Video marketing is on the rise, with the conversation shifting from companies simply looking for ways to host video content to now looking for the most effective content for overall investment. According to reports, 86% of brands will increase their video ad spending in the next year alone. Sixty-one percent of young executives say they will rely more heavily on business-class video in the next 5-10 years. By 2017, online video is expected to make up almost 70% of consumer Internet traffic.
Based off the numbers, video marketing seems to be a healthy industry that will continue to grow. Technology is changing the possibilities for content, and every brand and industry has the resources readily available to create content.
Video content that viewers enjoy
There are a few hurdles that keep companies from pursuing video marketing. First, companies can be worried about the added costs of video production. Second, many marketing teams feel that they lack the creativity to come up with exciting video content that keeps viewers entertained and engaged. With its potential reach, however, the costs and time of creating videos are worth the returns! And you might be surprised at how economical video can be.
Here are a few useful types of video content that work for any brand and viewers will love:
Everyone and their brother has a blog these days, but far too few are creating video blogs, or vlogs. Vlogs are a fresh alternative to blogs that are relatively cheap to produce, represent your brand’s personality and are one of the best methods of engaging customers. Vlogs can be brief and shot with a webcam, and create an authentic voice for your brand. Many brands will partner with famous Youtube vloggers to create their own channels that feature these popular vloggers. Unilever incorporated a number of their brands, including Dove, VO5 and Toni & Guy, to create their own Youtube vlogging channel called All Things Hair featuring hair styling tutorials with popular vloggers.
Whether your goal is to attract new employees to your company or engage consumers, culture videos are a great option. These videos give people a sneak peek into the atmosphere, business goals and people that make up your company. Showing the light-hearted, personal side of your team helps add a personal touch behind the corporate front. Culture videos can include employee interviews, game days or group outings, happy hours and any other events that sum up who your organization is. Shopify allows a sneak peek into their company culture and amazing atmosphere by introducing a few of their company teams in a humorous light, offering benefits and providing genuine testimonials.
Product tutorials or explainer videos are a great way to show your customers how they can be using your product or service to its full potential and in the creative ways it was designed for. Helpful content should be more than just promotional and soft-selling, because consumers know when you’re just trying to sell them. Dollar Shave Club is known for having one of the best explainer videos with a quirky, humorous video with language that matches their ideal audience – 20 t0 30-something year old men who are interested in a steady supply of razors. Their video begins with a brief overview of their service, the problem that is being faced and how their company offers the solution.
Companies looking to increase sales on a reasonably priced, useful product or service and raise brand awareness should consider hosting webinars. Webinars are readily available to large amounts of people at a minimal cost of operation. They are easily accessible, cost effective and help convert interested parties into longtime customers. Petsmart Charities, an independent nonprofit, uses online webinars to train their volunteers and staff and help raise awareness of animal welfare issues.
These are just a few of the video marketing resources available to brands today. Video marketing is a powerful option for companies, allowing them to show off their company culture, shed a light on a product or service, inform and educate customers and convert potential clients. If you’re curious how your company can be using video marketing in your strategy, give us a call – we would love to help!