[UPDATED FOR 2023]
The power of video platforms like TikTok and YouTube is nothing short of transformative. These platforms have emerged as cultural juggernauts, redefining the way we consume content, connect with others, and even shape our identities. TikTok, with its short-form, viral videos, has revolutionized entertainment and creativity, while YouTube, with its vast and diverse ecosystem, has democratized the media landscape. Together, they offer individuals, influencers, and businesses unparalleled opportunities to captivate, educate, and inspire global audiences. These platforms not only reflect the zeitgeist but also play a pivotal role in shaping it, making them two of the most influential pillars of modern media.
VIDEO COMMUNICATES IN WAYS EMAIL CAN’T
Another email. Surprise! It starts off with the same personalized greeting and some text that seems to blend in with the last several hundred emails. Placing the word “video” in the subject line of the email boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%. Placing smartly-crafted messaging in a video will produce a great, attention-grabbing email. Don’t forget to use captions for silent viewing of Facebook scrolling.
IMPROVED SEARCH ENGINE OPTIMIZATION (SEO)
Google loves video, period. Search engine algorithms favor useful content, and Google defines “useful” as how many people click and interact with a web page link. Web pages that contain video encourage users to engage and remain on the page longer. Google takes that into consideration when ranking and ultimately favors this engaging type of content, which boosts the site's visibility. With video, chances to be placed on the front page of Google results increase 3 times. That’s the goal, my friend.
ENGAGEMENT, ENGAGEMENT, ENGAGEMENT
Video has extreme engagement capabilities. 50 to 60% of video watchers watch the video through to completion. While content marketing focuses on producing relevant, educational, or entertaining content to drive a business goal, many marketers focus on solving their customers’ problems. Telling a story – or, with video, showing – captures the user’s attention and empathy. With pain points identified, savvy marketers are creating videos aimed at stimulating their target’s problems, evoking emotion and connection. Audiences are 10 times more likely to share, embed, and comment on a video post than a blog.
TikTok, Instagram Reels, and Facebook Stories have transformed digital marketing by offering distinct avenues for reaching and engaging audiences. TikTok's viral short-form videos appeal to younger demographics, while Instagram Reels seamlessly integrates short video content within a vast Instagram user base. Both platforms enable creative product showcases and influencer collaborations. Meanwhile, Facebook Stories provide an ephemeral approach for real-time updates, interactive features, and promotions, fostering audience engagement and urgency. These platforms offer diverse opportunities for marketers to build brand awareness, connect with their target audiences, and drive conversions provided they tailor their content to match each platform's unique strengths.
User-generated content (UCG) plays a pivotal role in video marketing by harnessing the creativity and authenticity of customers. It empowers brands to connect with their audience on a personal level, as UGC often reflects real-life experiences and testimonials. Incorporating UGC into marketing materials can enhance credibility, engagement, and trust among potential consumers.
NEW, IMMERSIVE FORMATS
As if the video marketing stats above aren’t enough to get you on Amazon to buy your company’s first camera, there’s more. New, mind-blowing formats in video marketing allow for truly immersive experiences. 360 videos (also known as virtual reality or VR) are clips displaying a spherical scenario where the camera has recorded all possible angles of the environment. Also, with Facebook Live and other streaming platforms taking video marketing by storm, users clamor to see what their favorite brands are doing right in that very moment.
MAKE VIDEO PART OF YOUR FUTURE PLANS
It’s time to adopt video into your company’s content strategy. A complete newcomer to video? Good news, there are options. Contact a high-quality video production company, or do it in-house. Easy-to-use applications exist purely for the video newbie to get involved in video marketing. And there’s no need to reinvent the wheel. Re-purpose blog content, brochure content, and case study content into the video strategy. Use current content strategy to test the video channel. It will be worth the energy.
Marketers who invest in producing quality video content today are the best positioned to receive undivided attention. If you're not sure how to kick-start your video marketing strategy, reach out to the digital marketing experts at Ironmark.