Another groundbreaking type of digital marketingBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such ... More is video marketing. They are more engaging, stimulating, and much richer than images and texts.
Many people have also started sharing and watching them over other formats. Such videos are shown on a definition that has never been witnessed before. This is due to the bandwidth’s availability and progress in video technology. Videos can also be informative, valuable, or entertaining.
Videos can be funny clips of babies, product reviews, vlogs, or even movie trailers. YouTube is the next to Google in terms of the biggest search engine.
It completed 19.5 billion searches in the first month of 2013. But YouTube has audiences that are more precise and intentional with their behavior. They are not just doing random searches and looking for a link they want.
There is a certain video they want to see. And this is why the video streaming site has over a billion different visitors per month.
Also, images and videos cannot be detected by search engines. When we find answers to questions, the format could be anything.
When video marketing, it is then essential to create online videos and optimize them for search. This basic digital strategy is of big importance especially now that people use search engines to look for specific videos.
YouTube for Video Marketing
YouTube states that every month on their site, over 4 billion hours of video are viewed. On the other hand, 100 hours of video are posted per minute. Everyone can upload and watch videos. Everyone can make videos at home and reach a global population.
One good example is the Charlie Bit My Finger video with hundreds of millions of views in September 2013. There are also some musicians who market their music through music videos. Some brands also use YouTube and other video-sharing platforms for advocacies and messages.
This only means that experiences, interactions, and engagements are created through videos. There is also an opportunity for marketing themselves, opinions, products, and services. For instance, cooking videos by many YouTubers are made right at home.
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They produce valuable and informative content for millions of views and subscriptions. Moreover, the creation of these videos is done on a budget.
Strategies for Video Marketing
Video marketing is a digital marketing strategy that you can tap into. It’s known to be a tool for experiential marketing. It’s experiential because the viewers also experience what’s being experienced in the video.
Video marketing can invoke powerful emotional effects on viewers. The proof can be seen on the millions of views of funny, scary, and inspiring online videos. Using this kind of marketing, you have to consider how a viewer must act and feel. How do you want them to feel if you show your brand’s personality and style of communication?
Many think that the expensiveness and difficulty to produce videos are considered a weakness. But this misconception should be unlearned. In fact, millions of vloggers at home, as well as marketers, prove that they can make videos on a budget.
What You Need for Online Video Production
Web content videos are less costly than TV videos, although the quality may be compromised. But readily available home video equipment is enough because the equipment is not everything.
Various cameras with affordable and high quality are available now. And some viewers don’t demand super high-quality videos. The only tools you will need for video marketing are a camera, microphone, and video editing software.
First, cameras can be a simple webcam or even a mobile phone camera. Easy-to-use cameras out there may also offer professional quality.
For a microphone, this usually isn’t a problem. Most cameras already provide a built-in mic. Over time you may start investing in a better microphone for a higher quality of audio. There is much less background noise if you use a different microphone than the built-in one.
Lastly, you will need video editing software before publishing for video marketing. You’ll have to cut and edit to make it shorter and more pleasing. Various software tools are available for you to decide from.
For instance, there is free software that is already built-in on your personal computer, like Movie Maker. But you may also go for video editing suites like Final Cut Pro or Adobe AfterEffects.
Differentiating Between Video Content and Video Ads
When you’re getting started with video marketing, you have two approaches to consider: video content or video ads.
Video Content
Some videos are only meant to be shareable but not promotional. They may inform, update, entertain, or inspire the viewer to add value to the viewer. But they do not acknowledge these as ads in any way. One good example includes a how-to guide or tutorial. Funny videos, lectures, presentations, industry updates, and reviews are other examples.
Video Ads
Meanwhile, video ads are actual adverts. The content, method of filming, and format are meant for online advertising. This may involve TV commercials shared on YouTube or custom web ads.
Going Viral
Going viral may be a goal when you’re video marketing. Some even consider it as a holy grail of any kind of online marketing. Who doesn’t want their content to spread from person to person to communities and the world? It’s great to attract a growing audience and let your video gain popularity. One awesome method to do this is by the use of social media. Social media lets everyone connect to a much bigger network. You, along with your viewers, can share your video content here. Because your friends and followers will see it, then they will be more compelled to watch it.
You can go viral in different ways. The diversity of videos just proves that anything can be interesting and worthy of shares online. So how are you going to design your video without a structured framework? You may consider the following principles:
- Talking about a trending topic
- Making your content more enticing through the description, title, and thumbnail.
- Keep it shareable.
- Give the viewers social capital for sharing.
- Post something unique and different.
- Make sure your video is concise.
© Image credits to Anni Roenkae
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