Why You Need To Incorporate Video In Your Marketing Strategy
A few years ago, video marketing seemed to be in its own lane. Only a few brands and businesses were creating video content to reach a select audience. Now in 2017, video content is everywhere you look online. If you haven't already thought about or started planning on incorporating video into your marketing strategy, here's why you need to start today.
Facebook favors video content over any other form.
If you have been active on Facebook this past year, you have noticed how much video content is now displayed on that platform. From full music videos to short-form video content, Facebook is highly favoring video over images, links, and text. According to Buzzsumo, in just one year the average total of shares for video content has more than doubled and so has the number of videos being published on Facebook.
Now with the Facebook Live feature enabled for every page, there is even more room to get engaged with your fan base through video marketing. People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live. This can be explained because fans are more likely to actively engage with your brand when they can speak with you, and ask questions on the spot versus watching something pre-recorded. Facebook also enabled a feature to allow consumers of the brand to get notified every time a new Facebook Live video by the brand is launched. This feature allows the brand to instantly notify their core fan base when they go live without having to do an extra leg work.
Think about it this way, as a consumer, how cool is it to be given the chance to speak with your favorite brand from the comfort of your home/office. Being more accessible as a brand allows you to develop a stronger bond with your customer base without really having to spend top dollar for video content. As a brand, there are endless amounts of ways that you can start creating Facebook Live video strategy. For example, you can host weekly or monthly Q&A sessions for your audience, bring in guest speakers, host "online office hours", etc. The point being, it is now easier than ever to speak with your fans directly through video marketing.
Don't Forget Ad Strategy.
Developing a consistent Facebook video strategy is going to be key. But, amplifying it with advertising will get your video to a wider range of audience without costing you a lot of money if done correctly. Just how Facebook highly favors video content, so does their advertising program. Potential consumers are more likely to engage with a short-form piece of video content explaining why they need to buy it, versus an image with a lot of copy.
There are a lot of good resources out there as well if you are interested in running a video ad campaign. If you are interested in having someone help setup, manage, and report on campaigns, get in touch with me or if you want to learn more about optimizing campaigns on your own first, check out Social Media Examiner's informative guide.
YouTube: The Second Google.
Let's be honest here, have you gone to YouTube to search how to figure out how to do something? If you answered yes, then you are among the billions of other YouTube users who watch over millions of hours of video. Want to reach these billions of people? Start by creating compelling video content that they can discover through YouTube search. Of course, this all depends on your video's topic and how well you optimize for search engines, but we'll get to soon.
YouTube has become a phenomenal educational platform for the "do it yourself" consumers. Because of this, it allows brands and businesses to really maximize their potential for creating "how-to" and "thought leadership" videos for their potential audience to discover. For example, if you own a branding business, why not create a short "how-to" video on the 5 most important branding guidelines a business must follow. Not only will this content be more engaging than a presentation, it will also help separate you as a thought leader in your industry and make you more discoverable.
Going back to SEO and searchability of your video, YouTube has their own algorithm that focuses on watch time, keyword relevance, your number of subscribers, customer reactions including likes and dislikes, and video length. To optimize your YouTube videos, you want to capitalize on these criteria. See how these techniques can help by reading Search Engine Land's video optimization guide.
Like Facebook, YouTube Ads Help.
You can also reach the massive amount of YouTube viewers by running one of YouTube's wide-range of advertising options. This can include banners, ads before the video begins, sponsored videos in the sidebar, and many other types of campaigns you can create to appeal to potential video consumers.
YouTube ads are generally a bit more expensive than Facebook and take sometimes more optimizing and adjusting, but can be proven very efficient if run the right way. If you're looking to start a YouTube advertising campaign, but want more information on best practices, Hubspot put together an easy to follow guide to get your campaign up and running.
Your Business Should Be Showcased In Video.
Don't get me wrong, creating a diverse content strategy consisting of blog posts, images, etc. is always going to be important. However, if you haven't added video to your strategy, you need to start now. Video is only going to get bigger and bigger, so don't wait around while other brands take your business.