Video Marketing Strategy

Video Marketing – A Battleground for Consumer's Attention

Marketing Deep Dive Published on 10 Dec 2020

With growing digitalization around the globe, consumer attention is the brand's priority and videos are one of the best ways to gain consumer’s attention.

Currently, YouTube has one billion users? The number is one-third of global internet users.

In fact, video consumption is not just limited to YouTube. People love watching videos on other social channels as well like Facebook, TikTok, Instagram, LinkedIn, Pinterest amidst others.

Hence, it's not surprising that the newly launched - Instagram Reels has risen so sharply in consumer engagement, in such a short span. This is because consumer attention span time has gone shorter and videos are the best source to catch attention and are much more entertaining than their plainer image counterpart.

Not just entertainment, videos have the power to generate powerful leads for your business as well. If done right, video marketing can give the best return on investment.

Srinivas Narayan, Facebook Engineering Director once said – "If a picture is worth a thousand words, then a video is a library"

This does make sense today. Now, video is not just a piece of content for overall campaign planning but it's one of the best ways to increase your outreach and efforts specifically concerning social media strategy.

Video has been projected to become the fastest-growing content and will represent 82% of all internet traffic in 2021. The growth is expected to increase tremendously in the coming future.

In such a scenario, every brand needs a powerful video marketing strategy.

Video Content Strategy

Steps to Kickstart your video marketing campaign

Step 1 - Fix your goals for the video marketing campaign

The first and foremost goal for any video content marketing is to determine your goal. There are many goals that one can think of like – brand awareness, educating customers about products, a demonstration like how to use and good leads and sales.

Once you fix the goal of your campaign, you are completely ready to decide what kind of content you want to create.

Step 2 – Figure out "Who is your audience?"

Creating awesome content is not the end goal. It should reach a particular audience. There are multiple marketing channels where one can create videos. It includes Instagram, Snapchat, Facebook, LinkedIn, and big giant YouTube marketing.

The strategy for all the channels should be different. Therefore, determining who your audience is, where they live, what is their age group, and how they consume content is necessary for any online video marketing campaign.

Suggested Read - Growth of YouTube in MENA region

For example – If your brand is selling clothes for women, then you can create an educational video on "Tips to dress up like Fashionista", it will have specific TG and channels.

Online Content Strategy

Step 3 – Decide what to create

This is where most of the video marketers fail. They don't understand what their audience will like and what will work for their brand.

The marketing is all about hits and trials.

One thing that can work for someone will not work for your brand at all. Suppose brand A is an event management company and brand B sells clothes online.

The TG is different for both brands, so is the content. Brand B can make some funny content while A has to go for serious content for B2B.

Here are some types of video marketing content one can choose from –

  • Educational Videos
  • Inspiring Videos
  • Product/Services videos
  • Brand Videos
  • Explainer Videos
  • Event Videos
  • Testimonials
  • Case-Studies
  • Interviews
  • Behind the scenes

Step 4 – Never miss the basics

People may ignore it but basics are most important which is often missed in big campaign events and videos. It includes –

Don't make long videos – Nobody likes lengthy & boring content. So, marketers should know how much video duration will work. As per the stats, FB users usually watch a video for a minute,

Instagrammers and Twitter users don't like for more than 45 sec.

Don't forget to use SEO – While creating a YouTube marketing strategy, marketers miss to use basic SEO optimization of videos. Using a keyword-rich title, description and tags can help you grow in searches on YouTube.

Never miss the CTA – The Call to action defines the goal for a particular brand. A video should always end with a CTA where people can understand what action one has to take after watching it.

YouTube marketing strategy

Step 5 – Testing & Learning

The last step for making any video marketing campaign successful is to find out the ways by which you can improve in the future. It is a must for every business owner.

The campaign performance can help you in understanding how your video is performing and if people are liking it or not. To check performance, you will get video analytics where you can take a

look at no. of likes, shares, comments by people, clicks on the video, and how long people watched

your video

Every social media channel has its analytics which you dive into for testing your campaign performance and learning from it.

Get started on Your Video Marketing Plan

These steps may seem daunting at first sight but you can't ignore video marketing when most of the consumers love watching it. The toughest part is to create content, writing a script, editing, and executing it.

You can use some creative ways like converting a blog post or an infographic to video content. These things will ease your content creation process.

Don't fret and create awesome video marketing campaigns and grow your brand.

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