When drafting a marketing strategy, forgetting about videos shall not happen. Most businesses recognize the power of video marketing as an effective way to deliver their messages to their target audience. Research by Wyzowl says that 91% of brands use videos in their promotional activities. Moreover, 96% of marketers value this format as an “important part” of their strategies.
Those who still work without videos name the following reasons for doing so:
- For approximately 30% of marketers, a significant obstacle in their efforts to pursue video marketing is a need for more time.
- Around 18% of marketing pros need help figuring out where to begin when initiating the process of creating video content.
- Around 10% of those people struggle to persuade key decision-makers to recognize the value and importance of investing in video.
- Approximately 10% perceive video production as prohibitively expensive, discouraging their engagement in creating video content.
- Roughly 8% of individuals opt out of creating video content altogether, believing it is unnecessary for their particular needs or objectives.
- Approximately 5% of people express uncertainty regarding the return on investment (ROI) they can expect from their video content creation.
But the most exciting fact is that around 70% of “non-video-marketers” plan to start using it this year. The research revealed that 17% of video marketers embraced video marketing for the first time in 2022. When asked about their motivations behind this decision, marketers cited reasons as unique as the individuals themselves.
Regarding the metrics significant for marketers in measuring the success of video marketing campaigns, the majority, 63%, prioritize the number of video views. Following closely behind is audience engagement, critical to 61% of marketers, and leads/click-throughs, valued by 56% of marketers.
Other key metrics for video marketing include brand awareness, considered significant by 43% of marketers, and customer retention (42% of marketers). Lastly, bottom-line sales, a direct indicator of revenue generation, are prioritized by 26% of marketers.
When talking about the types of videos brands create for video marketing, here are the most popular formats:
- Live Action Video. In 2022, 66% of video marketers opted to create live-action videos that capture real-life footage. This approach allows brands to showcase their products, services, or narratives through real-world scenarios and interactions.
- Screen Recorded Video. Another popular choice (57% of video marketers are utilizing it in 2022), is screen-recorded video. This format captures the activities on a screen, making it ideal for software demonstrations, tutorials, or walkthroughs.
- Animated Video. The use of animated videos was also prominent, with 55% of video marketers choosing this format in 2022. Animated videos employ illustrations, graphics, and motion, to convey information or tell a story in an engaging and visually appealing way.
If we look at the formats genres, we can see the following picture.
But to gain a better understanding of how it works in practice, let’s explore some tangible case studies.
Content
Introductory Videos
This type of video marketing serves a dual purpose by helping your audience comprehend the value of your product and enable you to effectively showcase your unique selling points.
You can leverage introductory videos across various platforms, such as your homepage, social media channels, and YouTube. Additionally, they can serve as powerful tools during sales meetings and investor pitches, conveying the key features and benefits of your offering.
Example Introductory Videos:
As an AI-driven startup, Grammarly has quickly become an indispensable tool for many organizations. By leveraging the power of video content, they have established a strong presence in the market and earned a place among the best.
Influencer Partnership Ads
Influencer marketing remains a popular and effective strategy for brand promotion, providing a significant return on investment. Next to TikTok influencers, you can consider using YouTube influencers. Brands can collaborate with influencers in their niche or those with a substantial following, featuring them in video marketing ads to be shared with their loyal subscribers and expanding the brand’s reach to a broader audience.
Example Influencer Ad:
Canva, a company specializing in graphic design software, took strategic steps to gain visibility and recognition. By implementing a freemium model, Canva attracted a substantial user base, generating downloads and positive feedback from satisfied customers. However, the endorsement of Guy Kawasaki, a renowned marketing expert and former Apple employee, truly elevated Canva’s profile. Kawasaki had personally utilized Canva’s freemium tool to create his own graphics, catching the company’s attention, which subsequently reached out to him for further collaboration.
Intriguing Product Teasers
Short-form product teaser videos, ranging from 6 to 60 seconds, effectively build anticipation among viewers. Using viral sounds and hashtags in video marketing, brands can organically promote their upcoming products to a wide audience while keeping the approach budget-friendly.
Example Product Teaser:
In a short 39 seconds video, Google demonstrates how to use its well-known Calendar in an engaging manner.
Leveraging User-Generated Content
User-generated content (UGC) is valuable as it resonates with customers and instills trust through social proof. Brands can encourage customers to create relatable UGC videos, endorse their products, or share their experiences. This strategy allows brands to reach a wider audience without any additional costs.
Example User-Generated Content:
In addition to its well-known iPhones, iPads, and iOS operating system, Apple offers a range of niche products. One example is Logic Pro, a multitrack audio editor that has gained popularity among musicians and sound engineers. Users showcase their unique approaches to recording and editing songs, highlighting the features and benefits of this product through user-generated videos. These videos serve as practical promotional tools, demonstrating the capabilities and versatility of Logic Pro to the target audience.
Informative Educational Videos
Educational or explainer videos are highly valued by consumers, establishing brands as industry experts and nurturing loyalty. For their video marketing strategies, brands can create short-form educational videos that provide their audience with actionable tips and valuable insights, catering to their needs and building trust.
Example Educational or Explainer Video:
Hootsuite, the guru in marketing, shares its short video manual for those who want to start their first live session on Facebook.
Conclusion
Integrating captivating videos into your startup marketing strategy can boost brand awareness and pique audience interest. While implementing Youtube SEO techniques is essential for maximum visibility, creating engaging video marketing assets is a powerful tool to capture potential customers’ attention. It’s a savvy move to include videos as a core component of your marketing approach right from the start.
