Content marketing has sealed its place as one of the best ways of building brand authority and connecting with a group of target audiences. This encompasses social media posts, podcasts, blogs, video content, emails, and more. While all these forms of content are crucial, video marketing has been the coolest kid on the block in the last few years.
According to Cisco, about 1 million minutes of video content gets shared across the internet every second. And in light of that, Wyzowl’s research confirms that 89% of consumers decide to try a company’s product after watching their video content.
This has had an enormous impact on content marketing as more businesses are shifting focus to video marketing. For example, Animotica, a leading Windows 10 video editing software, has gone from 2 million to over 5 million users within the last couple of years.
But this is only a scratch on the surface because here, we will look at what video marketing is, how it works, why it’s important, and how to get the best results for your business through video marketing.
What is Video Marketing?
In simple terms, video marketing is the use of video content to promote products and services, increase engagement, educate customers, and build trust and authority in a specific industry.
There are several forms of video content that any business can use to reach, engage, and educate its target audience. Some of them include:
- Instructional Videos: For showing how to use a product or service to solve specific problems.
- Entertainment Videos: Used for engaging your audience and making them comfortable with your brand.
- Demo Videos: For demonstrating the features of a product.
- Brand Videos: Used for introducing your company or business, highlighting the company’s vision, mission, and offers.
- Event Videos: Used for keeping your audience in the loop about major events happening in your company.
- Cast Studies and Customer Testimonials: Used to show real-life scenarios of your products and services solving problems for existing customers.
- 360 Degrees Virtual Reality Videos: Used to give a virtual tour of a product or service. 360 degrees VR videos allow viewers to see content from every angle as though they’re really there.
How Video Marketing Works
On the surface, video marketing is simple: you create video content that promotes your business in some way, share it on your chosen platforms, rinse and repeat.
However, it’s a little more than that. This is because video marketing (and marketing in general) is data-driven. So, in the real sense, this is how video marketing actually works:
- Research topics and existing content
- Research your target audience
- Create a content plan
- Create your content
- Determine your Call to Action (if any)
- Share your content on your chosen platforms
- Track audience engagement and optimize future video content
Video marketing is flexible because it can go with most other forms of content marketing. For example, you can plug your video content into your blog post, emails, and social media posts, as long as the medium supports video content.
How Video Marketing is helping Businesses Grow in 2024
Living in the internet age, people are spending more time online, searching for information, entertainment, companionship, and more.
Videos have since become one of the most productive forms of content existing on the internet, and with 96% of internet users revealing that they increased their video content consumption in 2024, video content is bound to hit new levels soon!
This has obviously impacted marketing as 91% of businesses now use video content as a marketing tool.
So, right here, we will examine how businesses have taken advantage of this trend in 2024. Let’s dive into it!
An Upsurge in Website Traffic
Video content is very healthy for website traffic because it encapsulates long paragraphs of information into a few engaging minutes.
The average internet user’s attention span is around 8 seconds. Video content is very effective in this regard because very few people are willing to take the time to read all the stuff you have to say, no matter how important. But more people are willing to watch and listen to you through video content. That way, you’ll keep their attention and make them stay significantly longer on your website.
Furthermore, according to Wyzowl, people are two times more likely to share video content than any other form of content. When your content gets shared, your website traffic is bound to increase.
An Increase in Conversion Rates
According to Wyzowl, 92% of marketers revealed that video content gave them a positive ROI in 2024.
Most marketers also believe that video is a crucial investment for lead generation because it has a direct positive effect on sales.
Boost in SEO Ranking
While Google has not explicitly confirmed this, most marketers have demonstrated that using video content on their websites has increased their organic traffic and improved their SEO ranking.
Lemonlight, for example, revealed that they get organic traffic boosts ranging from 10% to 250% after adding video content to existing posts.
People stay longer on your business website when you include video content. This higher engagement level makes search engine algorithms mark your website as authoritative and consequently push your content to the front pages.
Boost in Customer Trust and Engagement
Whether you’re making explainer videos or entertainment videos, creating video content for your business will make your customers not only understand your business and how to use your products but also get comfortable doing business with you.
Pro Tips for Growing your Business with Video Marketing
Now that we’ve understood what video marketing is, how it works, and how it can help your business grow, let’s throw in some pro tips to help you get the best results from your next video marketing campaign.
Optimize your Videos for Different Platforms
Making a one-size-fits-all video content might seem convenient, but it isn’t ideal for your video marketing strategy.
To ensure your video remains as engaging as possible on all your chosen platforms, you need to produce them according to the specific platform standards. For example, YouTube supports videos shot in 16:9 aspect ratios. But TikTok is well-known for 9:16 (vertical) videos.
Feel free to check out this guide on the standard aspect ratios for different platforms.
Host Live Videos
Posting a video is a great way to keep your audience engaged. But what makes you stand out from your competitors is the bond you create with your followers.
The best way to achieve this is to host a live video every now and then. Facebook, Instagram, and YouTube are some of the major platforms that allow you to host live videos. This gives your audience the opportunity to ask questions and get to know your brand better.
Use Captions in Your Videos
According to Instapage, using captions in your videos will increase engagement by 12%. This is where tools that transcribe video to text come into play. They automatically convert the spoken dialogue into written captions, making the content more accessible and ensuring your message reaches a greater audience, even when the sound is off. As a matter of fact, Digiday reveals that 85% of videos on Facebook are played without sound. So, if your video continues to play that way, your viewers might not last up to 10 seconds. To enhance the user experience and keep them engaged even without audio, certain innovative solutions like AI voice cloning may be considered. AI voice cloning can mimic a human voice and generate dialogue, enhancing video content and offering a unique approach to improve engagement rates.
Call to Actions
You should create your videos with a specific goal in mind. Use this goal to create a CTA, which you’ll mention at strategic points in your video. This will ensure that the majority of your viewers take the actions required of them.
Track Track Track!
Analytics is one of the things many video marketers tend to ignore. But this is very crucial because it will help you optimize future videos for better performance.
Some of the things you can track include click-through rates, bounce rates, plays and replays, shares, total views, likes, and dislikes, etc.
Pay Attention to Your Thumbnail
Your thumbnail is the gateway of your video content. If it’s not captivating enough, your click-through rate will be in the mud. So, take time to create scroll-stoppers, not just basic thumbnails!
Video marketing is getting more popular by the day, thanks to its high engagement and shareable characteristics.
While you create video marketing content to boost ROIs, the secret is to make them as natural and non-promotional as possible. That way, you can easily gain your viewers’ trust and ultimately sell to them more easily.
That said, we hope that this guide was super insightful to you! Feel free to share and even drop questions for us.
If you’d like to make stunning videos with ease, try Animotica, our awesome video editing software.