Driving conversions: No other method is more effective than video marketing

30-second summary:

• According to Magisto, 60% of businesses already spend more than a quarter of their marketing budget on video.
• Animoto states that 60% of consumers who buy from a brand say they discovered it on social media.
• Marketers have some common misconceptions that creating videos is too time-consuming, expensive, or complex. Fortunately, none of these assumptions is true.
• You can create effective marketing videos at virtually the expense of nothing thanks to modern technology and often in lesser time than, writing a blog post or designing an infographic.
• Facebook, LinkedIn, Twitter, Instagram, and other social channels are gradually optimizing for video, and you’d be wise to follow suit.
• Hope Horner, CEO of Lemonlight Video Production guides you through the what, how, and everything related to video marketing.
• Dive in for a clear segmentation of goals and corresponding types of videos, great examples from Casper, Bumble, and more.

As modern consumers start to favour video over other forms of content, more companies allocate their media budgets accordingly. According to Magisto, 60% of businesses already spend more than a quarter of their marketing budget on video.

But how, exactly, is that money used?

How Casper crushes video marketing

The mattress company, Casper, uses its budget wisely (and effectively). For one, the company crushes video marketing on Twitter: It often shares videos of dogs enjoying its beds and, unsurprisingly, followers can’t get enough. Not only does Casper create and share its own videos — like this cute “ode to bedhead” clip — but it also shares user-generated content, which is a great way to build brand affinity.

An ode to bedhead. pic.twitter.com/5KuA8AEAI1

— Casper (@Casper) January 13, 2020

Casper’s videos aren’t usually direct sales pitches. They don’t include calls to action that prompt viewers to buy a mattress. However, a dog happily snoozing on a bed featuring the Casper logo does frame the product nicely. And if it’s viewers truly retain 95% of messages received through video, that image will stick.

Why video marketing works

Real results

Dynamic content will always be more enticing than a static image or wall of text, so why do some companies continue to avoid video as a marketing tool? Often, they’re held back by common misconceptions that many marketers have prior to exploring the medium — namely that creating videos is too time-consuming, expensive, or complex.

Fortunately, none of these assumptions is true. You can create effective marketing videos at virtually the expense of nothing thanks to modern technology (and often in less time than, say, writing a blog post or designing an infographic).

So where do you start?

As with any piece of content, each video you create should align with a particular goal. Here are a few to give you a clear skeleton – If you’re trying to:

1. Reach a new audience segment: Consider creating an awareness-stage video that introduces viewers to your brand for the first time.
2. Drive engagement among your existing audiences: Create a consideration-stage video.
3. Sell, sell, sell: Create a decision-stage video that demonstrates why your product or service is better than a competitor’s.

These aren’t the only use cases. Internal videos can be great for motivating employees or onboarding new hires. You can also create videos that reinforce customer loyalty post-purchase, either by entertaining and delighting new customers or educating them so they get the most out of your product. Moreover, as Casper and others demonstrate, video is an integral part of a strong social media strategy.

The social element

Social media advertising works — and it’s becoming even more effective. According to Animoto, 24% of consumers buy more today than they did last year due to social media ads. Social media is more than a sales channel, it’s also an incredible platform for building brand awareness. In fact, the same study discovered that 60% of consumers who buy from a brand say they discovered it on social media.

If awareness is your goal, social media and video make the perfect match. The latter is a great way to deliver messaging about what makes your brand unique, as it increases the likelihood that consumers think of you when it’s time to make a purchase. Plus, social media is all about sharing content. A whopping 92% of users report sharing videos on social platforms (and that’s just mobile users), meaning there’s no limit to the exposure your video can earn overtime.

Social videos are also great for prompting repeat purchases among existing customers. If you can build a network of followers and consistently engage them with quality content, you’ll create a unique customer experience that allows you to rise above the competition.

Social media companies know that video earns engagement, which is why many social algorithms prioritize video over other forms of content. Facebook, LinkedIn, Twitter, Instagram, and other social channels are gradually optimizing for video, and you’d be wise to follow suit.

Wondering how to do this?

Here are three tips for marketers who haven’t yet discovered everything this medium has to offer:

1. Try it out. What have you got to lose?

If you’re a novice to video marketing, even just thinking about where to start might be a little intimidating. But don’t stress. You don’t have to dive right into the deep end and create content that rivals a Super Bowl commercial. You can film yourself (in your own space with no fancy equipment) and still deliver a video that accomplishes more than text or image could.

Consider Bumble as an example

The dating app created the popular “Life at Bumble” video series that it shares via Instagram Stories. The clips are by no means professional quality, but that’s not the point. The point is that Bumble offers an authentic, engaging view of the company from an insider’s perspective, which strengthens Bumble’s brand as an employer and spreads awareness.

Remember that video content isn’t just used for paid media. Posting a simple “about us” video on your social channels and website gives you an owned asset that can be repurposed and refined over time. Add it to your email signature or a campaign landing page, and tell your brand story to the people who most want to hear it  – which leads us to our next tip!

2. Incorporate video into existing content.

If you already have a successful blog or popular website, think about whether it makes sense to supplement that content with video. When my company added a video to one of our pages that shared information about video marketing, it boosted our SEO efforts significantly. The page now ranks in the fourth or fifth slot on Google for a number of search terms that are critical to our business.

Owned media — such as your website content, blog, and social channels — is the primary source of information about your company as well as an important SEO tool. Whenever you add video to an existing piece of content, make sure it aligns with the voice and messaging projected in that content. Also, try to capitalize on positive feedback your content receives by highlighting it on social channels and in future content pieces.

3. Invite users to share their own content

User-generated content can be a valuable source of earned media and accomplish all the same things your owned media can. Pampers, perhaps surprisingly, was ahead of its time when it came to harnessing the power of earned media. Back in 2013, the diaper company encouraged users to submit baby footage via Facebook. Then, they created this incredibly cute video using curated customer content. Through this, Pampers built a sense of community and trust around its brand.

There tends to be a perception that videos are more shareable than other content types, probably because people (correctly) assume watching a short video will require less time and energy than reading an article or consuming media in other ways. Video content is also generally viewed as more entertaining than other content types, which further increases shareability. Perhaps most importantly, a video marketing strategy that includes user-generated content builds trust in a time when viewers increasingly demand more authenticity from brands.

To fully harness the power of social sharing and earned media, you’ll need a plan. Create a content calendar that includes a posting schedule and regularly share your video content from both your corporate and personal social accounts. Then, ask your friends, family, and professional contacts to do the same. Returns on video marketing are cumulative, so don’t worry if you don’t see the results you want after sharing just one video. Continue to refine your approach based on viewer feedback and engagement, and you’ll become a video pro sooner than you think.

Hope Horner is CEO and founder of Lemonlight Video Production, a company that produces branded video content at scale. Hope is a three-time entrepreneur who has been featured in Inc., Entrepreneur, Forbes, and other publications highlighting her successes in the Silicon Beach community over the past decade.

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