Every minute, users around the world watch several million videos. YouTube, TikTok, Instagram and Facebook play a central role in this. Thanks to their immense viewership, they are perfect for your video marketing. Although many users rely on traditional content in text form, recent years have shown that video content is extremely important. It speaks to your target audience in a very special way and is not comparable to other content.
What is Video Marketing?
Video marketing is basically the same as any other type of marketing: it aims to map a company’s advertising and communication goals. The difference with other formats, however, is that you’re implementing these goals through video. This includes all video formats that you can use in this area.
A particular advantage here is that videos do not immediately resemble classic advertising measures at first glance. This means your viewers don’t feel pressured to buy, but enjoy the short ad. Ideally, users watch such clips until the end. This is not least due to the fact that you arouse emotions with video content. Whether exciting, funny, frightening or entertaining, such formats convey your advertising message subtly and unobtrusively. This clearly differentiates video marketing from traditional television advertising, which viewers find annoying and intrusive.
Since the term video marketing covers a wide field, you can distinguish it based on different criteria. The first categorization describes the way the video is made – more specifically, whether you’re making it as a live-action film or as a video animation. Next, you’ll distinguish between different video formats, all of which are great for your social media marketing.
The 6 types of marketing videos
At the beginning of any video marketing project, you need to determine what type of video you want to produce. Below you will find an overview of the 6 most common video formats:
Explainer Video
The explainer video is one of the most popular formats. It is also called how-to video and shows how something works. You can find such video content on corporate websites, but also on social media. In such explanatory videos, companies or customers show how to use a product and how to use it correctly. However, it may be necessary for you to create multiple videos on a particular topic. Finally, it’s easier to search for content by topic and view those product-specific formats.
Image film
Product Video
Promotional video and trailer
Interview / testimonial video
The interview is a popular strategy in video marketing. Such a format consists of at least two people talking. This way you can get customer opinions or reviews. At the same time, interviews feature real people to whom your customers feel connected.
Recruiting video
Companies looking for new employees have several options for their video marketing. Besides the image film, targeted recruiting videos are an excellent idea. Here you present a vacant position and give a first impression of the daily work routine. It is, in the broadest sense, a written job ad in video format, but it is much more appealing.
Trade show and event film
In the corporate world, trade show and event films are a popular way to provide attractive video content. You can find such content on social media, in corporate networks or on the company website. They can either draw attention to an upcoming event or provide an afterthought.
The areas of application of video marketing
You can target video marketing in numerous places. It’s less about why video marketing is a good idea and more about where it’s used. Because which platform is best for your video content depends on your target audience. Content that does well on TikTok may be out of place on other social media channels. Thoughtful social media marketing is the key to success at this point. In this context, it may make sense to work with a video marketing agency. These professionals know exactly which format works on which platform.
Alternatively, you can use your video content on your own website. Many companies are pursuing this strategy. Here they present products, explain processes and procedures or give a brief insight into their handling. You can easily combine this approach with more popular platforms for your video marketing, such as YouTube or Vimeo.
Which video content you use and where depends on the goals you have for your video marketing. The following are some of the most popular uses for your social media marketing.
Youtube
Youtube offers the best search options for video content. That is why it is the first port of call for most users when they are looking for such content. With the right video marketing strategy, you can address your target group directly on Youtube.
As the largest social media platform in the world, Facebook offers you a wide audience for your video marketing. Meanwhile, video content makes up a large part of the content available here. Local companies in particular are choosing to expand their social media marketing to this platform.
Instagram offers you different types of formats that you can use for your video marketing. Depending on your content, you can focus on stories, videos, reels, and live videos. While stories and reels are only a few seconds long, you can also post video content that lasts 60 minutes.
TikTok
TikTok is not only suitable for entertaining distraction, but also for your video marketing. However, because of the younger audience, you should focus on an attractive social media marketing strategy.
Snapchat
With video marketing on Snapchat, you’re targeting a younger audience than on other social media platforms. If you’re aiming to boost your brand presence among Millennials and Generation Z, this network is for you. To be successful here, you should focus on authenticity, closeness and emotions.
Linkedin is one of the most important business networks in the world. The platform is ideal for successful B2B video campaigns. In this network, you will find a very career-oriented target group that deals with business topics and social aspects.
Like Linkedin, Xing is a career-oriented social media platform with a stronger focus on the German market. Therefore, it is especially suitable for B2B content or recruitment videos. But visitors also like to watch image films and explanatory videos with a professional context.
Why companies should rely on video marketing
The easiest way to answer why video marketing is important in a professional context is as follows: A video is a visual medium that creates emotional closeness to your customers. Since a picture is worth 1,000 words, moving images convey even more information. You can fit large amounts of content in them fit large amounts of content.
So with social media marketing, you’re focusing on an approach that appeals to most people. Because if you can choose between a long text and a video, you almost always choose the video. That’s why companies also benefit from being represented on popular social media platforms. Which ones exactly depend on your existing and potential customers, of course.
One of the reasons why video marketing is so important for businesses is to convey information. Visual content such as the film production for your product is much more memorable and can be consumed more quickly. In today’s fast-paced society, the speed at which information is absorbed is another critical issue. A short and emotionally engaging video stresses your audience less and creates a sense of closeness. For the younger generations in particular, snackable content represents the current zeitgeist.
Also of interest is that you increase interaction with targeted social media marketing. Your viewers can show you that they like your content with Likes. Additionally, they can share your content or leave comments. In the best case, your reach will increase exponentially.
Another reason why video marketing is a sensible move for businesses is that video formats can be used to get messages out. At the same time, the organization itself determines who it wants to address with the content. This high degree of self-determination is particularly important for marketing. That’s why today videos represent a large part of advertising activities in B2B.
The customer as the focus of the video marketing strategy
Today, successful video marketing and a good ranking on Google go hand in hand. Both help you achieve your business goals. The basic goal is always to sell your products and services and attract new customers. To achieve this, most companies now rely on individual and authentic messages. At the same time, creativity and an emotional transfer of knowledge are required. Therefore, it is advisable to target your content to the needs of your customers.
Of course, companies have always followed the motto: the customer is king. Nevertheless, this trend in marketing has only been emerging for a manageable time frame. This includes placing increased emphasis on the needs of your customers in the content generation for your advertising message. Here, the technical possibilities play a central role, which are much more extensive today than they were a few years ago.
The change in Google algorithms already shows why video marketing needs to put the customer first. This focus ensures that you can be found in search, which increases your visibility. At the same time, this alignment helps customers perceive your brand more attractively and strongly. Since the Internet community likes to share such impressions widely with other interested parties, you will benefit from the positive feedback.
This is what a successful video marketing strategy looks like
In order for your video marketing to offer the desired success, a well thought-out strategy is necessary. Especially the conception and the realization of the film production go hand in hand with an immense amount of time. Depending on the selected video format, costs are also more or less high. A good reason to be sure of your customers’ attention.
The first step in your video and social media marketing strategy is to look at your goals. What do you want to achieve with your video? Who is your target audience? Which part of the customer journey does your content affect? These questions are the basis for your strategy. So it’s important that you’re aware of these basics before you start producing.
The concept for your video comes from the initial clues you became aware of in step 1. However, now you also take into account more individual requirements. This includes whether you want to appear humorous, serious, entertaining or sober on social media.
Additionally, the concept addresses the question of which video format best suits your goal. Depending on the target group, different formats and platforms can be interesting. When creating your concept, be sure to consider which social media channel you want to use. Finally, different platforms have different specifications for published content. These mechanisms directly affect your video marketing.
Implementation is often the most expensive phase of your video project. How much it costs depends on your strategy, the concept and your target audience. The theme also affects this, as different video formats may be necessary. Image films in particular require a professional video production team.
You should definitely not underestimate this step. If you want to deliver your content on different channels, separate productions may be necessary. Whether this is the case depends on the specifications and mechanisms of the detailed platforms.
Content seeding helps you reach the right audience. For the distribution of your content, you should also choose an approach that promises the highest possible reach. The basis for this is, of course, that you upload and publish your video on all relevant social media channels. However, the upload alone is not enough. Rather, it is the combination of different video marketing strategies and a well thought-out SEO concept that contribute to success. If necessary, you can consider additional advertising measures such as YouTube Ads. Related blog articles or press relations will also help you improve the visibility of your videos.
Once you’ve implemented steps one through four, your audience will have access to your videos. With this, you have already done a large part of your work. Nevertheless, it is not advisable that you leave the content to itself afterwards. Instead, you should track whether the content meets the expectations and demands of your target audience. Views and likes are a good indicator of whether you’ve chosen the right format. Additionally, you should analyze the feedback from your audience. This includes the length of stay as well as all comments you find under your videos.
You expected a better result? Then it may be necessary to optimize your video campaign. Depending on the platform, your options for optimization may vary. On YouTube, for example, you have several options. This includes customizing the title, but also your keywords or thumbnails. Alternatively, you can of course trim the video and upload the clip again.
That's why video marketing is the future
Video marketing is a forward-thinking strategy for your online marketing. You can focus on different video formats and use different social media platforms. This way, you’ll make sure you’re targeting the audience you want and increasing your visibility. There are many reasons why this approach is so important for your future marketing concept:
- Good marketing videos are easy to consume. That’s why many people prefer video formats as a source of information.
- You can provide your video clips for free or as paid ads.
- Visual content stays in your potential buyers’ minds longer than complex text.
- If Millennials or Generation Z belong to your target group, videos are the tool of choice. These generations prefer short and emotional content.
- Videos are great for social media marketing. Here, the formats can be consumed quickly and easily. The time factor in particular plays an important role – because the smartphone is the constant companion through everyday life.
- Videos offer added value to your customers or potential new customers. Ideally, the content is creative, eye-catching, and stands out from the broad content crowd. The more customized you make your marketing, the better the video content will be remembered.
- Video creates a closer relationship with your customers than text ever could. The reason for this is the target group-specific approach. Plus, videos convey a sense of personal conversation that text can’t match.
These peculiarities make video marketing an important step towards the future. Younger customers demand a high level of authenticity and trust from companies. Meeting these requirements is not so easy in modern day business. Nevertheless, personal contact remains an important measure of mutual trust. This makes videos an effective and promising medium. Because even if direct contact is absent – moving images transport emotions and increase the feeling of familiarity.
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