[This article first appeared here in October 2022 and has been updated and revised for 2023.]
Everyone loves video. And we know that video is powerful. But brands often undervalue the power of short-form video to boost their digital marketing efforts.
Part of the problem is the idea that video is expensive. And another is not understanding the full impact of video in online marketing.
Lights, Camera, Short-From Video Action!
As a business owner or a marketing manager for a small business you are likely already aware of the exploding popularity of video in online marketing, social media, and various other applications.
In fact, you'd have to have been hiding under a virtual rock to not see the inexorable rise of video all across the spectrum of the internet. These video marketing statistics Personify shared recently underscore this phenomenon:
- 80% of consumers want to see more videos from businesses.
- YouTube has surpassed Facebook as the most popular outlet for influencing consumer behavior.
- In 2022, streaming online videos and downloads account for 82 percent of total internet traffic.
- Video is preferred by 80% of people over written text.
- Video has become the most popular marketing channel for businesses, with 87% of businesses already utilizing video as a marketing outlet.
- According to recent research, video utilized as a marketing tool has assisted over 80% of marketers in generating leads.
More specifically for businesses and marketers, however, is the rise of short-form video use for various marketing, sales, and customer care usage.
According to the folks at HubSpot,
- 75 percent of adults in the US watch short-form video content on a mobile device.
- 59 percent of Gen Z viewers use short-form video apps to discover things that they then watch longer versions of.
- 96 percent of consumers have watched an explainer video to learn more about a product.
In addition to the more "external" applications for video, it turns out that video on your website can act as a sort of "SEO power booster" because of Google's apparent affinity for them.
HubSpot also noted that 31 percent of marketers add video to improve their search engine optimization, or SEO. This is because websites routinely see a search engine boost when they add video.
And why is that?
Because video increases page quality in the eyes of Google, as well as the amount of time visitors spend on the page featuring video.
But What About Marketing?
Watching YouTube or TikTok is okay, but what about video that helps digital marketing efforts?
Well, according to Animoto, 73 percent of consumers have been influenced by a brand’s social media presence when making purchasing decisions. And social media today is largely video-based.
And the vast majority of your counterparts are using video for their marketing efforts.
In 2020, data from the Content Marketing Institute found that 71 percent of B2B marketers were using video marketing, while 66 percent of B2C marketers were creating videos.
And the numbers have increased significantly since then.
Speaking of YouTube and TikTok, the actual channels that brands are planning to use might be a bit surprising to many business owners or their marketing departments.
According to findings from one video company, the top five channels companies are targeting for video use are:
- YouTube at 88 percent
- LinkedIn Video at 68 percent
- Instagram Video also at 68 percent
- Facebook Video with 65 percent
- and, surprisingly, 46 percent looking to use webinars
Also, the explosive growth of mobile use has driven the marketing angle of video exponentially.
As HubSpot reports,
Mobile users are a driving force for video consumption. According to a Statista study, 77% of those surveyed use a mobile or tablet to watch online videos. And Facebook says it’s 1.5x more likely for people to watch video every day on a smartphone than on a computer.
In addition, it's been determined that 31.3 percent of mobile users that are shopping for goods or services are looking for how-to videos while another 29.8 percent want educational videos.
So, how do you go about incorporating more video into your online marketing strategy?
Video Marketing Strategy Simplified
The easiest, most affordable, and surprisingly effective approach to including video in your online marketing efforts is in your pocket. Or maybe it's in your purse or on your desk.
Today's smartphones often have incredibly high-quality and easy to use video capabilities. And a short video taken with your phone can also be edited, uploaded, and stored elsewhere for future use.
Of course, you can also go the more high-budget route and hire a firm to produce and manage your video output. But most brands and smaller businesses can get by with minimal equipment and maximum authenticity and creativity.
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Understand your audience: Define your target audience, key messages, and desired outcomes.
- Create a content calendar: Outline the topics, formats, and distribution channels for your videos.
- Optimize for SEO: Add captions or subtitles to your video to help it rank higher on video-sharing platforms.
- Include a call to action: Make it easy for viewers to take the next step by including a clear call to action at the end of your video.
- Use vertical content
- Hook your audience
- Pay attention to trends
- Post regularly
- Optimize the video content
- Focus on consistency
- Add videos to your website
Why Short-Form Video Has Value: Benefits and Advantages
Short-form videos can be a strategic way to:
- Capture attention: Short-form content is designed to quickly grab attention.
- Engage viewers: Short-form content is more likely to get viewers to engage with the content.
- Personalize a brand: Short-form videos can help viewers connect with your brand.
- Provide information: Videos can help potential customers make decisions.
Short-form videos are also:
- Quick to create: Short-form videos can be created faster than longer videos.
- Easy to digest: Shorter content is less overwhelming visually.
- Easy to share: People share videos at twice the rate of other content.
- Accessible: Short-form videos can be viewed on any device.
Implementing Video as Part of Your Marketing Efforts
So, for a simple video marketing strategy we adapted a formula offered by HubSpot and others. This approach is a great place to start and flourish with your video production efforts:
- Identify your target audience and where they spend their time online. (e.g., Facebook, YouTube, Instagram)
- Align everyone involved in-house on a plan for the video.
- Set a timeline and budget for each video.
- Decide on the best platforms for sharing your videos.
- Develop your messaging and match your videos to your marketing personas - and do not skip this step!
With video, the old adage about taking baby steps is winning advice.
Of course, not everyone wants to or feels that they can do this on their own. The good news is that you don't have to.
Your Partner for Video in Digital Marketing
Video should be a significant part of your inbound marketing and customer retention strategy. And high-quality, relevant video content is one of the main keys to attracting and winning prospects and customers.
In addition to powerful video, you brand's content can take on many other forms as well, such as blog posts, email, slide decks, graphics, webinars, and, of course, every optimized page on your website.
However, the challenge for most business owners is in creating all that's required to meet this never-ending need for fresh content.
Add to this the additional challenge of determining how best to distribute and use their content to carry out an effective marketing strategy.
Fortunately, you don't have to do it all on your own!
In fact, a better option for implementing a successful and affordable digital marketing strategy also include finding a professional firm that can work with you to maximize your efforts.
A qualified agency like BroadVision Marketing will develop a road map with an implementation timeline, marketing milestones, and key deliverables.
And by using this road map we can create the framework and the structure needed for us to work with you and partner with you to achieve your marketing goals.
Get your free Complimentary Inbound Marketing Session or give us a call at 707-799-1238.
