Video content marketing is gaining more and more ground both in B2C companies as in B2B. Despite this, many brands still do not venture into this field due to the perceived high costs. Meanwhile, others lack staff with editing skills. Knowing the different types of content to make and knowing how to create quality videos will make a difference. It doesn't matter if you have a tight budget, there are tools that will help you carry out this strategy.
Importance of video content marketing
Video content marketing is important in a current marketing strategy due to its ability to captivate the audience effectively. Videos can convey information visually and emotionally. This makes it easier to understand and connect with the public. Furthermore, platforms like YouTube and social networks They prioritize this content. Therefore, it is a valuable tool to increase a brand's visibility and encourage user engagement. Likewise, greater conversions and loyalty Of customers.
According to statistics, marketing professionals fully trust the potential of the video. Around the 88% plans to allocate more financial resources to this strategy in the future. Also, the 93% of the brands achieved attract new customers through video content on social media. In turn, this explains why the 91% of specialists are satisfied with the return of investment.
How to build a video content marketing strategy?
When you are creating a video marketing strategy, It is similar in many ways to creating a blog strategy. The main distinction is that you are using a camera instead of a Google document. In fact, some would say it's simpler. You can go directly to the lens instead of relying on a writer to capture your ideas. Below, we present three fundamental steps to build your strategy:
Set a clear goal
When planning your marketing strategy, as in any other, it is essential clearly set your goals. In particular, these objectives may be:
- Trigger awareness of your brand.
- Increase the conversions.
- Improve customer retention.
Each will require a different approach in terms of strategy, format and message. For example, if your goal is to increase conversions, you might consider creating embedded videos on your sales pages, product pages, or even your blog.
In contrast, if you choose to establish a channel, you have the opportunity to focus it in a more conversion-oriented way when sharing. customer testimonials. A notable example is the YouTube channel of GoPro. It is mainly dedicated to showing success stories of customers who use its product.
On the other hand, if you want to strengthen loyalty, increase retention and even boost sales among your current customers, an effective technique is to develop a series of instructional videos that demonstrate how to get the most out of your product.
Try a format first
Once you have defined your objective, it is important to select a format and keep it over time. If you alternate between making interview-based videos, user-generated content, and five-minute advice videos, you could make it difficult to build a solid audience. Some may like them while others may not.
If you are not sure which format is better than another, we suggest that you use only one. Then, progressively, try other types of video content. If you notice that the other format works significantly better, you can try incorporating it more frequently into your strategy.
Here you have a variety of formats you can choose from:
- Vlog
- Interview/Questions and Answers
- How to/Tutorials
- Short films for social networks
- Live broadcast
- Webinar
- Presentation
- Product review
- Testimonial
- Animation
- User-generated content
- Contests/Sweepstakes
- Custom video
Most B2B companies choose to employ formats such as interviews/Q&As, webinars, or tutorials/how-to's. However, this does not prevent you from making the others effective as well.
Put your strategy into action
Finally, put your plan into action. Even if you only have an iPhone, start recording something this week. As you gain momentum, you can consider hiring editors to help you produce high-quality videos and improve your material. You could upgrade your recording equipment later, but for now, the most important thing is Make the first move.
Commit to posting some videos (between 3 and 6) per month for the next six months. As time goes by, watch how you gain presence. If you have a tight budget for production, you might consider the option of hire a freelancer on platforms like upwork to take care of creating the content for you.
10 types of video content that hook users
You now have a simple strategy to follow. Here are some video content marketing examples to inspire you:
1) Vlog: DailyVee
Gary Vaynerchuk He is recognized in the world of entrepreneurship for being one of the pioneers in the field of marketing. It is characterized by Take advantage of live videos and large-scale social networks.
Today, he has perfected his process with a team of cameramen who accompany him and deliver raw clips to the editing team for later publication. His YouTube channel “DailyVee” features a variety of content. Includes live streams, Q&A sessions, event recordings, social media clips, and much more.
You can get started easily with your iPhone and record yourself in any location you prefer. Looking at what other people in your industry are doing can be a valuable source of inspiration to help you determine which format best suits your needs.
2) How to do it: Shopify
Shopify is an outstanding example of an effective video content marketing strategy. Has an audience close to 400,000 subscribers. The platform is dedicated to providing solutions for small and medium businesses in the area of e-commerce. Its main focus is on individual entrepreneurs.
On his channel, mainly the instructional videos that guide viewers in managing online stores. The uniqueness that makes them highly successful is that each one comes from advice provided by real clients.
To maximize the potential of your platform, create videos that guide people to get the most out of it. The more success your customers have with your product or service, the more likely they are to continue using it.
Use customer stories. That is, user-generated content to capture attention. These are much more persuasive than those of your employees, especially if they don't have experience running an e-commerce business.
Do not worry address real pain points of your industry. Although these stories may be uncomfortable, they are invaluable to others looking for solutions. By providing genuine and useful information, you will strengthen your audience's trust and build strong relationships.
3) Presentation: TED
TED has built an amazing fan base of over 23 million subscribers. Most of his publications are live recordings of events. The uniqueness of your brand lies in people who share their views on a wide variety of topics. It ranges from science to the arts, including the prison system and self-expression.
If you are the organizer of an event or know influential people, consider the possibility of record your talks. Even if you organize informal gatherings with friends, you can start easily by recording the conversations in vlog format. If not, think about how create a value that motivates someone to speak on your behalf.
4) Explanation: Coinbase
Coinbase, a B2C company in the cryptocurrency space, mainly presents instructional videos related to cryptography and guides on using your product. Turn to animated explanatory videos. This choice can be especially beneficial for larger companies concerned about the potential loss of key talent. For example, if the person who usually hosts your videos decides to leave, it's likely that some of your audience has grown attached to them. As a result, they will stop following your content after they leave.
If you're in a particularly complex industry, consider developing a series of explainer videos. Whether animated or live. Please note that the content creation that increase brand recognition is likely to also lead to a increase in conversions.
5) Animated
If you're a small business with limited resources, animated videos are a great option. Can create them on your own computer using animation software ranging from free options to paid versions.
If your business involves technical products or complex topics, this is especially useful for break down complicated concepts. It is an easy to understand format, accessible to anyone. It's no surprise that animated videos are used most often, as they perform effectively on a sales landing page.
Furthermore, as we mentioned before, adapts to any type of budget. The choice of suitable style depends on your business and of message you want to convey. If you're addressing an issue like phishing, a 2D animated video, with a simple visual representation, can be effective. On the other hand, a 3D video might be more appropriate for a medical device company. Well, it allows you to illustrate the complexities of the device's operation.
In cases where you have a large amount of text or narration that doesn't lend itself to direct visual representation, whiteboard animation may be the right choice.
6) Tutorials: Headspace
Headspace is a meditation app designed to help improve concentration and reduce stress. Like Coinbase, the meditation industry is constantly growing, providing numerous content opportunities.
Given that this is an established brand that produces a wide range of content on YouTube, it's not surprising that they don't have a single presenter. Most of its contents have the participation of invited experts, meditation teachers or use animations.
If you offer a product for which the alternative could be a live or in-person session, consider hire an expert to create a video that replicates the experience of a Live session. For example, if you have a yoga app, you could partner with an instructor to offer classes within the app.
7) User Generated Content: GoPro
GoPro is famous for its contests in which customers directly submit videos of exciting adventures. All of them filmed with a brand camera, of course. These user-generated videos not only They are entertaining and full of emotion to watch, but they also function as case studies which effectively illustrate how you can take advantage of a GoPro camera.
Although some of his audiovisuals are collaborations with athletes and influencers, he also organizes a popular competence in search of the most amazing videos, rewarding the most spectacular with money. By highlighting user-generated content, GoPro encourages customer participation, promoting them to share their own experiences and adventures, which in turn, expands reach and community Of the brand.
If you have customers who are already enjoying exciting experiences with your product, such as wearing your clothing brand at a sporting event or going on mountain bike rides with a model that belongs to your company, consider the possibility of organize a contest.
For example, you could ask users to submit videos of themselves using your product in specific situations and tagging the brand on social media. This strategy is among the most effective for transforming your current customers into advocates of your brand.
8) Behind the scenes: Victoria's Secret
Victoria's Secret has one of the most prominent YouTube channels. Some of his most successful videos include shots from photo shoots behind the scenes, interviews with designers and vlogs starring their models.
The overall content offers a behind the scenes view that usually captivate the public, so if you manage a ecommerce store, it would be a good idea to incorporate this strategy more into your YouTube channel. Additionally, the marketing team was astute in recognizing the appeal of Victoria's Secret models. In fact, several of them have their own channels. For this reason, they created publications with some, obtaining an effect similar to that of collaborating with a well-known influencer.
Although you may not have a group of models like the brand's for your campaigns, it is important to consider Which employees already have followers on social networks. How can you integrate them into your strategy?
If you do not have internal leaders, are there opportunities to create them? For example, could you appoint a ambassador, send it to events and conferences, make it the face of your brand and develop its online presence?
Another option to consider is collaboration with influential people. Establishing a long-term partnership with an influencer can be one of the most effective strategies for bringing people closer to your brand.
9) 360°/VR: National Geographic
Virtual reality (VR) is gaining more and more popularity, and although we have not yet reached the point where we can offer a complete virtual reality experience, 360-degree videos are presented as an excellent alternative. Are immersive and use fisheye lenses to place viewers at the center of the action, allowing them to explore the scene by dragging with their finger on a smartphone or using the mouse on computers.
If your content has a educational purpose or you want to take your viewers to a immersive experience, the 360 format could be perfect. To create, distribute and optimize videos, there are several Google tools, such as Cardboard Camera, VR View and Street View.
Although investing in production and editing equipment can be expensive, even if you have a limited budget, there are viable options for recording. For example, providers like Insta360 They offer affordable action cameras that deliver amazing quality.
10) Product Tips: AppSumo
AppSumo primarily operates as an affiliate site that collaborate with software companies. It gives them the opportunity to promote their programs on their platform and thus reach their audience. This is why it makes sense that they maintain a YouTube channel where they share a variety of business-related tips.
When you get involved in affiliate marketing strategies, it is key to highlight that a two minute brief description about the product may have a significant impact in increasing your conversion rates.
When your primary goal is to persuade people to make a purchase, it's a good idea to focus on detailed explanations of specific products, although this content may be better suited for the product page itself rather than YouTube, as those who have never heard of the brand may not find it right away.
For a B2B company looking to build a presence on YouTube, consider introducing several different employees as brand representatives to help build awareness. image diversification.
Last Words on Engaging Video Content
If you haven't yet incorporated video content into your marketing strategy, you should know that your brand is missing out on significant opportunities to attract your audience, and you are also falling behind compared to your competitors.
It is essential to recognize that Youtube not only is it the second largest search engine, but it also has almost 2 billion active users. Contrary to what many people believe, taking the first steps and attracting attention on this platform is not a complicated task if you follow the correct steps.
