Marketing with Video in 2018

by Steve Secor

If you do any kind of digital marketing (email, social, or web), video should be a big part of your strategy. According to NewTek (a company that makes hardware and software for streaming video solutions), by the end of 2017, video is expected to account for 74% of all internet traffic. So what does this mean for your business? If you want to continue reaching customers, making an impact in your industry, and standing out from the competition, you need to invest in video.

More companies are adding video to their content marketing campaigns, meaning your strategy has to be unique to grab the attention of consumers. So how do you stand out from everyone else?

Content is the most important piece of your video marketing. Production value matters (a video shot with a nice camera with good lighting and microphones will be better than one shot in a noisy room with an iPhone), but more important than that is the quality of your content. Prepare what you’re going to say, and rehearse it. Know what your message is and communicate it clearly and in a compelling way.

Need some ideas for creating compelling videos? I’ve got you covered.

As you may have read in a past blog post, live streaming is a great way to create a video. Live video on Facebook and Instagram taps into the desire of young consumers to connect with brands in the context of experiences instead of ads. These on-the-spot videos lack a polished finish, meaning that your content has to be compelling enough to draw viewers in on its own. Whether it’s a grand opening of a new location or a demo of a product on its release date, live video invites your customers to share the experience no matter where they are. Given that they have a lower expectation of quality in production, effective live videos should be well thought-out beforehand.

In 2017, a popular trend was explainer videos, and that trend looks ready to continue in 2018. An explainer is a short animated video that focuses on explaining an idea in a simple and compelling way. They use clear and concise language with appealing and attractive visuals that quickly grab the viewer’s attention. These videos are informational, educational, and engaging. And they’re a great way to communicate and captivate your audience. (Look for a future blog post that breaks down the different parts of explainer videos and why they are so popular in today’s marketing world.)

Explainer videos provide practical information and insights, which shows your customers that you understand their needs and are interested in helping them solve problems. You can also use these video formats to accomplish the same thing:

  • Demo videos showing products in action
  • “How-to” instructions to your product or service to answer common questions
  • Testimonials about you to establish trust and authenticity
  • “Unboxing” videos to show what comes with a product

Maybe you’ve been doing video a while, and you’re looking for upcoming trends. As customers continue to demand higher levels of engagement and personalization, 2018 is likely to see interactive video and virtual reality (VR) take off. YouTube currently allows companies to include interactive links in videos, and many brands are starting to experiment with VR experiences using smartphone apps and simple headsets like Google Cardboard. The current quality level in your average VR video is currently low, but a number of companies are working on a way to make them look and operate much better on 2018.

There are so many ways to do video, and they all take a time and financial investment. But the truth is, you can’t afford not to use video in your marketing strategy. 74% of users make purchases after watching an explainer video, and putting a product video on your web site can increase your conversions by 80%. Videos are worth it!

Video marketing also has the potential to improve search rankings. Google gives preference to video content, and pages with embedded videos are 53 times more likely to show up in the first position of search results. Being in the top slot just about guarantees you one-third of search traffic for a given keyword or phrase, and this alone has a powerful influence on conversions.

As 2018 approaches, video is set to become an essential part of marketing for all businesses. Video demands more attention than traditional marketing and sets your company apart from competitors still engaged in outdated tactics. The right video strategy can earn you a position as a thought leader and influencer in your industry, making your brand an integral part of your customers’ personal experiences.