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5 Important Video Marketing Goals to Increase Revenue

According to Hubspot's 2022 Video Marketing Report

Video marketing goals continue to keep Martech users busy. Merely creating a video and posting it on a popular video platform isn’t going to work. It takes planning and smart execution to derive great results from modern video marketing goals. And, it is important to identify these video marketing goals.

According to the latest HubSpot report, video marketing teams are planning to increase their investments in video marketing tools to reach, engage and convert online viewers. The meteoric rise of TikTok, Instagram Reels and other video marketing platforms have made a huge impact on the way Martech users develop their budgets. There are many goals of video marketing, but in the current scenario of hyper-gamification and instant engagements on social media, users look for something more from their favorite brands. HubSpot’s 2022 Video Marketing Report came out with important analysis of the landscape and how marketers can generate more revenue from their video martech investments.

Here are the five most important video marketing goals of 2022 that marketers should focus on.

Goal 1: Identify the Video Formats and Their Length

Social media rules, but that doesn’t mean we can forget about the traditionally loved video channels like YouTube. In fact, marketers use and repurpose a lot of their YouTube videos for various kinds of campaigns, and it continues to work. However, if you are targeting the Gen Z audience, it’s time to change the game plan.

There are five distinct video formats based on their length and form of production that work with the young audiences. They are:

  • Short form videos
  • Long form videos
  • Live streamed videos
  • Videographics
  • Webinars

Each video format has its own flavor and depending on the context of content and nature of audience engagement, video marketing teams could use any of these for revenue generation. According to HubSpot, short form videos published on YouTube Shorts, Instagram Reel and TikTok garner maximum engagement. Viewers are likely to engage with shorter videos with less than 60 seconds of run time. These videos are useful for lead generation and engagement.

However, marketers are beginning to explore other video formats too, and long-form videos, in particular, are likely to emerge as the top choice in 2022. 58% of the surveyed marketers consider the optimal length of a long-form video is  under 10 minutes, of which 36% consider videos of less than 6 minutes as ideal for lead generation and engagement.

Surprisingly, in the same context, webinars garner low engagement and generate the least ROI. This is happening despite marketers (according to ON24) running upto 50 webinars in a year!

So, you are planning to build your video marketing goal sheet, focusing on long and short video formats are likely to continue as the best ROI generators in 2022.

Goal 2: Picking your Video Marketing Channels

It doesn’t take wizardry to identify which channels are best for engaging audiences with video content.

A large percentage of marketers are targeting social media channels to publish their video content in 2022. A similar percentage of marketers also think social media channels are most effective in lead generation and thus increase ROI of video marketing goals.

According to HubSpot, TikTok, Instagram and YouTube remain the top choices for succeeding with video marketing goals in 2022. Pinterest, Reddit, Snapchat and others, though used for video marketing, don’t quite cut the mark when it comes to generating a positive ROI for marketers.

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However, marketing teams should not forget activating plans for their websites and blogs with videos. Currently, only less than one-fifth of the marketers are using their blogs or websites for the purpose of sharing marketing videos.

Goal 3: Email for Video Marketing

Email subscribers deserve something more for being your regular readers and for staying “subscribed” to your resources. Video content is a big bonus to retain loyal subscribers. And, loved brands use email-based video marketing extensively to stay in touch with their fans and followers. From showing off a cool product feature to showcasing workplace culture to events promotions, embedding a video in your email campaigns is a must-do in 2022. In fact, HubSpot found40% of video marketers plan to share videos through email for the first time in 2022, and 11% plan to invest more in sharing videos through email than through any other channel this year.”

HubSpot Video Marketing Report 2022
Source: HubSpot Video Marketing Report 2022

Goal 4:  Build a Mix: Organic B2B Content, “In the Moment”, BTS, and  Influencer Content (Paid Content)

If you are testing waters with marketing video campaigns on social media channels, having a mix of organic and sponsored content is a standard formula. 55% of the marketers use a subtle mix of organic and paid content as part of their video marketing campaigns. Only 21% of the marketers use “paid only” video content to promote their products and services in comparison to 24% who use “organic only” videos. 66% of the marketers who used video platforms to showcase their products/ services witnessed very high ROI from their video marketing campaigns.

When it comes to engaging more audience, moment marketing becomes very important. In video marketing too, more than 50% of the marketers would showcase in their videos:

  • Trendy content (55%)
  • Behind the scenes (52%)
  • Funny content (53%)
  • Interactive content (52%)
  • Educational content (51%)
  • DEI and workplace culture (49%)

Now, it’s up to the video production team to find out what video styles would go viral first. Live actions and animated videos are more likely to have that viral fervor compared to the serious, knowledge-centric videos.

Goal 5: Video Marketing Challenges

As with most marketing technologies, starting is the most challenging part. In video marketing, however, things are rather transient and very dynamic as far as challenges are concerned. For example, today, 57% of the marketers adopt video marketing because it has become very easy-to-do and less time-consuming. In fact, with the availability of many DIY video marketing tools and resources, video marketing campaigns can be launched from homes! For those with a budget constraint, challenges will continue to grow bigger. For example, production costs continue to swell and this keep a majority of the martech users away from launching their video marketing plan. Then, there are challenges to pre-production, post-production, talent promotion, video sharing and distribution and so on.

2022 video marketing budget increase

But, if you are in  a competition where your rivals are spending between 10k and 100k on video marketing (and it’s rising), you can no longer stay away from the challenge. If you give yourself few weeks and solid budget to test your first video marketing plan in 2022, you could emerge as a winner in this industry– just like the 81% of the marketers who have a dedicated video marketing goal and marketing budget for 2022.

Source: HubSpot

[To share your insights with us, please write to sghosh@martechseries.com]

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