Trends to Consider for Video Marketing Campaigns (pt. 1)
Videos lead to a level of interaction that can rarely be achieved using only text. If a picture is worth a thousand words, then a video must be worth millions, since it enables viewers to consume a lot of relevant information in a very short period of time. Forrester Research even attached a number to that claim, estimating that a minute of video is worth 1.8 million words, if exact numbers are your thing. Video marketing is on the rise, and this was emphasized quite clearly at the Hackers/Founders event that Georgiana, our Marketing Manager and Founder, attended a couple of weeks ago. Listed below are some of the things you should take into account if you’re planning to integrate video into your marketing campaigns in the near future.
1. Focus on Branded Videos
When done properly, branded videos can help your customers get a clearer image of who you are and what you can offer to them. Interviews with your employees, behind-the-scene footage, and product promos will contribute to etching your brand on your audience’s memory, but you need to find the best times to publish such content. Some trial and error might be involved, but once you’re getting a hang of things, you can take advantage of automation and schedule your video marketing campaigns.
2. Make Video Content More Interactive Using Innovative Tools
The same way music videos add a new dimension to songs and often act as part of marketing campaigns, video content can add more value to your text, and the other way around.
VideoPath, one of the platforms showcased at Hackers/Founders, adds some sort of bookmarks to videos for the viewers to click on, in case they feel they could use some more information on the topic. The whole concept may seem similar to YouTube’s chapter markers, but VideoPath has some added functionality. Not only can viewers see at all times what each bookmark is about, but when they click on it, the video stops and a new window with the additional information pops up in the center of the screen.
This particular tool could turn several YouTube channels around, and one of the first examples that come to mind are tech review channels. VideoPath could help such video content creators link to:
- Previous reviews of the hardware they’re using when building a computer
- The hardware manufacturer’s website
- Stores that carry the products
“But this can also be done on YouTube, using annotations or video descriptions,” I can hear some of you say. Sure, check out the 6 steps to add external links to annotations, and ask yourself these two questions:
- Which solution is easier to implement?
- Which result is more elegant and would be considered more appealing by your viewers?
VideoPath also implemented social media buttons in the interface. Therefore, if your content has the potential of going viral, you won’t miss out on that. Besides, their embedded inlines act as an overlay for YouTube videos, so you don’t have to give up on Google’s service altogether.
3. Include Videos in Home Pages and Product Pages
Images and/or text used to do the trick, but Web users aren’t really famous for their patience. They need to learn as much as possible about your company, product, or service, in as little time as possible, and this is where videos come into play. Instead of asking your website’s visitors to read lengthy landing pages, you could post a video about what you’re trying to promote.
To make the landing pages look more professional, you should probably opt for self-hosted content, rather than videos hosted on YouTube or Vimeo.
4. Rely on Influencers to Convey Your Message
Having someone famous endorse your products can boost the audience’s trust in your brand and in what you have to offer. The following two videos are an example of how Berlin-based platform Sponsokit works.
It brings together endorsers and people who are requiring their services. This is yet another tool that got demoed at the Hackers/Founders event.
The videos they included in their presentation were about a #SecretValentine campaign where two vloggers that are very popular in Germany featured some sponsored content in their videos.
The entire concept relies heavily on influencer marketing, but the secret is to do product placement that isn’t blatant. After all, your goal is to spark some curiosity in the audience’s mind, without telling them explicitly that you want them to buy your products.
Have these trends piqued your interest, yet? If so, stay tuned for the second part, where we tackle live-streaming, platforms for hiring the best photographers and video producers, video email marketing, and the switch from TV ads to digital video. Also, if you found this article useful, please tell your friends about it on Facebook, Twitter and/or LinkedIn. We’d really appreciate it. Thank you!