The Pandemic has affected all facets of life and work, changing the situation in various industry sectors and reshaping the habits of consumers. For now, everything revolves around predictions and forecasts, but what is for sure is that the priorities of doing business and marketing should be centered on adjusting to the changes in the behavior of target groups. We also have to look back and analyze what has been done during the period of crisis. In case you have a website or online shop, you probably noticed a spike in traffic and possibly sales, didn’t you?

Over the course of the Pandemic, most of us were at home, and it’s certain we directed our attention to content more than ever before. Video has replaced the everyday reality, helping us figure out a simple and tasty lunch using ingredients we already have, learn something new, dedicate our time to a hobby, do a training, listen to a live concert, or watch a play. Maybe even go to a concert while we play a game? In March, Dalgona coffee was in the spotlight. Due to its sweetness, I wouldn’t recommend it, at least not if you like a bit stronger coffee like me. That didn’t prevent me from getting and trying it out though, because why not? We witnessed the whole TikTok trend boom— even if you aren’t a content creator, you’ve probably seen at least one entertaining video shared across this network. During isolation, a growing number of users posted videos, including celebrities and brands. 

In any case, video added value to the world shook by isolation and supported us in aspirations we were interested in. 

Why video for digital marketing?

According to data, 85% of businesses use video as a marketing tool, and more than 70% of consumers watch video content online, seeking to find more about a product and service. Moreover, 6 in 10 people prefer watching an online video to watching television. Video is an increasingly dominant form of content, and Cisco argues that 80% of all traffic will include some sort of video by 2021. If you still wonder “why video”, let’s just say a target group that is ready to watch it will retain 95% of the information, which is more than those who read something. Not only that, but 90% of consumers stated that video affects their purchase decisions. Precisely because of this video rules social media and Google adores and catalogs it as a content of high quality. 

The video should undoubtedly be an integral part of your strategy of digital marketing. If you lack ideas, results or prior experience, check out some basic tips for getting started in this article or contact us— we can find the optimal solutions for you. 

You can get in touch with us regarding anything ranging from conceptualizing ideas for video content integrated with your product/service to its realization. Create a powerful message that will arouse emotions. 

Which video format and channels should you choose?

Video is currently the most prominent form of content used for promotional purposes, and video tools have never been more accessible. To reach a target audience, brand publishers have always thought about video content primarily in the context of TV. Today, their audience has moved to mobile devices, internet, and social media. This is to say we live in the age of multi-screens. It’s more difficult and expensive to reach audiences in old ways. More and more users are subscribed to streaming services, so TV essentially serves only for watching videos online. 

Video marketing is a process of creating, distributing, editing, publishing, and promoting video in order to publicize a brand, campaign, or product. If you’re considering video creation, it’s necessary to define your goals first. Next off, determine the type of video you want to craft, how to promote that material, where to post it, who your video is for, and what metrics to use to track video after launching campaigns. 

Video marketing has taken the internet and social media by the storm. Video formats and functionalities, as well as the process of publishing it via platforms, have changed and adapted. You can take advantage of these developments for your own strategy. The two most used channels are YouTube and Facebook. LinkedIn is becoming more prevalent as an effective platform for delivering video content. TikTok has a huge potential, but it’s still not utilized enough in the context of our region and business/brand applications. 

Video marketing funnel

Building trust with your digital community, clients, or potential employees should be one of the goals integral to your strategy. When it comes to the video marketing funnel, the very top needs to be occupied by videos that represent your company and its services or products, explaining how they may aid people in solving their challenges. We’re talking about video content that needs to spark the attention of the target group. Notice videos that lead to conversions and sales have to be at the bottom of the funnel. Ponder which section of the funnel can be of most assistance to your audience and customers. Designate the type of the video campaign you’ll initiate based on this.

Image 1: Overview of the Video Marketing Funnel

Types of video content

There are various types of video content:

• Corporate videos
• Product videos 
• Interviews and testimonials
• How-to, explainer videos
• Animated video
• Vertical video
• Live video
• 360-video

A great example of a video that responds to the situation well is the content prepared ahead of the reopening of the Ada Mall. Through easy-to-digest and attractive format, it addressed the frequently asked questions of the audience.  

If you wish to promote a service, innovation, or steps involved with using a service, a how-to or explainer video would be the most suitable solution. The example of the SAGA video shows you how the novelty G# location service was clarified. 

What type of video is the best? Well, that depends on your goals and the budget. Will you create video content for posts on Facebook and Instagram, or will you require video material complete with a screenplay, locations, actors, and crew for production and post-production? In the latter case, you’ll probably want to consider hiring a production agency or studio to develop a video strategy and adequate content. 

Take a look at our showreel depicting parts of the video we worked on to gain a clearer idea of different types of video you can work out.  

Proper preparation is the lion’s share of the entire work

It’s of utmost importance to follow the next steps in case you want a solid video campaign and quality material:

• Set up a clear video marketing strategy
• Establish goals of video marketing
• Take your time in the prep stage to outline the scenario and storyboard— the more detailed they are, the better your process will be. 
• Insert CTA in all your videos
• Create video material tailored to mobile platforms and different formats across channels of communication 

Video distribution and delivery 

If you plan to deploy video via your website, focus on the key messages and your unique selling proposition (USP). The purpose is to communicate to the audience who you are and what sets you apart right on the homepage. 

In case you mean to leverage video for social media campaigns, think about the overflow of content that exists there. See to it your video content has a main point and stands out from other videos. Video for social media can be shorted, ideally 30 seconds long. But, provided you can actually say everything in 15 seconds, feel free to do it. Some people will watch your content without audio, so make sure they can understand it through visuals only. 

Remember, these aren’t sales networks, but social networks. The best videos are those that aren’t pure commercials. Create more than one video for social media because it’s vital not to make the same video ads pop up to users. 

In all likelihood, the last video you shared via Facebook was funny and emotion-stirring. Think in the same vein when planning your video material for Facebook, as you’ll make it shareable. 

If you use video for Instagram, you can get more comments on average with it than with photos, meaning there is higher user engagement. If you post the video via Instagram Story, don’t oversell, but demonstrate. The story doesn’t have to be of top quality as with video posts. Highlight some exciting moments in real-time, offer a behind-the-scenes peak, etc. 

Instagram TV supports longer video formats. Here, stick to engaging, entertaining, and useful video content. You can publish employer branding videos or introduce the team, products, and services. The same goes for tutorials, educative videos, and how-tos. YouTube is an excellent channel for all video material considering it’s the biggest video search engine in existence. Just take into account search engine optimization: include video description, video title, keywords, and tags. Employ YouTube ads for your video campaigns. Users expect these to show up, so it’s fine to go for a more “sales” tone here. Quality videos, even after the campaign ends, continue to generate results and amass views.  

Video evaluation 

Each of the videos you bring forth should have a specific goal. The success of the campaign is measured by how much it forwarded overall marketing objectives. You can evaluate the overall success of the video campaign through conversions. In other words, a boost in conversion suggests you’ve picked the right video format, type, channels, and messages for your target audience. You can continue developing video marketing and creating similar videos down the line. 

Do you need video? 

In the recent period, consumers have realized they require products and services that meet their needs, not their wants. They also wish to know how these products and services work before making a buying decision. 

Did you recognize you need video content for your strategy but aren’t sure where to start? We can help you come up with the optimal video strategy and quality video content for your brand and campaign. 

If you choose to hire us to support you in the process of video production, send us an inquiry or brief with the answer to the following questions:

• How do you present your brand, company, project, and service? Alternatively, leave a link where we can find more information. 
• What is the main message you want to convey, and what are your goals?
• Who is your target audience?
• Send us the links to other videos you like and are interested in, as well as videos you don’t like and would want to avoid
• What channels will be used for video content? These channels can be a website, social media, virtual reality (VR), TV, events, trade fairs, point-of-sale (POS), etc. 

Studio? ☺