What Strategies and Tactics Should I Use
Video marketing is one of the most powerful and proven strategies for brands to establish a strong presence and engage online audiences. With attentions spans decreasing, video content has emerged as a source of immense power in the realm of consumer engagement. In 2023, some of the most successful brands have adopted this multimedia approach to add a deeper degree of connection and entertainment value to their marketing campaigns. According to a survey from 2021, video content is the preferred form of content for 74% of viewers, and the time spent consuming it is increasing exponentially over the years.
More and more brands are leveraging this powerful form of media, creating an immense influx of video content that can be seen all types of websites. According to Forbes, videos on landing pages increase conversions by up to 80%, and as many as 96% of consumers find videos useful when making decisions about purchasing products and services. Facebook videos view rates are up almost 270% since 2016 and the views of YouTube videos specifically made for advertising calls-to-action have increased by 43% since 2017.
When brands choose to create video content, they must first decide the purpose of the content they are creating before the actual shooting begins. Once video and story have been planned out, the pre-production process begins. This includes securing shooting locations and contracting crew members, working on creative treatments for the commercials, and talent/casting for the project. The next step is production and post-production, where lighting and sound are recorded, film editors fine-tune the visuals and sound, and a distributor is secured to hire actors and actresses to participate in the advertisement.
Moreover, brands must also consider the type of video they want to create before they begins. Qualified productions will often suggest the use of animation or live-action, depending on budget and timeline. If a brand wishes to be featured prominently in multiple platforms, such as their website, YouTube and Facebook, then branded live-action video content is typically the preferred option. This is due to the longer shelf-life of live-action videos, the ability to represent product or services in a real-world setting, and the high talent required for creating a polished and effective story.
For marketers, video serves as an important tool for companies to raise awareness and convey messages in a visually stimulating way. With its ability to connect with current and prospective customers, video has made it one of the most powerful marketing resources for many businesses in the modern age.
To demonstrate the potential of this powerful tool, let’s take a look at the success of a recent video marketing campaign conducted in Victoria, BC. The city-county of Victoria launched one of the most successful video marketing campaigns in 2021, titled “Out and About in Victoria”. The campaign was aimed at increasing the traffic of local businesses and was successful in boosting bookings by as much as 147%. The campaign itself featured a series of vibrant and professionally-made videos, focusing on the active lifestyle of Victoria’s residents. It also included exclusive festival activities and competitions, showcasing the best of Victoria’s cultural events.
By exploring the power of video marketing, brands can expand their reach and drive sales in a creatively engaging way. Its ability to capture immediate attention and cultivate connection have made it an invaluable tool for marketers to build deeper relationships with customers. As we approach 2023, video marketing is expected to remain one of the most reliable strategies for brands to leverage impressive video content, construct positive online presences, and gain widespread exposure.
References
Schneider, A. (2023, February 16). Nine Ways Any Business Can Improve The Quality Of Their Video Marketing. Forbes. Retrieved February 24, 2023, from https://www.forbes.com/sites/theyec/2023/02/16/nine-ways-any-business-can-improve-the-quality-of-their-video-marketing/?sh=331fe3bc4050
Kairis, C. (2021). The State of Video Marketing: New Data & Insights. Hubspot. Retrieved from https://blog.hubspot.com/marketing/state-of-video-marketing-new-data
Lemonlight. (2021). Video Marketing Strategy: The Ultimate Guide. Lemonlight. Retrieved from https://www.lemonlight.com/video-marketing-strategy-the-ultimate-guide/