Guide to Video Marketing

Live Video

Ever since social media platforms integrated live-streaming, it has been going from strength to strength, with research indicating that the majority of viewers will actually watch and engage with live videos for longer than pre-recorded ones. Live gives you that direct contact with your consumers; they can comment ‘live’ and really feel like they’re involved in the content that you’re putting out.

Plus, Facebook has made it easier than ever to share high quality videos live on its platform, as you can now ‘premiere’ pre-recorded videos. This essentially means that when distributed, the video will present itself as a live one.

Storytelling

We’ve briefly mentioned this in one of our previous Thought Leadership instalments: the most popular videos in the marketing world today are those that tell a story. You need to draw your audience in, hook them, and connect with them emotionally. A staggering 92% of customers want brands to make their ads and video content feel like a story. A good story can feel a lot worthier of their time than a very in-your-face advert. It also goes a long way towards humanising your brand.

Vertical Video and IGTV

The launch of IGTV and the rise in popularity of Instagram Stories has really highlighted something which should have been obvious before: nearly 80% of digital video viewers use smartphones to watch videos, smartphones which are all vertically rectangular (mostly). So, it’s fairly logical that we should all start creating vertical videos as well as our beloved widescreen ones.

Guide to Video Marketing

1-on-1 Video

With the rise in quality of cameras on smartphones, it’s become easier than ever to create short, personal videos at little to no cost. Because of this, marketers have discovered the value of lead-nurturing and communicating with customers by sending personalised video messages in place of a plain and boring email or cold-call.

Search Friendly Videos

With the rise of AI has come the use of closed-captions and in turn, videos have become a searchable piece of content. AI can now transcribe videos for you (really handy for adding subtitles to your videos!). Plus, Google has recently announced that there will be video previews in video carousels that appear in search results. Super handy!

360 Degrees and VR

If you have followed us here at BORN, you’ll already be aware that we’ve really taken an interest in 360 degree videos, with our series of gigs filmed live in 360. Offering up a truly unique and immersive experience, the use of 360 in marketing is invaluable to brands across the globe.

Initially popular in the gaming world, it’s now steadily proving itself in other industries such as events and promotion, museums, retail, real estate and more. The global market for VR is set to reach 22 billion by 2020, so now is the time to get involved!

So, there we have it: six methods you can utilise in your video marketing this year. Plenty to be getting on with! Your video marketing will be helping to showcase your product or brand, drive traffic to your website, and engage with customers in an interesting, innovative, and unique way. It’s a marketing tool that holds great power, and one you definitely can’t afford to ignore.