Today's digital age has made the phrase 'a picture is worth a thousand words' evolve into 'a video is worth a million views'. With consumers increasingly preferring dynamic video content over text-based communication, the significance of videos in digital marketing strategy has skyrocketed, especially with the emergence of video-based social media platforms like
TikTok. But why has video content become so crucial in digital marketing, and how can your brand leverage it effectively?
This article explores the rising importance in today’s age, emerging trends, and how your business can leverage video content for effective future digital marketing strategies.
The Rise of Video Content
The rise of video digital marketing influence is evident today, we can see it all in the stats.
86% of marketing professionals reported that they used video as a marketing tool. With 78% of those marketers feeling videos directly increased sales for their business, and 86% saying videos help to boost traffic to their website.
In recent years, social media platforms' algorithms have shifted towards video content due to its ability to engage users more effectively and for longer periods, and has been given priority on Facebook, Instagram, LinkedIn, and TikTok. TikTok, in particular, has revolutionised video marketing by analysing user interactions and delivering personalised content using machine learning.
Video content has this remarkable ability to relay complex information to users in a dynamic and engaging manner, that also makes it easy to understand. The same goes for still image infographics used in digital marketing, except there’s more opportunity to increase user retention with compelling content. Whether it’s showcasing a particular product/service, or some behind the scenes content of an upcoming event, users are able to get a snapshot insight into what your business offers without overwhelming them with too much information. After all,
viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text in contemporary audiences.
Emerging Trends in Video Content
Here are just a few ways video content is taking charge of the digital marketing space in 2023, and how they can be used effectively for your business:
Short-form videos: lasting 15 seconds to around 3 minutes, have gained popularity on social media platforms like
TikTok and Instagram Reels. These bite-sized pieces of content are easily consumable, shareable, and engaging, making them popular among brands. Not only that, but it’s versatile! Whether your content is more humour based, or aiming to be more informative, you can really get creative with how you showcase your business.
Live video streaming: this offers users your real-time interaction, fostering community and engagement through platforms like Facebook Live and Instagram Live. This method shows your users that you are authentic as a business and really care about what your clients have to say.
Interactive videos: these create a two-way communication channel and offer personalised experiences, such as clickable links and embedded forms. It really drives engagement from your audience. Marketers must remain current and flexible in their video digital marketing strategies, considering their specific audience and preferences. Ultimately, the best approach depends on the target audience and their preferences, the same goes for the type of platform you use for your digital marketing strategy.
Strategies for Effective Video Content Marketing
Now we know what’s current, here’s some key strategies that can enhance your video content marketing:
Understand Your Audience and Focus on Quality:
The success of any video content begins with knowing who your audience is and what they want. Tailor your content to their preferences, needs, and the platforms they use. Equally important is the quality of your video. High-quality videos not only enhance your brand's image but are also more likely to engage viewers and encourage shares.
Tip: Use market research, surveys, or analytics from your platforms to understand your audience. Invest in good video equipment or utilise affordable video editing tools to create high-quality content.
SEO Optimisation and EngagementMaking your video discoverable through
SEO optimisation is crucial. Use relevant keywords in your title, description, tags, and even a video transcript. In addition, engage your viewers by including a call-to-action at the end of your videos and interacting in the comments section.
Tip:
Use keyword research tools for SEO optimisation and always respond to comments on your videos to build a strong connection with your audience.
Measure, Analyse, and Adjust
Always track your video's performance and use the insights to refine your strategy. Metrics like views, shares, watch time, and conversion rates can provide valuable insights into what works and what doesn't.
Tip: Leverage analytics tools provided by your social media platforms or website to track and analyse your video's performance. Regularly review and adjust your strategies based on these insights.
Conclusion
To sum up, the presence of video content in today's digital marketing landscape is undeniable. Today, more than ever, consumers want to see the brands and businesses they love in action, in real time, and on their terms. They desire authentic connections, and there's no better way to forge those connections than through the power of video.
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