Video Marketing in not an option, its now a necessity and here is what you need to change in your video marketing strategy.
The book is bound to be better than the movie in most cases, but do people want to read a book or would they rather watch a movie of the same.
Reading is not exactly out of fashion, and most positively it never will be but the average consumer is not on their phone to brush up on their literary knowledge. This article itself would be easier to consume if it was in a video format, with just the right amount of visual and audio cues, it would be engaging and certainly more memorable.
It is easier to put in a pair of earbuds and look at a screen than actually engaging in the act of reading text, the trick of a successful video marketing strategy is the fact that audio-visuals come under the bracket of entertainment, so when you produce content to promote your brand if done in good taste, you are not just advertising but also entertaining your audience.
The last decade saw a drastic shift in what can be classified as mainstream media, YouTubers are now having more subscribers than the population of some countries.
And the access to the same is no longer a luxury but a necessity, internet dictates the norms of our cultures now which further emphasizes the fact that every one of your potential customers is on the internet now, scrolling through any of the various social media platforms, enjoying the array of choices.
While according to research the video marketing sphere is on the brink of saturation, the vast ocean of the internet is quite unexplored and untapped. YouTube and Facebook being the conventional platforms, marketers have flooded timelines with overtly flashy advertising which is the majority of the content by advertisers.
The focus on quantity over quality works against the marketers as the abundance of content makes the consumer scroll off your blatant and dry advertising to a piece of content that may just collaborate with established creators in the form of brand integration.
Non-intrusive marketing of your products within the content that your target audience consumes is the way to go. And so, knowledge of the demographics of content consumers is vital to understand better as to where to invest your marketing budget.
Speaking of untapped platforms, Instagram and TikTok are having an unprecedented amount of daily activity wherein the users have just made it a part of their routine to plug into these platforms. Utilising them early and efficiently is the game and incorporating them unconventionally in your video marketing strategy might just be the game changer in this decade.
And still, the marketing on this platform is very minimal. Instagram does have advertisements but the integration of it with content is what’s missing.
Influencers with millions of followers who create engaging content are the ones to be collaborated with, as the marketer funds to improve the quality of the content, the genuine fan base which directly engages with the influencer gets their video marketing strategy right and a ROI like never before.
According to a report by Animoto: 58% of consumers trust a brand with videos more than a brand without.
Although the audience of 2020 may not be well versed with the habit of reading, they do consume content regularly and they know how the business works. So if you try to rub your brand into their faces, that would warrant an instant disconnect.
Marketers must invest time in understanding the narrative, integrating their products in a tasteful manner that drives the narrative forward. May it be a webisode or a long-running web series, all of it is an opening for great ROI if done well.
Even the Instagram and TikTok influencers who are partnered up with should be relevant to your products.
Mindless integration with the content of influencers who have a lot of followers would not result in a high ROI.
Rather, having an influencer with a niché audience, creating content relevant to what your products offer is what one should look out for.
The video marketing business isn’t very structured as of yet, although it’s already been a decade of videos taking over as the preferred medium for almost everything, so much so that it has reached the boundary over saturation, and yet there are no regulatory structures to guide this whole game.
And with time, one can expect the advent of video marketing taking over to such a degree that it would be all structured and the big conglomerates would dictate the terms.
Which is why it isn’t late yet, if a marketer decides to step into content creation even in 2020, they have an option to diversify and find their audience like never before.
Reports confirm that the ROI of video marketing is unprecedented, the last 5 years are a testament to that.
Besides brand integrations, people are always bound to pay attention to something that stands out. Just like the pamphlet, you would get along your Sunday newspaper, an AR integration with an app or a simple post of a 360° video promoting your products does the job of grabbing attention, very efficiently.
The conventional methods which are tried and tested are not to be disregarded but in 2020 if you want to be seen, videos are the way to move forward and to do that you need to ensure that the story you tell resonates with the people you intend it for. That is where a data driven video production company which puts in the effort to determine what your audience loves and how they see the world comes into the picture.
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