Over the past decade, video has dominated the digital sphere. Video platforms such as YouTube, Vine, Instagram, and Snapchat have given rise to a new era of video content, and businesses are now using video as a marketing tool for their campaigns. Hubspot reports that 81% of businesses used video as a marketing tool in 2018, and Forbes predicts that by 2019, online content will consist of 80% video marketing. This article will explore why you should use video in your marketing campaigns, and provide three ways to ignite your marketing campaigns with video.
Why You Should Use Video in Your Marketing Campaigns
Differentiation and Brand Storytelling
Incorporating video in your marketing campaigns can help differentiate your business from your competitors. Video is a form of rich media content that engages more people compared to traditional forms of marketing, such as text and static images. Brands and businesses should consider using video in their marketing campaigns because there is a high demand for video content. According to Hubspot, videos are ranked first when it comes to the type of content people want to see from a brand or business they support. Video is also an avenue for brand storytelling, which can inspire and appeal to the needs of your audience in a real and authentic way.
Successful Examples of Using Video
Top brands and companies such as Nike, Coca Cola, Oreo, and Dove are some of the most successful when it comes to using video as a tool and tactic for marketing. Nike’s “Dream Crazy” ad, featuring Colin Kaepernick, garnered millions of views on YouTube and ignited conversations on social media. Coca Cola’s “Share a Coke” campaign featured personalized bottles with people’s names, which resonated with their audience and increased sales. Oreo’s simple yet appealing video campaigns remain fresh and innovative, with over 2.5 million followers on Instagram.
3 Ways to Use Video to Create Successful Marketing Campaigns
1. Product Videos
Creating product videos is a great way to ignite your marketing campaigns, especially if your brand or business operates in more of a niche industry. You want to educate new and potential users to help increase brand awareness. According to Forbes, 90% of consumers express that product videos directly inform their purchase decisions. With that being said, you may also want to consider creating how-to videos that are relatable to the audiences you are trying to target and reach. Slack’s “So Yeah, We Tried Slack…” video campaign speaks to their audience in an authentic and humorous way. Product video ideas you can try include product demos, whiteboard-style instructional videos, and customer testimonials or stories.
2. User-Generated Content
User-generated video content is also a great way to ignite your marketing campaigns because it helps build brand trust. Consumers want to know whether or not products and services are reliable, and they want to ensure that others have purchased and used the product or service before they do. Partnering with influencers with hundreds of thousands of followers on social media helps businesses sell their products to engaged audiences. User-generated content ideas you can try are customer product/service reviews, or influencer marketing on YouTube and Instagram.
3. Social Media
Social media is one of the most powerful tools when planning your video marketing strategy, especially now that social media platforms are constantly adding new features, such as Instagram stories, and Facebook and Instagram live videos. Social media is also a quick and easy way to appeal to your audience without having to worry about your audience’s attention span. Social media ideas you can try are interactive Q&A videos on Instagram, Facebook and YouTube Live, new product or service teasers, and video contests.
The Future of Video
As video continues to thrive and dominate in the digital world, it definitely has a place as a tactic of marketing for businesses. However, it’s important to note that the future of video is constantly evolving. It’s no longer just about creating video content, but also about making sure your content is relevant and tailored to your audience’s needs and interests.
One of the key trends in video marketing is the use of augmented reality (AR) and virtual reality (VR) technology. AR and VR are expected to revolutionize the way people interact with video content, as they provide a more immersive and engaging experience. AR and VR can be used to create interactive product demos, virtual store tours, and even immersive brand experiences.
Another trend to keep an eye on is the use of artificial intelligence (AI) and machine learning (ML) in video marketing. AI and ML can help businesses analyze data and personalize video content to match their audience’s interests and preferences. AI can also be used to automate the video production process, making it faster and more efficient.
Video is a powerful marketing tool that businesses can use to differentiate themselves from their competitors, tell their brand story, and engage with their audience in a more authentic way. By creating product videos, using user-generated content, and leveraging social media, businesses can ignite their marketing campaigns and reach a wider audience. As the future of video continues to evolve, businesses should also keep an eye on emerging trends such as AR, VR, AI, and ML to stay ahead of the curve and provide their audience with the most engaging video content possible.
