Video marketing isn’t a new concept. In 2020, it is more valuable than ever. With brick and mortar full and partial closures, event cancelations, and business model changes, one thing stayed constant. People were looking online to learn what their favorite businesses were up to. In fact, that number grew exponentially.
Before the pandemic, 99% of marketers polled said that they will continue video marketing in 2020 due to its success. This medium started off strong and after the shutdown, has skyrocketed. According to smartinsights.com, 95% of businesses using video marketing expect to at least spend the same in 2020, if not increase their budget. Additionally, 59% of people who don’t yet use video marketing expect to be during this calendar year. Besides the entertainment aspect, 48% of consumers want videos to reflect their interests. They specifically choose products and shop based on videos viewed.
HOW LONG SHOULD YOUR VIDEO BE?
This is the million dollar question for businesses. How long is long enough to get your message out, but not lose your audience? The best suggestion based on research and surveys is 30 seconds. A 30 second video will allow you to market your message while keeping – and growing – your audience.
KNOW YOUR AUDIENCE
Speaking of your audience…know them. Who is your target market? On average, teens and younger demographics are spending the most time watching videos. If your product or service would benefit, make your videos live. By interacting with a live audience, you can answer questions, take suggestions, and even sell!
TYPES OF VIDEO MARKETING
Once you have decided to include this medium in your marketing plan, it is time to decide on video type(s). There are many! Does your business involve demonstrating products or services? Would interviewing a customer of yours be most beneficial? Or is a vlog (video blog) several times a week best for your business? This is a personal choice. Every industry is different. Every business is different. The best way to learn is by doing. See what other businesses in your industry are doing. As a viewer, what do you like? What didn’t work for you? These decisions will help you develop your own plan.
Video Marketing TECH 101
Technology. Fortunately, unlike in the early days of video marketing, you do not have to be a technology or video expert to market your business with video. The video marketing world is your oyster. YouTube, Facebook, Instagram, and SnapChat can be used. You can record on your smartphone, and upload your video. Looking for more in-depth options? Platforms like Filmora offer a music library, overlays, filters and text. Powtoon walks users through the video creation process step by step. It’s also able to export directly to YouTube. Platforms like WeVideo are more advanced. WeVideo features advanced editing options, motion effects, and green screens. VideoScribe combines a storyline with animations.
THE MORAL OF THE Video STORY
With its proven success and a range of options for every level learner, video marketing is an absolute must for your business plan in 2020 and beyond. With all of the challenges associated with the pandemic, one positive is that digital audiences are on the rise across all platforms. Your platform of choice is waiting. Embrace it!