How video marketing is rising as a new marketing culture

video marketing culture

The growth of the worldwide web as a market has changed the entire world. The fact that people now communicate in a whole new way impacts how people market their products on a huge level. It’s no longer about who puts up the best sales offers but how you put them up.

According to Cisco, 82% of internet traffic will be through videos by 2022. And according to TechCrunch, people watch 1 billion hours of YouTube video per day (That’s more than Netflix and Facebook video combined).

Video is no longer just a means of entertainment. It is a rising culture, a growing way of communication, and it’s growing fast. It’s turning into a fast-paced culture of the younger generation. And with the advent of platforms like Instagram reels and TikTok, Video marketing has become a staple for small businesses. Before that, theatre movies and TV had driven the culture, and the only thing that has changed over the past few years is the platform. This culture-driven ability now belongs to anyone who can create a video and is so captivating that the right group of people choose and prefer to watch videos.

People would choose to watch a 10 min video over a 50-page written content on the same topic. That sentence itself signifies what’s the importance of video marketing today. But what exactly is video marketing? Let’s find out.

What is Video Marketing?

Video marketing is simply when brands communicate their message through video format. Video marketing is all about creating a video to market and promote your product/service or to educate your audience about your brand. Videos, as a widely consumed content type, are so much more than fashion hauls, make-up tutorials, cute dogs and funny babies. Instead, it’s so powerful that, even mentioning the word “video” in your email subject line can increase the open rates by 19%.

Video marketing can be used to increase your consumer engagement significantly and also to build your social media image. In fact, people would easily watch a behind the scenes reel of your workplace then read a 50-word caption about how you do things at the office. It’s clear and simple, people want more than just glimpses. Consumers love seeing the real face of a brand, to be able to resonate with them. And, that is exactly what you achieve with video marketing.

Being authentic in the way you engage with your audience is important in any type of marketing. The same applies to video marketing as well. Customers don’t really respond to the high production costs of a video if it’s scripted and unauthentic. Today, you need to document your processes, make vlogs (video blogs), go live on social media, and even do product trials to engage with your audience.

Why is video marketing so successful?

Because videos are addicting. That’s it. That’s the reason.

Our brain loves the short bursts of entertainment and the fast attention shift. Hence, videos have become more and more irresistible over the span of time. Since the invention of video cameras, they have been the primary means of content consumption. Not one person in the world hates movies. And that is exactly why video marketing works.

Using video marketing for business isn’t some out of the world idea. People have been doing that for years now. But, to obtain the best results, it is important to properly execute your video marketing strategy.

With that in mind, let us now look at some of the video marketing types:

1. Explainer videos

As the name suggests itself, explainer videos are used to explain things. They generally are very informational and are used to educate the audience about a product/service or some concept in the industry.

2. How-to videos

How-to videos are the most popular type of video which customers love to consume. They revolve around providing a step-by-step resolution to a particular problem. It’s sort of a journey of a customer’s problem and how they can resolve it.

3. Demo videos

Demo videos are widely used before the launch of a new product to brief the audience about its usage. It can be an unboxing review, walkthrough or run your physical product through some tests. These are also widely popular, especially in the beauty and electronics industry.

4. Livestream

Live videos are videos that are shot and streamed in real-time. You can use live streams to give your customers an insight into your processes, walkthrough of an event (especially with lockdown), or even Q&A sessions. Livestreams are a powerful way to connect with your audience and get ahead of the competition.

5. Personalized video messages

Now you’d think who would use personal messages as a marketing tactic? Guess what, smart brands do. If you’re tired of writing long promotional emails or your audience are no longer responding to them, try video messages. Not only will it increase your open rates, but it’ll also push you further towards gaining a sale.

6. Customer testimonial videos

These types of videos show a real customer using a product and giving their opinions. Customer testimonial videos are the best way to showcase social proof and brand advocacy for your brand. You can ask your consumers to tell their story on camera, what challenges they faced, and how your brand helped them overcome those obstacles.

7. AR/VR videos

Virtual reality or artificial reality may seem like a long leap or too futuristic for present times but instead, it’s spreading pretty fast as a marketing strategy. Everyone knows IKEA furniture App did this beautifully by showcasing their furniture and homeware in your specific living rooms. More and more agencies are trying to provide AR/VR to their clients and it won’t be surprising if it becomes the future of marketing.

 

Video marketing may look intimidating at first but it’s the present and future of content. Start slow, and you’ll be able to produce good quality content once you get the gist of it. Also, don’t forget to formulate your videos around your videos. Start by turning your epic blogs into different, small pieces of videos in an interesting way and re-purpose all your insightful text content into videos. Go out and capture how your day went. Improvise and impress your audience with your content both written and visual.

If you need any help with creating videos, TOS experts make effective video marketing strategies that will happily help you out. We create every type of marketing video for business. Give us a call for your video production.