According to the State of Video Marketing report, video is the top focus for marketers, with total consumption and spending growing and almost doubling since 2018. Video marketing strategies for brands are not a new concept, but what’s new is the importance of video marketing is being vested with. Marketers have recognized the returns their video marketing tactics can get them and this is the reason for the success of so many brands.
Consumers continue to utilize video as an important component of their interactions with companies, and they expect to see even more video content in the next year. If you’re a marketer seeking to develop the finest video marketing plan for your company, you should be aware of the top video marketing tactics brands are investing their time and money in.
Let’s take a quick look at what video marketing is and how you can spot it on an everyday basis.
What Is Video Marketing?
With the advent of YouTube in 2005, video marketing took off in earnest. Google purchased YouTube in October 2006, and by 2009, the platform had seven distinct ad forms out of which video ads were among the top choice for most brands. Ever since the advent of video marketing, marketers are becoming increasingly interested in creating great videos to initiate communication. This has resulted in the average consumer spending 19 hours a day engaging with video content online, according to the State of Video Marketing report.
Spotting Video Content Marketing
If you are unaware of video as a marketing tactic, you can easily spot it in the digital ecosystem that starts and ends on the internet. Some of the most common trends of video marketing include product launch videos, featured advertisements, culture videos on company websites, customer testimonials, and explainer videos. Brands over the past few decades have explored their creativity and introduced a variety of video marketing tactics to guide the customer’s in their buying journey.
It is because video marketing is a creative endeavor, that most brands have made their fair share of trial attempts in marketing through video. If you are new to the concept of video marketing, this blog is a great starting point for you as we unfold the best video marketing tactics that brands think are worthy of investing in. You can also take the help of a digital marketing company to help you with the same.
Currently, there are two tactics that a majority of brands use – short videos and long videos.
Social media marketers are well acquainted with short-form video content. Platforms like Instagram, Snapchat, Pinterest, and LinkedIn are ground for short-form video marketing content with high chances of virality. Short-form videos are perfect for social media platforms and you can take the help of social media marketing services to help you with this.
According to a survey by HubSpot, 58% of marketers invest in short-form video content marketing because it has guaranteed return on investment, lead generation and increased audience engagement. Moreover, 46% of marketers aim to incorporate video content in their marketing strategies in 2022 more than any other form of content.
Duration For Short Form Video Marketing
What differentiates short-form videos from other forms of video marketing is their duration. The audience on each platform has a different perception of what short-form video content is. For example, the audience on Instagram that engages in reels is used to watching reels that range in duration between 30 seconds to 60 seconds. On the other hand, short-form content for a platform such as YouTube would mean a 10-minute video.
Therefore, if you are a marketer learning the ropes of video marketing, you will need to acquaint yourself with what the audience on each platform expects. The tactic that may work for Snapchat or Instagram may not work for YouTube or Facebook.
Ideas For Short-Form Video Marketing
Video marketing leaves a lot of scope for creativity. Depending on the type of product/service your brand is associated with, you can explore some of the following ideas for short-form video marketing tactics for your brand:
- Influencer videos created using your product/service.
- Product launch video campaigns run on various platforms.
- User-generated content (UGC) can be sourced from the users of your product/services. This can be in the form of reviews and testimonials.
- Thought-provoking concepts with little to no dialogue.
The second most successful video marketing tactic is long-form videos. In HubSpot’s survey, it was found that 38% of long-form videos have an engagement rate between 41% and 60%.
Long-form videos are usually educated with an aim to inform the viewers about something. They may also have a storyline and a script that marketers need to curate before hopping on recording a long-form video.
Duration For Long-Form Video Marketing
It has been discovered that the optimal length for long-form video content should be between three to six minutes on social media platforms like Instagram and Snapchat. On Snapchat, long-form videos are further broken down into 5 to 10-second nugget videos giving the viewers a break between even the long-form video.
On YouTube, the top video platform in the world, the duration of long-form videos may differ depending on the topic or subject. On average, long-form videos on YouTube range from 30 minutes to an hour.
Ideas For Long-Form Video Marketing
On average, long-form videos are above 10 minutes in length. Therefore, the scope of ideating a long-form video may be limited but is dynamic. Moreover, a well-crafted long-form video can help your brand raise awareness and presence online. Here are some long-form video tactic ideas for your brand:
- Webinars with Q&A.
- Documentaries highlighting the purpose and values of your brand.
- Behind-the-scenes videos of your brand such as – A day in the life of your company’s employee.
Brands That Are Investing In Video Marketing in 2022
As mentioned, brands have recognized the volume of returns on video marketing investments made. Here is a list of brands that you can take inspiration from while strategizing your video marketing tactics.
- Tanishq, Tata
Strategizing a video marketing tactic for your brand? You can also consult digital marketing agencies in India that are known to create epic video marketing campaigns for brands!
Get started on your video marketing journey today!