De afgelopen jaren is video content een belangrijk onderdeel geworden van digitale marketing. Het is in de tussentijd ook aanzienlijk veranderd. Van animaties tot live-streaming en nieuwe social media-formats. Vandaag de dag zijn er ontzettend veel manieren om video content te gebruiken binnen de digitale marketingstrategie. Benieuwd naar de opmars van video marketing en wat het voor bedrijven kan betekenen? Lees dan snel verder!
Video marketing statistics
Just a few statistics about video marketing at a glance. The statistics come from a survey by Wyzowl:
- 81% of companies use video for their digital marketing strategy. In 2017, the figure was 63%.
- The average person watches 1.5 hours of video daily.
- 81% of consumers have ever purchased a product or service after watching a video.
- 76% of marketers report that video has helped their business increase sales.
In what ways can video marketing be used in marketing strategy?
Now that you know how important it has become to use video in a marketing strategy, of course you want to know how a business can use it effectively. We have listed the most common and most effective ways for you.
Live Videos
The use of live videos continues to grow in popularity. This is also a trend that is sure to remain popular and effective for some time to come. For brands and businesses, live videos offer the following benefits:
- It is both appealing to the viewer and shows a piece of authenticity.
- Economic benefits; no major investment is required in producing and editing the video.
- It provides more "views" due to the popularity of live videos on various social media platforms. In addition, it is time-based, making people more likely to click on the video out of curiosity.
Vertical videos
Video formats are changing. Both in terms of design and production. In the past, almost all video formats were horizontal. The rise of digital devices has changed this. People are on their phones and tablets more often than behind their laptops or desktop PCs. More brands are creating vertical videos because of the change in mindset. Today, the focus is more on optimizing mobile formats.
Another popular format is square videos. Within Facebook 78% of the videos are square, providing more interaction with the target audience.
E-learning videos
Videos designed to promote your product or service can be very powerful and effective. However, videos can also be used for a variety of other purposes, such as e-learning. Through a video platform such as Udemy You can sell your own online course. This gives you the opportunity to transfer your knowledge in a clear and visual way.
E-learning videos can also be used for in-house training for employees. You can also do so by sharing valuable videos with individuals who leave their contact information. You can do this, for example, by integrating e-learning into the marketing mix.
Sponsored videos
Paid and sponsored videos on social media channels can be very effective. Take Facebook or YouTube as examples. These are platforms where a lot of interaction is possible with your target audience.
One option is to partner with YouTubers and other online influencers to reach a large audience.
360 degree videos
Share an environment, specific place or experience with your target audience? Use 360 degree videos! This is a format that is becoming very popular because you can share content with your target audience in a fun and interactive way.
A great example is 360 degree video from National Geographic.
According to a case study from Magnifyre and Google, such videos provide more interaction with people.
How do you develop an effective video marketing strategy?
1. Develop a Persona & Customer Journey
It is important for a company to target the right audience. Only then can you be sure that the videos will provide a lot of interaction with the customer. To find this out, you need to take the time to research the ideal customer. Producing and editing a video takes much more time and money than rewriting a text. For this reason, it is important to get the video right the first time.
Also, make sure the message matches what your brand or company stands for.
2. Set KPIs and goals
Create measurable goals and KPIs for your video campaign. Without setting goals, it is impossible to determine return on investment. This is important to find out if a video campaign has been effective.
To find out what does and does not work for a video campaign, it is important to test a campaign by applying A/B testing. This involves measuring the results of two different videos. This can be used to determine which of the videos is most suitable for a brand or company.
3. Determine the type of video and platform
Nowadays, there are so many different platforms and channels on which videos can be shared. To get the most optimal results, it will be necessary to look at which channel is most suitable for your business and market. Where is the target audience and does the message fit the channel? Some channels are better for short videos, while others provide more interaction with longer videos.
Keep in mind that effective videos do not have to be expensive or spectacular at all. Some videos cost very little money and time, but will spur more action from your target audience.
