Why Your Brand Should Never Overlook Video Content

Over 82% of consumer internet traffic is expected to be made up of online videos by the time 2022 rolls around.

Obviously, the future is video, and it’s been a long time coming. Streaming, livestreams and video content are all constantly rising even higher in popularity over other content mediums.

It’s clear that the best move for marketers to make right now is to jump on the video content bandwagon – but even in doing so, you need to be strategic. With 300 hours of video being put up on YouTube alone every minute, your content needs to stand out in order to attract your audience and gain their views. This may sound easier said than done, but fret not! We’ve got a couple of examples for you to reference in maximising your video marketing efforts so you can make sure you’re getting the most out of your content!

Before we get into that, let’s establish why video marketing is vital for your brand.

1. Consumers are spending more and more time watching videos every year
   Over 54% of consumers in Singapore prefer video content to other forms of content. In 2019, the average consumer spent a whopping 84 minutes on video consumption every day, and this number is expected to climb to an even more impressive 100 minutes by 2021! That’s a 19% increase, and one that your brand can leverage on. By jumping on the video marketing bandwagon, your chances of being noticed by viewers are heightened when they spend more time watching videos every day. Wouldn’t it be a shame if you were to miss out on catching their attention when it’s being generously offered? Taking the chance to put out content that will catch their eye could make all the difference in the success of your brand and its reach, so make the leap and give it a try if you haven’t yet!

   

2. Videos are extremely effective as a method of communication
   Consumers also hold on to an impressive 95% of messages that are conveyed by video, in comparison to only 10% of messages conveyed via text! This shows that the best way to ensure that your audience remembers your brand and what it has to say is to deliver your message via video.Additionally, video content is incredibly easy for viewers to share! All it takes is the simple click of a button for a consumer to spread your message with one or even numerous people at one time, and it shows! 92% of viewers who consume mobile videos share those videos with people, and it has been found that social videos garner 12 times the number of shares gained by pictures and text collectively. In that sense, video content is a really efficient way for you to increase your brand’s reach and attract more attention to your products and services!

   After all, If you’re spending hard-earned bucks on marketing your brand online to your potential customers, you may as well do so in a way that will reap you as much benefit as possible!

   

3. Video is versatile!
   It’s also worth noting that video content marketing is an extremely versatile tactic. You can convey all sorts of information for all kinds of purposes with video! If you’re looking to educate your consumers on how to maximise their purchase, make an instructional video! Want to promote a new product? You could even bank on influencer marketing and collaborate with an influencer to do an unboxing video and showcase your new item to a larger, more varied audience! The options are endless!It’s the flexibility of video content and how much you can do with it that makes it such an effective marketing tool to add to your arsenal. All you need are good and engaging ideas for videos and a means of executing them, and you’re set!

   

With those reasons out of the way, we can now move on to some examples of video content that you can reference to maximise your videos to reach out to your audience as effectively as possible!

As mentioned earlier, video is extremely versatile, and there are varying types of video content that you can choose from to fit your brand’s needs as well as the needs of your audience. This variety is your weapon to wield, and before you can use it to your advantage effectively, you have to understand what you are trying to achieve and what issues you are trying to tackle first and foremost. You can’t run into battle without understanding the fight!

So what is the fight in this situation? Perhaps your consumers have many common questions about your product that they need answered, or maybe they don’t know how to make the most of your product and its abilities. It could even be that your new product hasn’t shown up on their radar yet! All of these are solvable with different types of video content that are tailored to effectively overcome the obstacles in each situation. Here are some examples of these varying types of video content, and how they can be used!

• Product Videos

This is one of the most straightforward types of video content – it’s a basic promotional video for your product! Essentially, you’re highlighting the best parts of your product and selling it to your audience.

This type of video content can be used to introduce your audience to a new product or service and hype them up for its release by featuring all the interesting, best parts of it. This way, your customers will be revved up and ready for when you drop the item allowing you to gain their attention and sell them the product before it is even out!

A great example of this type of video content is exhibited by tech giant Apple for basically every one of their new products. One of the most recent lines of videos they put out was for the release of the new iPhone 12 line of phones. It conveys all the best parts of each phone with stunning and extremely eye-catching visuals that you can’t tear your eyes away from! The video is also bite-sized, at only one minute and 45 seconds long, making it a quick and easy watch that is easy to digest and comprehend!

• Frequently Asked Questions (FAQ) Videos

FAQ videos are a great way for your brand to address common questions that your consumers have about your products or services. Putting your answers to their questions in a video allows you to alleviate their doubts and inquiries on a large scale, and in an engaging and interesting manner!

McDonald’s Canada is known for their impressive series of FAQ videos, which they made in order to answer some of the public’s common doubts and questions about their food and the brand. They take viewers through the process of making their food, going from farms to factories while speaking to workers at those venues as well! This series of videos was an engaging and transparent approach towards clarifying the queries of consumers that was done in a sincere and open manner. In this way, consumers see the effort that the brand is making to assure its customers and debunk any incorrect rumours about their products being spread around so that customers are as accurately informed as possible!

• Explainer Videos

In these videos, your brand walks its consumers through products and services in a straightforward and engaging manner. It’s a really effective way of showing your consumers how to make the most of what you have to offer, or even to show them how easy your product is to use and more. It basically acts as a pitch in a way, whereby your brand is convincing its potential customers of why they should invest in its product, and what they stand to gain from it.

The Dollar Shave Club has been highly praised for their popular explainer video which they use to walk their customers through their offerings and show them why it is better than other services or products they might have been using. One thing that people loved about this video was the humour and comedic appeal that the brand injected into the video while doing so very simply – it showed viewers that the brand knew how to appeal to them without taking themselves too seriously! This, along with the service that the brand offered, attracted a lot of attention, and the brand went on to do really well for itself, eventually being bought by huge corporation Unilever a mere 5 years after it was started!

• 360/180° Videos

These videos are super immersive and engaging! They’re great at literally bringing your audience closer to your brand in a way, by giving them the opportunity to connect with your brand as well as its product and services in a convenient and interesting manner. VR is also on the up and up in terms of popularity, with more and more brands jumping on the trend of incorporating VR into its marketing efforts!

Jamie Oliver, known for his cooking shows, videos and cookbooks, has involved 180° formats in his brand’s own YouTube videos, allowing his viewers to step into the kitchen with him and watch him cook from a 180° perspective! It transforms the viewer’s usual video watching session into an experience, giving them something interesting to remember and associate the brand with.

To end off, it’s clear that your brand can do so much more with video content than with other typical forms of content. It’s a huge world of opportunity for you to step into and explore! After all, by venturing into marketing with video content, both your brand and your viewers benefit – it’s a win-win situation!

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Hero image: Kushagra Kevat, Unsplash