By Reb Risty.
Video content is in demand now more than ever. Social media platforms such as Facebook and Instagram are continuously improving their video features to meet both business and consumer needs. In fact, according to recent HubSpot research, 45% of consumers watch an hour or more of video content per week on YouTube and Facebook.
Because of its accessibility and how engaging it is, the demand for video will continue to be a top priority for both businesses and consumers. A Cisco study forecasts that 82% of all internet traffic will be video by 2022.
Here’s how to start providing valuable video content for your target audience.
What types of video content can businesses explore?
One of the best aspects of video content is that there are various types that all serve different purposes. Businesses can experiment to see which types of content they would like to incorporate into their marketing strategy. Here are four types of video content.
Many businesses choose to create testimonial videos because they’re an excellent way to establish credibility and influence purchase behavior. Trust is the most important thing that businesses can establish with potential customers. Good testimonials convey that you are trustworthy and can deliver. Asking loyal customers to partake in an authentic testimonial video to share their experience with your business will give other consumers needed insight to purchase.
Possible barriers: While testimonials are certainly a great option for businesses, one potential pitfall is that testimonials may appear too polished and scare people away. Let your clients talk about you in their own words.
2. Brand Videos
These types of videos communicate your business’s brand to your audience, thus increasing brand awareness. Without an established brand that is effectively communicated, businesses will miss out on opportunities to market to their ideal customers.
Possible barriers: Certainly, brand videos are a great source to highlight your business’s brand. However, businesses first need to ensure that they understand their brand message and position. Keep each video message consistent and limited to two main points.
3. Product & Services Videos
Creating product and service videos gives your business a chance to educate consumers. Product/service videos are great for showing the difference between you and the competition. Additionally, you can spread awareness of products and services to a larger audience through video. The combination of visual, audible and reading make the information more memorable.
Possible barriers: Product videos are an amazing way to showcase your business offerings. With that said, business owners must ensure that they have spent enough time perfecting their products or services. Your product videos could be your audience’s first impression of your offerings. If your product or service isn’t top notch, they will quickly move on to the next business.
Tutorials have long been popular when it comes to video content, and for businesses that have the opportunity to teach their audience something, tutorial videos are the way to go. For instance, maybe you are a financial consultant and you want to show potential clients how they can use QuickBooks more effectively. Or, perhaps you have a skincare line and you would like to show your audience how to use your line of products together. No matter the type of business, you could benefit from creating a tutorial video to establish credibility and spark audience interest.
Possible barriers: While tutorials are a great way to establish credibility, they can become repetitive and possibly feel impersonal. Businesses need to ensure that they keep their tutorials fun and fresh. Don’t be afraid to add some personality to keep your audience engaged.
What should businesses ask themselves before diving into video marketing?
Video has become a frontrunner in content marketing. However, before diving into video content, businesses should consider a few things to drive the best results.
Producing quality videos takes time and effort.
While video content can produce amazing results, businesses will fail in their efforts if they don’t take the time to produce content that is reflective of their business. Remember, when you push your content out into the internet world, it is representing your business, so be sure that you are producing content that mirrors your business effectively and will make a good impression.
Don’t overthink your video content.
With that said, the most important thing is to just get started. Take baby steps. The internet is a fast-paced environment flooded with tons of business content. If you take too long to push out your own, your business could easily be forgotten.
Create and innovate.
Additionally, it’s important for businesses to be creative and innovative with the information they provide in their videos. Too often, businesses produce the kind of content that has been seen over and over again. If you want to see ROI, ensure that you are creating content that is fresh as a way to help your business stand out from the crowd.
Consider customer platforms.
Consider what platforms customers will use to view your video content. Not every platform is right for your audience. For example, YouTube is one of the most common platforms to house video content. Facebook is ideal for a large range of audiences, while Instagram is more favorable for the younger demographic and consumer products. Take the time to consider where your audience is and which platforms create the best opportunities for you to share your videos with them.
If you want to stand out from your competition and create content that is fun and engaging, start integrating video into your marketing program. There’s no better time to get started than now.
Feature Image Credit: Getty
By Reb Risty
Head REBL of REBL Marketing. Reb is a creative B2B marketer helping businesses tell their story one video at a time.