Videos are an incredibly powerful tool when it comes to connecting with your audience quickly and creatively.
You can communicate so much in so little time. Combining visual elements with audio and written messaging provides an effective online marketing video for your clients. Moreover, videos offer insight into your organisational culture and brand promise. Essentially there are three things you can do with online marketing video to forge an optimal connection with your audience. They are inform, engage and entice.
Using video is a really effective way to give your audience valuable information. Not only does it grab the attention of your audience but it also keeps them immersed. The extra attention increases the amount of time a customer will spend on your website.This makes an online marketing video great for sharing information. 90% of marketers say that video has helped users gain a better understanding of their brand. Some common info-based videos include:
Customer Testimonials or Success stories
Voxpopping customers (showing public opinion) is a great way to share your success in a way that audiences can engage with. Experience will teach you that audiences are more likely to trust a third-party. Moreover, video is a great way to show endorsements from real people whom customers can relate to.
Video Case Studies
Video case studies can be a great way to demonstrate positive customer-service experiences and tangible results. This immediately sets viewers up with an image of their own future brand success. It shows first-hand the promising results your company delivers.
Product presentations, promotions or reviews
Online marketing video can be a great way to introduce a new product. It can also inform customers of it’s use and value, rather than just explaining it. Video also gives you an avenue to demonstrate the uses and effectiveness of the product.
Online marketing video is a great way to personify your brand. Using a staff video as part of your digital strategy can make use of your most valuable asset, your people. Seeing your team on video provides context to customers about what your business offers. It enables them to make psychological links and judgments early. These videos clearly demonstrate the culture of your business and help you stand out from the crowd.
When releasing executive documents like annual reports it can help to have a short summary video to accompany the report. This video can help to highlight the key points of the report.
Showing off your staff personality around the office is a great way to introduce your team to potential customers. This can be done by having your staff talk about their interests or interview each other. Also via a series of short videos introducing each individual staff member.
These videos are primarily designed to drive up traffic. In fact, it is predicted in the near future, video will make up approximately 82% of internet traffic. When people think of online marketing video they most commonly think of videos aimed to entice. These are generally viral videos, promotional advertising or even microvideos (see below). Content video blogs however can be highly effective and are commonly under-utilised.
The most common form of entice video, Viral videos tend to be funny, creative and quirky. Having a video go viral is very difficult but the results speak for themselves. The most successful viral online marketing video campaign, Old Spice’s “The Man Your Man Could Smell Like” lead to 1.4 billion impressions and an increase of sales of 107%.
Similarly, a microvideo is the perfect way to build relationships with your audience. There is a number of ways to get your brands story off the page and onto the screen. From product demonstrations to testimonials, microvideos are a great way to show brand identity and character. Need more proof? Consider these real-life marketing statistics below.
- On average, people spend 2.6x more time on pages with video than without.
- 64% of people will make a purchase after watching branded videos on social platforms.
- Nearly 50% of consumers look for an online marketing video related to a product or service before visiting a store.
- 83% of marketers would increasingly use video as a primary strategy if there were no obstacles like time, resources, and budget.
- 71% of people watch more online marketing videos than they did a year ago.
Content video blogs
An easy and effective way to provide useful video content is video blogs. Video blogs help to improve customer awareness and spark intrigue. They essentially provide useful information that can set your brand up as a thought leader. These videos could be instructional video, how-to’s discussions of the latest trends or answering frequently asked questions. 80% of customers found thought leadership or expert interviews very helpful.