The prevalence and capabilities of video marketing campaigns are constantly growing, especially in an age dominated by video-based social channels like TikTok. Wyzowl research suggests that 86% of businesses use video as a marketing tool, and 92% view it as a key part of their overall strategy. However, there’s a wide range of different styles of video that can hold plenty of appeal to both marketers and prospective consumers.
Multivariate testing from Treepodia found that conversion rates increased by 46.22% and 27.05% respectively when visitors had an option to watch a video – regardless of whether they actually watched it. Incorporating video into campaigns is now an essential consideration for marketers, with a clear risk of being left behind by agencies that are using video marketing content to appeal to their target audience.
Establishing trust is essential for every marketer, and video marketing content provides a platform for marketers to more effectively communicate trust to an audience. With this in mind, there are few better ways for marketers to help generate more trust in both products and brands alike.
To create a video without a specific audience in mind can amount to throwing all the engaging potential of video down the drain. Identifying your audience takes plenty of research, but it can guide you in creating the ideal video to appeal to their likes, wants, and needs. Virtually every major social media platform has its own variation of video capabilities, so marketers will have no shortage of options when it comes to deciding where to post their clips.
Creatively identifying and solving challenges is one of the best approaches for constructing video content. Explainer videos, tutorials, product descriptions, and simple Q&A video content can be highly effective. It’s important to work out a way of tracking the performance of your video marketing campaign to fine-tune your campaigns to make sure that you’re always getting what you want from them.
As technology continues to develop, the role that video marketing plays in generating better brand awareness, trust, and conversion is only likely to grow. Marketers who work for a well-identified audience using the right social networks and creativity levels are likely to reap the rewards.