Let's cut to the chase: if are not using video marketing for your small business, then you've got to keep reading because you are leaving money on the table. I am going to be sharing with you a few super compelling reasons why your business needs to start right now.
So are you using it for your business? If you answered no to that question, then this post is for you, because over the next few minutes, i'm going to break down for you some of the main reasons why you need to be considering a video marketing strategy for your business in 2021 and beyond.
Video is everywhere. I am sure you recognize that social media marketing videos are on every platform and a recent stat from wisel reported that 92% of marketers say that video is an important part of their marketing strategy. Let's add to this a zenith report that estimated that by 2021 on average people will be watching 100 minutes of video content online each and every day. So it's no surprise that attention is on video.
So, where is that attention being diverted to? Your business using the power of video marketing and the impact that the pandemics had across the world throughout 2020 simply means that there's been a massive adoption of all sorts of tools in all sorts of ways of communication online and when we recognize that good marketing needs to be where the attention of your audience is, then it's no surprise that attention is on video and super compelling tip.
Video commands attention. The nature of video, the way that it communicates and engages with the human brain is different to written word and audio and images. It's that powerful one, two punch that allows the rational transfer of information along with the emotion that comes with the human connection, that video provides and the other critical part to this is that the algorithms love it.
So if you want your video to be paid attention to, then you need the algorithms to be playing along nicely as well, and the awesome thing is that even now leading into 2021 algorithms across all of the social platforms are paying increasing attention to video. The key algorithm signals watch time on site engagement. All of these things are impacted positively through video content .
It's recognizing that people buy from people.
What's the ultimate goal of your video marketing strategy? Yes, you got it. It's increasing conversion and sales. You actually want to sell more product. You want to sell more of what you do so when we recognize that in business people buy from people whether it's B to B or B to C, it's always P to P, people buying from people.
And let's not ignore the fact that video is a very powerful form of communicating to people, to remove confusion, to break down barriers, to allow people to get the answers that they need that moves them closer towards making that decision to buy from your business.
In the most effective way that we have in our toolkits today.
Video is a super powerful way of bringing the high touch back to our high tech world. You see the fact is that people don't want to be sold to. In fact, a study from a couple of years ago said that 68% of people don't want to speak to a salesperson until they've made the decision to buy.
So what does that mean for the way that you're, currently marketing and selling your products or services in your business today? So when we recognize that people don't want to talk to a salesperson, we also need to recognize that people still want to buy and video is a powerful way of humanizing that sales process that makes people more willing to engage in that sales.
Conversation with you or your business when we think about the world pre-internet the pre-digital age, we were living then in a very much low-tech, high-touch world. So if you wanted to do business, if you wanted to buy something, you'd go out and speak to the shopkeeper high touch, it was very low tech interactions, but as we've moved into a more digital world, where most of what we do is done online or Through digital communications, we're now very much in what seems like a low-touch tech world.
So this is where this kind of digital marketing really shines. It has the ability to bring the high touch back to the high tech world, humanize that connection and move people more effectively through to the sale.
Video is one of the richest forms of content to invest time in creating, simply through the act of creating a valuable piece of video content. Your brand, your business, has the ability to repurpose that content into a multitude of other forms of content marketing to expand exponentially the potential reach of your content with your target market.
So, by investing time into a single piece of high value, video content, you're able to repurpose it into articles into blogs, into white papers, pdfs and downloadables, into audio podcasts, short snippets for social media, build it into playlists, curate video content into an online course or an e-learning opportunity, and the goal here is to lead with value when it comes to your marketing, and video is the best way to do that.
So if those five reasons aren't enough to convince you to start video marketing right now, then you may as well go off and watch another cat video on Youtube.
It is easier than ever to have access to awesome video production tools at an affordable price.
18 months ago, when I wanted an interactive explainer video created for one of my companies, I was shocked. I wanted a basic explainer video with 2 or more people talking to each other, sharing a message but the cost was jaw dropping to me.
A basic 1 minute animated video would cost me anywhere from $200 to $500 PER MINUTE to get made! That alone made me realize high quality professional video creation is a privilege reserved to fortune 500 companies that use this style of video to make an announcement, tell a story, promote a product, or even promote an event.
I looked into doing it myself but with no experience or skills creating videos, let alone professional ones, I was looking at hours of training and practice besides from hundreds if not thousands of dollars spent in expensive softwares to come up with something decent.
Thankfully, developers saw the opportunity in the problem and began developing Do-For-You video apps and softwares that literally allow ANYONE to create attention grabbing, professional looking 2D, 3D, explainer, and training videos for any platform in just a few clicks without needing any sort of technical background.
It made it easier than ever to engage and attract 100% free traffic to websites, getting more leads and sales while saving all that time and money!
It comes as no surprise that tens of thousands of creators, marketers, entrepreneurs, and businesses began using feature packed softwares like Explandiio, one of the most popular DFY video creation tools out there, to make all sorts of video marketing material regardless if you just want a simple video, an highly interactive doodle video, an animated 2D or 3D video for your marketing, an explainer video to educate, engage, and get sales, or create custom training videos, it can do it all for you.
Here is a piece of information for you to understand just how powerful the use of video marketing content since 2017 has become, the number of businesses making use of video as a marketing tool has grown from 63% to more than 87%.
We enjoy videos on our computers, mobile devices, and also TVs. Go to a city area like New York, Las Vegas, Hong Kong, or wherever, as well as you'll likely see video clips playing on signboards. has eliminated the guesswork, the cost, and taking the creation of video to the next level.
That's why over 35,000 plus businesses and people use and trust Explaindio as their choice of video creation.
Video marketing is utilizing videos to promote and also educate your target audience.
A report from Hubspot Research shows that 54% of customers desire to see video clips from brand names, which was greater than any other content type. Video is powerful for a couple of reasons.
· It let’s you demonstrate principles faster and also much more plainly. For instance, when you are enjoying a video, you're using your sense of hearing as well as your sight together, producing an abundant cognitive experience. Whereas text-based web content limits your understanding.
If you wish to learn exactly how to do the reverse overlap putting grasp, you could review a blog with a photo showing the hold and it states ... "Apply your left hand to the putter hold and after that, simply underneath, relax your hand around the putter grasp. Connect both your hands by raising the index finger of your left hand as well as covering the fingers of your best hand."
Good luck doing that and also getting it right! Now watch a video for 30-seconds and you'll understand the technique in no time.
· Video enables you to make a strong personal connection with viewers.
· You can reach you audiences on places like YouTube, where video is the only method to play the game. Now, as powerful as video can be you'll require to produce them so they
a) Resonate with your target audience; and
b) Ideally showcases your products and services.
How to use video for marketing online?
I was sent a link just recently to a video that was effective in the method it provided the concept of going the extra mile for clients in manners which were simple, but unanticipated. I left the watching of the video inspired and wishing to discover new ways to make my own organizations much better.
While I was motivated by the video and would voluntarily send out anyone to the site I also found this video to be a video marketing method for a series of motivational downloads and motivating books.
The video was the marketing tool. It was emotive, tough and effective, but it was also developed to BE the selling tool for the affiliated items. Testimonial after testimonial situated after the viewing of the video suggested this series was an outstanding resource and empowered employees to find task satisfaction in serving consumers well.
I think the reason I was so taken with the technique was that it was vastly different from the majority of video marketing methods.
The video provided is a sales tool telling you why the available products are just what you require. The videos will provide the reviews and little bits of information that leave you with partial answers to believed provoking concerns.
These are key elements in video marketing and they work, but the unique method to providing you an inspirational and complete video download was unforeseen.
Here's why I believe this method works. The emotive video does not actively offer a service or product. Simply the emotional connections associated with the watching because “this is real” there is no pressure. When the video is over the viewer we’ll think about others that would take advantage of viewing this feel good motivational video.
The soft sell of the video is literally making it possible for an extraordinary variety of possible purchasers to discover and go to the site for motivation.
Even if they have no interest in buying the product they will likely keep the link handy to show others over the long-term and I'm quite particular there will be some of those that find the motivational material a strong enough reason to purchase.
What's more is that the video is basically timeless. Completion item could alter from time to time, but the video stays the cornerstone of the marketing strategy. And since a lot of them will forward a link to company associates, family and friends the end result is a favorable experience even after the viewer understand there is a no-obligation set of products that can be acquired following the watching.
This is a great example of giving more than you have to, and by doing so you wind up with enhanced traffic and a higher conversion rate.
I believe part of the problem with many sales videos is that they frequently reproduce wonder about from the start. The majority of people see the sales pitch and watch for the angle they understand is coming. This secondary kind of marketing approach takes them off guard it is a basic uncomplicated story that ends up being true, psychological, motivating and inspirational. Which story ties extremely particularly into the product being offered, but in the end the video bases on its own benefit.
The video was the marketing tool. Once the video is over the viewer will think of others that would benefit from seeing this feel good inspirational video.
The end product could change from time to time, but the video stays the cornerstone of the marketing strategy. And that story ties really specifically into the product being offered, however in the end the video stands on its own merit.
Beat the Competition
Got a brand-new organization product but do not know where to start? This just might be for you. This article goes over video marketing, its benefits and a short guide on how to make a video ideal for any marketing project.
Through the web, you can come up with every marketing project possible. That being said, let me present you to the newest pattern and potentially the most effective of all online marketing methods: video marketing.
Video marketing just might be the hottest trend to date in the marketing field. The time for informing through text marketing copy has passed. Instead, it's now time for demonstrating and revealing through video clips.
You can find out about the tools that you need to make videos and the methods that can make your videos work for marketing purposes. The following are some pointers on how you can make video marketing work for your service.
1. Figure out where to post.
Of all, you have to understand where you are going to publish your video marketing product. Of course, you need to not neglect to publish videos in video blogging sites like YouTube.
2. Identify the material.
The prior step will help a long way in identifying your video marketing content. As a basic rule, your videos should consist of information that will develop more interest in your business' services and products. Nevertheless, the real and specific material will need to vary, depending upon where you're posting your videos.
For example, videos in your website can be far more product- or service- oriented. Particularly, your videos can show how efficient your service or product is. Your videos in your site can also be video reviews from your customers. Moreover, they can be videos about your special updates and unique promos.
Videos published in online blog sites ought to be more about updates, news and unique promos. They ought to merely notify your audiences about the most recent news and cause your audience to click on the link to your website for more details.
For video blogging websites like YouTube, your video should be less product-oriented and more imaginative and amusing. Your site link can be provided with the video and your items can be featured in them, but your videos should never ever be a basic sales pitch. You're never ever going to be referred and reposted that method.
3. Recognize your audience.
All along, you need to keep your audience in mind. The content of your video marketing materials will also greatly depend on the demographics of your intended recipients.
After you have actually done all of the abovementioned steps, all you will require to do is to make your videos and post them online. Naturally, you might need to engage the services of a video server for your purposes.
You can find out about the tools that you need to make videos and the techniques that can make your videos work for marketing functions. Of course, you ought to not disregard to post videos in video blogging sites like YouTube.
Your videos in your site can likewise be video reviews from your customers. For video blogging sites like YouTube, your video ought to be less product-oriented and more creative and entertaining. Your site link can be offered with the video and your products can be featured in them, but your videos should never be a basic sales pitch.
I know it can all be a bit overwhelming but if you are new to video marketing you may not have time nor the disposition to learn all about it yourself. Luckily there are several dedicated agencies that will take the guess work out for you and get it done the right way while you can focus on more important things
what’s next for video marketing in 2021?
Coming up on Frame 316 Media! With advances in digital devices and streaming services, the use of video to market your business has evolved well beyond the comfort of our preferred device. Thanks to people’s changing viewing habits – 80% of US consumers are locked in on a streaming service subscription, almost the same percentage of people watch videos online and daily.
Faster devices mean better access to these videos. But what should brands be doing right now? Even how these videos are getting a massive makeover – much of what we see online is user-generated content. And global brands are trying to mimic this personalized approach in video content creation.
The growth of video is directly related to internet speed. It was mostly large brands, but right now, anyone who has a message is doing videos – are you?
What’s Next for Video Marketing? Statista defines video advertising as “all ad formats within the web- or app-based video players.” This includes the video ads that show before, during, or after a streaming video and the text- or image-based ads that appear over a video. What was your experience the last time you watched a YouTube video?
These videos are the ones we love to skip, but when was the last time you saw an advertisement that does not include a video with it? Think about the last time you watched a YouTube video, for example. The video ads you saw before, during, and after the video, and the banner-like overlay that showed up while you watched, are all considered video advertising.
So what are the video marketing trends in 2021?
1- Live stream videos will still be a big hit next year. During the Covid pandemic season, almost everyone jumped into live streaming, even those who are not comfortable talking in front of a camera made the huge shift. There are many reasons why.
Live videos can hook viewers three times longer and produce more interactions than a recorded video. Live streaming has impacted the eCommerce industry and as people get stuck in social media during the lockdown, the number of sales from live streaming on social media alone rose from 13% - 67 %.
The main social media platforms (Facebook, YouTube, and Instagram are doing well with their live features, we noticed that their counterparts, namely Twitter and LinkedIn has jumped into the live streaming bandwagon as well. Brand Storytelling What happened in 2020 is world-changing, and over the years, brands have started including political and social issues in their video messages.
Reflecting their opinion through video marketing and inspiring the community at large. We see this in the Procter & Gamble initiative to make a series of thought-provoking films to support the Black Lives Matter movement. Other global brands such as Airbnb, Shopify, Nike also supported the movement alongside millions of people sharing inspirational content around this social issue.
2- Vertical Videos is now more accepted than before thanks to social networking. Although the majority still prefers horizontal videos, the way social media channels are designing mobile experience is reason enough to create vertical videos for your campaigns.
Social networking growth has brought a new method for video advertising with it as well — vertical video. Although most users still prefer to watch videos horizontally, the way they are using social media on their smartphones is creating a need for advertisers to display video content vertically.
3- Zero audio videos - It was reported that 85% of Facebook video is watched without sound. With Facebook’s autoplay feature, users don’t have to turn on the volume to watch the videos as it will autoplay silently in the newsfeed.
That is why video content creators are designing videos for silent watching. This is the chance for brands to speak through their target audience with compelling videos without using a headphone.
With this, social network video ad spending is predicted to jump from $5.65 billion in 2017 to $14.89 billion in 2021. This will continue to grow, so you should not slow down on creating your videos.
If you are just turning a leaf in your customer experience design and you decided to include videos in your digital content, here are a few tips:
First, determine your storyline. Why would people spend time watching your videos? Find a way to transform your brand into a hero that customers will root for.
Next, come up with a plan.What do you want to tell your audience through your videos, and what do you want them to do after watching your video? Without a plan, you are just probably making noise right now.
Then decide what type of videos you can create, considering your capacity to make these videos. Most importantly, start creating your videos. If this is something that is challenging for you and your brand, we can help you start with the right talking points; we will guide you through what you need to do with what you have and how you can adequately distribute your videos with a strategy designed to build your business.
Tips for great video marketing campaigns.
Step one - is to define your audience. And to do that, start by thinking of who your product or services serve. Knowing who your audience is in terms of gender, age, profession, interests, or whatever information you can dig up, can help you shape the format and content of your videos. So if you have an existing list of customers, start there.
Define who they are, what sort of troubles they face, how they discovered you, and also why they picked you. You can do basic customer surveys or one-on-one phone calls and ask those particular questions.
Learn more about their service and also the problems they deal with. If you don't have any type of customers yet, you can use audience research tools like Facebook Audience Insights. You'll need a Facebook Ads account for this, but this tool is completely free. Just fill out the information in the sidebar of who you think your audience is
And now you can see some insightful things like most of people being in between 25-44. If we go to the Page Likes tab, you'll see some interests like electronics, collectibles and video games. Below that are specific pages they like, which can give you a good place to start for reviews to create.
Step two - is to define a primary objective. And there are three main categories for objectives. These are BEE
· brand awareness
Brand awareness videos are usually short, and the purpose is to just make people aware that you exist. Think of commercials you see on TV. It can be anything from McDonalds promoting $2 Big Mac week or something like Slack's Animals commercial, where they show a team using their software to create a flying umbrella.
Educational videos are like the videos tutorials on SEO and marketing methods and entertainment is self-explanatory. Think of shows or series.
They're often created as stories. For example, Red Bull does a really good job of this. They create series and videos around extreme sports, which draws in their target customers. Now, just because you want to entertain, it doesn't mean you can't educate or vice versa.
But in my opinion, you should choose a primary objective based on what you want to achieve. After you've defined your objective, it's time to create the content. While I can't tell you exactly what to create or how to create it, we can talk about a few sub-categories under the umbrella of video creation.
Step 3 - let's talk about optimal lengths, formats, breaking through common struggles, and how you'll get these videos in front of the right people.
How long your videos should be? Content length will usually be determined by your primary objective. For example, a brand awareness campaign can be as short as 15 seconds, and usually won't exceed a couple of minutes. Again, think of commercials or those ads that play before you watch certain YouTube videos. Educational content will be anywhere from 5 to 120 minutes.
But I like to think of these kinds of videos as shows. This can range from 10 to 180 minutes depending on the format. Speaking of format, this is where you'll see quite a bit of variance as it depends on your audience, objective, industry, and the message you want to get across. Meaning, there are no set rules. But there is one format that I've seen work for all audiences, all objectives, and all industries.
And it looks something like this!
Problem, teaser, and solution or story. Whether it's a commercial, tutorial, or blockbuster film, there's always a problem. Problems make content interesting and it's something I recommend leading with.
Step 4 - is the teaser. The point of this is to show that there's a solution to the problem, without giving it away. Finally is story or solution. And this will often depend on your objective again.
For example, educational videos will usually have a clear-cut solution. Whereas videos that go the entertainment route will likely have stories that lead to the solution or conclusion.
Let's go through some examples. In the 2019 Super Bowl, Bud Light aired this famous commercial. The problem starts when a giant barrel of corn syrup is delivered to their factory.
But since Bud Light doesn't use corn syrup in their beer, they tease the answer that it must be one of their competitors' shipments, like Miller Lite. The story goes on to show the journey of delivering corn syrup to their competitor.
Once they arrive at the castle, Miller Lite says they already received their corn syrup, and suggests to deliver the barrel to another competitor, Coors light. Bud Light gang heads over to the Coors' castle, and they gladly accept the corn syrup.
As for educational videos, it's easiest if you use a tutorials as an example. With the video that starts off by sharing how important video marketing is and then go onto tease the solution by showing how video was used to get over 100,000 subscribers, millions of views, and thousands of new paying customers. Right now, we're in the solution stage where I'm sharing what was done and a step-by-step way to use video marketing for your company.
Finally is the entertainment route. Just think of your favorite sitcom. There's always a problem, they often tease what could be if the problem were solved, it leads into the story which is the bulk of the show, and ends with some kind of solution or conclusion.
Now, I'm not saying that this formula is what all successful videos follow. But if you're struggling to find your own unique format, try it because it works.
Alright, let's talk about some very real struggles that come with the territory of being a video creator.
Even though some of these roadblocks might seem like huge problems in the moment, I promise that you can overcome them. So let's break down the problems and solutions.
Problem #1: I'm not good in front of the camera.
This was and still is one of my greatest struggles. I don't feel natural standing here talking to a lens, knowing that thousands of people are going to watch it.
But the beauty of video is in editing. As you've seen from video, you can use B-roll like screencasts, animations and text screens to take the attention off me while creating better educational material. Another way to combat the jitters is to use a teleprompter.
It helps me deliver as much information as possible in a short period of time rather than going off on tangents.
Problem #2: I don't have equipment or the budget to buy it.
Listen...video production quality is overrated. Yea, people spend a lot of time trying to produce quality stuff, but at the same time, it's not a necessity to create impactful videos.
You probably have a camera in your pocket everywhere you go. It's called a smartphone. No fancy cameras, microphones or backdrops. This brings us to the last common struggle.
Problem #3: English is not my first language.
There are tons and tons of smart, intelligent people all around the globe for whom English is not their first language. So my accent is absolutely of no problem for them as long as the content is good.
So here's my advice for you. If you want to start creating video content but you have an accent, don't bother about it, just start doing it. If your content is good, you'll find your audience and there will be many people who will appreciate what you're doing despite your accent.
The final part to this video marketing puzzle is likely the most important. And that's how you're going to get views to your videos. And I'm not going to talk about things like TV, but I will focus on three online marketing strategies that I've used to get more views.
First is through organic reach. And this means ranking your videos on YouTube and Google as well as being recommended through other YouTube features like suggested views and browse features.
Invest a lot of effort into YouTube SEO, which will give you free and consistent growth over time. And here's the fruit of the labor from video SEO efforts.
YouTube SEO works particularly well if your main objective is education. Naturally, people are and will always be searching for helpful tutorials on various topics.
Another way to get views is to embed videos on your blog or landing pages. If you have a website where you're already getting consistent traffic, it's worth embedding your videos in relevant places. This is something to do regularly.
From what I've seen, embedding our videos on relevant posts have helped rank these videos in Google's video carousels, suggested clips, and video search tab. Next is through other social media platforms if you already have a following on Facebook, Twitter, or LinkedIn, I'm sure you're already posting videos there.
Now, if your goal is simply to get people to consume your content, you can try uploading the entire video to the social platform and see how they perform. But if your goal is to get people to your YouTube channel, then I recommend creating short teaser clips and uploading them to the social platform. And within the description, add a link to your YouTube video. Every industry is different and every audience is different too. Try both of these tactics and don't be afraid to throw a bit of money into social ads.
A little can go a long way. Speaking of ads, that's the final strategy I recommend. With video ads, I've only tried them on Facebook and YouTube. And from what I've seen, Facebook tends to work well for brand awareness and lead generation videos. Lead generation videos are ones where you ask people to opt-in for a webinar or something else that's free.
From there, you nurture the lead and then try to sell your product. Facebook has arguably the best audience-targeting features. So if you know your audience really well, it can help you get engaged views fast. As for YouTube, we regularly use discovery ads for full-length tutorials.
These are ads that appear at the top of YouTube's search results as well as in the suggested sidebar. You can target audiences or topics much like Facebook's interest targeting and layer in demographic profiles.
You can also do keyword targeting, where your ads will appear when a user searches for specific words or phrases. Since our videos are mostly created to solve specific problems, I've found keyword targeting to work really well to get engaged views, meaning long ones.
Finally are in-stream ads, which are those videos that play before a video. These work well if brand awareness is your objective.
It's important to take note of the format of these ads. For example, people aren't able to skip the first five seconds of the video. So two things you'll want to do in the first five seconds are
a) Grab their attention enough so they'll continue to watch
b) Make your brand the focus. The second thing to note is that YouTube only considers it a "view" if the user watches at least 30 seconds of your ad. Or the full video if it's shorter than 30 seconds. This means, if your video is 31 seconds, and someone watches 29 seconds of that video, you won't be charged. So take that into account, too.
At the end of the day, successful advertising will come down to your targeting, the quality of the video, and how relevant it is to your business and audience. I highly recommend trying out video ads.
Even if you spend just $10 per day, you can get hundreds of views. So by now, I'm hoping you feel an urgency to start marketing with video. It's insanely powerful.
Leave a comment if you are going to use video more often in 2021.