Whether we like it or not, video marketing is a content trend that isn't going away anytime soon - so how should brands craft a plan of attack when it comes to strategy?
Video is a versatile and highly engaging content medium that not only gives audiences a real-life picture of what’s going on, but also is relatively easy to share across multiple platforms. It’s easy to digest, entertaining and is readily accessible to just about anyone with an internet connection - which is probably one of the key reasons as to why it’s having its moment in the digital marketing spotlight.
Common concepts and themes associated with video marketing include:
- ‘How to’ guides and educational information
- Live streaming an event
- Case studies
- Animated storytelling
- 360 degree and virtual reality showcasing
- Brand awareness sharing your vision, mission statement, products or services
To make it even more complex, these days there are also key differences between short form and long form video marketing. As a general rule, short form videos are anything between fifteen seconds long, and ten minutes long. The popularity of this format is skyrocketing thanks to consumer demand and social media platforms such as Tik Tok, Snapchat, Instagram Reels, Instagram Stories and Facebook Stories.
In comparison, long form videos are more commonly seen over on one of the world’s most established social media platforms, YouTube. It’s also used on IGTV, Instagram’s hub for long form video. Determining what video marketing format works best for your brand will often boil down to your industry, target market, and of course, the resources available at your disposal.
Either way, video marketing is a form of content that businesses from all sectors can no longer ignore. According to recent 2020 statistics released from Wyzol, a whopping 87% of businesses are using videos as a part of their brand’s content strategy. Oddly enough, of those businesses surveyed, 83% reported that video content is giving them a strong return on investment - so what steps do you need to take in order to get started?
How To Make A Video Marketing Strategy
While crafting your very own video marketing strategy can feel a bit daunting in the early days, the good news is that the process is actually quite simple - especially when combined with your brand’s other content marketing efforts.
Set A Goal - What does the ideal outcome of making a video look like for your brand? Are you trying to create a sales funnel, generate more email newsletter signups, or even generate increased brand awareness? Have a blueprint before you get started with filming.
Keyword Research - Keywords are how the internet indexes your content, and ensures it’s presented to the right audiences. Although video marketing is a visual format, you still need to optimise this content properly with titles, descriptions and yes, keywords.
Write A Blog - Wait, what? How is writing a blog a part of a good video marketing strategy? To put it simply, all of your content should be able to come together to tell an overarching brand story. Save your time and energy by repurposing your content to ensure that it gets seen.
Get Filming - Instead of getting stuck for ideas when it comes to video marketing, all you have to do is summarise the key points outlined in the blog that you’ve already written above. It could be a quick summary, or expanding on one particular point, but the sky is your limit.
Start Scheduling - Let’s remember that one video doesn’t have to be all you produce after all of this effort. Do your research as to what formats are best suited to which platform. You might like to post a short form Instagram Reel, while saving the larger videos for YouTube.
If you’re stuck on what to post, refer back to your existing content - otherwise known as content repurposing. Articles you’ve already written for your website, FAQ’s or even your brand story can be great sources of inspiration, and are relevant to what your audiences are already engaging with.
From there, creating a content calendar to stagger your video marketing efforts is a great way to keep track of what you’re posting, and when the best times to post are. Voila! You have yourself a video marketing strategy, and yes - it really is that easy.
Sourcing Help With Your Video Marketing Strategy
Producing quality, consistent and on brand content takes time, effort, experience and resources - and you’re not alone if you can’t quite commit to that. Avoiding blogging for business altogether may actually be doing your brand a disservice, but thankfully - outsourcing and in turn, investing in a solid content marketing strategy has never been easier.
Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as blog articles, social media posts, videos and even animated Instagram stories. By using this model, we believe that it enables us to produce high quality content with faster delivery times. It also means that because you have a monthly credit, you are going to want to make sure you use these up - and so do we - meaning that your digital content is always consistent.
If you aren’t quite sure where to start on your digital marketing journey and would like to speak to a professional, why not book a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.