How video can massively benefit your content marketing strategy
Written by Luke Wheeler
Last updated: 27/06/2017
Videos; you’ve probably watched one or two before. It’s always been a powerful form of media, capable of delivering messages and ideas unlike any photo or written piece ever could, and in an age of social media, viral content sharing and the influx of online video, there has never been a more important time to seriously consider using video as part of your marketing strategy.
Read on to learn a little more about why you should be using video to market your marine business, how to get started without any kind of experience or video equipment, and a look at the kinds of videos doing extremely well for businesses today.
Video has become a huge deal in the last couple of years
The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat or YouTube, the content you need to be thinking about creating and marketing on social media for your business is video. Period. It doesn’t matter what you sell or what you do, if you aren’t bothering with video, you’re going to lose.
Thanks to the worldwide spread of social media usage and the current preferences from these social networks to heavily prioritise and promote video content on users’ feeds, the businesses who embrace good video content are the ones who gain more traction, more leads, and more new business. Using video is a sign you understand the current landscape, which reflects positively on your business.
YouTube is far from the only place on the internet to watch video now, with Facebook now receiving more daily minutes watched than YouTube (which is no small achievement; YouTube receives 4 billion video views every day). This is a drastic shift over the last eighteen months, when YouTube remained by far the most popular online video platform.
Although Facebook is certainly the ‘leader’ of social video right now, don’t ignore other platforms that could be more in tune with your brand. Do you appeal to younger customers? Consider Snapchat video as well, which often has more influence over that particular demographic.
Costs of creating your own video content quickly and easily
It’s easy to dismiss video, particularly as a smaller business with limited resources. We often imagine that using video for our marketing means at the very least, hiring an agency to produce a video and spending a few thousand pounds, which a lot of the time just isn’t viable. Luckily, engaging videos can be created in much quicker, cheaper ways that still come across as professional and well produced.
You could consider creating something like a whiteboard video; these videos often feature no footage, and instead animate a human hand with a pen drawing things on a ‘whiteboard’ style canvas. You’ll have probably seen a few of these before. They work by using a piece of software full of pre-built graphics, animations, text styles, and more. These videos are great for explaining concepts or ideas, and can be created by one person relatively quickly. You also typically only need to pay for whatever software you choose to use, and once you own a license, you can create more videos with it in the future. There’s a slight learning curve with these programs, but if you’ve ever used PowerPoint, it isn’t far off that.
Other methods include using a basic video-editing program to stitch together text, images, and sound. There are also web services that cater to this type of project, if you don’t have any software to try out (they’re also more beginner-friendly, in general). These are great for customer testimonial videos, featuring your own photos and text.
Alternatively, you may legitimately prefer to place a bit of money aside for a real video production agency to handle creating a video for you. This isn’t always as expensive as you might assume; depending on what your goals are and what needs to be done to realise your vision, it can cost under £1,000, helped more by using stock footage instead of bespoke filming, depending on the project.
What sort of business videos work?
There are traits and patterns anyone viewing a lot of online video will notice, and it’s important for video marketers to be aware of what is currently working, and what won’t reflect well on your business.
Short, impactful videos are doing well currently, especially ones that also feature captions. This enables them to be fully understood even when they begin to auto-play on a users’ Facebook feed, and this is a big way to optimise how many people view your video. People don’t stop for long on social media, so do not cut corners making your video as easily consumable as possible. It needs to be understood quickly, it can’t depend on audio, and it needs to evoke emotion.
Yes, evoke emotion. Laughter, happiness, sadness, shock, joy; they’re all drivers of success in video, particularly in the social arena where you want as many shares as possible. Emotional triggers in videos get them shared; and with the average Facebook user having 338 people on their friends list, they’re view numbers you don’t want to be missing out on.