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!

Create captivating Storytelling.

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.

Source: YouTube.

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:

• Problem.
• 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.

Source: YouTube.

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:

Source: YouTube.

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.

Facebook.

• 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.

Statistics:

• 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.

Instagram:

• 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.

Statistics:

• 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.

YouTube.