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The power of video marketing: What it is, strategies and trends for 2024
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The power of video marketing: What it is, strategies and trends for 2024

Creativity

Uploading videos to social media as part of your digital marketing strategy has gained a lot of momentum and the recent rise of new video marketing trends corroborates this. In fact, quality visual content has been proven to help drive sales and improve ROI.

TABLE OF CONTENTS

 

What is video marketing and why it is a trend

Video marketing is the use of videos to promote and sell a product or service. It is a way to increase engagement on your digital channels (such as social media), educate your customers and reach audiences through the audiovisual format.

According to HubSpot's "Content Trends: Global Preferences" report, more than 50% of consumers want to watch brand videos, above any other type of content that companies can produce.
A video on a landing page can increase conversion rates by up to 80% and the simple mention of the word "video" in an email subject line increases open rates by 19%. 

Some reasons why video marketing has become a significant trend include:

  • Increased user engagement: They capture the user's attention more effectively.

  • SEO and search engine visibility: Well-optimized videos can improve visibility in search results and increase traffic to a website.

  • Compelling stories and narratives: Videos allow for more effective storytelling than other formats. This can generate an emotional connection with the audience, leading to greater brand loyalty.

  • Diverse formats: It encompasses a wide variety of formats, allowing brands to adapt to different platforms and target audiences.

  • Analytics and performance measurement: Video platforms offer analytical tools that allow companies to measure the performance of their videos.

Companies that take advantage of this form of marketing can benefit by reaching their audiences in a more impactful and engaging way.

 

Types of video marketing

Before designing the most appropriate video marketing strategy for your business, you must decide what type of video you are going to make. Below is a list of all the alternatives.

  • Demonstration videos: It shows how the products or services work. It serves to explain the process of operation, or you can make an unboxing video in which you test your product.

  • Brand videos: They show the vision of the company on a large scale, portray the company's mission and values, as well as products and services in a detailed way. The objective is to make your company known so that your employees are committed to the objectives and also to attract your potential customers.

  • Event videos: Include sharing videos related to an event organized by your company with customers. This type of video helps drive indirect customer engagement and participation and makes them feel relevant to the company. You can also use live streaming on social media to show the entire event to your customers in real time. They provide an immersive experience to viewers and are an effective tool for product marketing.

  • Interview with experts: It serves to build trust and gain authority with your target audience.

  • Educational or tutorial videos: They are used to teach your audience something new or to give them the information they need to use your products or services.

  • Explainer videos: Help your audience understand the reasons why your service or product solves their problems or needs. It shows a fictitious journey of the buyer persona and the problem they face and how they overcome it through the solution your company offers them.

  • Testimonial videos: Video testimonials are undoubtedly one of the most effective types of video for expanding your audience and reaching new customers. While marketing campaigns are a brilliant strategy for business expansion, nothing beats word of mouth. You can offer incentives to satisfied customers in exchange for their testimonials and then upload them to social media to influence and attract potential customers.

  • Live videos: This format gives your viewers a special feeling, which allows you to create stronger bonds and higher engagement rates. Interviews, presentations and live events that encourage viewers to ask questions are much more engaging.

 

Dominant platforms

By 2023, video has become the predominant format in marketing strategies. Widespread access to mobile devices and high-speed connections has made video consumption easier than ever for users. Live streaming platforms, such as Twitch and TikTok, have prioritized video content in their algorithms. Below, we show the dominant video platforms in this 2023:

  • YouTube:  As the world's largest video platform, YouTube remains central to video marketing. Some reasons why this platform is dominant are:

    • It covers a wide variety of niches.
    • You can rank your videos organically through SEO optimization.
    • Supports video monetization.
    • Supports live videos.

  • Facebook: It is the world's most widespread social network, with more than 2.96 billion active users. It is a versatile platform that has integrated video features, including live broadcasts. Since the incorporation of the automatic playback function and streaming services on Facebook, it has successfully surpassed YouTube in daily reproductions.

  • Instagram: With more than 1.9 billion monthly active users, it is an excellent advertising platform for brands. Your video content must be creative and eye-catching due to overwhelming competition.
    With features like reels, live streams and Instagram stories, this platform is essential for visual and video marketing, especially for brands targeting younger audiences.

  • TikTok: With more than 1.081 million monthly active users, TikTok has experienced massive growth and has become a popular venue for video marketing. It allows users to upload and share short video clips, up to 10 minutes long, short and entertaining.

  • Twitter: With more than 229 million monthly active users. The platform allows sharing videos directly in tweets and promoting them through ads. Live streaming is also possible. Incorporating video strategies can significantly boost Twitter presence and impact. The platform is lenient on video length limitations, allowing clips up to 2 minutes and 20 seconds in length to be uploaded. However, just like on Facebook, you have a limited window of time to capture the attention of your viewers and gain traction.

  • Snapchat: Although it has lost some ground to TikTok, Snapchat is still popular with young people and is a valuable platform for video marketing. Keep in mind that Snaps must be at least 5 seconds long and can be up to 60 seconds long.

  • Vimeo: Although not as large as YouTube, Vimeo is known for its superior video quality and is often used for more creative and professional content.

Market dynamics are changing, with the rise of new and segment-oriented platforms, so it is important to keep up to date.

 

Video marketing tips and strategies for 2024

Effectively implementing Pinterest Shopping into your marketing strategy can help you drive sales in your online business. Here are some tips on how to get the most out of this tool:

  • Set up a Business Account on Pinterest: It will give you access to business-specific features, such as advanced analytics and the ability to create Shopping Pins.

  • Design Engaging Shopping Pins: Use high-quality images that show your products in context, include concise descriptions and clear pricing, and make sure shopping links are up-to-date.

  • Use relevant keywords: Include relevant keywords in your descriptions and titles. This will help your Pins show up to users interested in similar products.

  • Create themed boards: Organize your Pins into themed boards that reflect the interests of your audience. This makes it easy for users to explore and discover your products as they explore their interests.

  • Offer inspiring content: Share content that not only highlights your products, but also inspires users.

  • Promote your Shopping Pins: Use Pinterest Ads Manager to create targeted ad campaigns for your Shoppign Pins. Define your audience precisely and adjust your budget according to your goals.

  • Encourage Interaction and Community: Respond to user comments and questions.

By implementing these tips, you will be able to use the platform effectively in your online business, increase the visibility of your products and encourage conversions.


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