2019 is here and it’s time to revisit your digital marketing strategy and set new goals for it. You may also be wondering how you can take your video marketing strategy to the next level.
Let’s face it, there’s a lot of chatter in online circles regarding emerging trends and technology. The emergence of virtual reality and 360 videos, for instance, is causing quite a stir amongst marketers. It can be difficult for businesses to distinguish between noise and what will work for them.
The one thing that businesses can be sure of is that video marketing isn’t an option, it’s a must. With more than 80% of businesses making use of video and over 90% of consumers claiming to base their purchasing decisions on what they watch, no business can afford not to use this tool.
The question many businesses have is how they can make their content stand out from the crowd. They wonder how best to grab the attention of their target audience.
Staying up to date with current trends is a great way to ensure that your video production will grab attention and keep it. If you’re looking for ways to improve your video marketing strategy, you should apply the following video marketing tips.
- Embrace authenticity
In the past, competing with large companies with limitless marketing budgets was impossible for small businesses. Only large companies with millions of dollars at their disposal were able to invest in the type of video production that grabbed the attention of audiences.
Today however, consumers are looking beyond the graphics. Consumers want authenticity. They crave videos that are genuine. Creating these types of videos doesn’t require a large budget. It’s enough to show consumers a behind the scenes look at the company for example. Client Case Studies and Testimonials are also very powerful. Authentic videos such as these will help you gain your audience’s loyalty and trust.
- Social media is still king
Businesses depend a great deal on their website homepages to make conversions. However, consumers are heading to social media to find out more about businesses prior to going to their websites. Your brand’s social media presence is therefore, more important than ever.
Don’t focus on a single platform. Be sure to use as many platforms as your customers are likely to be on; including Facebook, LinkedIn, Twitter, Instagram and YouTube. Put more effort into ensuring that your social media profiles are up to date. Use them to share videos that are engaging.
- Tailor your content for different platforms
If you think plastering the same video on different social media platforms is enough, you’re in for a rough ride in 2019. Many businesses that apply this model aren’t aware of the fact that social media platforms differ in their goals, uses and audiences.
Consumers visit different platforms with different intentions. Their behavior on the different platforms is also different. For example, people visit Instagram for inspiration and to kill time, while they visit Facebook to get the latest updates from the networks. A good number of people visiting YouTube do so to learn and those who visit Twitter do so to stay up to date with what is happening right then. You should therefore, plan for your content based on these differences.
- People still prefer stories
In the past, video marketing was all about selling to the audience. The message was clear right from the start. Buy, buy, buy. This however, won’t work with the modern consumer. 92 percent of consumers say they prefer ads that are more like stories.
Telling the story of your brand for example, can help to increase its value in a big way. Your story will give your brand a human face and, in this way, allow you to establish an emotional connection with your audience.
There’s no single way to get this right. You only need to be as creative as possible. It would be worthwhile to hire a video production company to help you create a compelling and creative piece. Providing your audience with high quality content right from the start will build their trust in your brand. They will come to expect quality from you in all areas.
- Instagram video will get even bigger
More businesses began using Instagram in 2018. 2019 promises to be an even bigger year for Instagram and any business that wants to make it big online should jump onto the bandwagon.
However, there’s much more to Instagram video than just the fact more businesses are using this platform. IGTV, Instagram’s standalone app, is a long-form video app. The app was developed in this form since the brand found that over 94% of people hold their phones in vertical orientation most of the time. This means that brands must now seek to meet the demand for vertical videos. If you intend to include Instagram in your digital marketing strategy for 2019, you would have to consider this.
- Increase collaboration with influencers
Over 70% of millennials are influenced by recommendations of their peers when deciding whether to make a purchase or not. In addition to this, 75% of consumers trust opinions that they find on social media. Collaborating with influencers will not only give your audience a reason to trust your brand but also, give your brand the opportunity to penetrate the community of the opinion leader.
- Use video for every stage of the purchasing journey
Video can be used to influence consumers at every stage of their purchasing journey. They can help to drive awareness, create interest, educate, inspire and even entertain. They are an effective way to capture attention and are easy to share.
Most importantly, videos can be used to answer questions that consumers have when they are still undecided about whether to do business with you. A great production may be just what you need to close the deal. You should therefore, include a call to action in your content to drive conversions.
Video marketing is without a doubt the best way to showcase your brand and what you have to offer. It is a powerful tool to use. No business should miss out on the opportunity to use it. As we go deeper into 2019, it’s important to apply new tactics to your marketing strategy to get even better results.