It’s estimated that by 2022, more than 80% of Internet traffic will be videos. According to Cisco, that’s 15 times higher than it was in 2017. Part of that increase is due to consumers relying on video to make informed choices on products and services they purchase, which is why businesses have year after year expended more on video marketing.
Don’t Peddle Your Goods
There are many examples of how video marketing can fail, and often those failures are related to content that is structured to peddle a product rather than demonstrate its value. Consumers are savvy to advertisers’ ploys and have grown wary of that type of content.
According to a report from eMarketer, 71% of respondents to a survey said they feel that ads are intrusive. If your videos are structured to be informative and show how something works and addresses consumer pain points, you will see customers engaging more with your videos. If you’re creating only videos that come off as advertisements, consumers will likely stop interacting with your brand.
Focus on Quality
All great video campaigns begin with a strategy. Before you can craft good content, you have to know your audience – their needs, their preferences for absorbing content and the type of content that will speak directly to them.
The more you know about your audience, the more personalized you can make the video. This ensures that your videos will be of value and stand a higher chance of being shared by users who want to recommend your brand to their friends and family.
Social media is an obvious target for the distribution of video marketing content, but don’t forget about YouTube, the second most visited site after Google.
Whether you refer to YouTube as social media or an online video platform, brands who use it find it to be an excellent channel for impacting their target audience and influencing buyer behavior.
You can start by opening a brand account on Google (you can create your YouTube channel with your Google account) and then use YouTube demographics to learn more about user behaviors on the site, which includes demographics regarding age, viewing times, mobile or desktop preferences, etc.
When you’re armed with the right information, the videos you create will positively influence consumers, which leads to more sales.
Video marketing isn’t easy. Doing it well requires planning, research, quality equipment and a professional to put it all together. If you want to see more value out of your efforts, partner with SJC Marketing. We assist our clients in creating top-notch video content that enhances the brand image. Contact us and find out more about our approach to video marketing and how we can help you.