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We don’t have to tell you this. Video has forever changed how we market. If a picture is worth more than a thousand words, how can we start to describe the power of video marketing? What you might not know, though, is that we are just getting started.
According to the Wyzowl’s 5th annual State of Video Marketing Survey, the place of video in our marketing is only getting bigger faster. More marketers are going to implement video into their marketing strategy in 2019 than they did in 2018.
We live at a time where people turn to video contents for answers to a lot of questions. The demand for video content has had a growing trend in recent years, and according to several studies, in the coming years, the consumption of video content will only continue its growth.
No wonder YouTube is the biggest search engine on the web, after Google. If you are a large or small company and you are looking for new marketing strategies, but you have not yet included video content in your plan, there is no more appropriate time than now.
But then, YouTube has been around for so long, and there are many other video marketing tools out there. One of the most innovative ones taking video marketing by storm is IGTV. While it might take some work to carve a niche on YouTube, IGTV is still a baby, and it is an open land grab.
Before looking at both of them, let’s consider the reasons why you have to start video marketing.
Benefits Of Implementing Video Marketing In Your Strategy
There are many companies that are not yet clear about the benefits that video marketing can bring to their organization. The benefits are endless. Here are the most relevant advantages.
Greater Retention Capability
Videos achieve a greater degree of retention in public. It can awaken emotions, and because our brain is used to receiving visual information. Humans are majorly visual. 90% of the information the brain receives is visual. It goes without saying that the role of video in disseminating information cannot be overemphasized.
Ease Of Distribution
In the past, when a company decides to make a video, these videos are usually long and super corporate, especially if they are some form of tutorial video. Lots of money are spent on producing thousands of copies of DVD.
Even if the video is relatively short, perhaps for a TV ad, the cost of production isn’t cheap at all. Now video marketing has become way easier and cheaper to produce. That is not all; more people are watching more videos online than they do TV. This is especially true among the younger generation, who would eventually form a huge part of your market base.
Indexing Possibilities And SEO
Google indexes videos in user searches, so it helps the positioning of the company or its products. It also increases the probability of buying a product by 64% and retains users on your website.
With the use of videos you can get users to stay for longer on your website, and to share your content, which is an improvement on the natural positioning of search engines (SEO). After all, according to a study by BuzzSumo, videos may just be the most shared content on social media.
Undoubtedly, having video content will help improve the image of your brand and increase web traffic to your page. If you offer the kind of content that users seek in an attractive way, you will get them interested in your brand, and make them access more information on your page.
More Engaging
According to experts, video is inarguably the most engaging form of content for users. This is understandable if you consider the level of senses required to digest videos. You use both your visual and auditory senses, further building on the engagement. This is not possible with other content strategies.
A lot of people get carried away when they read anything they consider long. People drift off into their own thoughts when listening to podcasts. Videos require more attention. This is why a great video hooks the audience to the end.
We can say that video marketing is a way of explaining our product or service to the end user without demanding of him the cognitive effort involved in stopping to read, interpreting a text and looking for applications.
Measurable Effectiveness
With video marketing, you can verify the effectiveness of your communication actions, thanks to statistics systems in many major internet video platforms, such as YouTube Analytics, where you can check the level of attention users give to your videos.
With YouTube analytics, you can even know which parts seem more interesting and many more analysis parameters that will help you determine if your video is effective or not.
Versatility
Videos are very versatile elements and offer you a wide range of possibilities in terms of content. You can publish corporate videos, explanatory videos, in-house videos, sharing processes, interviews, among others.
There is so much you can do with video marketing and a lot of ideas to explore. Because videos can be made incredibly entertaining while still educating the audience, you can keep things fresh switching the format of delivery.
Cost-Effective
Video marketing is an economic resource since it is not necessary to make a very large investment. When we talk about video marketing, it is not necessary to have a great corporate video. Rather, it is about video pieces designed specifically for digital.
With more people watching videos on their mobile phones, you sometimes need nothing more than your mobile phone to create quality video content for your audience. This is mainly due to the high-quality cameras that come with phones these days.
In fact, there is a market now for vertical videos, as against the traditional horizontal ones. This explains why Instagram is investing in the growth of its video platform, IGTV.
What Is IGTV And Why Is It Different?
On the 20th of June, 2018, Instagram launched its long-form video platform to rival the standard video platform, YouTube. While YouTube is owned by the largest search engine in the world, Google, IGTV is owned by the world’s largest social media, Facebook.
The biggest difference is in the format of the videos. Videos on YouTube are traditionally delivered in the landscape, horizontal mode. Instagram, an acquisition of Facebook decided to create their platform to match the native use of mobile phones, thus the vertical videos.
Now, while YouTube comes with all the benefits already mentioned in the previous section, IGTV comes with its own set of unique perks.
- The content that you upload to IGTV will be available to all users of Instagram, which exceed the billion.
- If someone follows you on your traditional Instagram profile, they will automatically be following you on your IGTV channel.
- When you upload new content to this platform, Instagram will let your followers know through an orange band at the top of their application. So, basically you will be having a free promotion.
- Within Instagram you have different extra ways to promote the content you upload to IGTV:
- You can do it through the stories and use the option to add the link so that the users who wish can access the video that you posted from that same screen.
- Upload teasers or trailers of the IGTV video to your traditional Instagram profile to create an expectation in your audience and make them anticipate seeing the complete one.
- When you share content on IGTV, you appear in the searches not only of your followers but also of other users if your video is categorized within their interests. So, it is likely that not only people who already follow you will see your content, it has a much greater scope.
- IGTV provides statistics so you can see the performance of the content you post on the platform. You will not only see the number of views but also the average seconds and minutes that users have played. This would help you measure the level of engagement and determine the best kinds of videos to share.
- The videos that you upload to IGTV can also be shared to your Facebook page.
- When entering your channel, your followers or other users will have access to all the videos that you have uploaded on the platform since they are kept in the same place with no time limit (unlike the stories that disappear after 24 hours).
Implementing YouTube And IGTV In Your Marketing Strategy
The good thing about this is that IGTV allows brands to combine the content they publish on other social media. Thus, it is possible to use YouTube videos and adapt them to IGTV or adapt those of Facebook for IGTV.
At the same time, links to these YouTube videos can be shared through the stories and the IGTV channel to give them more coverage and impact on the audience.
It is important to focus the content on specific issues. The long duration in IGTV allows brands to delve into these issues offering current content and value to followers.
Sharing quality content will engage users and generate a need to know more about you.
Do not forget to plan your content ahead. Like any other content form on other social media, planning is key.
To save time, you can record several videos on the same day, but it is advisable that you share them little by little. To generate that expectation that we talked about earlier in the follower, the key here is consistency.
Ah, Consistency!
Remember consistency is one of the ways you can grow when working with WunderTRE.