‘Lights, Camera, Keep Up’: The Age of Strategic Video Marketing

‘Lights, Camera, Keep Up’: The Age of Strategic Video Marketing

  • On : November 1, 2019

Today, consumers are spending 33% of their time watching online video content. To keep up with these staggering figures, companies must keep video content in their wheelbarrow. So then, how do we integrate video into our marketing strategy?

Yesterday, Robotic Marketer engaged in a discussion on LinkedIn with Marketing Eye, delving into the nature of video marketing. The rate at which consumers are devouring video consumption almost seems unbelievable. In 2017 HubSpot research showed that:

“53% of consumers want to see more video from marketers in the future, while only 14% want to see more blog posts.”

Not only are consumers demanding video content, but they are also exhibiting a preference for video formats over written content. Part of the reason that creates this preference is that unlike reading, video content can be passively consumed. While they are cooking, working, or even watching T.V. consumers passively in-take video content. Online video mediums are even replacing television. Especially if you are a millennial, think about how infrequently you’ve heard someone mention watching something on “T.V.”. They’d rather say “Youtube, Netflix or Hulu”. Television and channels are fading from the human lexicon of content. However, video and visual mediums are only increasing in importance even as the mediums shift.

Businesses are keeping up. Wyzowl’s Video Marketing Statistics 2018 Survey said:

“81% of businesses use video as a marketing tool, up from 63% in 2017.”

The production of both low-budget and large scale campaigns are in full swing. Below we answer some essential questions about video marketing and how both small businesses and large corporations can implement video strategies into their marketing plan.

Measuring Views and Engagement

How do we tell if it’s working?! People have the same question in every marketing format. Even if the content showcases the quality of a brand, without metrics to gauge audience engagement your video content will be worthless. One of the best ways to measure audience engagement is through view count. You should first research to see what a view is considered on the respective website on which you are sharing. For example:

On YouTube, a view is considered 30 seconds, while on Facebook it’s only 3 seconds. 

Each respective site has its stipulation that considers the number of views for each website. Recognize how each channel measures views so that your measurement of audience engagement can be accurate. Alongside the view rate, you can additionally check the play rate to see how many consumers clicked-through to watch the video. Play rate implies the user has greater interest in the content you are consuming. The last is more obvious than our first two recommendations, but as always you can check the number of comments and likes to see what your audience is connecting with the most.

Traditional Media and Video Marketing

Who is exempt from video marketing? Well, bluntly, no one! Even traditional print media companies need to be displaying their culture and activating their brand through video formats. Companies that create print magazines and other forms of traditional media adopted a stigma that they are exempt from video marketing. And so, they ignore it entirely. However, this is not a wave that can be escaped. If you want your company to thrive in 2020 it must adapt and excel in the importance of video marketing!

Budget and Production of Video

I know what you’ve been thinking about this whole time–

“But…I can’t even begin, video marketing is too expensive!”.

This also is a false notion. Sure, premiere companies like Nike, Starbucks or Target have blockbuster campaigns with full-time film crews and locations in 9 countries. We understand that. But your company doesn’t have to be Nike or Starbucks. Perfection isn’t the goal. Engagement is the goal. So you might be wondering–” then what type of videos should I create?”. 

The answer is that you have a bundle of options. You can do simple interview-style videos or employee spotlights. Many companies are utilizing Snapchat to showcase company culture–not to mention, Snapchat is a free video marketing shot on an iPhone. LinkedIn, Facebook, Instagram, and Twitter “Live” are also great options to give your company exposure on the internet. At no cost, you can have informational reviews of products, interviews with thought leaders and dialogues between employees posted to your channel.

An Age of Video Marketing Made Easy

Video Marketing is intimidating, however, it doesn’t have to be difficult. Robotic Marketer helps you plan your marketing strategy and will help you integrate video into the channels on which you want to focus. We’ll discuss the content you should focus on to optimize your business. Get ahead of your competition with strategically planned video marketing content. Explore options with Robotic Marketer today!