Back in the 1990s, people commonly encountered video ads during commercial breaks while watching TV. Fast forward, we often see videos popping out on our Facebook newsfeeds, Instagram home tabs, and even on YouTube videos. Video marketing entered the mainstream social media platforms in 2010. After 4 years, simple video-making apps rose to fame. These made video marketing one of the best-performing digital strategies.
Here’s how powerful videos are:
- 50% of online shoppers searched for videos about products and services before visiting a store.
- 72% of online shoppers prefer to learn about products and services through videos.
- A Google research showed that 6 out of 10 people prefer watching videos over TV shows.
- Around 54% of the global population watch videos daily.
- Around 78% of the global population watch videos weekly.
- Videos increase the conversion rate by 80%.
- YouTube recorded its viewers watching 1 billion hours of videos daily.
So, if you have not yet built a video marketing strategy, it’s time to build one now! Here’s how!
CHOOSE A GOAL
Like every digital marketing speaker Hong Kong, it is important to know your goal in every marketing strategy. According to a social media agency Hong Kong, a large part of video marketing strategy covers posting on social media platforms. The top 4 best social media platforms for video marketing are:
- YouTube which 89% of marketers are using
- Facebook which 70% of marketers are using
- Instagram which 58% of marketers are using
- Twitter which 31% of marketers are using
There are 3 social media goals that a video marketing strategy can best achieve. These are:
- Brand awareness
- Conversion and lead generation
The more a brand, product, or service is exposed to a larger number of people, the more it has the potential to get sales. This is why brand awareness is one of the most common goals of a video marketing strategy. Brand awareness can be measured by the number of views and reactions a video received. These metrics don’t reflect a lot of insights, but they can show how popular video content is. To boost brand awareness using video marketing:
- Brands should create shareable short-form video ads.
- Include some sense of fun or humor in the video content.
- Use AR or VR to make the video more engaging.
- Share videos across multi-channels.
Conversion and Lead Generation
Conversion starts with lead generation, while lead generation starts by putting CTAs to your video content. When a brand continuously generates leads, it is increasing its number of target users. This number of leads can be powerful once a brand turns them into customers and, better yet, loyal followers. There are different attribution models and conversion types for a video marketing strategy. The most common attribution metric is measuring the length of time a video has been watched, while the most common types of conversion are purchases and subscriptions. Among the best video marketing strategies to generate leads and conversions are:
- Explainer videos
- Paid video ads
Most brands failed to choose engagement as a metric for a video marketing strategy. Little do they realize that engagement can help build a community of loyal followers, gather leads, and increase conversion in the long run. The number of comments, likes, and shares on video content is a direct way to measure its engagement. Most social media platforms also have an engagement graph. Such a graph shows the percentage of watched and re-watched videos. These data give brands an understanding of how interesting the videos are to their target audiences.
DEFINE YOUR TARGET AUDIENCE
Take it from the expert! A video marketing agency Hong Kong suggests that creating a buyer persona is the best way to define your target audience. If a brand already has one, that’s great. But for new products and services, the buyer persona is someone who can solve his or her pain points using the brand’s solutions. They will also be the people who are most likely interested to watch a branded video. The simplest way to map out your buyer persona is to group them according to age, gender, location, and profession. A more complex way is to group them based on their online activities and interests. Most social media platforms provide insights about these elements through their algorithms and analytics. As such, brands can build a video marketing strategy by answering these simple questions:
- Who are your products and services intended for? (Buyer persona)
- What are the goals of the video? (Brand Awareness, Conversion/Lead Generation, or Engagement)
- Where do your target audiences hang out? (Facebook, YouTube, Instagram, or Twitter)
DECIPHER YOUR STORY
Deciphering the story that a brand wants to tell is one of the most challenging stages in building a video marketing strategy. To take viewers into a journey using video marketing, four elements should be present in the video content.
- A lead character that aligns with the persona of the buyer
- A conflict reflecting the customer’s pain point
- A quest to find the solution to the customer’s pain point
- A resolution that is most likely the brand’s product or service
STICK TO A VIDEO MARKETING CALENDAR
To successfully build a video marketing strategy, brands must have a marketing calendar and stick to them. Consistently posting videos on social media platforms can be a winning strategy in the long run. As viewers preempt when a new video engagement is posted, they will find time to check it regularly on social media pages. This can also open more opportunities to reach a large number of social media users.