Video marketing has been of vital importance for some years now in any Social Media marketing strategy that a company or corporate brand has.
Every audiovisual production company incorporates video marketing into its services to help its clients gain relevance, positioning, and ultimately, clients and market share.
Video marketing is no longer seen as an isolated action that brands implement when there is a need to announce or promote a unique and sporadic product, service, or event. No. Given the engagement and attention it generates, it has become daily content in our editorial calendar.
According to Hubspot, 90 % of people who watch videos find them helpful and informative in their pre-purchase decision process.
Mainly, for this reason, audiovisual support has already emerged as a top format to transmit the messages that interest us as a brand, being an effective and tempting method for users.
Social networks as the main provider of videos
Video marketing gained the impact it has today thanks to the appearance of social networks. With the evolution of these, creating short videos for social media brought the concept of virality. The posts with the most engagement were always the ones that shared a video.
Currently, video marketing as a business strategy, we see it massively present in some of the main social networks of the moment:
Youtube
Vimeo
TikTok
Snapchat
The Smartphone effect and the concept of connectivity
The leap from analog mobile phones to smartphones opened the door to new marketing and communication actions that many companies welcomed enthusiastically. Social Media marketing, video marketing, digital advertising, remarketing, influencers, endless branding, and informational and sales actions have changed our environment forever.
In global communication and connectivity, companies prefer the audiovisual format to interact with their potential target on social networks and other digital media. They develop video marketing strategies within their Social Media marketing because they are aware of the predominant consumption of information and entertainment from a mobile device.
Virality or value content?
It is often said that video marketing seeks to create viral videos, but we must not fall into the error that only virality is the end of the audiovisual content that we include in our Social Media marketing plan.
Providing added value solutions for specific cases in our area of expertise, which really help our target, is ultimately more important than the scope that the video we have created may have.
Advantages of using videos in our business strategy
Advantages of implementing video marketing to our communication strategy in the different supports that our brand handles:
Acceptance
interactivity
emotionality
Virality
Effectiveness
SEO positioning
Types of video marketing according to their function
Right now, we highlighted the effectiveness of video marketing. And we know, for example, that 66% more leads are achieved through audiovisual content. Here is one of the powerful reasons why companies bet on videos in their marketing and communication strategies.
There are different types of videos, which we must select carefully when undertaking a video marketing project:
Corporate videos
Product or service videos
Explanatory/informational videos
Advertising/promotional videos
Videos presentation
Event summary videos
Video reviews (of products)
testimonial videos
Videos interviews
Platforms for videos in our Social Media marketing
The figures of the main platforms where we can implement our video marketing strategy within the company’s Social Media marketing plan speak for themselves.
Therefore, it is not surprising that more and more brands are present and are active in communicating with their audience through audiovisual content.
Youtube. The most popular audiovisual platform in the world with 2,000 million users around the globe.
Vimeo. The preferred environment chosen by brands to display their most professional content.
Instagram (IGTV). An opportunity for brands to share their content, reaching an undoubtedly committed audience to the audiovisual format.
TikTok. With 1.5 billion users, many familiar faces and users mostly under 40 years old upload and share videos of a very different nature.
Snapchat. Nearly 200 million active accounts make it another attractive showcase for companies and professionals who have a young target for their products and services since the main users are under 25 years of age.
Facebook. Both in content strategies and advertising, videos are one of the main elements of the social network.
Twitter. It is an ideal space to search for the virality of the videos of our strategy.
LinkedIn. The audiovisual format does not stop gaining share and more space in the timelines of profiles and company pages. Internet users see it as the most effective form of communication with their audience.
Conclusion
We end with one more fact: according to a recent Hubspot study, 81% of brands are currently running video marketing strategies. Although this figure may vary depending on the country, we are talking about. It helps us gauge the audiovisual format’s importance when companies communicate with their audience.
It is not surprising that in the Social Media marketing plans of brands in almost all sectors, the main means to achieve their objectives is video. Content that has the public’s fervor is consumed quickly, which creates brand memory. And the fact is that text and reading are less and less “appetizing” for users who seek to optimize their time browsing: more content in the same amount of time.
