture your audience's attention and generate conversions. Talk to our experts.
