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Video Styles For Effective Online Marketing

Video Styles For Effective Online Marketing

Video is the new frontier of content marketing with over 100 million internet users watching an online video each day. It is impossible to ignore the pervasiveness of online video consumption. The year on year growth of smartphones and mobile devices has also contributed to the inimitable growth of online video.

Video is projected to make up more than 90 percent of online content at the turn of the next decade. Against such a background, if you are not using video, you are severely limiting your marketing efforts.

What makes video an indispensible tool for your online marketing strategy is its visual appeal and its ability to go beyond mere promotion.

Short form video – build awareness and brand

With so much content available and too little time, online consumers are acquiring a greater affinity toward shorter content they can read or watch on the go. In turn, brands have realized the need to create size-bite content to increase engagement and completion rate. Vine and Instagram, both short-form video-sharing platforms, are fast becoming a vital component of the social marketing matrix for both small and large brands. Limiting as it may seem, a six-second video forces you to focus your story to the needs of your target audience.

How to videos – educate your audience

The magic of how-to type videos is that they give you an unmatched leverage over organic rankings. Google’s acquisition of YouTube has meant that videos are featured on the search engine result pages for relevant queries. At the same time, online searchers are more likely to click through a video that shows up on a search result page than they are to open a how-to article. Although videos that show people how to solve a particular problem may require more in terms of production quality, there’s a reason why they attract millions of views - they are effective.

Insider videos – build connections

Today’s online consumer is looking for a connection with brands. Studies have shown that consumers have greater trust and loyalty for brands with an active social media presence. Insider videos, like social media, simply bring you closer to your customers and prospects, allowing you to differentiate yourself from the pack. Insider videos that show the quirks of your company’s culture or clips that showcase a company or industry event resonate well with online users because these videos are typically unscripted and are more authentic.

Webinar content - repurposed

Unfortunately, many businesses shelve and forget about their webinars soon as the event is over. Yet, webinars are often packed with useful information that can be distributed to those who were not part of the event. Of course, no one has the time to listen to one-hour long talks, but breaking down a webinar event into 3 or 5-minute video post series is a great way of boosting engagement with a rather lengthy piece of content.

Customer testimonials – create trust

Peer-to-peer influence buoyed by social media has made it easier for consumers to consult with their contacts before making a purchase. Consumers trust their peers’ recommendations and testimonials more than they trust brand-marketing messages. Unscripted customer testimonial videos can offer much-needed support for your marketing and sales efforts.

Explainer Video – perfect introductions

A well produced explainer video is the perfect introduction for your company and its products and services. Think of it as your online animated business card. If done well, it should educate your viewer about a problem they may be experiencing while presenting your solution to solve it. Now you have connected brand awareness of your company to the specific issues your viewer may be facing. This alone can go a long way in building your audience with people that are truly in the market for what your company has to offer.

Remember, video offers unmatched versatility enabling you to create different content to be directed to different segments and verticals. Whether you are just starting with an Explainer video to introduce your company, recording customer testimonials or developing a complete how-to presentation series, there is simply no replacement for using video for effective online marketing.

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