How to Keep Up in the Age of Video
Video marketing is a distinct niche in the content marketing world, one that seemingly requires a bunch of work and expertise to effectively pull off. The good news is that this isn’t necessarily true! No matter what your company is doing the video realm or how you feel about video in general, there’s no denying the power and impact that video marketing can have for your business. Recently, Marketing Eye engaged Robotic Marketer in a discussion on LinkedIn Live, delving into the nature of video marketing. A 2018 study from Wyzowl reports that “81% of businesses use video as a marketing tool,” which is up from 63% in 2017. Going into 2020, it’s more important than ever to integrate video into your marketing efforts.
The power of video
The potential power of video marketing is its greatest pull for marketing teams. According to Criteo, consumers are spending 33% of their time watching online video content. Think about your internet habits: if you have the choice between watching a video or reading an article or blog, which one are you choosing? The reality is that while a video is ultimately more engaging than written copy, it can also be a passive activity. If you’re reading a blog, you focus on the words that you’re reading because your brain is hardwired to read like that. But if a video is playing in the background while you are focused on something else, you can still gain some value from the content.
Building a budget
Establishing a budget is a great place to start with your marketing videos. Each company is going to have a different budgetary approach, but there’s no reason to expect that you need to pour an excessive amount of money into the production of your video content. If you have the money to put into a specialized video team, that’s great! But it’s not necessary to produce good content. Most smartphones can take high-quality video without the need to buy a brand-new camera for your office. Take the time to map out what you want to spend and where you want to spend it.
Target your content
Video marketing is just like any other piece of content marketing: once you begin to create and produce these pieces, you need to target it towards your audience. Your videos need to be optimized towards your audience, but also for the specific channels they are going to. For example, your Facebook videos should be uploaded directly to the channel, kept short, and captioned with a targeted message. These videos would operate differently than videos on Twitter and YouTube.
In the future, marketing is going to continue to trend towards video. In 2017, HubSpot produced a study that showed “53% of consumers want to see more video from marketers in the future, while only 14% want to see more blog posts.” If that was true in 2017, how true is it going to be in 2020?