As the online world gets more and more visual, video marketing has become a game-changer for businesses trying to connect with their target audience. 

With everyone and their mom on social media, it’s no wonder that video marketing has become a must-have part of any digital marketing strategy. 

Here’s why dipping your feet into video content can be a smart investment for your business. We’re also going to skim the surface of what it’s like to do video marketing in 2024. 

The Power of Video Marketing

Video marketing is a highly effective way to grab the attention of your target audience and convey your brand message. In fact, research from Hubspot has shown that videos are more engaging than text or images, and users are more likely to understand how a product or service works using this format. 

This is because videos can communicate complex information in an easy-to-digest format. Plus,  you can convey various interpretations just by tweaking the tone and emotion of your audio. 

Apart from that, videos also have a high shareability factor, with users more likely to share videos on social media than other types of content. This means that your video can reach a wider audience, increasing brand awareness and driving traffic to your website.

Here’s just a sneak peek of the converting power of the format:

• Increase engagement. Videos are more engaging than other types of content, with users more likely to watch a video to completion than read a whole article.
• Help improve SEO. They can also improve your website’s search engine rankings, as search engines like Google favor websites with high-quality video content.
• Get better conversion rates. Videos can help to drive conversions, and users are more likely to make a purchase after watching a product video.
• Create brand awareness. Product and service videos can help to increase brand awareness and reach a wider audience.
• Improve customer relationships. Videos can help to create an emotional connection with your target audience, building trust and loyalty over time.

Image from Freepik

The Rise of Video Consumption

In 2024, the rise of video consumption is a trend that businesses can’t ignore. According to a study by Oberlo, 86% of marketers leveraged video content last year. It’s not surprising that most brands have made the pivot to the content format. 

In the same report, they detailed that the demand for video content is increasing, with 91% of consumers wanting to see more videos from brands.

This means that if you’re not using video marketing to promote your brand, you’re missing out on a significant opportunity to reach your target audience.

The popularity of video consumption is partly due to the rise of mobile devices, with users increasingly using their smartphones to watch videos on the go. It’s also thanks to the rapid proliferation of trends in the online space. 

Today, businesses need to create videos that are optimized for mobile viewing, with shorter runtimes and vertical formats that are easier to watch on a small screen.

Types of Video Marketing

Depending on your intent, there can be several ways you can leverage videos to promote your brand. Here are just a few examples. 

• Product demos. These videos showcase a product or service and demonstrate its features and benefits. These are great if you’re partnered with a content creator. 
• Explainer videos. These videos explain a concept or process in a clear and engaging way, using visuals and animations to simplify complex ideas.
• Testimonials. These videos feature satisfied customers sharing their positive experiences with your brand, helping to build trust and credibility.
• Brand videos. These videos showcase your brand’s values, mission, and personality, helping to create an emotional connection with your target audience.
• Live videos. These videos are filmed in real-time and can be used to showcase events, interviews, or behind-the-scenes footage.

Of course, you can mix and match the kinds of videos that your brand creates–to curate a brand message that is uniquely yours. As is the case with most businesses today, you can ride on trends and follow the hottest video formats, use popular audio, and collaborate with creators to get better numbers. 

Image from Freepik

Tips for Successful Video Marketing

If you want your video marketing strategy to be successful, it’s important to create videos that resonate with your target audience. Here are some tips to help you do just that:

1. Know your audience

Before creating a video, it’s important to understand who you’re making it for. This will help you create videos that are relevant and engaging.

2. Keep it short and sweet

Nowadays, people have shorter attention spans, especially when it comes to watching videos on their mobile devices. So, make sure your videos are concise and get straight to the point.

3. Use storytelling

People are naturally drawn to stories, so try to incorporate a narrative into your videos. This will help your audience connect with your brand on a deeper level.

4. Invest in good equipment

While you don’t need to spend a fortune on equipment, it’s important to have good-quality audio and visuals. This will make your videos look more professional and polished.

5. Optimize for mobile

With more people consuming video content on their mobile devices, it’s important to optimize your videos for mobile viewing. This means using a vertical format, subtitles, and keeping the video short.

By following these tips, you can create videos that are engaging, and memorable, and help to grow your business.

Read more: Essentials of a Marketing Strategy: Visuals You Need to Have

Read more: How Does Unlimited Graphic Design Work?

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