Best Practices on Video Marketing

Video Marketing

Videos are one of the most popular forms of content marketing today. They have proven to be very effective in increasing brand awareness, conversion, discovery, and recall. According to a video marketing agency Hong Kong, YouTube videos make 70% of viewers aware of new products and services. They are the number 1 way for consumers to discover a brand and make a purchase. Videos are also a great way to catch the attention of online shoppers among 85% of marketers. They also retain brand messaging to 95% of viewers. Below are some best practices for a successful video marketing strategy.

Create Engaging Video Content for Social Media Platforms. 

Video content is becoming an important algorithm among social media platforms like a social media agency Hong Kong says. They are an effective way to connect to the audiences and create a community. A social media user watches videos on an average of around one and a half-hour daily. There are 6 types of popular video content on social media. These are: 

  • Behind the scenes
  • Event videos
  • Explainer videos
  • Live streams
  • Q&A
  • Tutorials 

As curious creatures, behind-the-scene videos are ideal ways to show your customers how things work around a brand or a business. Pulling back the curtain builds trust among the audiences. Among social media pages, bloopers, creative processes, and company culture highlight quickly engage a community of followers.

Event videos are a good way to highlight the benefits of products and services. They can be a pot of gold in educating customers and converting them into buyers and loyal followers. There are also times when event videos don’t market products and services. Instead, they are used to highlight a brand and make it stand out among competitors.

What customer pain points do your product and services solve? Explainer videos help brands convey how they can help the consumers. They are short-form videos that can easily help the customer on how to use a product and how they can solve their daily problems. It is also another way to give your audience an idea of what you do as a brand or a business. 

Live streaming is a fun and interactive way to connect to social media audiences in real-time. Facebook, Instagram, LinkedIn, YouTube, Twitch, and other social media platforms have added tools to do a live broadcast. These raw videos are preferred by 80% of audiences over reading a blog. Some popular live streaming formats are:

  • Interviews
  • Product launches
  • Seminars
  • Sneak peeks
  • Training
  • Tours
  • Webinars

To quickly address the most frequently asked questions among consumers, Q&A videos can help brands respond to the audiences. They are a great way to build credibility by giving accurate information to video viewers. Q&A videos are also the perfect way to create a series of videos highlighting the benefits of a brand’s products and services plus how each one complements the others. 

Have you ever tried cooking using a written recipe? Most people find it a lot boring when compared to a tutorial video that makes cooking more exciting. Tutorial videos clearly show how each step in the process is done. They create value among viewers and teach them skills that boost their loyalty to a brand. 

Incorporate User-Generated Content.

A digital marketing speaker Hong Kong states that word of mouth is the most powerful marketing strategy. That is how user-generated content goes. User-generated contents are videos that show how a happy customer benefits from a product or service. They are authentic and raw video content that evokes the customers’ emotions by clearly relating to similar situations they have experienced in life. As such, they significantly influence the viewers’ buying decisions. Customer reviews and testimonials are viewed 10x more than branded content. 

Lead the Viewer to an Action.

A call to action (CTA) is a step that a brand wants the viewer to take after watching video content. They can either be sharing the video content, signing up for an email list, subscribing to updates, etc. Other brands use CTA to direct viewers to their digital shops or eCommerce websites. Yet, the best kind of video marketing CTAs are:

  • Ask a question
  • Book a meeting
  • Enter to win 
  • Free trial
  • Get a demo
  • Join a webinar
  • Watch another video

These are just a few of the CTAs proven to be effective in video marketing. Ultimately, a brand will need to test other CTAs relative to its business. 

Make it Mobile-Friendly

More than 75% of people watch video content on their mobile devices globally. This is why it is one best practice on video marketing to optimize video content for mobile use. To create mobile-friendly video ads, brands need to keep them as short and sweet as possible.  A video that lasts 2-minute or less is great video marketing content. Using auto-play features on social media video ads can grab a viewer’s attention right off the bat. Square videos are the optimal formats that work on Facebook, Instagram, and other social media platforms. Making sure that video content passes the silent movie test is another way to make a video ad mobile-friendly. Most viewers on mobile devices turn the audio off while watching videos in public places.

Reference: https://adage.com/article/industry-insights/9-best-practices-successful-video-marketing-campaign/2228056

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