Let’s talk about video marketing.

What is it?

It’s a digital marketing strategy based on the use of audio and visual elements to create and spread content among various platforms.  

Why is it important?

One word: competition. That word is exciting for some and challenging for others. In today’s digital world, businesses must stay ahead of their competition. One way to do so is by developing and improving their video marketing content across digital platforms. The more (positive) ways a business can stand out, the more likely it is to attract clients. 

Is video marketing for everyone?

A recent study by Hubspot indicated that 81% of brands have adopted some kind of video marketing into their business. It is safe to say that video marketing competition between businesses is increasing daily. We are observing a shift from static pictures and texts to immersive video content. An example of this is seen with traditional blogs, which have now transformed into vlogs, meaning “video blogs.” Studies also show that our brains can process video content 60,000 times faster than plain text. This allows for more content to be consumed, in a more effective manner, whether the goal is to educate, inspire, or entertain.

What are some of the uses and applications of video marketing?

Some marketers may say that video marketing aims to increase sales, while social videos aim to foster loyalty. Other marketers use the terms interchangeably. Whichever the term might be, it is important to know that each social media platform is different and video content must be adapted to each experience. Some examples are:

  • All video content must be accessible from various devices such as laptops, tablets and smartphones.
  • Video for Facebook and Twitter must be preferably delivered horizontally, while Instagram must be delivered vertically due to increase of mobile video-consumption. 
  • It is important to add subtitles to video content, as users who have hearing disabilities or simply do not have sound on, should be able to receive the video message as well. This is tied to media accessibility. 
  • All video content should be shareable for users to want to show that content to their own followers. This will increase traffic. 
  • Less is more. Do matter the platform or message, users want short videos. The perfect combination to satisfy users is to have more visuals (instead of words)  and less video length time. 
  • Create video content that will generate interaction with platform users. 

What is the best fit for your business?

The first question to ask is “Where should my business implement video marketing?” There are many platform options to choose from such as YouTube, Facebook, Instagram, Twitter and many others.  The answer to these questions will depend on a number of factors such as audience age range, demographics, etc.

Interested in learning more?

In conclusion, people love watching videos and video marketing is not a trend that will go away any time soon. Whether you are a small business or multinational corporation, video marketing will definitely help your business.

If you would like to learn more about video marketing, make sure to check out our March 9 workshop “Storytellers Toolkit: Using Video to Tell Your Brand Story Authentically.”

To register for the event, visit: https://www.eventbrite.com/e/storytellers-toolkit-how-to-use-video-to-tell-your-brand-story-authentically-tickets-93518732045

Veronica Scarlett Lopez Martin is originally from Caracas, Venezuela. Scarlett is currently pursuing her master’s degree in Instructional Design & Technology at The University of Tampa. She previously worked at CenturyLink as a CSM- Client Support Manager within the strategic enterprise and government markets division. She graduated in May 2018 from The University of Tampa with a Bachelor’s Degree in International Business and Marketing. Scarlett is a blogger for the AMA Tampa Bay, with a background in marketing & technology.

Connect with her on LinkedIn.


6 Comments

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    Video marketing offers a great variety of different tools and you can master it if you put enough effort and time in this sphere.

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    Video marketing is suitable for everyone, I guess. We need to make sure we are the ones who use this direction in a proper manner.

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