Video marketing – tools for success

Video has revolutionised the global digital marketing landscape. When planning your strategy for 2019, it’s worth harnessing the potential of video marketing.

Potential tapped into in the video

It is not until today that we know, that visual materials significantly improve the quality of publications significantly improve the quality significantly improve the quality significantly improve the quality significantly improve the quality significantly improve the quality significantly improve the quality significantly improve the quality of posts on social media . According to experts from BuzzSumo, videos, surveys and photos (in that order) are among the most engaging content on Facebook. Note, for marketers and people who run their own online businesses this is very important information – which of course should be utilised ????

Did you know, that as many as 64% internet users stated their willingness to make a purchase from an online shop after viewing promotional content in the form of a video? That’s right it is, video adverts lead to a significant increase in conversions. Video marketing is an effective tool in the process of building brand awareness.

Firstly, it offers the chance to reach a larger number of potential customers through advertising. Secondly, the age of the influencer has arrived – audiences identify with online presenters, with whom they often feel an emotional connection. When someone interested in making a purchase ‘sees and hears’ that a brand is authentic and shares their values, they are more likely to choose products bearing that brand’s logo.

Video productions aren’t exactly cheap. That’s true, but… it’s worth realising that, with technology being so advanced and accessible, we’re perfectly capable of working towards our own success. With nothing more than a smartphone and a head full of ideas, you can achieve great results online. Question: How? How can you make the most of the potential of video marketing? Below, we present the tools that will help your brand succeed.

Instagram TV

And it all started with the Stories… Instagram in response to the growing popularity of audiovisual content, in June 2018 launched a new feature. Instagram TV allows users to post on the platform longer (up to an hour) videos.

How did brands react? Online businesses treated IGTV as a complement to short, spontaneous InstaStories. They began sharing behind-the-scenes glimpses of their activities, user guides and detailed instructional videos with their audience. It has also become popular to publish Q&A series, which effectively bridge the gap between the brand and its followers, as well as encouraging interaction.

NASA’s activities are an excellent example of how to make the most of Instagram TV. The US space agency has started publishing short educational videos lasting 1–5 minutes, such as ‘How does surface tension work in space?’

Facebook Stories

Facebook, in order to maintain its position as the leader among social media platforms, also had to introduce a video service and did so by making Facebook Stories available to users. The concept behind the feature is similar to that of InstaStories, however the platform has an advantage in terms of popularity.

When planning your brand’s social media strategy, you shouldn’t have to choose between Instagram and Facebook. You’ll be far more successful if you maintain a regular presence on both platforms. Just remember not to duplicate content across the different platforms. Otherwise, your audience may stop following your brand on one of the channels.

Periscope

If you’ve created a product and want to promote it, you can do so via Periscope. A live stream is an excellent opportunity to gauge consumer feedback, as it allows you to engage directly with your audience – commenting and asking questions in real time. Users can interact with the streamer as it happens and engage in discussion with them. It’s a simple and free way to raise brand awareness and build relationships with your audience.

YouTube

Did you know that over 30 million internet users visit YouTube every day? The website was launched in 2005 and has been growing steadily ever since. It’s the second largest search engine on the internet. A company channel is a great opportunity to reach completely new people.

Internet users spend an average of 40 minutes watching films there. In Poland too, the website attracts over 20 million users and enjoys great popularity across all age groups. However only 9% of small businesses set up accounts on YouTube.

YouTube Stories

The feature for posting “short videos” was also made available to YouTube users a few months ago. Unfortunately, not to everyone. Google has decided that only channels with at least 10,000 subscribers can expand their content to include stories that will disappear… And note – not after 24 hours (as with Instagram Stories or Facebook Stories), but only after 7 days.

YouTube + Google Ads

It’s an excellent combination, thanks to which you can reach new customers without having to regularly create content on YouTube. Create engaging videos, and then upload them to your channel and set up an advertising campaign. Your video will start to appear before similar videos or in search results.

YouTube is a meeting place for all possible demographics. You can configure your campaign to reach exactly the people you’re targeting. In Poland, the site reaches more people in the 16-24 age group than TV ads. Simply record a video, set a budget, and measure the results.

The growing popularity of video is driving more and more applications available on the market to implement live streaming and social media publishing capabilities. To properly leverage the potential of video marketing, it’s crucial to monitor changing trends and quickly respond to emerging innovations using the tools mentioned above. Including video content in your strategy promises increased brand awareness and conversions.