It is not uncommon to come across approaches to video marketing as isolated strategies, but any video in , , or a is from video marketing. It’s that simple.
So if you don’t already know these terms, click on the links above to study a little about each topic and also about marketing in general. In this way, you will understand how videos can fit into your planning.
For those who are already familiar with the aforementioned topics, here we are going to explore a little the general possibilities of using video so that you better understand what it means to use them in your marketing strategies.
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We hope that with this post you will understand that video alone does not solve the problem and is not always the best option, despite all the importance given to this format.
What is video marketing?
Video marketing is a strategy used by brands and organizations with the aim of promoting and promoting their products and services through multimedia content.
It is a digital marketing initiative that brings together the best of visual content, text and audio to form a powerful medium that quickly captures the attention of users on the Internet.
With the popularization of platforms such as YouTube, TikTok and Instagram, video has become more and more relevant in the world, positioning video marketing as an infallible technique to attract and get consumers.
Thanks to this format, and social networks, the video is now:
1. Interactive
Facilitating interaction between brands and audiences through comments, likes and share buttons.
2. Measurable
Through these platforms it is very easy to access relevant data on its impact, such as impressions or views that demonstrate the result of the strategy.
3. Viral
Virality plays a crucial role in this strategy, allowing small and medium-sized brands to compete for positions of authority without considering money as a determining factor in this equation.
Why are videos so important?
This special attention to the matter is a consequence of the importance that these media have been gaining. In addition to YouTube, the videos flooded platforms and networks initially focused on other media, such as Facebook, Instagram, Twitter, WhatsApp and LinkedIn.
This is not surprising if we consider the technological evolution of the last 10 years.
It is getting easier to produce and consume videos. Filming, editing and accessing this type of content from a smartphone has become a common reality.
With videos, it is possible to transmit a lot of information, not only through the image itself, but also through the use of audio, music, lyrics and animations, for example.
With so many stimuli, it is easier to attract the viewer’s attention and, consequently, generate engagement.
Also, since we are human, there is nothing more natural than interpreting intonations of speech, facial and body expressions. The personality of the person presenting the video makes it much more evident.
Moving images also bring, in addition to textual information, an infinity of other signals that communicate with the viewer, these range from the way they dress to the stage presented.
In fact, it has been claimed that, although that information leads to a bit of misinterpretation, since video files (mainly high resolution) are much heavier than static images or texts and therefore require more ability.
So, that doesn’t necessarily mean that by that time we’ll be consuming video for 80% of our time on the web. Anyway, they will be more and more present.
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Does that mean I should focus on video marketing?
With so many advantages and an increasing presence online, should videos be prioritized in communication strategies? Should you run and invest in a better camera? Is it a good idea to put aside your blog and focus on YouTube?
Well, that is the path we want to take.
On the one hand, if you don’t make videos, of course you’ll be missing out on countless possibilities.
We are not going to go into details, because if you are interested in the digital market, even if you are just starting out, you surely consume many videos daily and you already know the power of webinars, video classes, sales videos, video ads, vlogs, etc. .
What many people do not realize in marketing is that the message, the moment and the place where you insert what you want to convey, is what makes a big difference. It doesn’t matter if we talk about video, text, audio, static image or face-to-face communication: you must be clear about the message you want to convey.
In other words, your video marketing is not going to be useful if you do not have a clear purpose, if you are not focused on it and if you do not present a good text – more specifically a good content (script) – even if it is a very good video. well produced, with beautiful images and a great presentation.
Why not use videos all the time?
Traditional text is not being replaced by videos, but is increasingly being incorporated and adapted.
It is important to mention that, depending on the type of communication and user behavior, videos can even generate poor usability, because despite their reputation for facilitating the consumption of information, this feature depends a lot on how and where it is presented.
1. Videos require attention
Imagine if your favorite news site were to replace the majority of written reports with videos. Surely it would be very uncomfortable not to have the option to see the topics and decide what to consume carefully.
Or imagine that most of the content on a page you enjoy on LinkedIn or Facebook also decided to totally prioritize video. Depending on the duration of the contents, I assure you that this could also be an obstacle, since to watch videos we need a higher Internet speed and, sometimes, also the time and place if the content depends on audio.
2. Does not let the information digest little by little
It’s for the same reason that usually the sales video on a page doesn’t appear right at the top.
It may be a better strategy to let the reader go through the general information first, to get situated and make their decisions, by clicking a button or scrolling further down the page.
After these actions, you will know that the user will be more likely to fully focus their attention. At this point, video will have a much better chance of succeeding in retaining that person.
3. They are not so good for SEO
Another reason not to bet all your chips on videos and continue to work well with other media is that when it comes to , videos still have a disadvantage when compared to text, mainly blog posts.
Google search works much better and more specifically for written content than for video.
As much as there is an integration with YouTube, and even that this platform has improved a lot in that aspect, betting on tags, descriptions, legends, titles and, mainly, on the interpretation capacity of the algorithm, the texts still have a better ranking.
What kind of videos should I create?
Now that the importance of text for the success of a video marketing is clearer, you can understand that many times you do not have to worry so much about the quality of production, but you should focus on the images.
Not that it doesn’t make a difference, after all, the more chances you have to make him attractive.
The point is that one of the big differences between a common video on the Internet and others you find on TV or in the movies is that, on the web, it is a simpler format and can even simplify the process, allowing more videos to be created. in a short period of time.
In some cases, the simplicity of production better conveys authenticity and spontaneity.
For example:
If you follow YouTube channels of influencers or brands, you may have noticed that the most successful ones do not always have the best image production.
However, like everything related to marketing, this will depend on the public and a variety of factors, such as media support.
Thus, a YouTube vlog may even have an amateur atmosphere, but a sales video of an expensive product probably does not.
With this information, you can test formats, styles and proportions, trying .
Can you do:
- Short educational videos (pills).
- long video classes
- live streams
- Back stage
- Interviews
- Explanatory videos.
- Motion graphics.
- Animated infographics.
By mapping out all the possible options, it becomes clear that making videos, even in a simple way, takes time, right?
So, a good tip is to try to create a recording schedule and work on several videos at the same time, and then edit them little by little.
Another great tactic for you to make better use of your time and generate an infinity of by-products is to think about a long video and denser content. It can be an interview or a “master class”, for example.
With this base material, you can extract the audio and create a podcast, highlight phrases and make presentations in the style of quotes (in text or image) and, above all, you can separate small fragments for Instagram and other networks.
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Is it possible to make ads using videos?
Despite so many possibilities that have arisen in recent years, mainly in content marketing, traditional advertisements (ads) are more alive than ever.
YouTube, Facebook and Instagram have several options to get your message to the right audience.
To talk a little about this topic, we are going to focus on:
1. True View Ads
It’s those standard YouTube ads. You only pay if the user interacts with the video — for example, by clicking on a CTA — and also when the user plays the video for more than 30 seconds or in its entirety.
These ads can appear next to search results and in the middle of related videos (Discovery Ads).
There is also the option to display them before the start of a video (In-Stream Ads). In this case, the user may have the option to skip the ad after 5 seconds.
2. Pre-roll Ads
They are the ads that the user cannot skip.
They can be placed before the video, in the middle (if the video is longer than 10 minutes), or at the end. Its duration varies between 15 and 20 seconds.
3.Bumpers
These are the six-month ads that start before a video and that the user cannot skip.
Facebook (along with Instagram) also allows such as gifs and short videos, vertical videos, ads on Instagram Stories, Carrousel, Canvas, Collection, Live, 360, In-stream, and In-stream on Audience Network.
I mean, pretty much any kind of post you make, usually on Facebook, can be…
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