Introduction
Definition of Video Marketing:
Businesses use video marketing to reach their target markets, present their products, and turn onlookers into buyers. This strategy includes making and sharing engaging films on various platforms to spread messages and build brand recognition.
When it comes to digitally recorded content for the Internet that can be viewed on YouTube and other widely accessible sites, let’s begin with YouTube, where the initial video was uploaded back in 2005. Nike used YouTube to create the first video to receive one million views in months.
Google acquired YouTube for $1.65 billion in 2006, indicating that SEO was a top priority. There is a little confusion about the actual launch of video marketing; however, Biteable’s analysis states, “Video marketing became truly accessible for those on smaller budgets about four years after it entered the mainstream around 2010.”
Thesis Statement:
This post will discuss technological trends and emerging trends and their impact on consumer behavior, business strategies, video marketing platforms, types of content, and KPIs.
Historical Development of Video Marketing
Early Beginnings: Video marketing is widely used. Videos are becoming the primary tool used in email marketing, social media platforms, and websites to grab attention and convey messages efficiently. However, producing visually appealing material is only one aspect of video marketing. To stay relevant in a market that is becoming increasingly competitive, this field is constantly pushing the envelope and adopting new tactics. Videos’ superior capacity to hold viewers’ interest over other forms of media is one of their abilities to capture attention. In the information-overloading world of today, it’s critical to identify creative ways to stand out from the crowd and establish your brand.
Technological Advancements
There are four stages for any brand to choose a video Marketing. They are as below
- Heightened Brand Awareness:
Studies indicate that video marketing has a significant role in raising brand recognition.
Videos are dominating the content marketing industry. They have a special ability to hold viewers’ attention, tell a company’s story, and create a lasting impression. Videos provide firms an advantage over their competitors in the highly competitive market by utilizing both visual and audio components.
2. Amplified Conversions:
2022’s consumer data shows how video marketing may increase conversion rates. Videos can motivate and inspire people to take action, whether completing a purchase, signing up for a newsletter, or connecting with a business.
But that is dependent upon the caliber of the output.
3. Elevated Engagement:
Videos are the best medium for capturing bold viewers’ attention for extended periods, regardless of length. People watch videos on social media for extended periods, indicating the effectiveness and popularity of this platform. Videos, by fusing audio, graphics, and storytelling, give an experience that is more participatory and engaging.
4. Unforgettable Brand Recall:
Videos show a higher recall rate when compared to text or images by itself.
Videos captivate audiences with appealing images, compelling storytelling, and emotional resonance. This guarantees that the brand will remain at the top of their minds during decision-making.
Emerging Trends in Video Marketing
There are 6 B2C (Business to client) and Direct-To-Customer Video Marketing Trends as below
1. Short-form video
When TikTok came along, it revolutionized video. We had another platform called “Dub Smash”.” When we think about short-form videos, they’re usually under one minute and sometimes less than 15 seconds. They’re meant to be punchy, with an immediate hook that draws viewers in and a punchline not far behind.
2. User-generated content for organic posts and video ads
User-generated content, or UGC, is popping off everywhere, especially from DTC brands. UGC is video content created by regular social media users, as opposed to branded content or video content made by a paid influencer. However, user-generated content has expanded to include UGC-style video content. It’s made to look like it was created organically by an everyday person but was crafted in-house by a brand or a freelance UGC creator commissioned by a brand.
3. Live video
Virtually every social media app that offers video also offers a way to stream live, and people are watching. Live streaming saw a major surge during the pandemic. It was estimated that live video viewers in the US would reach 163.4 million by 2023. One of the advantages of live streaming video is that these are interactive videos. Viewers can ask questions or leave comments in real-time that you can respond to, and different social media networks allow for different reactions, such as emojis or special animations.
4. Educational video content
Company blogs were once the primary format for educating customers and prospects, but now video has taken over. Video marketing is an excellent method to connect consumers with the information they need about your products, such as how to use them, put them together, or build a routine. It’s also the preferred medium for customers to learn about your brand — 96% of people said they had watched a how-to video to learn more about a product or service. Additionally, 89% of people said watching a video convinced them to buy a product or service.
5. Behind the scenes
The new era of video marketing is less about polish and poise and more about offering something genuine to your viewers. One way to show off the authentic side of your brand is with behind-the-scenes video marketing. In this video marketing trend, you take customers into the inner workings of your brand, showcasing the people, processes, and values that define your business.
6. SEO for videos
Finally, the last video marketing trend is the emerging importance of video in SEO or search engine optimization. Video marketers have been aware of the importance of solid video SEO practices on YouTube videos for the past few years. However, those principles are increasingly being applied to social media platforms like Instagram and TikTok. Search engine results pages, like on Google, now show TikToks, but Google can only find your content if you’re writing descriptions and using tags with SEO in mind.
Impact on Consumer Behaviors
The effect on consumers depends on the length of the video to attract viewers.
1. Consumers increasingly rely on marketing videos from brands.
In the past, consumers would visit websites, look at online reviews, watch commercials, and maybe watch a few YouTube videos to learn about a product. Now, with video accessible on every major social media network, they are learning to rely more heavily on this type of content in their research phase. Videos allow consumers to know how a product or service works, discover flaws before purchasing the item, and identify perks they might have yet to learn in the text-based description.
2. Conversions are made directly within the video.
Considering consumers are watching and relying on brand videos, failing to optimize your video for conversion is a missed opportunity. Annotations, CTAs, or forms can encourage conversions within videos.
Brodie says, “Brands like Nike, IKEA, Porsche, and more already use this innovative video format. We’re using it with our clients, and we’re positive that businesses large and small shouldn’t sleep on interactive video.”
Brodie says, “Brands like Nike, IKEA, Porsche, and more already use this innovative video format. We’re using it with our clients, and we’re positive that businesses large and small shouldn’t sleep on interactive video.”
3. Brands must create relatable and authentic content.
Authentic and relatable content is a must. Our most recent survey found that 38% of consumers found relatable content more memorable.
Additionally, regarding social media content, consumers prefer to see relatable and authentic videos (63%) over polished and high-production-value videos (37%).
Even if you’re creating informative marketing videos, bring in your brand’s authenticity and relate to your consumers.
4. Consumers prefer shorter videos.
Thanks to the rise of TikTok — and the wave of short-form content that followed — consumers are seeking quick, snappy videos. Specifically, videos under three minutes fall into a sweet spot. If you’re new to video, starting with short-form videos can help you get your feet wet — and tell you what resonates with your audience. The key to repurposing is a) understanding your content architecture and b) organization.
Video Consumption Trends by Demographic
- Video Sharing on Social Media
Video marketing on social media is likely to increase brand visibility and encourage user engagement through sharing.
Consider creating relatable content before posting a video to earn impressions and shares. Then, consider your demographic and where they will most likely share videos. For social media specifically, Gillivan hypothesized and read that channels push video content more than others because there’s a high chance of keeping users on the channel for longer as they watch the video content.
2. Discovering New Products
Video leads consumers to discover new products, and different demographics use video in various ways. The table below shows the percentage of those who use video to discover new products and their favorable video type.
3. Production Quality and Demographics
As before, production quality is generally less important than a brand creating relatable and authentic content, but demographics indeed value production quality differently.
Gen Z is the only demographic to value video production quality (52%) over relatability and authenticity (48%).
Boomers significantly value relatability and authenticity (75%) over video production quality (25%).
The differences are comparatively marginal for Gen X and Millennials. Gen X and Millennials value relatability and authenticity (56%) over video production quality (46%).
Business Strategies
Video marketing improves SEO and boosts conversions and sales.
Of marketers, 31% add a video to improve SEO. Websites see a search engine boost when they add video because it increases page quality and visitors’ time.
More than 60% of marketers say their customer acquisition cost has increased. At the same time, 83% of video marketers say video helps them generate leads.
That’s because video has transformed not only how businesses market and consumers shop but Also how salespeople connect with and convert prospects and how service teams support and delight customers. In short, video is incredibly useful throughout the entire flywheel—not just to heighten brand awareness.
“In a previous role,” our sales team would send out personal videos to potential subscribers,” says HubSpot’s K”Caitlin HubSpot’sof her previous role at a B2B magazine. “We could make personal connections with our prospects, which was especially helpful if we connected with them in person at an event.”
Video can be a v”versatile tool for salespeople throughout the customer buying journey. It can do much more than increase engagement. Backend analytics also help salespeople qualify and prioritize cold or unresponsive leads.
Video marketing appeals to mobile users.
Mobile users are a driving force for video consumption. According to a Statista study, 77% of those surveyed use a smartphone or tablet to watch online videos. Facebook says it’s 1.5x more likely for people to watch video daily on a smartphone than on a computer.
Measurement of Effectiveness
Top 6 video metrics to measure
1. View count
Your view count is the total number of people who have viewed your video. It’s essential to Keep in mind that these are measured differently across different platforms.
Here’s how the majHere’stforms measure a view:
- YouTube: Someone intentionally watches your video for 30 seconds
- Facebook: Someone views your video for 3 seconds (same for Live videos)
- Instagram: Video views count after 3 seconds; Live video views count the second someone joins the broadcast
- Twitter: Someone watches your video for 2 seconds with at least 50% of the video player on their screen
- LinkedIn: They have the same policy as Twitter: 2 seconds with at least half the video in view
- TikTok: A video view counts as soon as your video starts playing in someone’s feed
Engsomeone’s As you measure on every other platform, your video engagement includes the comments and likes your video content generates.
It’s a good idea to see how many people are taking action on your video, but more than that, you want to pay attention to the types of comments you’re getting.
2. Play rate
Your play rate will be a must-measure metric for landing pages with embedded videos. This KPI tells you how many people clicked play to start watching your video. This is a lot different from scrolling down a feed with auto-play on. This metric requires action.
You calculate the play rate by dividing the number of people who clicked play by the total number of visitors who accessed the video landing page.
3. Watch time
Watch time is the total time people have watched your video. It’s added cumulatively and also includes replays.
This KPI helps you understand whether your video content resonates with your audience. A longer watch time means people enjoy the video, while a shorter one means you may have missed the mark.
4. Social shares
One of your main goals for video content should be social shares. This widens your audience exponentially, increasing brand awareness and potentially bringing in new leads. Keep in mind that you’ll get more social shares on videos at the top of your marketing funnel than on videos at the bottom. Don’t be disheartened if you see this discrepancy.
5. Clicks and click-through rates
If you’re running a campaign with a call-to-action button, the number of clicks and click-through rate will be among the main KPIs you need to measure. Campaigns like these aim to get as many people as possible to click from your video to your landing page to learn more about your business, product, or service. Test various CTAs to see which works best and ensure your video content is enticing enough to get people clicking.
6. Conversions
The last major KPI you need to monitor is conversions. In a video ad, conversions measure how well your video persuades viewers to convert into leads or customers. It’s easiest to do this when you’re running your video ad campaigns, but measuring conversions based on your educational videos or organic video content gets a bit stickier. At this point, you must rely on tracking and UTM tags to see where your clicks and conversions are coming from.