Video marketing: The future of content marketing

Video marketing is one of the richest forms of communication, so knowing what type of video to use and where, can be incredibly fruitful. Here’s a flavour of how you can leverage video marketing;

  • Hook and tempt viewers away from social to landing pages
  • Increase on-site conversions
  • Rank higher in Google search
  • Leverage more backlinks
  • Improve email CTRs
  • Gain credibility through thought-leadership
  • Stoke conversations about social issues
  • Cultivate brand awareness and credibility

Of course, like any good marketing collateral, one size does not fit all. How you approach an email campaign will be different to how you approach a Facebook campaign, and how you approach a product page will be different to how you approach a landing page. Video is no different and to be successful, it’s crucial to understand the nuances.

  • A website is 53 times more likely to reach the front page of Google if it includes video. (Biteable)
  • Adding video to your emails can increase click rates by 300%. (Biteable)

Understand your video marketing audience

Start by understanding your audience’s intent. If they are on a landing page, there’s a good chance their intent is to discover if your product/service excites them (or more left brain; solves their problem). But what about on social? What is their intent when they stop and watch your ad? Understanding your audience’s intent will enable you to create content that is not only relevant but more effective at driving actions. 

Another consideration is understanding how your audience interacts with media on different channels. Most people watch videos on Facebook with the sound off. Whereas, they’ll gain a richer experience (and understand your product/service better) on your website when the video includes sound. And it’s not just confined to sound – think length too.

Short-form video that ‘hooks’ audiences proves far more effective on socials than full form explainers. Finally, define what success looks like. When all is said and done and the video is live, how will you know it’s been successful (like CTR, time on site, web form fills)? Starting with these big questions will form a solid foundation for how to approach the creative. 

  • Video ads were the #1 way consumers discovered a brand they later purchased from. (Animoto)
  • 94% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl)
  • Including a video on your landing page can boost your conversion rate by up to 80% (Biteable)

Find out how to use humour in brand videos.

Optimise your video placement

The choice for marketers of where to use video has grown significantly over the years. Even TV advertising no longer breaks the bank through highly targeted services like Sky Adsmart.

Video is, after all, simply another way of communicating, so use it anywhere you’d communicate with your audience. Of course, video isn’t the cheapest option, so be strategic as you build out your video assets. Prove ROI, then build out the next asset. We’ve listed the places video adds the most value, but take this with a large pinch of salt as it depends on how the video fits into your overall marketing strategy.

  • Product page
  • Landing page
  • Email
  • Blog
  • Sales assets
  • Press releases
  • Partner blogs
  • On-demand services (Sky Adsmart, YouTube, Hulu, etc)
  • Google Display Network
  • Social media: LinkedIn, Facebook, Instagram, Twitter, TikTok
  • Social video generates 1200% more shares than text and image content combined. (G2 Crowd)
  • 24% of consumers are making more purchases due to ads on social media than they did last year. (Animoto)
  • On average, people spend 2.6x more time on pages with video than without. (Biteable)
video as a marketing tool

The number of businesses using video as a marketing tool, overall, has increased from 61% to 86% since 2016.

Optimising video for SEO

Lest we not forget the much-overlooked use of video for SEO. You’ve probably heard this one before: The world’s largest search engine, Google, owns the second largest, YouTube.

But what does that tell you about the importance of search engine optimization for video (a.k.a. Video SEO)? Quite a lot, in fact.

As always, Google was looking ahead when they bought YouTube all the way back in 2006. Video is expected to account for a whopping 82% of all internet traffic by 2022 and we’re well on our way there today.

Google increasingly includes videos in search results—even when searches don’t explicitly request video. When videos do appear in the main results (and not just on the “Videos” tab), they tend to sit near the top of the page. So, it only stands to reason that having video content increases your chances of appearing high on the search engine results pages (SERPs). AI has also made it possible to understand and extract video content – use this to your advantage!

When you’re thinking about SEO for your website, you’d be missing a trick not to include video as part of the equation. Here are some practical steps you can take.

  • Titles are the best way to catch people’s attention. Keep it informative and short. The first 60 characters or less will show up on YouTube videos. Make sure you plan your keywords, just like for any blog post. You can use the SE Ranking keyword suggestion tool to find relevant keywords.
  • Add keywords to your video description and include a link to your website. Keep it to 70 characters on YouTube and help users to understand what your video is about.
  • Use tags properly with different keyword variations. Think about all the different things that people who watch your video could be looking for, and make sure to include these.
  • Link-building is important here too. The number of links that lead to your video is important for keywords rankings in search.
  • Thumbnails are the first thing that makes users watch your video. Create engaging, colourful, high-quality, branded and eye-catching thumbnails.
  • Many videos are watched on mobile devices, so you should think about optimizing your videos for mobile viewing.
  • To help your videos rank, a video sitemap is a good way to provide all details about your video content to search engines.
    • 93% of brands got a new customer because of a video on social media. (Animoto)
    • 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl)

Video marketing ROI and Analytics

In 2018, 85% of companies reported using some form of video analytics and the number of organizations leveraging intermediate or advanced analytics is on the rise. Tracking the performance of your video content—and learning from it—can be of immense value!

Data from your videos can provide a lot of insight. With more traditional marketing assets, you can typically only ascertain if someone has clicked, viewed or downloaded (like eBooks and whitepapers) content. With video, you’ll have access to much more detailed information, like the level of engagement, how long people watched, what parts they rewatched, and much more. Here are some video metrics you can get access to;

Some video metrics to watch:

  • View count
  • Audience retention
  • Engagement Rate
  • Impressions
  • Social shares
  • Click-through rate (CTR)

Different platforms offer different metrics, but they all offer the most popular insights, such as view count, engagement and CTR. 

  • 61% of marketers plan to increase their video spending in 2021. (Postclick)
  • 70% of businesses say they’re creating more videos now compared to the same time last year. (Animoto)
  • Video is the #1 form of media used in content strategy, overtaking blogs and infographics. (Hubspot)
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