Video Marketing Campaigns: 8 Ways You Can Make the Most of a New Trend
If you’re running any type of business you need to know about video marketing. Where video used to be a rarity, it’s now becoming one of the most popular ways to showcase information. In fact, it’s considered a hot trend and one that’s going to continue to grow in many ways.
“There’s almost 1 million minutes of video crossing the internet per second. A huge chunk of these videos either contain marketing messages or are preluded by advertisements. So far, marketers have been able to do more with videos than any other form of content, ever.” Adam Payne, video market expert at Video Marketing Insider
So, how do you make sure that you’re making the most of this trend? How do you make sure that you are using video marketing in the best possible ways to really optimize attention?
What is Video Marketing?
In short, video marketing is using videos to attract attention and to get more notice from your fans and followers. Videos are becoming one more way to share your story and to really help people dive into your business. When you show them a video they feel like they’re really getting a good look at how you see things and what you’re doing.
When you engage in video marketing, you’re able to share a whole lot of information and you can make sure that it’s easy for them to see and understand. After all, a picture is worth a thousand words and a moving picture is worth more than that.
Ways to Utilize Video Marketing
Let’s take a look at 8 of the best ways that you could (and should) be using video marketing for your own business. We’re going to look at ways that other websites and businesses are implementing video into their line of work and we’re going to consider how each of these different options could really work for you.
After all, depending on the specific type of business that you have you may or may not be able to actually use all of these. But the more of them you are able to use the better you’ll be able to truly reach your audience.
Webinars can be done in a few different ways. For one, they can be created as a moderate length or long form course. That means you get online and you share information with your viewers about anything you want but in a little longer format. These webinars are teaching something and that something could be simple or it could be more complex. The purpose of the webinar (and whether it’s a free one or a paid one) is entirely up to you as the creator.
Another way to use webinars is through short form. You could create a little video that introduces a specific product or service that you offer. It could be up to an hour or it could be only a few minutes long. The important thing is that it’s going to convey some perceived useful information. It is going to help the people in your webinar interact with you as well because these are generally going to be live events so they can communicate with you right at that moment as you are doing the presentation. That makes it more interesting and engaging for them as well as for you.
2. Behind the Scenes
Welcome people into your business and show them a little more about what’s happening behind the scenes. People like to feel like they’re in the know and like they have information that not everyone else is getting. Showing them what is happening in your business that isn’t accessible to the general public to see is going to make it a whole lot more interesting for them. It lets them feel like they are putting their trust somewhere that is worthwhile because they see what you’re doing for them.
Now you don’t need to share everything about your business, but you can absolutely share some of the things that aren’t going to be proprietary. You don’t have to worry about sharing the secret ingredients to your special jam or the unique way that you create your journals, but you can show them a little bit of the manufacturing or the people who are in charge of creating some of the artwork. Let them hear from people behind the scenes or whatever you feel comfortable sharing and they’ll be more into your business overall.
3. Influencer Marketing
Influencer marketing is another area where things are definitely starting to change. More and more influencers are popping up on your favorite social media channels and you can actually use those people to help improve and advance your business. TikTok, Instagram, YouTube and even Facebook are great places to showcase your product or service and to continue to build up a fan base around what you have to offer. You just need to make sure that you have the right influencers working with you to create the videos and content that your viewers are after.
Finding influencers means doing your research. You want someone that is actually interested in the type of products or services that you provide. That means looking into the type of content that they post, whether they’re already talking about you or something similar to what you produce and how they’re willing to post to their viewers and fans. They could post any of the types of content we’re going to talk about here including how-to videos, offers and more. They may even post interviews, behind the scenes or reviews related to what you have to offer. All of this is going to make it easier for others to find out about you, even from places that you don’t control.
4. Team Introduction
You want to get people interested in you and what you have to offer. One of the best ways that you can do that is to get them interested in you and your team. After all, they’re not just buying a product, they’re joining in your mission. When it comes to buying from someone new, however, it can be a little bit overwhelming for some people. They don’t know if they can trust you or your brand. That’s where team introductions can be such a great idea. They let people get to know you.
Take a single video to talk to one person on your team and get to know them better or create a video that showcases a specific section of your team. You can decide how you want to do it and even what type of information you include. Not only that but you can get that video to promote your brand and your business even more because they can talk about things like why they love your company or what they contribute to your brand, which gets viewers more interested.
5. Q & A
You want everyone that’s even thinking about buying your products to know about them, right? You want to make sure that you’re answering their questions because that’s going to make them more likely to buy. The more they know and the more comfortable they feel, the more interested they will be in checking things out for themselves.
So, what do you do? Create a Q & A video that will answer some of their burning questions. You might want to take some questions from your followers before you start or you may want to do a live video where everyone can write in with their questions while you’re answering.
The most important thing is that you look at what people might want to know about what you’re offering. If the product is a little complicated or the way that they’re going to use it is a little bit obscure or even just if you want to make a big reveal you will need to answer some questions. The basics are going to be things like, what does it look like? What does it do? How does it work? How much will it cost? By going through these questions and just showcasing the product or service you’ll be able to get people more interested and willing to buy.
6. Time Lapse
If you want to include a lot of information in a short amount of time you can always use a time lapse video. These are great because they let you jump from one important step to the next. You don’t have to wait for the product to get all the way through the machine if that takes 20 minutes. Instead, you can film it going in and time lapse through the boring part until it’s ready to come out. You get to decide just how much content you’re going to include in your video and how fast you’re going to play it through.
Make sure that you’re creating a video that really showcases a single point. You might want to use it to show how the product gets from concept to your customer or maybe you want to show a day in the life of one of your employees. Time lapse will allow you to do this in five to ten minutes (or a little longer if you want) rather than making it take the actual amount of time. That makes it more interesting and allows you to share more involved processes with customers.
7. Product Launches
When you’re launching something new is an extremely important time for you to create a video. That video is going to let people know everything they want or need to know about whatever new item you have for them. These videos are generally not going to be live, but they definitely do attract a lot of attention if you know what you’re doing. Use them to talk about the product or service that you’re creating or to tell your brands story in a way that gets people to click in.
When you launch a new product keep in mind that people have short attention spans and that means you may want to showcase every single feature of the product, but people aren’t going to pay attention. Create a launch video that details the most important aspects of your product and why people are going to want that product. You may then be able to create a longer and more involved video for those people who really want to know, but expect that most of your customers are going to check out the short video and decide to buy or not buy based on that information alone (or at least find out more information or not).
Whether your product or service is super simple to use or not, there are plenty of ways that you can use how-to videos to your advantage. If you have something simple you can show unique ways that your customer could use it. You may want to showcase how varied some of the ways are or show different customers using that product or service.
If you have something that’s more complex you may want to slow down your how-to video a bit to showcase, step-by-step, what they need to do in order to use your product or service.
If you are selling something that needs to be installed, for example, you may want to create a how-to video that will show how to install it. You may want something that shows how to tune their radio or how to use the air purifier. Whatever it is that you’re selling you want to make sure your how-to video breaks it down in a way that any user is going to be able to understand. They want to be able to use and enjoy your product, but they may first want to have more information about it and a how-to video can share that.
There are a number of ways that video marketing is becoming the wave of the future. If you haven’t started using it for yourself and your business you’re definitely missing out and you could find yourself losing a whole lot of traffic because of it. Make sure that you’re taking a look at each of these 8 ways to influence your audience and attract more viewers through video marketing.