Video marketing is a means of promoting a product, service or brand by using videos. In 2014, psychologist John Medina proved that after 72 hours a person remembers 10% of the text they read and 65% of the video they watch. Marketers have been using this feature since about 2005, when YouTube first appeared, and then coined a new term. More and more people are used to watch videos every day. So it is time to make it part of your marketing strategy?

Advantages of Video Marketing

1. Bring Organic Traffic 

The video on your page will create additional user interest in the content on the site, indirectly helping your site in ranking. After all, search robots take into account the duration of the session, that is, the time that the user spends on a particular page. People stay longer when they watch a video rather than an article or an image.

2. More Promotion Channels Available 

With video content, you can enter new platforms: YouTube, Instagram, TikTok, Facebook and others. Each site is an additional field for working with the target audience. The video can quickly become viral since it is easily shared across different social media. People tend to naturally share a video with their friends if they find it useful and interesting.

Disadvantages of Video Marketing

1. Additional Expenses 

Even a simple video needs to be thought out, removed and edited. Writers, video marketers and actors often have to be hired. All this takes time and money. You may need a video marketing agency for a professional marketing video. Instead, you can film and edit a video by yourself. Here an easy-to-use and free online video editor will do you a favor.

2. High Competition 

More and more companies are using video marketing. To not get lost, you need to work hard on the concept and quality of the content. Make sure that your video is highly accessible to all viewers. Choose fonts that are easy to read and add captions to your video.

Types of Marketing Video

1. Demos

Demos always introduce a product or service to a potential client. The demos do not need direct advertising, and they just show the product. For the viewer to associate the image with a specific brand, add the company name to the video. How to check if you have gone into advertising? Track the message the video conveys. If “Look how cool this is,” it’s okay. If the message “Look how cool we are and buy from us” is read, this is no longer a demonstration but a sale.

2. Educational Video

Such videos gain a lot of views, increase brand awareness and target audience loyalty. What’s the secret? By bringing value to people, you are doing SEO at the same time. With training videos, you respond to user search queries, due to which you get into organic search results. You don’t even need to answer questions about your niche only – you can look into related ones too.

3. Image Video

Image videos are embedded in a comprehensive marketing campaign to make advertising crops for an already warmed up audience. After all, 80% of users remember information from a video within a month and pay attention to a familiar company when they see an advertisement. Sometimes image videos go viral and remain in viewers’ memory along with the brand name. For inspiration, we recommend watching a selection of viral videos.

4. Promotional Video

Advertising is added to the product demonstration. That is, it is already a pure selling tool. When writing a script, the appropriate formulas are used: The video should be short and rich, and it is better to put the most interesting part at the beginning.

5. Review Video

Video reviews and unboxing videos are a good alternative to regular text reviews. A person always needs social proof: did they buy this product before him, did the buyers like it, can the seller be trusted. Not everyone believes in text reviews. You never know who could have written them, and watching a couple of videos is easier than reading dozens of reviews. Many online stores have understood this and offer customers to post their own videos in exchange for a discount or bonuses.

6. Behind-the-screen Video

The video does not sell anything directly. It has other goals. The first is to show that you are working transparently and you have nothing to hide. The second is to let the client into the backstage of the business. Buyers are always interested to see how the company’s internal kitchen is arranged. The reports not only replenish the curiosity of viewers but also increase the credibility of the business.

7. Live Broadcast

It makes sense in those cases when you need to send an information message and interact with the audience. The host talks live about a new product, and users like, leave comments, ask questions. Live streaming builds brand credibility through a sense of engagement from viewers.

Top 6 Video Marketing Trends in 2021

1. Make Vertical Videos 

Most users hold their smartphones vertically. Many of them will fundamentally not watch a horizontal video. It seems like a trifle, but you may lose potential buyers by keep using a horizontal video.

2. Make Personalized Video 

The approach “Show everyone and everything, suddenly it works” no longer works. With more video content, users are starting to choose more carefully what to watch. It would help if you planned what, when and to whom you will show.

3. Share the Video Across Channels 

Distribute the video on different sites to get more views. You don’t need to do anything manually. There are programs like WeShare.

4. Embed Videos into Email Marketing 

The very word “video” in the title of the letter grabs the recipient’s attention. People understand that they do not have to read the text but can watch the video and decide whether to continue or not. We advise you to embed your video in your subscription email.

5. Use UHD and 4K Video Streaming 

With an abundance of video content, no one will watch grainy or blurry videos, and UHD and 4K technologies increase the picture quality. The rise in popularity of VR and AR, especially in 5G countries, attracts more viewers. China, Korea and Japan are already actively using new formats. Companies that start using VR and AR first have every chance to break into the top.

6. Add Promotional Videos to Mobile Games

The annoying videos that cover the screen are very annoying, but people willingly watch them for game bonuses. Nothing new here, but the business has been hard at work in this niche.

Summing up

People want to read text less and less. They need short videos. In a few years, video can become the primary promotion tool, so it’s better not to wait anymore. We suggest you start right now. Don’t hesitate to share this post with someone who may be interested.