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Introduction
In the 21st century, we all know why videos are so popular, for one, they are an easy-to-digest format that gives the user's eye a rest from the overabundance of textual information online. Videos are versatile and present information in a very entertaining and engaging way giving the consumer a real-life picture of what is going on. They are easy to share across multiple platforms, and anyone with internet access can easily access them; therefore, they can give massive ROI through many channels. Nowadays, what people see is actually what sells, which is why video marketing is on the rise.
What is video marketing?
It is the process of using a video in marketing in order to promote a product or a service. It helps the creators increase their engagement on their digital and social media platforms, educating their audience and thereby allowing the creators to reach their audience with a new medium.
The first-ever video ad was launched back in 1941 by Boluva. It is a famous saying that an image is worth a thousand words, for a video, just multiply that by another thousand. Therefore video marketing is a very powerful form of marketing that very effectively engages your audience as a part of the marketing campaign.
Importance of Video Marketing
Videos are a versatile and engaging content format that is accessible to anyone with internet access. Therefore using videos as a part of the marketing strategy is gaining popularity across businesses of all sizes. Some of the major reasons why to opt for video marketing are as follows:
Encourages Social Shares
Since video is the second most popular content type used on social media in order to increase engagement, platforms such as Facebook and Instagram are now focusing more on it. Platforms that do not offer native video uploads also emphasize on the value of video marketing. About a billion videos are consumed by people every day on Pinterest, and around 68% of video marketers are planning to use LinkedIn videos this upcoming year.
Improves SEO & Boosts Conversions and Sales
Websites experience a search engine boost when a video gets added, as it increases the page quality and the time that people spend on the page. About 31% of marketers add a video in order to improve their SEO. A majority of marketers (more than 60%) have reported that their customer acquisition cost has gone up and about 83% of video marketers report that the videos help them generate more new leads. One of the major reasons for this is that it has not only transformed the way business is marketed and how consumers shop but also revolutionized the way businesses approach and connect with their audience and how service teams support as well as delight their customers. The backend analytics even allows salespeople to qualify and prioritize cold and unresponsive leads.
It appeals to the Mobile users
In the 21st century, almost everyone has access to a smartphone which makes mobile users a driving force for video consumption. From a recent study, it has been found that more ¾ of the videos that are watched online are on a mobile or tablet.
Why Video Marketing?
As technology is getting advanced, internet speed is increasing, and more and more businesses are using videos to engage with their customers. Some of the reasons why businesses should prefer video marketing are:
They are visible for a longer duration on the social feeds
Gives more exposure and engagement
Helps the audience understand the product better
A more reasonable and entertaining way to get in touch with the audience
They are a powerful sales tool
Ranks higher in search
Platforms
YouTube
It is one of the most popular video-sharing platforms that lets a user upload, view as well as share videos. It has additional features that allow users to like and comment on videos. It is a great tool for business branding as it has a consumer base of millions.
Creating an account
Since the number of people consuming content on youtube is constantly increasing, making youtube a great platform for branding. Brief video descriptions or short clips about the product can double the presence. There are two ways of creating a business account on youtube, which are as follows.
Users can use their Google+ account in order to create a YouTube account. For that, the user needs to click on the dropdown, which is at the top-right corner of the Google+ page. Then click on create a channel and follow through the steps.
Another way is to create a YouTube account, which will then automatically create a Google+ page for the same. For this, the user needs to go to the YouTube page. Click on the thumbnails present in the top-right corner of the page. And then click on the Creator Studio and choose to create a new channel.
Upload a Video
Sign in using your business account.
Go to my guide, which is located in the upper left corner of the screen, and then search for my channel.
Click on Upload.
Choose the video that you want to upload and then click on confirm
Dailymotion
It is similar to YoutTube, allowing users to upload, share as well as view videos.
Create an account
The user needs to join Dailymotion by registering themselves on the site.
The user then needs to create a public name, link URL, and password.
Upload a Video
The user needs to sign in to their Dailymotion account
Click on the upload a video option on the page's top-left corner.
Choose the video you want to upload from the dashboard.
Click on the file and click Open
The user may be required to fill in a few details. Wait for it to finish uploading. Click on confirm to save it.
Measuring the performance of a video
Before getting started with any marketing campaign, it's important to fix the primary video goal. It's a good and safe practice to pick one or just two goals for each video so that the video remains focused and is easier for the viewers to understand what they should do next.
Measuring the performance of a video is important to get an idea of hows the campaign is doing. Some of the metrics that can be adopted to measure the performance are:
View Count It represents the number of times users have seen the video. It is a good option if the creator's goal is to increase brand awareness.
Play Rate It represents the percentage of people who played the video divided by the number of impressions it received. It is a good option if the creator wants to figure out whether the video is relevant and appealing to the audience.
Sharing & Comments Social shares and comments act as good indicators to help the creator understand how relevant their content is to the audience. Because if someone watches a video and takes their time to share it, it's because they liked the video. Also, the more the number of social shares, the higher will be the view count. It is a good option to keep track of if the creator wants to reach a larger audience.
Completion Rate It represents the number of people who completed the video divided by the number of people who played it. It is a great way to gauge a viewer's reaction to the video.
Conversion Rate It represents the number of times the visitors completed your desired action divided by the number of clicks on your CTA. It is a good option if the creator wants to track how many viewers have completed the desired action.
Frequently Asked Questions
When was the first video ad launched?
The first video ad was launched in 1941 by Boluva.
What is meant by video completion?
Video completion refers to the number of times the users have played the video in its entirety.
Name some of the popular video hosting platforms.
Some of the popular video hosting platforms are YouTube, Vimeo, Vidyard, etc.
Conclusion
In this article, we have extensively discussed about Video Marketing.
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