Video has grown to become an essential part of the marketing mix. How businesses and brands reach consumers and how they manage their campaigns will vary. What remains consistent is that video should be high on the list of tools to reach and engage with your audience. Video, in one form or another, is how most people consume media. Marketing with video isn’t new but only relatively recently has is become so affordable.
Video Marketing Channels
The advent of streaming technology and faster internet connections has had a massive impact on video marketing during the last decade. Improvements in the hardware built into smartphones has coincided with the increased use of video with social media channels. YouTube is still the number one channel for consumption of video but TikTok is increasing its strength and influence.
Video is a potent tool in the marketing toolbox but it is still vital to ensure that the content is customer focused. To maximise the impact of video marketing we should be thinking about what opportunities we may have. Traditional broadcast television in the UK currently accounts for around 80% of all video advertising. People are prepared to watch televised adverts in return for the ability to consume high quality programmes.
That leaves 20% of video advertising for alternative channels. YouTube is the largest single online channel for video advertising followed by TikTok. Whilst we can certainly consider these channels for video advertising there are other forms of video marketing.
Video walkthroughs are a great way to enhance distance selling. A video can provide a consumer with all the relevant details of a car, motorbike, boat or house. That could open up the opportunity to sell to customers from outside of your local catchment area.
Influencer marketing is one of the bigger trends in video marketing. The reason for this is that people like to seek advice and guidance before making a purchasing decision.
Goal Setting
As with all marketing goal setting is crucial. You must set out what you want to achieve and take time to investigate the channels and content that your target market responds to. Consider demographics and always ensure you monitor return on investment.
If you’re planning to work with a video creator it is important to give the creatives as much license as possible to generate the content. It is your role to ensure the story of the brand, product, or service is told in way that is clear and inline with the brand’s tone of voice.
Learn more about content marketing here.
