It’s not too hard to see why video is so popular these days, it’s an easy to digest format that allows us to rest from the overabundance of textual information online. In today’s changing digital world, companies have understood the importance of video in their online marketing. But how do you explain the importance of video marketing, and the fact that it has become a trend among Internet users?

WHAT IS VIDEO MARKETING?

Using video to attract future customers is not a new idea. But since the explosion of the Internet in the 2000s, it has become a must in marketing. The basis of video marketing is the use of a forward-looking strategy that integrates attractive videos into marketing campaigns. Video marketing can be used for everything from building customer relationships to promoting your brand, services or products. In addition, video marketing can be used to present procedures, promote customer testimonials, broadcast live events and deliver viral and entertaining content.

But how does video marketing work? At first glance, video marketing works in a simple way: a brand creates videos that somehow promote the company, stimulate sales, raise awareness of your products or services or involve your customers. In practice, it’s a bit more complicated. Like many of your marketing efforts, video marketing is based on data and analysis of statistics provided by the communications department.

WHY HAS VIDEO BECOME A TREND AMONG INTERNET USERS?

Video is a versatile and engaging content format that not only gives us a real picture of what’s going on. It is also easy to share across multiple platforms. Consumers love it because it’s easy to digest, entertaining and engaging. Brands like it because it can give a potentially huge return on investment across many channels. Video is also very accessible to anyone with Internet access, both to watch and to produce. Although it is becoming a trend to produce higher quality video at a professional level.

The different types of videos that Internet users can view on social networks, websites or specialized platforms can also explain the success of video marketing. First there are educational videos that can be used in conjunction with instructions, customer service activities and a range of applications. As for interview videos, they can help to encourage conversation between parties, or highlight a special guest or influencer. Product reviews and demonstration videos can be created by brand ambassadors in exchange for free products. This is a way to get free advertising on social networks. Finally, live videos are the best chance to get closer to your audience, and of course social networks in particular work.

WHAT ARE THE BENEFITS OF VIDEO MARKETING?

The benefits of video marketing are many. First of all, video is a gold mine for SEO. It can increase your search engine rankings, click rates, open rates and conversions. But in order to reach your target audience, the video must be properly tagged for better SEO. Secondly, video marketing can increase a company’s revenue. Indeed, according to several studies, online consumers were more likely to purchase a product they were considering after viewing a video demonstration of that product.

Video on the Internet is easy to access, as there are endless platforms for video marketing. In addition, with a smartphone, consumers can access online video anytime, anywhere. Finally, video is more effective in retaining information that is both seen and heard.

PRACTICAL TIPS FOR DEVELOPING A VIDEO MARKETING CAMPAIGN

The development of a video marketing campaign is most often accomplished by conducting market research, competitive analysis and gathering information about the target market. For a better impact of your videos on the net, each concept must be adapted to the different types of existing platforms. Depending on the type of format used by mobile or computer users, a meticulous work must be done since information is consumed faster on mobile. The adoption of an audience strategy is very important since consumers are more receptive to content with which they can identify. On social networks, the use of vertical video is ideal because half of the world’s internet traffic is on this kind of platform. Secondly, the vertical format of the video will allow full screen display on current mobile phone models. In conclusion, video marketing has become a trend that companies cannot escape because Internet users want more and more videos.