Video marketing is growing at an exponential rate. Consumers are now watching an average of 19 hours of video online per week. That's an impressive 8.5 hour increase per week compared to just 4 years ago. The rise of Tik Tok and both Facebook and Instagram becoming more video centric than photo centric are just further indications that video is quickly becoming one of the preferred content mediums out there.
According to a report from the Content Marketing Institute, audiences were up to ten times more likely to engage, share and otherwise interact with video than with typical text or image based content or social posts.
When asked how they’d most like to learn about a product or service, 73% of customers surveyed (Wizowl, 2022) said they’d prefer to watch a short video. This compares to 11% who’d rather read a text-based article, website or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, attend a webinar, sales call or demo.
Video is the new marketing frontier. It's undeniable that video is a visual medium that attracts attention and delivers messages in a more engaging way than any other media or content method.
If you're an ecommerce brand, marketer or business, it's important to start thinking how videos will factor into your marketing strategy, and not just because people are watching more videos. If you aren't thinking about video as a part of your growth strategy, you're leaving money on the table.
86 percent of businesses are using video as a marketing tool. Most of them (81 percent) say videos have helped them directly to increase sales. More than half of those who don't use video yet report not having done so because they lack time, budget or because they don't know where to start. If you're in this group, we have some tips for you so you can get started right away without much budget or time constraints.
6 tips for your video marketing strategy
Video content can be used for many purposes including social media posts and ads, thank you video messages across the customer journey, product demonstrations, tutorials, testimonials, how-to’s and more.
Here are six key tips to keep in mind when creating a video marketing strategy:
1) Tell good stories
You want your video content to be as organic and compelling as possible. Don't be salesy. Good stories intrigue audiences and build trust. They're a great way to connect and relate with your customers. What is it that you're passionate about? How's your brand impacting society? Tell the story and people will watch.
2) Keep your videos short and sweet
Originally Tik Tok videos and Instagram stories could only be up to 15 seconds long. There's a reason why these two platforms became so popular despite this cap. It forces creators to highlight the best content they can come up with in an internet era where everyone else is competing for your audience's attention. It worked. The shorter you keep your video the better.
3) Hook them
Use the first few seconds of your video wisely. Wow your audience or catch their attention as soon as the video starts. According to this research, average attention spans online are just 8.5 seconds. That means your opening seconds are crucial to gain their interest. You need to hook your audience first so they can stay for the rest of the video.
4) Include tutorials or demonstrations of your products
Video based tutorials and demos can help customers feel at ease with their decision to purchase from you. For ecommerce brands especially, showcasing how your product can be used and its features can be what makes a buyer decide whether they purchase or not. What better way to show this than in a video. Many consumers don't purchase something until they've touched and tried the product. For ecommerce stores, video can be the best ally to replicate this experience.
5) Include call-to-actions in your videos
Customers might like your video content a lot, but if you don't provide them with next steps they will have no idea what to do after they watch it. They will continue to do what they were doing before and you may have missed a valuable opportunity. Just let your viewers know if you want them to visit your website, buy your product, follow you on social media or any other desired action. Provide them with links or instructions to the next steps.
6) Be as personal and as human as you can be
You want to tell stories and not sound salesy. Likewise, you want to be as human and as personal as possible for your audience to develop a stronger bond and connection. If you’re looking to leverage video marketing you need to look less like an ad and more like a part of the customer's life. But how can you achieve this at scale?
The more personal the video, the better
One of the great advantages of video and why it's so powerful for engagement is that it allows you to present the real human faces behind the products and services and your brand overall. Showing face is important for relationship building and it makes your company and brand more human and trustworthy. The most effective type of communication historically has been face to face and video can help you achieve this in the modern era.
But how can you achieve this at scale? There are so many moments in the lifecycle of a customer when you want to effectively communicate something. Whether that is to welcome the customer to your subscription list or thank them for their purchases and loyalty, you want to be able to send them a personal video message welcoming them or thanking them.
How about a happy birthday video? All this builds strong relationships that then translates into more sales and better retention. But you won't be able to record yourself every single time each one of your thousands of customers makes a purchase or abandons a cart, etc.
Luckily there are tools now like Maverick that can help you have personal video interactions with all your customers at scale throughout the different stages of their customer journey. You only have to record yourself once and the tool uses AI and DeepTech to generate multiple versions of your base video where you call each customer by name. The unique versions of the video based on each customer's name can then be sent out automatically at key events during the customer's lifecycle.
More information and demos here: https://www.trymaverick.com/.