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The Basics Of Using Video To Market Your Business

Video Marketing- the most effective way to interact with your customers

Do you know that visual content promoting a brand can be most appealing?

Bar graph showing that 54% of consumers want to see video from a brand or business they support
Source: Mawhinney Jessy,“50 Visual Content Marketing Statistics You Should Know in 2022”, February 16th 2021

Video marketing is one of the best and most effective ways to interact with your customers. It helps to promote your brand, educate and interact with your customers, and creates a powerful campaign over social media networks. Even prior to the outbreak of the pandemic in the US, almost 42.9 million consumers preferred visual contents, while the figure was obviously higher during the pandemic. Visually appealing contents have increased the potential for gamification, especially in the ed-tech industry. Most interestingly, business consultants’ and market analysts from reputed firms in the US reveal that Facebook creates a far better engagement and is popular, as it hosts appealing visual contents in the right context.

The types of content marketing that brands are investing in.
Source: HubSpot

A majority of the marketers have been increasing investments on content marketing aspects, while brand storytelling has emerged as one of the popular content strategy to weave visual contents. 

The essence of using video marketing in your business

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The essence of video marketing is related directly to the marketers’ creative mindset and the scope for undertaking the challenge of walking an extra mile to increase the ROI. Summarizing the advantages of visual product promotion, business consultants’ state that,

  • Visual content can help in instant consumer engagement through narrowing the focus.
  • It remains one of the best content strategies to build a close connection with the consumers
  • Visual contents related to product promotion brings out the so called ‘utility factor’
  • Subtitling of video based contents can be viewed widely across the group of larger audience
  • Providing the marketer’s contact details within video contents can really work wonders!

Does presentation matter in video marketing?

Presentation of visual contents is the crux of content marketing at the end of the day!

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Try to set your own style regarding the presentation of the video. You can either follow a completely formal way of interaction or can add on few fun element to it. But building on consistency is the key to success. So, once you set a style of interaction, maintain it for the rest of your sales campaigns.

It is important to keep your content fresh, original, and crisp so that viewers’ interest is generated. Focus on building up humor as you proceed, to help the consumers’ relate. Invest on tutorial videos, as it helps the consumers’ to learn something about the product under display.

Video marketing: Pros and Cons

Every marketing tactic that is used generally comes with a list of pros and cons. Video marketing is not an exception. Let us first talk about the positive benefits of video marketing:

  • High engagement and conversion rates: 43% of general consumers like to see videos of different brands.  Videos have a more organic reach and are generally understood to be widely popular.  Whenever you add a video to your landing page, you will definitely notice an increased conversion of up to 80%. A contextual example can be you tube videos that have promoted numerous products across the globe.
  • Videos are social media friendly: Videos are considered to be the ‘social media powerhouse’. Perhaps the popular video platform YouTube is the second most popular platform in vogue after Google. Viewership is understood to create a large number of followers and social media is the right platform to host your visual promotion.
  • Compatibility with smartphones and other modern gadgets: Using smartphones is increasing almost 100% every year. Video based contents remain to be highly compatible with these modern-day’s equipment along with all portable devices like laptops and tabs. There is a prediction that by the end of 2021, 75% of all mobile data traffic will stem from videos.  Compatible contents therefore, shall dominate the global market ecosystem in the future.

  Video marketing: Does it entail a heavy price?

  • High cost involved: For good quality video contents, you have to depend on a good script, potential casts and crews, and production equipment including cameras, trollies, microphones, etc. Therefore, videos are costly whether you do it yourself or outsource it to professional vendors.
  • Videos uploaded shall have a long term impact: Unlike blog posts, videos are not that easy to edit even if the marketer requires a small change.  Once you air the video, you can only take it off air but cannot edit it.  This remains to be the major drawback of video marketing.  In addition to this, certain content aspects like the clothing, season, and other factors can be outdated after some time and will lose their relevance gradually. So, you have to keep your video updated, and repetitive campaigns can even ruin your brand image.
  • Less accessible: Videos are less accessible by mass level audience as they need high-end equipment like computers, smartphones, and laptops.  So, to reach out to the larger audience, videos cannot be the right choice. Language barriers can increase costs as the marketer needs to invest on a voice-over artist to enforce local language.

Video marketing has tremendous potential in terms of making a brand’s presence felt, especially in social media. Experts from the field of marketing state that, although video contents are impactful and generate huge consumer response, such contents should be carefully crafted through experts and might require significant investments. A perfect strategy to penetrate the digital market, video marketing has gained immense importance in the recent past.


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