Introduction
As per the general definition available these days, video marketing refers to the act of promoting a product or a service through videos. Brands use different channels to promote products through videos. Nowadays you can find brands and influencers upping their video marketing game on platforms like YouTube, Instagram, and TikTok.
Video marketers are increasing their budget by 25% annually, and with global video ad spending about to reach $456 billion by 2025, things are not going to stop any time soon. So, in this blog of ours today, we will focus on the intricacies of video marketing. We’ll uncover why it is necessary, how to create a video marketing strategy and a lot more. Read along to learn more!
Why do businesses need video marketing?
To put it simply, businesses opt for video marketing because 84% of people have been found buying products after watching a video. But it isn’t the only reason why businesses opt for such a strategy. Here, we’ll talk about the five most relevant reasons why businesses need and eventually opt for video marketing:
People love watching videos
Its as simple as that! People really do love watching things in motion. To give you a perspective, people watch an average of 19 minutes of videos on YouTube daily. That’s just YouTube! Clearly this shows the acceptance people have for videos, be it any platform.
Watching videos is a fun and relaxing pastime. And with the advent of short video platforms and formats, people have started engaging more. Businesses utilize this point by driving people to their channels and offering them videos on their products.
Video marketing boosts conversions
We’ve already mentioned this above that 84% of people buy products after watching a video. That’s a straight-up conversion happening in front of you. Embedding videos that drive value in the form of tips and tricks, updates, etc., drive people’s attention.
Close to 86% of marketers believe that video marketing helps them generate leads. Businesses often include demo videos of their products to help people get an impression of them.
People share videos all the time
Be it memes, informative videos, or movie clips, people share videos with their loved ones. This practice has become a part of the general culture these days and businesses know it. Close to 95 million photos and videos are shared on Instagram each day, once again, that’s just one platform.
People share videos and photos of things that hold value for them. Its more like a sentiment that is shared among a group of people. Be it ideas, beliefs, or even product-based videos, people share them all. That’s why businesses stay active on social media to release new videos that people find worthy of sharing.
Well-made videos build trust in people
A video marketing campaign that touches the right pain points gets instant positive reception. The catch here is to show empathy with the userbase. This is the reason why businesses often attach an emotional message alongside the product. The emotion is what helps people attach themselves to the situation, hence driving conversion.
As of 2023, 92% of people are fine with watching any kind of video, while 25% like to watch “how-to” guides. Video marketing is all about finding the right balance between these factors. And that’s why businesses create videos, to build trust.
Videos help with SEO
Not the most popular of the bunch, but a necessary point nonetheless, businesses use videos to help them get better at SEO. Your how-to guides won’t do any good if you don’t have the SEO aspect planned out.
It has been found that you’re 53x more likely to reach Google’s first result page through videos than other methods. This is yet another reason why businesses opt for a solid video marketing campaign and strategy.
Video marketing through AI: A new frontier
Businesses have started utilizing quite a lot of quirks and features of AI video creator tools. But why?
Well, that’s because the conventional methods cost a lot of money and resources. Yes, brands allocate a specific portion from the budget for their video marketing efforts, but these days it is more likely to be spent on AI-video creator tools. Brands play it smart by allocating funds to prompt engineers and AI artists who know the intricacies of the tool at hand.
Finding the right AI platform for video creation has been a challenge, until now.
Introducing Fliki, your go to text-to-video, AI video creator for all content needs. With Fliki, you can create videos that you can post on YouTube, TikTok, Instagram, Facebook, and other platforms. Fliki is a free text to video AI tool that takes your ideas as inputs and delivers creative videos with elements such as voiceovers, avatars, subtitles, and a lot more.
Here’s how you can create videos using Fliki:
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Login or Signup on Fliki.
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Once logged in, go to the Files window.
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Click +New File and choose Video.
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Choose from the list of input options such as Script, idea, Blog, PPT, Tweet and Product.
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Select a language, followed by the dialect that you want.
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Once done, click Submit, and watch Fliki’s powerful AI bring your ideas to life.
Think of Fliki as a creative space that offers you a number of possibilities and tools to play with. You can create audio books, tutorials, top 10 videos, music videos, and a lot more! Fliki has a built-in library of over 6 million videos and images to effortlessly create audio-visual content. You can even create videos by using templates for your brand.
Fliki’s latest update includes templates that can be used to create videos, these templates contain different presets of design animations and audio clips. Whether you want to create a quick subtitle-based video or a video on property listing, you can create them all using Fliki’s templates!
Want to know more? Explore other features here.
Take Fliki for a spin today!
Some examples of successful video marketing campaigns
Video marketing is like a sandbox where you can experiment with a number of elements and ideas. Let’s take a look at some of the best video marketing campaigns out there:
Reebok: 25,915 days
Reebok’s approach towards storytelling through videos is a bold one. They’re known for getting the message across in a straightforward manner. Their 25,915 days campaign is a reflection of that. Here, take a look:
The video itself tells the story of how the human body has to be respected and preserved for the limited life it has on this planet (25,915 days). Its a simple yet effective approach towards promoting fitness and their product lineup at the same time.
Coca-Cola: Masterpiece
Coca-Cola is no stranger to making creative video campaigns and letting them into the wild. Back in 2023, they released a video titled “Masterpiece,” showcasing their hunger for art and everything that is creative. The video has about 2.5 million views on it as of now. Take a look:
What sets this video marketing campaign apart from the others is its use of seamless and creative visuals. The story revolves around a man sitting at an art exhibition, thinking about his next project but with no idea what to draw. The universe then conspires, bringing every art piece to life and offering him a fresh perspective through a cold bottle of Coca-Cola.
Volvo XC60: The Parents
This video marketing campaign from the Swedish auto-maker brings to light the difficulty of being a parent. The video here tells a story about a couple expecting a baby and then raising it. The video has over 200K views on YouTube as of now, take a look:
The key highlight of this video is its “Lane Keeping Aid” which protects drivers from steering onto the opposite lane. The video shows the mother losing control of the vehicle and slowly steering onto the opposite lane, only to be saved by the technology onboard. Raising a child is tough, and Volvo has shown that it understands how it is, and that it cares for the people who care for their loved ones.
DollarShaveClub: Our Blades are F***ing Great
Next on the list is an old but catchy video marketing campaign from DollarShaveClub.com. The efforts that went into the making of this video were so good that after 12 years, it’s still getting comments on how good the ad is. Take a look:
The video is straightforward as the founder Michael Dubin himself, takes the lead role and introduces the viewers to the brand. It has a mixture of comic and serious points that drive home the idea of what a razor should be like. The video focuses on saving money and getting the right quality while removing additional gizmos.
LG: Ultra-Reality
The South Korean giant LG used a prank in one of their videos, and it went viral. In fact, it is still doing rounds on social media today despite being 10 years old. The video was about their new TV model, which also happened to be the world’s first 84-inch Ultra HD TV. Take a look:
To demonstrate how real and crisp their picture quality really is, LG hid the TV Behind a frame so that it looked like a window. They then invited candidates for the interview and started asking questions. Amidst the process however, the viewers would then spot a meteor crashing into the city right behind the interviewer. This would result in chaos and eventually the interviewees would be shown that it looked real because it was their new TV.
Types of marketing videos
Since video marketing involves putting up videos on different channels, you might also want to know their types. Yes, videos can be categorized as well and this section of the blog is all about that. Let’s take a look:
Product demos
As the name suggests, these videos revolve around the representation of products. Think of them as a reader’s manual, but in a video format. Such videos contain straightforward pointers such as what the product is about, how it looks and feels, what are its features, how to use it, etc. Software companies use this type to a great extent as customers can see what the end product actually looks like.
Testimonials
A testimonial is a verbal account of a user who has used your product or service. Simply put, it is a user telling their experience through a video. By simply showcasing the customers’ thoughts and genuine feedback, they can create an air of trust around their brand. Testimonials are considered genuine among customers and their word is what builds trust.
Social media videos
Perhaps the most lucrative aspect of video marketing, social media videos are the best way to promote your product. Social media channels these days provide the best opportunities for creators to come up with ideas that work. Channels like YouTube, Instagram, TikTok, and Facebook are some of the biggest platforms where creators post videos. Influencer marketing is the rage these days, with more and more influencers partnering up with brands to create content.
Events
Brands hold events at regular intervals to promote products, talk about the changes in the industry, or anything else. Events like webinars, hackathons, and interviews hold immense value. When brands hold an event, it gives their customers a chance to look at the way they work. Such events bring to light the beliefs of a brand and how they wish to make the Customer Experience better. Videos of such kind are mostly organic, or you can say raw in their delivery.
Corporate videos
Think of corporate videos as brands showcasing their work culture, product, how it transforms people’s lives, etc. It comprises a bunch of things that can work really well if put together, just like the DollarShaveClub ad we mentioned above. It contains elements that showcase how the company runs, what products it makes, how it brings them to the market for promotion, etc.
How to create a video marketing strategy?
Video marketing remains a powerful tool to engage audiences and achieve marketing goals. But before you hit record, a well-defined strategy is key. Here's how you can create a good video marketing strategy:
Define your goals
Ask yourself the whys and whats of video marketing, such as “What do I hope to achieve through this campaign of mine?” or “Where and how will I distribute my content?” Keep asking yourself “so what?” for every answer you come up with. It’ll help you get a clearer picture of the type of marketing efforts to need to cater to.
Understand your audience
Although it is the simplest point in the entire roster, but it is the most difficult to pull off. Understanding your target audience is a challenge that you need to sail through. There is no shortcut, no side-stepping technique that’ll help you understand your demographic in a matter of seconds.
Understand behavior patterns through heatmaps, CRMs (Customer Relationship Management systems), and other avenues. The better insights you have, the more likely you are to hit the right spot and generate an immediate reaction.
Choose a format that fits your approach
As highlighted in the types of marketing videos section, you’ll have to pick one among all and stick to it. Master that one video type that you believe can be tackled with relative ease. Choose a video type that suits your goals and even helps you think about the ways you can improve upon it.
The more you experiment in the beginning with these ideas, the better. Take your time, find out what works the best for you, before stepping in. Rushing into the fray without planning beforehand isn’t a good practice, be it anything.
Write and plan
Obviously video marketing involves writing scripts and experimenting with ideas. You’re basically writing stories that connect with people. Keep writing your scripts and plan a budget for the same. Having a solid plan on when and what to start working on can be highly beneficial. Allocate a budget that fits your wallet yet gets the message across.
Analyze your creations
Merely publishing and forgetting about it isn’t going to cut it. You need to promote your video(s) on major channels that you know of (YouTube, Instagram, Twitter, etc.). Furthermore, you need to keep tabs on their metrics and the way they’re performing. Keep updating the promotional material such as captions, keywords, hashtags, and more.
Analyzing your videos’ metrics will give you a bigger picture to look at. It’ll help you see the pain points that need more attention than usual. Once you take into account the flaws, it’ll be much easier to work with them.
To sum it up
Video marketing is like a game of chess, where every move is indicative of your real-world actions. Play the moves right and you’ll be awarded in the form of good organic reach, and most importantly, an entertained and informed audience that likes your product. Just remember to use the right channels, keep tabs on the metrics involved, and be on the lookout for more ideas. Take inputs and tweak your video marketing strategy from time to time. Use the power of AI through AI video creator tools as well.
FAQs
The goal of video marketing is to promote products and services in a simple yet catchy manner. It involves using social media channels to display videos of products and services.
Here’s how you can build your video marketing strategy: Define your marketing goals; understand what your audience is; choose a video type or format that fits your approach; plan and write your scripts; analyze your videos a few days after posting.
Video marketing is important because people love to watch videos, it boosts conversions, it helps with SEO scores, and well-made videos build trust and credibility for your brand.
Absolutely! You can use AI text-to-video tools like Fliki to create videos for your products or services. It’ll save time spent on video creation, enabling you to work on marketing your videos and building a strategy.
