2021 Video Marketing Strategy: The Ultimate Guide

February 5th, 2021 by

The internet that we use today is chock-full of videos of all different kinds. Every social media platform makes videos easily accessible to its users, typically being a main feature of sites like YouTube and Instagram. Anything from live streaming to posting stories on social media is ideal for brands to connect with their desired demographic. The attention span of this generation is declining, so videos offer a great alternative for those who don’t have time to read lengthy texts about a brand’s products and services. Most businesses utilise video content marketing as a way to visually engage with their target audiences, including only the key information of their marketed products. Video content marketing is proving to be a success for businesses, as over 80% of video marketers claim that video has directly helped them to increase their sales. So, it is clear that those who are not currently creating and producing videos online are years behind everyone else.

What is video content marketing?

Video content marketing is the digital creation and distribution of any video format and is central to businesses who aim to appeal to audiences and convert them into consumers of their products. It provides audiences with something other than written text and images, increasing user engagement on social and digital platforms. As video is one of the most powerful ways of enticing audiences, most businesses put a lot of time and effort into creating a unique video content strategy. Videos are available across all social networks, so there are endless ways to execute a marketing strategy for your business. It is then vital that you use innovation and authenticity in order to create effective videos that your target audience will enjoy.

How to create a video marketing strategy

There are so many aspects and functions of video content marketing that it can be tricky to come up with a video content marketing strategy for your business. However, it is important to remember that there are many factors that determine which strategy is the most appropriate for your brand. If you are not sure where to start, here is a guide to creating a video content marketing strategy. 

Think about your business goals 

The vision that you have for your business should be at the forefront of building an impressive video content marketing strategy. If your main goal is to grow your audience, then being creative and thinking outside of the box is an exciting way to approach video content marketing. Remember that most brands already have strong marketing strategies, so setting yourself apart from your competitors will help you to find your edge. 

Think about the creative elements 

There is no right way to tell a story, however, the narrative of your video is especially important to attracting your target audience. Your video should take your viewers on a journey, so including the right elements is necessary. If you want to make your demographic feel inspired, then factors such as tone, colours, cinematography, and scripts are crucial to generating certain emotions from your audience. You should also think about other aspects from pre-production to post-production such as editing and graphics, which will make your videos much more appealing.

If you have zero experience with camerawork, it would be beneficial to employ a video production agency to assist you with making your videos look polished and professional. If you don’t know how to reach the right audience, working with a content distribution agency can aid you in accomplishing an impactful video. 

Think about working with influencers 

Incorporating influencer marketing services into your video content strategy is perfect for reaching new audiences as well as captivating your regular consumers. It is important that you reach out to influencers who have a genuine interest in your brand and your values, as it will be easier to build trust with your chosen influencer. Social media influencers such as micro-influencers generate higher conversion rates than influencers with huge followings, which is ideal if you don’t have a massive budget.

Which types of videos should you use?

Choosing the types of videos you wish to include in video content marketing merely depends on the goals for your video. Whether it is to grow your number of social media followers or to increase your conversion rates, only you can make the right decision for your business. 

There are various different types of videos, so it can be daunting to decide which videos are suitable for your business and your audience. Here is a list of the most popular types of videos that are used by brands online.

1. Testimonials 

Testimonial videos focus on honest customer feedback. This is one of the best techniques to use in terms of building trust with your audience. These videos consist of existing customers making reviews of your product or service, in which they talk about their positive experience with your company. A testimonial video is usually 30 seconds long but should be no longer than two minutes.

Testimonials are crucial to growing your business as 90% of consumers state that they are influenced by online reviews. Therefore, a good review essentially makes your brand reliable and reputable to your target audience. 

2. Narrative 

Narrative videos are widely used around the world and often depict one aspect of the life of a fictional character. Whether it is a customer coming across your brand for the first time, or a person who craves a new product, there are countless ways to introduce your brand. The key factor of narrative videos is to produce exciting and memorable content that instantly entices viewers. If this is the right style of video for you, make sure that you have a strong focus and that your message is clear. 

Narrative videos should be no longer than 3 minutes and should make the most of creative elements such as camera angles and voiceovers. 

3. Animation 

Animated videos are exciting given that there are no limitations as to what you can achieve. These videos are mainly used to explain concepts that are difficult to grasp. Brands rely on text and animated characters to break down the features of their products and services. If you have no experience with animation, you can opt to work with a freelance graphic designer to bring your vision to life. 

Animated videos are normally no longer than 90 seconds and often get to the point straight away. 

These are just a few examples, so doing extensive research on the types of videos available to you will only help you to expand your audience. 

Which platform is right for you?

Choosing the platform that works best for your brand depends on several factors such as your target audience and your goals. Facebook, YouTube and Instagram are three of the most popular social media platforms for video content marketing, as businesses have the ability to use videos in various ways on these sites. 

1. Facebook 

Facebook has the highest number of users in the world with over 2.7 billion monthly active users. From paid ads to community groups, there is huge potential to reach a high number of viewers. 

2. YouTube 

YouTube is primarily used for posting video content, so it is a great start for businesses who want to have a strong focus on video content marketing. There are also many opportunities to reach audiences as the platform has over 2 billion monthly active users. You can also receive constant feedback from viewers in the comment section of your videos. 

3. Instagram 

Instagram is a popular choice for many businesses as there are video features unique to this site. Instagram Stories, Reels and IGTV allows you to make quality videos that are short and concise.

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