In the last few years, the importance of video marketing has increased abruptly. So much so that some online platforms have adapted their algorithm, making video marketing an essential marketing tool. This adoption is mainly thanks to TikTok, as well as Instagram due to their new reel format.
Now we are in daily contact with video content and consume it on social networks. But how does video marketing actually work?
What is video marketing?
Video marketing is a form of online marketing. Videos are used to convey advertising and communication content. The goal is to promote and market a product or service.
There are different video forms for the implementation. Commercial, trailer, product video, explanatory video, event video, etc. Short videos are currently particularly popular. This video form conveys its message within 10 to 60 seconds and is often used on social media. As the saying goes: brevity is the spice!
Advantages of video marketing?
The biggest advantage of video marketing is that viewers like to watch videos and do so voluntarily. Because good videos are entertaining and arouse emotions. They explain to the viewer in a memorable way how a product works or what makes a company special. This is in stark contrast to classic television advertising, which is often perceived by viewers as rather annoying.
In addition, video offers much more attention than text. The motion and dynamics of the video generate more interest than pure text. In addition, a video conveys the necessary message in a few seconds and does not bore the viewer unnecessarily.
- Videos create more trust and strengthen customer loyalty.
- Efficient increase in reach.
- Longer dwell time and higher number of visitors on the website.
What does video marketing have to do with storytelling?
If you want to do marketing properly, you should always do it with a strategy. To do this, you define goals and the target group and derive measures accordingly. These measures should always follow a common thread - storytelling. The goal of storytelling is to convey a story easily and to attract attention and interest. This is easier to achieve with a video, for example, than with text.
On which platforms should you be active?
Videos are booming. On more and more platforms there is the possibility to upload videos. However, this does not mean that you should now be active on every platform. Depending on your video strategy, certain platforms are better suited for your video marketing than others.
YouTube is the second largest search engine after Google. Video marketing on YouTube leads to high reach and visibility. This platform is especially suitable for longer videos.
On Instagram, you have different options like Stories, Videos, and Reels. All video types have a different usage. Stories can be a maximum of 15 seconds long and are only visible for 24 hours unless saved to a highlight. Reels can be a maximum of 60 seconds long and are very well promoted. Video posts, on the other hand, can be any length, but are promoted less well.
The videos on TikTok can be a maximum of 3 minutes long. However, the platform thrives on short videos - mostly between 8 to 20 seconds.
Facebook / LinkedIn
On Facebook / LinkedIn video is also more and more present. Here you can upload videos, which are up to 240 seconds.
Think about where your target group is active, make a conscious decision for one or two platforms and create the appropriate content.
Video and SEO: Do they belong together?
Yes, videos can also be useful for search engine optimization. Videos increase the time spent on a website and thus have a positive effect on key figures in SEO. In addition, videos give a high backlink potential through links on YouTube, for example. For more information on the topic of SEO, see our SEO blog series.
Tips for successful video marketing
- Target group analysis
Analyze your target group. Where are they active? How can I reach them?
- Personalized choice of topics
Consciously choose topics that suit you and interest your target group.
- Dare to take the first step!
You don't need professional equipment - your cell phone is enough.
- No direct advertising!
Create interesting content that is entertaining and not directly recognized as advertising.
- Short and to the point!
Try to keep it short to keep the attention of your target audience until the end.
- Conscious design of the videos
Inform yourself in advance about the formats and techniques of the platforms.
Video marketing is associated with many advantages and it is hard to imagine today without it. However, you should not forget that the creation of videos is associated with a lot of effort. However, with the right strategy, it is guaranteed to be worth it and the work will pay off.