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Guide To Video Marketing

The Complete Guide To Video Marketing in 2024

Videos are ruling the internet. According to a statistical study, about 96% of marketers consider video marketing a key strategy. Brands are utilising the power of videos to fuel their marketing campaigns. Whether live streaming reels or captivating visuals, video consumption has a greater impact than textual content.

While video content creation can be challenging, it’s a significant opportunity for brands to reap the benefits. In this blog, we’ll unravel the best video marketing tools and strategies and everything you need to know about the industry. 

Let’s explore the world of videos.

The Dominating Presence of Visual Videos 

Why do people prefer visually enticing videos? Humans connect with the medium because physical movement grabs attention. We react to visuals in 1/10th of a second. Imagine our brain moving at flash speed ( even greater) reacting to hundreds of visuals every day. 

Videos don’t make us glance, we stop and reflect on the final message. Instead of a billboard or cut-copy-paste advertisement, your mind ticks off to a video that has storytelling and creative elements. ( Remember your favourite childhood ad – We bet it’s a video)

Fun Fact: 65% of viewers are visual learners and our brain processes visuals 60000 times faster than text. 

What happens at the movies? The character cries or feels happy or angry, you find yourself mimicking the same expression. Your brain reacts with an emotional response, releasing a chemical called oxytocin. 

That emotional connection builds trust in a product or brand. Smart Ad campaigns include videos to convert viewers into customers. 

With that said, take charge of your marketing campaigns and learn the exact video marketing strategy to attract your target audience. Let’s begin!

How to Craft the Ultimate Video Marketing Strategy

Videos are not a recent trend. It has been a part of mainstream media for decades. However, the accessibility and ease of creating videos have significantly increased in the past few years. But, what’s the problem? With many eyes watching hundreds of videos, standing out in the crowd is tough. 

What can you do to position your brand’s video marketing campaigns? Let’s find out.  

1. Start with a Clear Vision

Outline the goals before getting your hands dirty in the production process. It’s best to create videos for each marketing funnel. Want to attract a new set of customers to your brand? An awareness video should do the work. 

  • In the consideration stage, the client is actively looking for solutions and comparing prices of various products. A product review video by a top influencer will give the user the confidence to click on your link and arrive at the last stop of the sales journey: the website. 
  • Likewise, a testimonial/feedback video will do the trick to close the final sales deal.

Irrespective of your business goal, create a structure and define the video KPIs, reach, engagement and other related metrics you are tracking to expand the reach of your business. 

2. Every Storyteller Needs Their Ideal Audience

Are you selling to everybody? If yes, then it’s the biggest mistake of an online business owner in 2024. Create a video by keeping a specific audience in mind, so your chances of conversion are higher. Ask the 3 critical questions to develop a robust video marketing roadmap.

  • Who will watch your video? Who are the final customers buying your product?
  • What is the purpose of the video and how it aligns with your core marketing objectives?
  • Where does your target audience hang out? (the internet is a big place)

With these specific questions, you’ll understand the pulse of your audience and create engaging videos that convert, and sell like crazy.

3. Put Your Creativity to the Test

Reaching your ideal audience is a challenging task. You’ll have to figure out a story that breathes life into your brand. There is research, competitor analysis, and reading to outline the basic framework of your brand story. 

  • The Central Character – The ideal customer with demographics matching your company’s market preference.
  • Conflict – This is the customer’s pain point – the biggest opportunity for your brand to disrupt the market.
  • The Journey – The core plot of the video showcases the user’s journey from the beginning to the end.
  • Resolution – The endgame where your product or service solves the customer’s pain point.

No matter what you do, your job is to tell your story” – Gary Vaynerchuk

These four elements take your viewers on a journey that evokes emotions, connecting them to the brand. Video marketing is the science and art of crafting compelling narratives that leave a lasting impression in the viewers’ minds.

4. Plan the Entire Production

As you prepare your video marketing strategy, be ready to take inputs from various departments. Changes in scripting, messaging, goals, and creative approval take time so it’s best to incorporate bigger timelines ahead.

Additionally, production, post-production, colours, props, distribution, and shooting requirements need to be completed before time. 

5. Cash Runs the Market

Amidst creative planning and strategy, don’t forget the budget. Ask experts, agencies, and freelancers the charge for services like sound editing, social media distribution, and visual editing. Plan for the money and resources and decide whether you prefer in-house shooting or outsourcing social media video marketing production.  

Did you know: Videos are a booming trend with 72.5% of marketers planning to include them in their content strategy

Customer retention is possible with video marketing that balances clarity, duration, and relevance. Scroll down to understand the types of marketing videos.

5 Marketing Video to Fuel Growth

1. Explainer Videos

These videos are great for addressing the user’s problem directly. Explainer videos allow presenting your story to the target audience. The video goes through the problem and positions the product as the ultimate solution. 

The problem-solution-benefits storyline is a foolproof way to gain customer trust. 73% of people prefer to watch a short video when learning about a product or service. 

2. Testimonial Video

With AI giving shape to content generation, the internet is filled with generic videos that don’t offer much value. Want to deepen your relationship with existing customers and gain credible feedback? A testimonial video will set you apart from your competitors. 

Testimonials should be a part of your video marketing strategy because people trust past customers rather than the business talking about itself. Capture a real moment and let the client describe specific and tangible results.

Wait, don’t skip the chance to learn about demo videos.

3. Demo Videos 

Everything that sells online takes time to build trust. Behind every mobile screen, it is tough to establish the authenticity of a product. People are sceptical about purchasing a product online because scammy websites and fraudulent apps are aplenty. In such cases, demo videos rescue you.

These videos allow you to demonstrate how the app or platform works. Think of a trail run in HD dimension. It helps you gain new customers, educate them about the company’s latest updates, and decrease support queries by allowing customers greater freedom to solve their problems themselves.  

4. Video Ads

Videos created for advertisement are usually targeted to specific customers. The videos have to be catchy, short, and describe the product within seconds. There’s a catch, though, viewers have the option to skip these videos as they ruin the browsing experience. They usually don’t opt in to watch so the videos need to be engaging to grab faster attention. 

5. Social Media Videos 

Every other brand is on social media, creating content for their target audience. Unlike lengthy videos, these short videos are shot in vertical or horizontal format. Social media platforms are a critical part of your video marketing strategy. They directly give you exposure to a wide range of audiences. 

For a terrific video strategy, you’ll have to master a few content generation tools. Believe it or not, tools enhance the quality of videos. How? Continue reading.

4 In-demand Video Marketing Tools

Making videos requires a lot of dedication and hard work. But, Thanks to AI, much of the heavy lifting can be outsourced to content generation tools. While there are various tools in the industry, we are listing the top 4 tools that are revolutionising the video industry. 

  • Filmora – A top-notch video editing tool offering expansive editing features at affordable rates. Trim, clip, and adjust your colour effects just the way you want.
  • Movavi – Great for beginners with an intuitive user interface for seamless navigation. AI-assisted motion tracking, audio tools, and 3d video rendering are the best features.
  • DaVinci Resolve 18 – Brace yourselves for professional-level editing with the DaVinci software. The paid version includes many customisable settings that give your videos some A-level colour grading effects and transitions. 
  • The Adobe Family – The one and only Adobe Creative Suite gives you the freedom to create and visualise videos on the go. From catchy multimedia effects to video marketing techniques, nothing is beyond the capacity of Adobe Premier Pro. 

FAQs: The Complete Guide To Video Marketing in 2024

What is video marketing?

As discussed earlier, it is the strategy around creating visually enticing videos to market your product or service. Videos rake in greater conversion and revenue than other forms of content. 

How to start YouTube marketing?

Optimise your channel, analyse competitors, define your target audience and create videos accordingly. In short, optimising, creating, evaluating, and repeating is the best method to get started on YouTube. 

How many brands use video marketing?

As per a research study, about 80-90% of businesses harness the power of videos to capture the attention of their target audience. 

Final Takeaway

Your video marketing strategy shouldn’t be an impulsive guessing game. Instead, focus on creating specific videos for each stage in the marketing flywheel – Attract, Engage, Convert, and Delight.  Research and address your buyers by showcasing videos they want as per their buyer persona. For a detailed video and content marketing strategy, get in touch with Zoringa to boost your brand growth via digital marketing.