Consumers love content of all forms, but videos are particularly effective at engaging them on a deeper level. Brands in all industries have noticed the ways consumers connect with video, which is why video marketing continues to gain momentum.
Trends in video marketing are in constant flux, so it pays to stay in the know regarding consumer preferences.
Audio or No Audio?
A large part of video marketing is designed for use with social media, and there are trends specific to that medium. For example, most consumers watch videos with the sound off, which is why video content needs to make an impact without the sound on. You can make that impact through a strong visual narrative, but subtitles are a critical component, both for accessibility, search engine optimization and to communicate your message.
Let the Users Speak
UGC – marketing lingo for user-generated content – is also gaining traction, as there is no more powerful voice than that of the fellow consumer. According to a study from Gartner, 86% of businesses say verified reviews from consumers are “critical.” The more you can utilize positive reviews from your customers, the more social proof you can offer to other potential customers.
Use Personalization
You want to build a strong connection with your target audience, and the most effective way to their hearts is through personalized content. One effective tactic is to speak to specific customer pain points, as this shows you know all about their struggles and offer solutions to those.
Explain It
Consumers flock to visual content for many reasons, but one of them is to access information. When a consumer is considering making a purchase with you, having a video out there that shows them exactly how your offerings work and how to use them is a good strategy. It provides the extra bit of information that gives them the confidence to buy.
Vertical or Horizontal?
First and foremost, make sure your content aligns with the camera orientation, as you don’t want to miss the focal point or crop out vital information. Then, you’ll need to decide whether to position your video for a vertical or horizontal orientation.
The platform you use will help you make the right decision: If you’re utilizing TikTok, Instagram Stories and Reels or YouTube Shorts, vertical is the way to go. But with your YouTube (standard), Facebook and Twitter feeds, keep it horizontal, as this is the preferred orientation.
Short or Long?
Marketers constantly research the video length that will be most impactful with their audience, and it’s smart to consider. A recent HubSpot stat says 73% of consumers prefer short-form video, which is great information, but you need to make sure your target audience is part of that 73%.
The average length of a TikTok or Instagram video is little more than 30 seconds. Facebook videos average 1 to 3 minutes, whereas YouTube videos will span 7 to 15 minutes. Know your audience and on which platform they are most likely to connect with your brand.
Need assistance with your video marketing? SJC Marketing has the background you need to succeed. Contact us and let’s build a strategy and video content that will engage your audience.