Posted: 15 Nov 2022 Contributor: Ghia Marnewick
Why Video Marketing is So Powerful in 2023
In case you missed it, the age of video is upon us – and it’s estimated to be worth $135 billion in 2023. Vlogging, Tik Tok Channels, Instagram Reels, and of course YouTube have all become increasingly popular as of late. We’re living in a visually driven virtual world and video assists in shaping it all.
Of course, digital is another buzzword doing the rounds and it goes without saying that it’s the world that we’re currently living this. As a result, digital, virtual spaces such as social media platforms, have become a go-to for many. It’s a simple way of interacting with the rest of the world without physical interaction. It’s a way of reaching out like never before and 85% of marketers agree.
What Is Video Marketing?
Using video for marketing means incorporating video techniques into a marketing strategy to promote a brand, product, service, or message. Video marketing effectively educates your audience and helps increase engagement on social and digital channels.
When it comes to using video for marketing, it is very simple. Your marketing team creates videos that directly or indirectly promote your business and brand, increase sales, raise awareness of your company's products and services, or engage existing customers. and potential stakeholders. Video marketing is a discipline based on data. That's why your marketing department needs to interact with customers and monitor various metrics related to it.
Generally, video marketing 2023 is only one part of an overall marketing or advertising strategy. However, it turns out that the role of video marketing is very important today, thanks to the Internet and social networks.
Why Video Content Is Important In 2023
To prove just how powerful video marketing is, let’s look at the trends of 2023. Let's start by looking at the number of businesses that use video marketing as part of their marketing arsenal - an impressive 86%! In addition to this, 93% of these markers have stated that video marketing is one of the most important aspects of their marketing strategy.
Further to this, additional research has found that it's not only marketers that believe in the power of video marketing, but consumers are looking out for it too. 84% of customers surveyed stated that marketing videos often convince them to invest in a product or service. They're also more likely to share videos when compared to other forms of content. Cisco has even reported that by 2023, online traffic will be mostly made up of video content - around 80% of it all.
Benefits of Video Marketing
1. Video increases conversion rates
Video should be considered an investment – according to HubSpot, including video on landing pages can increase conversions by 80%!
Watching compelling presentations and videos can influence buying behavior and turn a visitor into a lead (or a way to convert into a customer!), instead of just reading the same message.
Conveying the right impression through video is a powerful marketing tool! In addition, they can serve as tutorials or in-app testimonials, depending on the aspect you are looking for.
2. Video is a great addition to your email marketing campaign
We are all inundated with emails and getting people to open your email is a growing challenge.
Simply using "video" in your subject line can increase open rates and decrease sign-up rates. Video in an email leads to a 200-300% increase in click-through rates which is impressive.
But in most cases, you can't deny that it's easier to watch a video than to sit down and read a text, right? This is especially effective if you are showing how to use your product or expressing something that you cannot get through the same effect in writing.
3. Search engines love video
Search engines look for content that engages viewers. There is nothing that draws users into pages longer than a video.
And if you post your videos on YouTube as well as on your website, your visibility, and chances of appearing in search are greatly increased.
4. Video builds trust and credibility
Video is the perfect way to create a personality for your business and brand, allowing you to connect with your audience and earn their trust. 90% of users say that product videos help in the decision-making process.
The more videos you have to educate and inform your customers, the more you will be building on that foundation of trust. And trust translates into sales.
5. Video supports social sharing
Let's face it: this is the age of the viral video. And 92% of mobile video users share videos with others.
This is your chance to have fun and show what your business is all about. Video marketing is getting bigger, and you're only limited by your imagination. From creating explainer videos to using Facebook Live, there are plenty of options to choose from. It's not just for other big brands, everyone should be in the video.
Video Content That Works
When it comes to digital marketing, video marketing is key. But what works? Live videos have become an important way for brands to reach out and connect with potential customers. Additionally, videos should be considered as part of your SEO strategy.
If you are looking to show the more personal side of your brand, vlogs, and social media stories are a fantastic way to go about it. It is worth noting, however, that most consumers watch videos without sound. This means that video content needs to be visually appealing, and while sound matters, it doesn’t need to be the core focus.
5 Video Marketing Trends to add to your strategy in 20221. Keep it natural
Consumers respond best to user-generated content and content that doesn’t appear to be staged. Simply put, people respond to “real” content from real people. This is where live videos are effective, as they appear to be a real-time experience that’s unscripted.
Streaming is the way to go and finding ways to have users engage with you while filming is an important aspect worth considering. A shocking fact is that only 28% of content marketers plan on using Facebook Live in 2022 - as well as across other social media platforms.2. Equipment is minimal
Gone are the days where production crews and expensive equipment are needed to create brand videos. Smartphones are the standard now. This is because the video and image quality has become impressive, and they’re also a lot easier and cheaper to use. As a result, video content is more easily accessible, bridging the gap and leveling the playing field. If you've taken a look on Tik Tok lately, you'll have noticed the impressive video quality that some influencers can produce - using their phones!3. Get vlogging
Humans are visual creatures, so instead of writing essays on your blog, why not tell your story the way you imagined it? It’s a great way of sharing your message, your brand’s personality, and reaching out to a wider audience. This also helps people connect with the human side of things as they’re able to relate to the person on screen.
when it comes to vlog content, the majority of the content out there has been created by individuals and not brands, leaving a gap in the market and an opportunity for marketers to get ahead of the curve.4. Block out the noise
Most users, around 85% of them, view video content without the sound, so instead of wasting time perfecting the sound, why not create videos that are silent? Instead of sound, rather focus on making your videos visually appealing. Everything the consumer needs to know should be onscreen and easy to understand. It’s important to remember that people are viewing your content on the go on their mobile devices, the last thing they want is to be in a public space and have their phone suddenly come to life with obnoxious sounds.5. Real people, real stories
User-generated content is always a good way to go about sharing your message. of course, a brand would say positive things about themselves, but when normal people reaffirm this, it helps to build a sense of trust. And as we all know, consumers invest in brands that they trust.
Video Marketing Strategy 2023
Video marketing is a fun and creative way to connect with potential buyers. Here are 2023 best practices and video marketing tips 2023 for integrating video marketing into your overall marketing efforts.
1. Live video
Facebook users spend more time on live videos and have higher engagement rates than pre-recorded videos. Major social media platforms like Twitter, Facebook and TikTok give businesses the ability to interact with their audience directly in live video.
2. Behind-the-scenes video
Another great strategy for 2023 is behind the scenes video (BTS). These videos give the audience an insight into how your brand works.
Some marketers think that BTS will make your business look bad, but that's true. Customers love authenticity and showing your audience the people and process behind the brand can make your brand more accessible, friendly, and engaging.
3. SEO first approach
Although video SEO (Search Engine Optimization) has been around for a while, recently it has become more common as many brands have begun to recognize the benefits of video marketing. Optimizing your videos for search engines can help them appear in the higher ranks of search engines and customers can find them more easily.
4. Video tutorial
Video tutorials, sometimes called how-to videos and how-to videos, are a fun and easy way to engage with your audience. Educational videos help your audience and potential customers understand how to use your products and services and how they can benefit from them. Videos help people retain information better than text by providing a fun, engaging and educational experience, and viewers retain 95% of videos.
Examples of Video Marketing
Examining successful viral advertising campaigns and video marketing trends 2023 is a great way to get inspiration. It also provides insight into what other companies and organizations have done well and what they could have done better. Here's a look at three viral advertising campaigns that are successful with online audiences.
1. ALS Ice Bucket Challenge Campaign
The ALS Ice Bucket Challenge was created in 2014 to raise awareness and money for people with amyotrophic lateral sclerosis (ALS). The challenge is simple: all people have to do is pour a bucket of ice water over their heads and challenge at least three other people to do the same and donate. It soon went viral, with more than 17 million people worldwide sharing their videos and encouraging others to join.
The campaign convinced participants that if they completed the ice bucket challenge within 24 hours, donated and encouraged others, they could save the life of someone with ALS. By using all three triggers at the same time, the ad became a widespread and meaningful call, letting viewers know that increased participation means more people with ALS will receive the help they need.
2. Someone Waiting for You at Home Budweiser
Most people are familiar with the old, loud Ads for Budweiser. And in 2014, Anheuser-Busch launched a marketing campaign that highlighted the difference between the popular beer brands. In the viral video "Who's waiting for you at home", the bartender drew attention to the negative side of alcohol by showing a young man and his dog hanging out, and the idea that he will not return to this canine friend after his death.
The emotional motivation for the campaign's goals is evident. Not only did Anheuser-Busch use the human-animal bond as a motif, but it also defined the dog as more than just a pet - the animal is like a member of the family, and your choice of wine is also affected. By going this viral marketing route, Anheuser-Busch can also show that the company and its Budweiser brand care about the interests of its consumers.
3. Hyundai X BTS Advertising
Instead of presenting simple content about environmental treatment, at the beginning of 2021 Hyundai made its efforts further by connecting with the K-Pop group BTS. The Hyundai x BTS collaboration has produced teasers and short documentaries about the importance of hydrogen, letting Gen Zers and younger generations know that they will suffer the most from environmental damage if they do, they don't make the right choice.
With the star power of BTS and the application, incorporating images and infographics, Hyundai can make great information about technology, safety, and hydrogen for its audience. Gen Zers and millennials are known to be more visual, having been raised on YouTube and Instagram. Knowing this, Hyundai has made sure to keep the message in the video simple and concise so that its audience can digest it quickly while enjoying it.
It’s Time to tell your story, your way
Instead of putting pen to paper - or fingers to keyboard, why not use your words and emotions to express yourself? Video marketing can be a powerful tool when used correctly, and due to the ease of access, there's no reason not to give it a try.