10 min to read
Maximizing the Potential of Video Marketing: Engaging and Converting Your Audience
What type of content is more accessible and funnier to consume? Video marketing! It's the creme of the creme when we talk about content marketing.
How much time do we usually consume video content? Well, in the "Report: State of Video Marketing 2022," we found out that, on average, we consume almost 19 hours of video marketing throughout the week, which is a considerable increase if we compared to the time view of 2010 with just 10.5 hours a day. Meanwhile, The Social Shepherd informs that globally we consume up to 84 minutes of video content, while other big countries like China or Sweden watch up to 103 minutes of it.
Statista always shows valuable statistics on the digital world, and this one is huge if you want to acknowledge how vital is the power of video marketing. So, according to statists, there are 5.03 billion internet users worldwide, but what makes it more interesting is that of those 5B, 3.37 billion users watched or downloaded a video at least once per month in this current 2022. As we can guess, this number is expected to grow by 3.5 billion in 2023.
So more than half of the internet consumers love and prefer video marketing, but how about their results for marketers? Is it worth it?
It isn't so strange that video marketing is a trend since we see how the most popular platforms are 100% video, like YouTube and TikTok, meanwhile the pressure on the photo and video platforms has been such that Instagram started giving more attention to their reels instead of their photos.
But it's better to reflect it with numbers, so let's look.
Hubspot informs that 93% of brands said they acquired new customers due to the videos posted on their social accounts, and 83% of video marketers alleged their lead increased thanks to audiovisual strategies. The same medium informed that 52% of marketers alleged that the best ROI comes from this form of content, and Tubular Insights adds to this that 73% of B2B companies claim video got good results too.
On the other hand, video marketing has helped companies to increase their website organic traffic by 157% from search engine results.
Invideo predicts that watch time per day will increase to 100 minutes per day, and to take advantage of this increase, we are here to show you how to use video to enhance and convert your audience and the best strategies for you.
Let's take a look!
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How to use video to engage and convert your audience?
At first, marketers new to video may worry that they don't know much about editing, recording, lights or sound editing. Then comes the other part, which is how to produce a commercial, video ad and their cost. In the monetary aspect, you may think you have to have a movie budget to create a great video marketing piece, but grab your smartphone and turn on the camera. That's all you need. Trust us!
Whatever the case, it is vital to start with something; as you keep creating, you'll eventually get better at it. Nevertheless, a wiser decision is to align yourself with a full-service digital marketing agency to help you with this process.
There are more critical things to create videos that engage and convert, and some of them don't even require a big budget. Check them out!
If we talk about engaging with our audience, the first thing is to make them interested in what you're selling, and for that, you need good storytelling.
Storytelling consists of building narratives that connect with people's feelings, stories that move them, amuse them, or even, if you want, terrify them. When a user stops on your video - over the massive demand of content - it's because they were captivated by your story.
Now, you can take advantage of two ways to build storytelling. Let's explain it in greater depth.
Tell your own story.
If you're a new company looking to generate brand awareness or an established one that wants to highlight how much it has overcome, this is your type of content.
In this story, you have the script yourself, and you have to spice it up with your life mission and everything you've had to overcome to get to where you are.
As human beings, we idolize all these people who, despite adversities, have managed to get to where they are, making us place our affection on that brand that represents those values of perseverance so marked.
For example, we see soccer players as brands and how we get hooked on them, thanks to their narrative and history.
Let's talk about Lionel Messi, captain of the Argentina team and winner of the 2022 world cup.
In Messi's story, we see how he was diagnosed with dwarfism at a young age and how this could get in the way of his footballing career. Despite coming from humble origins, thanks to his hard work, his family gave him a hormone treatment that would make him grow to a decent height for a soccer player, and thus began his professional life.
After a consecrated career, with awards as the best player, Messi had never managed to win the World Cup and even had three losses in different World Cups.
All this history makes us, as sports consumers, hook up with the team, and that love that comes from all the storytelling around it builds our excitement during this World Cup even greater.
In the same way, Steve Jobs and his storytelling captivated millions of consumers who continue to consume Apple products after the legacy left by their creator in life and after his death.
Therefore, if you have a fascinating story behind your brand, share it, and you'll see how more and more consumers join your narrative.
The problem solution Storytelling.
This Storytelling model takes us almost to the time of infomercials, remember it?
A housewife appeared on the scene with a lot of dirty dishes. She looked frustrated, and with opaque lighting that adds to the scene's mood. Then a super animated voiceover tells him he has the solution to all his problems, and we cut to a scene showing the new dishwasher that starts up and removes grease more efficiently. Everything takes colour, the housewife is very happy, and we end happily.
These types of storytelling get straight to the point and work to frame the strengths of your product and how they can help your consumers.
Its narrative structure goes from:
- How can your product help solve it?
- Happy ending!
These videos are compelling because they get right to the point, and by adding your creative touch, you can persuade many new consumers to convert.
Using this type of content in Facebook or Instagram ads, which are more sectorized according to the demographic, help to find that sector that presents a specific problem, and you deliver the solution served on a silver platter.
If you want to learn how to create your brand's storytelling, check out this blog.
Find Engagement Subjects.
Before choosing the topics, you will record, your best option is to evaluate your content and see which engagement subjects with which users interact the most.
This tactic allows you to plan better and spend your time and energy on things you already know work well while looking for more creative ways to make other topics more appealing to your audience.
We know this as data-based decisions, and thanks to the help of Google analytics or social networks, it's easier to identify these topics.
Focus on Lightning and Sound.
Users don't want to see a video that looks poorly lit or out of focus, so you must put effort into its production to bring something worth watching. We're not talking about the level of advertising for Nike or Hollywood Trailers. We're only talking about the basics of visuals and sound.
This part is where we could get more technical on audiovisual theory but keep with us as this aspect is pretty simple. The first aspect of creating great content is to make everything look great, and for this, you'll only need three points of light, which is the most popular illumination scheme.
Take a look at this:
Then in terms of sound, the idea is to find a place where not so much background noise sneaks in, so generally, if you use live audio, it's better to record indoors.
Getting a good microphone is ideal. However, cell phone recorders serve pretty effectively as well. When recording, make sure to set the clock with a loud noise, which will make the audio and video track have a peak so you can synchronize them at the same time.
In case the video is voiceover or with some music, synchronizing audio, and video will be much easier.
Get used to each platform's format.
Each video platform has its most comfortable formats for users, varying from the position you record to the duration of the videos.
Usually, in cinema and TV productions, the horizontal format is the obligatory rule without exception since all the screens are arranged in this direction.
However, when you grab your cell phone, you may notice that this format isn't the most comfortable, but the vertical one is the standard rule because of how the screens are arranged. And even if you think it's a mini age, you can't imagine what kind of turn-off it is that people have to rotate their cell phone 180 degrees to see your video. Most likely, they will avoid it.
Let's look at each network's formats so you can produce videos according to each one.
- Position: Facebook has the particularity that depending on which device you use, it's easier to watch horizontal or vertical videos. For example, if you are on the computer, it will be easier to watch all videos flatly, but when it's through your phone or mostly stories, the vertical way it's the right option.
- Duration: Facebook videos can range for any longevity; nevertheless, when users enter on their computers, they're more willing to enjoy long-format videos.
- 45% of users spend their time on Facebook.
- 93% of customers post at least 1 video on their Facebook account weekly.
- 64% of companies claimed that a video posted on Facebook resulted in a new client for the past 12 months.
- Position: 100% Vertical. This is the type of platform where it looks disturbing when someone posts a horizontal video, so avoid it at all costs.
- Duration: In this platform, we recommend a short to medium duration. This is because its smartphone naturality makes this app a platform where people constantly scroll, so it gets harder to get people's attention for too long. We could say the limits are between 1 minute and 10 minutes maximum.
1 in 4 consumers will purchase after they see a story on Instagram.
79% of brands claim they have landed a new customer from their Instagram accounts.
73% of marketers gained a new customer by posting Instagram stories.
- 41% of marketers alleged that Instagram Stories was a great strategy during 2020.
Format: 100% horizontal. Since this platform is only for video, the form is the same as all audiovisual productions tend to use. Nevertheless, the only vertical exception may be the YouTube Shorts, similar to social media stories.
Duration: When people visit YouTube, they're all in to watch any interesting video that is around, and it can be something from 30 seconds to 45 minutes or even more. This platform is excellent for explainers or more detailed videos about any topic you manage.
51% of users spend their time on Youtube.
YouTube replaced Facebook as the #1 influence that affected customer behaviour in 2019.
- A majority (90%) of customers discover new businesses or products with the help of YouTube.
What type of video content is more effective?
The types of content are as broad as your imagination, and production allows you to make it. A well-made product trailer can attract users' attention, or even a funny skit could make people remember your ad in a loop rest of the week.
So let's look at the videos you can use for your brand.
Video testimonials help you build a good reputation more than you could do on your own. And don't take it the wrong way. Let us explain.
As a brand, you won't speak ill of your business; your intention will always be to sell it as best, but who can finish confirming it? The correct answer is your customers.
Therefore, after considering you as a good option, clients will try to search for reviews either in Google My Business or in videos.
To generate this type of content, you can seek to contact customers to give their testimony, or, in the best of cases, they will record themselves trying the product, known as "user-generated content." These videos are even more effective because users will share them with their followers, increasing your reach, and you'll have pieces of content you didn't have to make a production effort for.
After buying your product, many customers may wonder: What do I do now?
No one knows the answer to that question better than you, and since you appreciate your product and understand how to get the most out of it, you'll produce this series of demo videos explaining how to use it properly.
We all know that products come with a lengthy manual on how to use them, but let's be honest, most customers don't read these.
What is that that many people search for on Google? Answers: If you're an expert in your niche, you can provide easy and understandable tutorials on how to do it.
Unlike demo videos, how-to videos can cover many questions, from "how to make a product video?" to "how to change the wheel of a car?".
Suppose you're an expert in your niche, whatever it may be. In that case, you can investigate that your users always tend to have common questions within your area of work, and you will provide them with concise answers and, above all, truthful answers to all their questions.
Influencer or celebrity videos.
Influencers or celebrities have a large fan base behind them. Suppose you manage to make alliances with them. In that case, it's most likely that their fans will want to try your brand since they directly associate that if this celebrity they love and adore support you, your product must automatically be of excellent quality.
When we talk about influencers, the most sensible thing to do is to perform a market study and see which social network celebrities suit your niche and area. In this way, their authority as a personality will add to your brand and find more interested people in your type of products.
If you're already a highly recognized brand, approaching a big-name celebrity such as a singer or athlete will also have the same effect.
If you want more information, check out " Influencer Marketing: How to choose the right one for your company, and how can a digital agency help?."
This video format has the same goal as the storytelling videos and seeks to persuade consumers through moving stories that connect them with hopeful or sad feelings.
These videos are compelling since they humanize the brand, making users see the company as a friend, family member, or closer entity. Most of these usually touch on themes such as family, friendship or love since they are the topics that we all tend to appreciate, and brands use this to frame how their product accompanies them at all times. One of the best doing this is Coca-Cola.
Do you remember YouTube in its beginnings? At this time, there were no YouTubers or gamers. In the start, there were funny videos or compilations of cats doing funny things, and how fun was it, right?
Being the counterpart of inspirational videos that seek to "manipulate" you with cute images, funny videos only aim to make you laugh and have a good time. If done well, it can be repeated thousands of times or even shared, increasing your chances of going viral.
If you have a good sense of humour or your brand can adapt to this format, it's excellent value content!
Video content has demonstrated its great power thanks to how easy and entertaining it is to consume. It is crucial that you, as a brand, start creating videos that allow you to achieve greater brand awareness and better connect with your audience. Thanks to its great success on platforms such as YouTube or social networks, it is a fact that brands will continue this type of content to stay competitive in the digital world. At Codedesign, we create compelling and personalized strategies for each of our clients, so they can grow and achieve their professional goals. If you need help creating content strategies, contact us and let us lead you to success!
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