Why video matters to marketing? Video in marketing is so important that we have a separate branch that solely focuses on video and is known as video marketing. Video marketing is a sub branch of digital marketing. We will learn more about video marketing in this article.
What is video marketing?
It is not really difficult to understand what video marketing is. As the name suggests, video marketing is when you use videos for marketing a product or a brand. Video marketing is a sub branch of content marketing.
Is video marketing a traditional method or a modern marketing method?
Video marketing has been in the picture since the initial marketing days. India is the sixth largest market in consumption of video ads. Video marketing has a different charm to it altogether. Today there is a huge consumer pool specifically for videos. Ranging from Netflix series to video content of YouTube and Instagram, the audience is highly immersed into the world of video content. A study shows that video is 600% times more effective tool than direct mail and print combined. In older days, videos were the most effective tool for advertising. The first product to be advertised on TV was Gwalior Suitings in an advertisement that appeared on 1 January 1976
What types of videos are incorporated in video marketing?
1. Brand films: Brand films are basically in-depth videos which explain the brand values, features, and benefits of the products. They are designed and presented in a way to showcase the utility customers will get after buying the product or by getting affiliated to the brand.
2. Interviews: Interview includes asking questions to a thought leader on a particular topic and posting its video online.
3. FAQs: An FAQ video is the video about frequently asked questions and answers on a particular topic or the brand.
4. Tutorials: Tutorials are in-depth videos to teach the customers the intricacies of the offering or other offering business is affiliated with
5. Testimonials: Testimonials are videos of happy and/or renowned customers of the company expressing their appreciation and good experience with the company. This helps in increasing the confidence of prospective buyers.
6. How-To Videos: How-to videos explain the how-to aspect of the offering and teach the new or existing customers on how to use the offering or any of its features.
7. Reviews: These are the reviews of the product or services posted by influencers and thought leaders, which result in altering the decisions of the viewers.
8. Event Videos: These videos cover the highlights of an event and usually forms a part of the event marketing strategy. Event videos capture social and special videos related to the brand.
9. Webinars: Webinars or web-based-seminars are live, web-based video conferences where the host uses an internet connection to connect with the audience of viewers and listeners worldwide and talk about a specific topic.
10. Explainer Videos: Explainer videos are usually used to answer the FAQs related to the offering.
11. Vlog: Vlogs or video blogs are video versions of traditional blogs. Through vlogs, a business executes its marketing strategies using videos.
12. Presentations & Talks: These include posting recorded videos of presentations and talks someone related to the business has organized, delivered, attended, or was a part of. Such talks (like Tedx) are much sought after video content on the internet.
13. Live Videos: Live videos are videos related to the brand or offering that are streamed live either to showcase something important or to interact with the customers directly. These are often done on Instagram and Facebook.
14. Behind The Scenes: Many businesses often release behind the scenes videos which help them establish a closer relationship with the customers who get to experience what they usually don’t see in advertisements or TV.
How to do video marketing?
Steps involved in order to create an effective video marketing strategy. The marketing strategy of video marketing is similar to digital marketing strategy.
1. Set your campaign goals and missions –
In order to do that, research word related to the brad and campaign must be done. All the successful marketing campaigns must start with research. you must understand the audience and platform on which you want to do marketing on, as different type of audience caters to different platforms.
2. Set your budget –
When it comes to actually making the video content, keep your campaign goals in mind and make sure you’re spending your budget well. Consider producing short videos for social channels like Snapchat, Twitter, and Instagram, or repurpose user-generated content. If you have a larger budget and want to keep your brand top of mind, consider telling a captivating story
3. Determine your KPIs –
· Views statistics like VTR (view through rate)-
VTR basically tells the number of people who viewed the video and actually watched the entirety of it or watched most of it.
· Number of likes and comments-
Number of likes and comments are always easy to obtain and read. They show the success of your content by telling you how many people liked it.
· Link sharing statistics-
Once your video’s discoverable, it then needs to be shareable. As we know, social media shares fuel the success of your videos and the only way of achieving viral status. Use video performance metrics to show the number of shares your video is getting
· Watch time-
Views only measure the amount of times people clicked play on your video. On the other hand, watch time measures actual engagement. Measure watch time to see how effective your video is at getting the message through to your audience and achieving your desired engagement level.
4. Decide Content –
Decide what type of content you want to put out there. According to the different platforms and video types, decide what combination would give you more benefit and audience.
5. Identify Resources –
Consider all the resources that you have like social media accounts, content creators and marketers. You must also take care of financial as well as time resources.
6. Distribute and market –
For marketing and distribution, you must have a properly trained team of individuals who have experience in the field.
Some famous video marketing campaigns which we remember
1. Meri Maggi- Me and Meri Maggi
To celebrate 25 years in business, Nestle India created a campaign that captured the imagination of both adults and kids. They asked fans to share their stories and since these stories were funny, moving and relatable, the audience instantly connected with them.
2. Pepsi – Oh Yes Abhi
A youth focused campaign, Oh Yes Abhi digital marketing campaign focused on cashing into the impatience and impulse of the youth of today. It promoted the ‘Pepsi Shot 60’ that basically asked its fans to submit online videos on Music Abhi which were also promoted on the Facebook page.
3. FastTrack – Move on (The Closet) campaign
Around the time when a lot of conversation surrounded the LGBT community and their acceptance, Fast Track’s video campaign broke the stereotype with funny yet powerful messages. Their YouTube video (also frequently played on TV) has received over 199,934 views.
