Video Marketing-How to Be Profitable with Innovative Video Content

Wondering how video marketing can skyrocket your business? Explore popular video types, discover the “why” behind video’s power, and unlock tips for creating engaging marketing videos that drive results.

Introduction

In our digital landscape, capturing and holding customers’ attention is a constant battle. Fortunately for you, the businessperson here’s where video marketing can step in and save the day. Thanks to the power of moving visuals, storytelling, and sound, you can now market your business through video content. More than ever before, video marketing today allows you to connect with your target audience on a deeper level, boost engagement, and ultimately drive profitable results for your business.

But just what is video marketing, you ask?

What is Video Marketing?

Put simply, video marketing is the strategic use of video content to promote a brand, product, or service. It includes a range of video formats, from short, eye-catching social media clips to in-depth explainer videos and even captivating brand storytelling documentaries.

It’s about telling your story, showcasing your value proposition, and engaging your audience in a format that is both captivating and easily digestible. The beauty of it is that it transcends the boundaries of a single platform.

It can be deployed across various channels. Such as:

• Social Media Platforms: Facebook, Instagram, TikTok, YouTube, LinkedIn
• Website Landing Pages: To increase engagement and conversion rates
• Email Marketing Campaigns: To enhance click-through rates and deliver personalized messages
• Online Advertising: Pre-roll ads on YouTube, video ads on social media
• Blogs and Articles: To complement written content and enhance understanding.

As such, video marketing can be implemented as a standalone marketing strategy or integrated into other marketing efforts. It can be used for everything from building customer rapport to promoting your brand, services, or products.

The beauty of video marketing is the variety of its different types of videos.

So, what are the Different Types of Video Marketing?

Video marketing can serve as a medium to present how-tos, testimonials, live-stream events, and deliver viral (entertaining) content. The most popular video formats for video marketing to consider for your marketing strategy include:

• Explainer Videos

As the name implies, such videos can break down your business’ complex concepts or showcase your product’s features and benefits in an engaging and easy-to-understand way. They are concise and engaging videos that educate viewers about your product or service.

For example, a software company might use an explainer video to demonstrate how their new project management tool simplifies workflows.

• Product Demos

Not to be confused with explainer videos, these are based on the word “demonstrate”, these types of videos give your video’s viewers a demonstration of your product in action. They showcase the features and benefits of your product in action, so much so, that by the end of it, there is no question as to your product or service’s value proposition.

• Customer Testimonials

Thanks to video, gone are the days of calling up past customers for their experience using your product or service. Marketing videos now allow your happy customers to sing your praises and build trust with potential buyers. They help build trust and credibility by featuring satisfied customers sharing their positive experiences with your business.

Behind-the-scenes Videos

Offer a glimpse into your company culture, processes, or the making of your product. In this way, you offer your loyal customers a peek into your company. Thus, humanizing your brand and fostering a sense of connection between them and your employees.

For instance, a clothing brand could use a behind-the-scenes video to highlight its commitment to sustainable manufacturing practices.

• Social Media Videos

Another no-brainer, such videos are created for marketing on social media. They consist of eye-catching, bite-sized content just perfect for grabbing attention and driving engagement on platforms like Instagram, TikTok, and Facebook.

• Live Videos

Paradoxically, it was COVID-19 that made this video type the norm. Unlike pre-Covid, this video type is gaining traction. More than ever, businesspeople and professionals are hosting live webinars of Q&A sessions, product launches, or educational workshops to interact with your audience in real time.

Live Videos help you connect with your audience in real time, fostering a sense of community and authenticity.

• Animated Videos

Are you camera shy or have a complex product or service you would like your customers to understand?! No worries, at Comecinc C & SSS Inc., we can help you hide your shyness behind animated videos.  Animated Videos explain complex ideas or tell captivating stories using animation.

Using animation, we can create visually stunning and engaging content, especially for explainer videos or brand stories.

• Educational or How-To Videos

These videos provide valuable information to your audience, positioning your brand as an authority in your industry.

If done well and professionally, there is no denying the power and attraction of video.

The Attraction of Video: Understanding Why Video Marketing Works

The success of video marketing lies in its ability to tap into several of our senses.

• Visual Processing and Improved Brand Recall

As humans, we are wired to process visuals faster and retain information better when it is presented alongside images and moving elements. As such, brand images are remembered more easily than text, leading to better brand recall.

• Emotional Connection

Videos tend to arouse our emotions, allowing you to build a deeper connection with your audience. I am sure you can imagine the difference between reading a product description and watching a customer testimonial of someone raving about its benefits!

• Attention Grabbing

Videos are understandably more captivating than text. They grab attention quickly and hold viewers’ interest longer than text. This leads to increased brand awareness and recall.

• Accessibility

The rise of mobile video use and content consumption means your business’ content has the potential to reach your target audience anywhere, anytime. This means that your content has the potential to reach a massive audience. Besides that, video content tends to engage audiences more deeply compared to text or images alone, it is among the most effective marketing strategies.

• Increased Engagement

Video is characteristically more engaging than text or static images. It captures attention and keeps viewers hooked. Many will admit that videos are more engaging than text or images alone. They capture attention and keep viewers interested longer.

• Higher Conversion Rates

Including a video on your landing page can increase conversions by 80%. A study by Wyzowl found that 86% of businesses use video as a marketing tool, and 81% of marketers say video has directly helped increase sales.

• Improved SEO

Search engines love video content. Incorporating videos on your website and optimizing them with relevant keywords can improve your search engine rankings. Videos therefore can improve your search engine ranking. Websites with video are 53 times more likely to rank on the first page of Google.

• Better Information Retention

In a world, where attention spans are shrinking and content is king, video marketing has emerged as a dominant force. It’s no longer a “nice-to-have” but a “must-have” for businesses of all sizes striving to connect with their target audience on a deeper level.

With video marketing, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

• Versatility

Videos can be used across various platforms and for different purposes, from social media to email marketing and beyond. Video marketing transcends the boundaries of a single platform. It can be deployed across a myriad of channels.

Given the magnetic potential of video, it is advisable to engage someone or a marketing agency that’s knowledgeable about video to assist you create your marketing videos. However, if you are capable, and would rather make your marketing videos, then below are some suggestions to keep in mind.

Some Pro-Tips: How to Craft a Winning Marketing Video

Now that you hopefully are convinced about the explosive power of video marketing, below are some practical steps on how to go about creating compelling video content.

1. Define Your Objectives

What do you want to achieve with your video? Is it increased brand awareness, driving sales, or generating leads? A clear goal will guide your video marketing content strategy.

• Know Your Audience

Ensure that you keep in mind your audience as you are planning to create your video. Tailor your message and video format in line with your target audience. Their interests, preferences, and online behavior matter.

For instance, if you’re targeting Gen Z, you might consider creating short, attention-grabbing videos for TikTok. If your audience is primarily professionals, LinkedIn might be a more suitable platform.

• Focus on Storytelling

Develop a compelling storyline that aligns with your objectives. Craft a compelling narrative that grabs attention and keeps viewers engaged. Remember, you’re not just promoting your business’ product; you’re telling its story.

So, Conceptualize and script your video by writing a script that is clear, concise, and engaging.

• Plan and Execute the Production

Choose the right video format: live-action, animation, screen recording, etc. Identify the necessary equipment: camera, microphone, lighting, etc. Depending on the script, scout locations or create a set.

Pro Tip: You don’t need expensive equipment to create high-quality videos. Many smartphones today can capture stunning footage.

• Invest in a Quality Production

Not all videos are created the same. There are videos, and then there are VIDEOs. Aim for high-quality audio and visuals while staying true to your brand’s aesthetic. In our age of AI and SaaS, this doesn’t require Hollywood-level budgets. Depending on the kind of smartphone, even smartphone videography can be surprisingly effective if executed well.

Bonus Tip: Experiment with new video formats like 360° videos or interactive video experiences to further captivate your audience and stand out from the competition. Film your video, paying attention to composition, lighting, and audio quality.

• Edit and Optimise Your Video

Use video editing software to trim footage, add music, and incorporate graphics or text overlays. Optimize your video for different platforms by adjusting the aspect ratio and video length. Add captions to make your video accessible to a wider audience.

• Optimize for Search

Use relevant keywords in video titles, descriptions, and tags so that they resonate with your audience and increase discoverability in search engines and online video platforms.

For instance, add captions to make your video accessible to a wider audience. If you plan to post it to Instagram Stories, use a vertical aspect ratio (9:16). For YouTube, a horizontal aspect ratio (16:9) is ideal.

• Prioritize Engagement

Share your video on your Facebook page, embed it in a blog post, and include it in your email newsletter. Encourage your videos’ viewers to interact with your video through calls to action, contests, or polls.

1. Embrace Analytics

Track and analyze key metrics (views, engagement, click-through rates) to understand what’s working and what can be improved.

• Consistency 

In business, consistency is key! Regularly publish new video content to stay top-of-mind and build a loyal following.

So, whether you’re a seasoned marketer or just starting, ensure you use the knowledge and strategies above to create and leverage video content effectively to drive profitable engagement.

Final Word: Yes, the Future of Video Marketing is Bright

As technology evolves and online video consumption continues to grow, video marketing will remain central to the success of any successful marketing strategy. By embracing the innovative formats available now, leveraging the power of storytelling, and staying adaptable to ever-changing audience preferences, you can create engaging video content that drives profitable results and propels your business forward.