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Brands need a video marketing strategy — this idea isn't new. What has changed is how important video has become on every platform and channel.
Video is no longer just one piece of your overall marketing plan. It's central to your outreach and campaign efforts … especially your social strategy.
Video has absolutely dominated social. HubSpot Research shows that four of the top six channels on which global consumers watch video are social channels.
Why is this important?
If you aren't creating video, you're likely falling behind. But don't fret. For most videos, the more simple and raw it is, the more authentic the content seems … and that's what really matters to your audience.
Better yet, video production is more cost-effective than ever — you can shoot in high-quality, 4K video with your smartphone.
Regardless, between camera equipment to lighting to editing software, the topic of video marketing can still seem pretty complicated. That's why we compiled this guide.
Continue reading learn everything you need to know about video marketing strategy, or use the links below to jump to a specific section.
Video Marketing
Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.
Why should you focus on video marketing today?
The last handful of years saw a surge in the popularity of video as a content marketing format.
Specifically, in 2017, video rise to the top of your marketing tactic list. Video as a tactic was likely streamlined by your creative team as a one-to-many awareness play, with lots of focus on expensive production and little analysis to show for it.
2018 and 2019 transformed video from a singular marketing tactic to an entire business strategy.
Today, video is a holistic business approach, meaning video content should be produced by all teams in a conversational, actionable, and measurable way.
Learn how personalized video is shaping the future of marketing, sales, and customer service.
According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.
video marketing video content is preferred
Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.
But video hasn't only transformed how businesses market and consumers shop; it's also revolutionized how salespeople connect with and convert prospects and how service teams support and delight customers. In short, video is incredibly useful throughout the entire flywheel — not just to heighten brand awareness.
Video can be a versatile tool for salespeople throughout the entire customer buying journey, and it can do much more than increase engagement. Backend analytics also help salespeople qualify and prioritize cold or unresponsive leads.
According to Gary Stevens, head of research at HostingCanada.org, "retargeting our website visitors on social media has led to a 47% increase in visitor value site-wide." The granularity of video analytics on platforms like Facebook is one reason why, in 2018, 93% of businesses reported getting a new customer on social media thanks to video.
The options are also endless for service teams — onboarding videos, knowledge-based videos, meet the team videos, support video calls, and customer stories are just a few ways that video can create a more thorough, personalized customer support experience.
Lastly, according to HubSpot Research, consumers and customers actually prefer lower quality, “authentic” video over high-quality video that seems artificial and inauthentic.
Video is within reach for businesses of virtually any size — team and budget alike. 45% of marketers plan to add YouTube to their content strategy in the next year. Will you join them?
FEATURED RESOURCE
The Ultimate Video Marketing Starter Kit
Fill out this form to download the kit.
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The 12 Types of Marketing Videos
Before you begin filming, you first need to determine the type of video(s) you want to create. Check out this list to better understand your options.
