The marketing prophets have been proclaiming video’s dominance for years, but is it panning out to be as influential as they thought? The short answer – abso-freaking-lutely. In fact, video digital content consumption is booming, with 244.4 million watching digital videos in the US in 2020, and still on the rise. 

Furthermore, it’s been found that users spend 88% more time browsing on websites that have videos. And if you’re worried about whether or not it actually drives actions that matter? Well, 81% of marketers feel that video has a direct, positive impact on sales and 94% of marketers agree that videos have helped increase user understanding of their product or service. If you haven’t yet fully maximized this tactic, here’s an overview of how to use video marketing.

Video Marketing Tips

In order to get the benefit of using video in your digital content, your videos themselves need to be high quality. So first, think through what types of videos might be best received by your audience. For example, educational videos might be helpful if you have a complicated product while behind-the-scenes videos might be engaging if you’re in an industry with a major “cool” factor. You can also mix up the vibe of your videos, but you should have specific goals attached to this strategy or it won’t work nearly as well. 

Furthermore, there are a few best practices for creating valuable video content: 

  • K.I.S.S. – Instead of the old acronym of “keeping it simple, er, sweetie,” we say “keep it short, superstar!” People have short attention spans, and the more concise your content, the more likely they’ll stick with it. 
  • Plan for all viewing environments – Remember that people don’t always watch videos in the privacy of their own home or with AirPods in. They may be viewing your videos while at work or on public transportation when keeping the sound on isn’t an option. So, use closed captions and make sure your videos make sense (and are engaging) even when they’re played silently. 
  • Visual value – Videos are in high demand because people are largely visual; they want to see a dance, not hear about one. They want to watch how your skincare products should be applied, not read about it. So, make sure the visual aspect of your videos is top-notch. This means using a high-quality camera, eye-catching aesthetics, and editing that results in a polished look and feel.

Where Should My Videos Go?

Once you’ve begun creating your marketing videos, there are plenty of places you could distribute them. First, there’s YouTube. If your company doesn’t have its own channel yet, this is a great place to start. After your content is uploaded on YouTube, you can then share the link through all your social media channels, newsletters, marketing emails, etc. 

Next, consider Vidyard. This tool was designed specifically to help sales and marketing folks record and send videos to their buyers and prospects. It has a great deal of functionality and is definitely worth exploring. Vimeo is also an excellent choice for creating, managing and sharing videos. Depending on your needs and goals, you could use one, a couple or all of these platforms.

Whether you’re already planning your video content, or just starting to think of doing so, there’s no time like the present to take advantage of this hot tactic. Give us a call if you’d like help learning how to use video marketing to achieve digital marketing success!