The Effectiveness of Video Marketing

Srinivas Narayanan, the director of Facebook AI, said “If a picture is worth a thousand words, a video is a library.” As social media continues to evolve, businesses need to adapt to it. Video marketing is becoming the leading form of advertising, producing the most effective results. Video marketing is a diverse category and can be executed in many different ways. Whether you’re targeting older or younger audiences, there is a way to reach everyone via video marketing.

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According to Databox, a large software company, 60% of marketers said video drives more engagement than images.

Video marketing comes in many different forms: Video posts, live streaming, TikTok videos, etc. Each way of advertising your service or product through a video can be tailored to reach your desired audience and for a reasonable cost too. For example, live streaming on social media can build trust with your audience due to the fact that it is an authentic video. While live streaming, you could give a behind the scenes look, answer questions your follower’s have, or just give a more perceptive look at how to use your product. BloggingWizard, a leading learning resource for those who want to start or expand a blog, stated in an article that “44% of viewers watch less television due to now watching live streams on various platforms.” Making the switch from streaming TV ads to video content or live streaming on social media would be beneficial to keeping your business relevant and building a stronger relationship with your audience.


Video Marketing on Social Media

Another example of video marketing is content posting on TikTok where 689 million monthly users scroll through a variety of videos. TikTok has curated a platform that gives an opportunity for accounts to gain views and engagement even if they do not have any followers. This is great for a start-up or small businesses.However, larger companies can still benefit from the platform as well, because according to data from Influencer Marketing Hub, “Microinfluencers had engagement rates of 17.96% on TikTok and 3.86% on Instagram.” From the data, it is obvious that TikTok experiences higher engagement rates from the apps following than other social media platforms. Posting shorter videos is a great way to spread the word about your business, but creating longer and more informative content will increase the viewers knowledge and understanding of your product or service.


Online Video & Streaming

With YouTube being the second largest search engine, it is a great way to utilize video marketing to reach your desired audience. According to Biteable, a video creation tool website, YouTube has the best ROI for video content. Sprout Social, a software company, gives data to support that claim when they mention “70% of viewers have purchased a product after seeing it in a YouTube ad.” Uploading promotional content onto YouTube will increase your Search Engine Optimization when adding keywords to the title of your video. This is because Google generates search results that are built up of images, videos, news, etc. One way of promoting your company on YouTube is through YouTube ads. A 15-or 30-second ad is similar to an elevator sales pitch and could catch the attention of a potential customer. Another way of advertising your service or product is via a YouTube influencer. Because influencers already have an established following and an online presence, the viewers are more likely to trust their opinion. 


Learning the ropes of video marketing is not as complicated as you might think. Begin by deciding who your target audience is, and then determine what message you want to convey and how/where you will do it. From there, begin strategizing your marketing plan and how you will measure success. Making the shift away from “still” marketing is something that is worthwhile. 


Overall, video marketing is a tool that should be utilized by all companies. There is no need to spend a large amount of money on a whole crew, but simply filming, editing and publishing a video on your phone has the ability to increase sales and engagement


If you’d like assistance with your video marketing journey, please contact us today!


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July 18, 2022

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