Over the past several years, video marketing has revolutionized marketing campaigns across industries. From professional explainer videos to upbeat Instagram Reels, videos have changed the game as a dynamic medium. This is especially important as feeds grow more and more crowded. Additionally, videos make it easier to capture an audience’s attention, as reading through long texts or swiping through countless images can stop their scroll.
96% of marketers devoted part of their ad budgets to video in 2019. What’s more, over half of consumers visit a brand’s social media pages before visiting their website, and video ads are the primary way consumers purchased goods from a new brand.
Video works well for people who are both more visual-oriented and audio-oriented. Plus, the human brain responds better to video because it is wired to retain visual information better than words on a page.
Viewers retain 95% of a message when watching video versus only 10% when reading.
Given the success of corporate videos and small business videos, you should consider incorporating video into your overall marketing plan. If you’re going to lean into video marketing, it’s important to find ways to make it work for you and maximize your return on investment (ROI). Now is the time to figure out how you can leverage video production to effectively tell your brand’s story and maximize revenue.
Why Authentic Videos Engage Audiences (and Why You Need to Get Them Right)
Now, more than ever, consumers are engaging with video ads. Social media provides a way to access more content than ever before. When consumers are scrolling through a social feed, the videos stand out. Video also performs better because social media platforms favor videos in their algorithms. To put the importance of video in context:
Gen Z makes up 40% of all consumers, and they prefer video to other types of advertising. To garner nearly half of all consumers, video is the way to go.
That said, to truly connect with audiences, videos must be authentic and identifiable. Whether it’s a corporate video or a small business video, video advertising gives viewers an immersive glimpse into a brand’s identity. Today’s audiences want videos that are not overly produced; they want videos that talk to them rather than at them. Authentic videos can be effective if businesses stick to compelling storytelling when advertising their products and services.
Despite the clear need for video authenticity, marketers often make many mistakes when producing video content for social media. For example, they may create beautiful video ads that attract millions of views but miss the mark with engagement and hitting ROI goals. Before video production, you need to figure out how you will measure your video’s success. Will it be measured by the number of sales? An increase in website visits?
How Marketers Can Maximize ROI With Video Marketing
Once you determine how to measure the success of your video marketing efforts, focus on ways to meet your key performance indicators (KPIs) and maximize ROI. You can leverage your video content and see significant ROI by applying these three rules to your video campaigns:
- Create content that stands out. Remember, the marketing landscape is oversaturated with all types of media, ranging from static content to videos. That’s why it’s important to create relevant videos that grab your audience’s attention. Take, for example, the San Diego Zoo. In this video, the zoo effectively compels audiences with intriguing content about animals that they would not otherwise see or hear about. People return to the San Diego Zoo’s content and engage with it for this reason.
- Tailor content to each platform. Video is not a one-size-fits-all medium. For instance, long-form video content will do well on YouTube and Instagram’s IGTV, but short-form content works best on TikTok, Twitter, and Instagram’s Reels. To maximize ROI, stay conscientious of where you are distributing your video content. For example, a music instrument company can create a 15-second TikTok video calling for user-generated content by playing a riff on one of their guitars and asking users to “duet” and sing over the riff. Then, the same company can create a 10-minute YouTube video educating audiences on how to tune a guitar. Tailoring content for each platform ensures that you’re reaching consumers in effective ways that will bring them back for more and convert.
- Test the success of your content. When you start leveraging video marketing, the only way to know what generates the best results is to experiment with your content strategy. Test your posting times, call-to-action messaging, copy, storytelling, etc. By testing your content, you can get a feel for what resonates with your audience while maintaining your presence on each platform. This enables you to stay in tune with your audience, even as the social media landscape continues to change rapidly.
With the right approach, you can leverage video to resonate with audiences and meet business goals. While nailing the feeling, cadence, and distribution of video can be challenging, video marketing can help you reap major rewards.
To learn how to include video marketing in your content marketing strategy: