Description: Video marketing has seen a rise both in demand and production. More and more platforms are bringing high-quality video content to users. We go through how digital marketers can enhance their video marketing efforts.
Video Marketingy
The power of video as a medium has never been in doubt. We all grew up being enamored by movies and television, two platforms which fully harness the reach of video.
The term ‘video marketing’ though is relatively new and refers mostly to online video-based platforms. Digital marketers who earlier used text-based content to drive their marketing efforts are now turning to video for greater growth.
However, the task of incorporating video into a digital marketing plan is easier said than done. A number of things have to be factored in before video marketing can be integrated into a full-fledged digital promotion campaign. In this article, we go through some simple steps which can help enhance video marketing efforts of digital marketers.
Create Video Content Based on a Purpose
One thing incessant content production takes away is the loss of purpose in the middle. Many creators end up creating videos without paying much heed to why they are creating the content in the first place. This lack of a goal or target is responsible for many new creators falling to the peripheries of video marketing.
Before delving into the process of content creation and video marketing, every digital marketer should know the goal behind that video being created. The nature of the goal can be varying.
While some goals can be very broad such as lead generation or revenue growth, others can be more specific such as targeting a particular niche segment. In any case, the defining of a purpose before the creation of video gives the whole process a path to follow.
Having a long-term goal is a wise move in the context of video marketing. While the goal behind each video can be different, a long-term vision for video marketing adds context to the vision of an over-arching digital marketing strategy. A long term plan can be of different kinds, from maintaining an online reputation to setting a brand tone.
Create Plan to complement Video Marketing Effort
Based on the long-term goal, digital marketers have to create a strategy which helps in achieving the goal.
There are different types of strategies for each goal. Digital marketers have to be adaptable while formulating a video marketing strategy and take into account the unique aspects of their own company.
For example, let us assume the long term goal of a video marketing strategy is online reputation management.
The simple way to use video marketing for online reputation management is showing the target audience how satisfied existing customers are with the product or service associated with the company. This can be shown by creating videos comprising of customer reviews and testimonials. On online video platforms like YouTube, digital marketers can create separate playlists of customer feedback as a tool for video marketing.
Another way to manage online reputation through video marketing is using industry-specific influencers. There is a fundamental reason why big brands use celebrities to promote their products. Influencers have a loud voice and possess the ability to shape the conversation.
Use Videos Across Different Platforms
The unique part of video marketing is its inherent ability to reach a wide audience across different platforms. Often, digital marketers make the error of publishing a video on YouTube or other video-based platforms while ignoring other social media platforms.
Video has become an essential part of the social media experience. Instagram and Twitter stream videos seamlessly and the rise of channels like Tik-Tok has taken video beyond YouTube.
A simple way to use video marketing on social media is editing a long video into simple and engaging parts. Then, post these smaller snippets across all major social media platforms. Smaller videos are more likely to be seen and shared, which is why cutting the video down from the original is necessary.
Author Bio
This article is written by Gaurav Heera, Digital Marketing Expert & founder of Delhi Courses, a training institute providing Digital Marketing Course in Delhi.