What is Video Marketing and Why You Need It in 2024

Video Marketing

TikTok and YouTube Shorts account for hundreds of millions of hours of video marketing consumed. EVERY. DAY.

What might have been an afterthought years ago, is now a top marketing priority.

Why Should You Use Video?

Using a video marketing strategy is one of the best ways to make sure you establish your brand awareness as best as possible and help you rank your website on any search engine including Google.

It gives your potential clients a quick and concise way of learning about your company, your products and your services. And the options are endless, including, onboarding videos, knowledge-based videos, customer stories that can personalise your brand and create a fuller, more resonant image of your company.

Story is King (or Queen, whoever wears the pants).

Although it’s very important to showcase your services with a marketing video, one of the most important rules is – keep viewers engaged.

Try to come up with interesting ways to show how your products work using reviews and tutorials or how it can really impact people’s lives.

Find good characters that can help you tell your story.

Highlighting real customers with real opinions can add a level of honesty and engagement that money can’t buy. This will go a long way towards maximising engagement.

It only takes a few unique touches to make much more interesting videos.

Remember it doesn’t matter if you have a big budget or a small one, once you know what story you are telling.

Examples of Video Marketing

  • Demo Videos
  • Brand Videos
  • Event Videos
  • Expert Videos
  • Education or How-To Videos
  • Explainer Videos
  • Animated Videos

This is just the tip of the iceberg. You can begin exploring AR (Augmented Reality) videos or Personalised Messages or experiment with Live Videos. There are so many tools available to use and you can make any of them work for you.

The Unpredictable Enemy – The Algorithm

Like Google, TikTok’s algorithm changes all the time and is something we can only guess at.

But unlike Google, TikTok isn’t forthcoming about what works and what doesn’t or, more importantly, why.

Recent Findings

Recent research has shown that longer videos do not tend to perform better. Why? Because they—listen to this—stress people out.

You heard that right. TikTok itself reported that videos longer than 1 minute are more likely to stress out viewers. Source.

This means that the story you’re telling is even more important, not the length.

You keep your customers engaged because any second they become anxious they will just click away…

The First Three Days

Did you know that the first 24 hours after a video launch on YouTube are crucial? Source.

The more views you get during this window, the more YouTube will reference your video to other people. That’s how your video will start to gain traction bringing more attention and, hopefully, customers to your site.

Each social platform has different approaches, so it’s necessary to have a very clear strategy to make the best out of them.

Another example, on TikTok, the first three seconds matter the most because that’s just long enough to count as a “view”. Source.

Use captions because many videos on TikTok are viewed without sound.

You guessed it – a lot of people slack at work.

These are just some of the insights that SEO Impact can use to assist you in getting the most from your content.

We can provide marketing strategies, and thorough campaign planning.

Good Price, Great Quality, Fast – Choose Two.

Using video marketing and video content production is not something simple and requires a lot of work with many different teams for it to work at its best.

Between a well laid out brief, a good script, pre-production, shooting, post-production and a well-developed content marketing campaign, there are a lot of processes and people required to get your products out there.

The longer you can plan your campaign and marketing videos premier, the best price and quality you will get.

If you want it faster, the more professionals you will need to get it done and the prices unfortunately rise.

So between price, quality, and timing, you get to choose only two. Choose wisely.

Branislav Nikolic

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