The Rise of Video Marketing: Harnessing the Power of Video Content

Published on: May 2, 2024

While content marketing trends tend to ebb and flow on a day to day basis, one thing remains consistent — viral video marketing is the key to success. Short-form video content is some of the most engaging and interesting content available, attracting the attention of audiences across all demographics. Understanding the benefits of video marketing will allow you to develop strategic, results-driven digital marketing campaigns.

Understanding Video Marketing

Video marketing has stood out as a powerful niche within the vast and interconnected world of digital marketing. In an era when people are constantly scrolling and all types of content are vying for their attention, video content seems to be able to pull people in, keep them engaged and persuade them to take further action.

What Is Video Marketing?

According to Tech Target, video marketing is defined as the development, creation and use of video content to promote a particular brand or product. Video engagement metrics continue to show, time and time again, that it is one of the most powerful digital marketing techniques available.

Why Video Content Is King

Video content has long been a potent and powerful tool in any digital marketing arsenal. However, in recent years, viral video marketing has proved that it is one of the most reliable and successful types of digital marketing. Per LinkedIn, video content is considered to be the best form of digital marketing because:

  • Video content is more likely to capture and hold the attention of your target market segment. It also has the potential for real-time engagement.
  • Video content can create deeper, more lasting connections with your primary audience.
  • Video content is versatile and flexible, allowing you to create a video content SEO strategy that works for your brand.
  • Video content can quickly increase your online visibility.
  • Video analytics tools can be used to help you understand the success and impact of your video content.
  • Video content can help you establish trust and credibility within your market sector.

The Growth of Video Marketing

Over the course of the past several years, video marketing has emerged as the king of online content. In the early years of social media, catchy statuses and image-packed photo albums reigned supreme. Today, people want to consume their social content on the go, and videos are the perfect scrolling companion. As a result, more and more companies are investing in video marketing. In fact, data reports consumers across all age brackets have a consistent preference for video content versus other types of marketing content from the brands they interact with.

Statistical Evidence of Video Marketing Success

The numbers prove that video marketing is now, and will remain, the king of online content. Here’s some data that was published by SocialPilot that highlights the power of video marketing:

  • 95 percent of viewers report that they retain the information relayed in video marketing content.
  • By the end of 2024, video content will account for 82 percent of all Internet traffic.
  • 55 percent of users report that they engage with video content daily.
  • 86 percent of all businesses, regardless of industry, utilize video content marketing as part of their overall digital marketing strategy.

Types of Video Content for Marketing

Another reason why video marketing is so powerful is the fact that there are many different types of videos that you can create. The video content that you develop may vary based on your organization, industry or platform, but you will find that these are some of the most common types of video content for marketing:

Explainer Videos

Video marketing allows you to take complex topics and make them understandable to a mass audience. This is ideal for industry-specific marketing content. Explainer videos rely on a combination of key marketing phrases and interactive graphics and video content to make content understandable and digestible for a large audience.

Customer Testimonial Videos

Online reviews have long held the upper hand, giving consumers the opportunity to digest objective feedback from an actual customer. To build upon the power of online reviews, you can create customer testimonial videos that allow your target audience to put a face, name and voice to their individual experience. Customer testimonial videos can help convey and evoke emotion better than published online reviews, which can strengthen the connection between you and your target audience.

Product Demos and Tutorials

Product demo videos allow you to bring your products and services to life. These videos are some of the most practical and useful forms of online marketing content, making them a key component of any digital marketing strategy. Consumers are more likely to watch and engage with informative content relevant and useful in their daily lives.

Live Streams and Webinars

Businesses of all sizes and across all industries are finding that their webinar marketing strategy plays a key role in their overall success. Live streams and webinars allow businesses and organizations to engage with their target audience in real-time and provide them with practical and helpful information.

Creating Compelling Video Content

Before you can begin focusing on video content monetization, you will need to learn how to develop compelling and engaging video content.

Storytelling in Video Marketing

Prior to creating the video and writing an SEO-rich caption, you will want to think about the story that you want to tell with that video. Storytelling within video marketing allows you to connect better with your target audience and helps you to build a brand voice and identity.

Technical Aspects of Video Production

As you focus on your video content creation efforts, you will want to prioritize the technical aspects of video production. Lighting, camera angles and character positioning all play a vital role in how your video will be perceived and consumed.

Leveraging User-Generated Content

User-generated content is particularly valuable in the world of video marketing, as online consumers are often looking to verify that a product is worthwhile or authentic. You can leverage user-generated content by:

  • Creating influencer video collaborations with high-profile influencers.
  • Offering influencers free trials or free samples of your product and asking for a video testimonial in return.
  • Asking followers to submit videos of them using your products or enjoying your services and having them post that content on social media.

Video Marketing Strategies for Success

Knowing how to create video marketing content and leverage it effectively will allow you to build your brand image and increase your recognition in your industry. These strategies will help you be successful with your video content SEO strategy:

SEO for Video Content

Video content SEO is slightly different from content marketing SEO. The best video content SEO strategies include:

  • Embed your video content within other marketing content, such as on a blog post or website landing page.
  • Include video transcripts with all videos created to make it easier for people to find your content.
  • Create an SEO-rich title and caption for your video.

Social Media and Video Marketing

Video marketing should play a key role in your social media marketing strategy. Viral video marketing almost always begins with an eye-catching, engaging video posted on TikTok or Instagram. That said, it’s important you are creating valuable videos that can be included on your brand’s social pages.

Measuring Video Marketing ROI

As you begin to roll out your video content distribution strategy, you will want to monitor the results. You can measure the success of your video marketing campaign by monitoring key video engagement metrics and utilizing video analytics tools.

Challenges and Solutions in Video Marketing

While it’s clear that there are endless benefits of video marketing, it’s important to recognize that this form of digital marketing is not without its challenges. However, by being aware of the most common challenges in video marketing, you can work to overcome them and create engaging content that helps to grow your brand.

Overcoming Common Video Marketing Challenges

Some of the most common video marketing challenges include:

  • Lack of time and resources to create video content.
  • Lack of technical expertise when it comes to creating and producing engaging video content.
  • Lack of ideas for compelling and interesting videos.

Fortunately, all these challenges can be overcome when you begin to study the best strategies for video content creation. One of the best ways to prioritize video content, and make it feel more attainable, is to create video content that builds upon your existing content. Start with the basics and continue to refine your video style as you start to see for yourself the power of viral video marketing.

Staying Ahead of Video Marketing Trends

Effective video marketing requires you to be aware of the up-and-coming trend. Video content SEO trends to keep an eye on right now include:

  • Vertical videos, which are easier to consume on smartphones.
  • Silent videos, as most users are consuming video content in public spaces where they cannot turn on the volume. Make sure to include those captions!
  • Snackable videos, which are shorter and easier to consume. Video analytics tools continue to show that short-form video content ranks higher on the top search engine results pages.

Discover the Benefits of Video Marketing at Park University

At Park University, we offer marketing degree programs that allow you to develop a foundational understanding of the best marketing strategies, all while developing the digital marketing skills required to thrive in the global economy of the 21st century. Throughout rigorous coursework, you will learn how to utilize the best video analytics tools and develop impactful, viral video marketing strategies.

Request more information about our online degree programs today.

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