The Ultimate Guide to Video Marketing in 2021

The idea of using a video marketing strategy is not a new one for most brands. However, the magnitude of video marketing efforts has escalated in terms of its popularity and importance across most social platforms. Having dominated the social space, videos have grown in terms of their reach and impact on audiences.

Failing to create videos may put your brand behind in the line of competition, but thankfully, there’s not much that you need to do to gain the ranks. In the last few years, videos have risen to the top ranks in terms of tactics to tap the online audience. What’s more necessary to understand is that videos are no longer channels of entertainment for the audience. They hold the power to increase customer conversions and transform how a brand targets its markets.

Video marketing production
photo credit: Ivan Sankov / Pexels

How To Craft A Video For Your Business

To build an effective video marketing strategy from scratch, you need to start by planning your videos. Identify your target audience and understand their pain points to build videos around their problems and offer viable solutions.

You can build a script to target your audience and determine the message you want to get across to them. What remains beyond this is shooting and editing the video with high-quality equipment and tools and defining which social platforms you will use to host them.

When it comes to marketing videos, you can explore a variety of niches to create a video.

Types Of Marketing Videos

1. Demonstration Videos

These videos tell your audience how to make something work or how a particular process works. This could be something to do with using a typical software or unboxing a collection of beauty products. The idea is to tell your audience what to do with the target product or service.

2. Branded Videos

A brand targets its vision, mission, and product offerings through such videos. The idea is to build awareness about the product and attract more audiences to connect with your brand.

3. Event Videos

Such videos aim to create awareness about a business event, or a fundraiser, among others. The video aims to highlight the features of such events and present highlights of the gathering.

4. Interviews

Such videos aim to capture and present the ideas of an internal expert or an industry professional to build trust and authority. The videos could show a certain discussion about a topic or highlight moments from an interview with them.

5. Educational Videos

These are instructional videos that aim to convey how to do something such that it builds the audience’s knowledge and helps them learn something new.

6. Explainer Videos

These videos use hypothetical situations or examples to convey why the audience needs to use your product or service. At the same time, they also target the audience’s doubts and eradicate the hurdles that could be posing a problem for them.

7. Testimonials

These videos help depict the benefits of your offering as told by your customers and prove to the audience that your product or service is effective and worth the price.

8. Live Videos

Showing your audience what happens behind the scenes is one way to spark their attention and enhance engagement rates on your channel. Audiences can place trust and reliability on those brands that come out clean with their raw presence.

Video content production

Gathering The Right Equipment

Although you do not need to break your bank to invest in absolutely high-end video equipment, you do need something of good quality. A lot depends on your location while shooting the videos, as it impacts the result that could come out of it. From a camera to a tripod, you need to pay attention to various attributes when it comes to shooting an impactful video.

Nearly as important are the creatives of your video. You do not want your videos to look like a lecture straight out of a coursebook. To avoid that, you need to build a storyline that revolves around the essence of the video and considers your audience’s feedback.

Always Stick To A Timeline

From creative ideation to distribution of the video, you may put all the time you require to build a video, but unless you stick to a timeline, things may be bleak. From production timelines to distribution timelines, you should always take stock of how much you have done and what remains to be done.

Scheduling video productions is the only way to get past any roadblocks and stay on track with your posting schedule.

Help Your Website Rank Higher With Videos

A website with video content on it is likely to perform much better than its counterparts. Search engines tend to prioritize video content in a bid to help users find what they are looking for. Since they want to earn a positive response from their users, they are likely to reward those websites which feature videos and make their search easier.

Further, to improve the SEO value of your website, you must own high-quality content that helps educate and inform a user.

Once all the steps in this guide are covered, what remains is the distribution of your videos to gain a wider reach. For this purpose, you could opt for owned media such as websites, blogs, emails, and social media or look for paid media channels such as sponsored content, promotion, narrative advertising, search advertisements, paid influencers, and more.

Video for digital marketing strategy

To Sum Up

Video marketing has grown by leaps and bounds in the last few years. This phenomenon has presented a unique opportunity for brands to target their customers. With the ever-increasing priority of video content, customers do expect something unique from brands.

Though overwhelming at first, creating and implementing an effective video marketing strategy is the best way to increase your brand’s reach and social presence.