Video is one of the most effective methods of boosting your content marketing. It’s
attention-grabbing and lets you quickly get across who you are and what you’re all about.
Making an impression with video
Doing this right is another matter. While anyone can pull out their iPhone and hit record to get an HD video in no time, planning, shooting, editing and distributing a video successfully requires a great deal of time and expertise.
This is something that even many large businesses don’t have in-house on-demand, which is why it often makes sense to turn to a specialist video content marketing agency.
Whether you’re planning a one-off campaign to support a new product launch or an ongoing strategy to build your brand and connect with customers, a great video marketing agency can provide everything you need to turn your vision into a reality and help you really get your business noticed.
Why you need a video marketing strategy
No digital marketing strategy in 2023 is truly complete without video. But if you’re unsure where to start or what type of content you should be producing, seeking out professional video marketing services is a great way to get involved in this arena, especially if you don’t have the time or skills to create your own content in-house.
How important is video marketing in 2023?
If there was any doubt as to the demand for this type of content, the latest video marketing statistics should put that to bed. For example, the amount of online video the average person watches per week has almost doubled since 2018 – and it’s not just funny cat videos on YouTube they’re watching either. More than nine out of ten people say they want to see more videos from brands in 2023, so if you’re not offering potential customers this, you’re missing out.
What’s more, most of us are visual learners, and video is a perfect way to exploit this. That’s why Vimeo notes 80 per cent of people prefer videos over written text, while according to Forbes, customers retain 95 per cent of the information contained in videos. So, if you’re looking for a new way to raise awareness and make sure your company name sticks in potential buyers’ minds, video is the way to go.
What types of videos are popular?
When it comes to the type of content you should be producing, a lot will depend on who your target audience is – and a traditional video ad is just one of many options. For example, explainer videos that show viewers how your product or service works are among the most popular choices. In fact, 96 per cent of consumers have seen an explainer video, with 89 per cent saying it has helped them make a purchasing decision.
Branded social media video content, testimonials, product teasers and even customer onboarding tutorials are all other types of popular content you should be considering to make a splash. A good digital marketing team will walk you through the options and explain where each one may be useful – and you’ll quickly realise there’s a lot more to this area than just video advertising.
You should also think about where you want your video to be seen. It’s not just about traditional video sites like YouTube. Even platforms like TikTok can prove to be fertile ground for marketing videos, as long as you do this right and know how to connect with these audiences. One in three content marketers now use this channel, so you could be missing out if you dismiss it as not relevant to your potential customer base.
How do you make your videos stand out?
Once you’ve decided on your target audience and chosen what type of video content to produce, you still need to make sure it gets you noticed. And with so much video out there competing for attention, getting it seen can be the hardest part of the entire process.
This is where it pays to engage the services of a good digital marketing agency. We understand that the video itself is only one part of your campaign. To be successful, you need to be making sure it gets found by the most relevant target audience – and then that it grabs their attention enough to make them want to keep watching.
What this means is that you need to pair compelling videography with services such as keywords, search engine optimisation and social media management in order to really make the most of your video marketing.
What types of video can a great content agency offer?
A key part of your video strategy planning is deciding what type of video to produce. Do you want a short 30-second social media video to be shared on Twitter, or a full-length documentary? A snappy animation or an engaging introduction to your key people?
A good content marketing agency should be able to offer a full range of video styles, formats and topics. You just have to decide which is the best fit for you – and they’ll be able to advise you on that too.
Where there are plenty of options, here are a few of the basics to choose from.
Animation is a great way to quickly deliver an entertaining, engaging impression of your business, as well as get across key information. It’s ideal for boosting brand awareness as it can be tailored to the exact look and feel of your company and aligned with other shareable content such as infographics.
What’s it good for?
Sharing on social media, highlighting important stats in an engaging way, explaining concepts clearly and keeping it fun!
Live action brand videos
The bread and butter of most firm’s corporate video production, live action videos are able to be used in a multitude of ways. They can demonstrate features of your products, offer powerful customer testimonials, showcase the expertise of your team through interviews or talking heads and help give potential and existing customers an insight into your company culture and what makes you tick.
What’s it good for?
Brand videos, going behind the scenes, showcasing the human side of your company and telling a coherent story about what drives your business.
On-location and live streaming
If you really want to stand out from the crowd, on-location live video is a great way to go. This lets you connect directly with your audience in real-time and have a genuine conversation where you can answer any queries. It requires a lot of preparation and isn’t easy to pull off, but with a professional partner, the benefits can be well worth the effort. Don’t think these events are a one-off either – content from live stream shoots can often be edited and reused as part of a wider strategy.
What’s it good for?
Building a real connection with audiences, showcasing complex topics and responding to questions.
Why a video production agency doesn’t stop at ‘cut’
You could do all the filming yourself, or team up with a dedicated video production company to create the content for you. But then what? The shoot itself – and even the editing process – is only half the task when it comes to making this aspect of your strategy work effectively.
A good video marketing agency will provide more than just professional camerawork and the latest video editing software to give your content some polish. It will also help make sure your video is optimised for search, is aimed at the right target audience, and aligned with the rest of your marketing strategy.
How to get your videos found on YouTube
While there are lots of options for hosting your video content, for many firms, YouTube will be the most obvious choice. But with 500 hours of video uploaded to the platform every minute, how do you make sure yours gets seen?
This is where good search engine optimisation (SEO) comes in. For starters, make sure your content is tagged and the title includes your primary keyword, just as you would when optimising for Google. However, there are also a few platform-specific factors to think about, such as ensuring you have a relevant, engaging thumbnail and add correct subtitles and captions. These are elements any good video marketer should be able to help with.
What content is needed to support your video?
Video marketing shouldn’t be viewed in isolation, but as just one part of a comprehensive digital marketing strategy. This means that it’s not only the video content itself you need to think about, but also all the surrounding items you’ll need to support it.
For instance, when it comes to social media marketing, you should be supporting your video with a range of relevant, timely posts in order to pique the curiosity of people who may otherwise scroll past it
If you’ve got animation video content, you can also reuse this for infographics or custom images you can share on social or add into blog posts to liven them up.
How do you know if your video is successful?
Another key part of a video marketing strategy is how you measure success. This is often about much more than just headline figures like view counts for a social media video – it’s about how many of those viewers are actually taking the desired next step.
Getting someone to watch your video is only the start. The key question then is ‘what happens next?’. A good agency will know exactly how to frame your video with the right call to action, whether this is clicking through to your key landing pages, resharing your content to spread its reach, downloading a more in-depth asset or making contact with your sales team.
With effective reporting, you can also see clearly how many people are taking these actions. We’ll help you identify the right key performance indicators to measure and give you comprehensive insight into what’s working and what isn’t to make sure your next video is even better.