In today’s all-digital era, the marketing strategy has shifted from brochures to interesting content that we usually see on social media and other digital platforms. One of the most frequently used mediums is video.
Various kinds of videos – from short video tutorials to video reviews for endorsements, always fill our social media feeds. Some are even going viral and are being talked about a lot.
The use of video as a marketing tool is what we usually know as video marketing. Here, the question that arises is, “why is video marketing an essential strategy in a marketing campaign?” In this article, we will fully review video marketing, from definitions, examples, to tips. Video marketing is a marketing strategy that uses video content as the medium. Whether it’s live-action or animated video, if the content that is presented is to promote an item or product, then we can call it video marketing. Many brands and businesses are aware that today’s consumers are very selective. Therefore, they usually use the storytelling method to make their messages seem less pushy.
Videos Can Illustrate Concepts
Video doesn’t just tell how a product or service will help potential customers. They also illustrate, show how they come up with a solution.
In fact, the illustrations used are able to touch someone’s feelings when they see them, sad, happy, down, happy. From the ability to attract potential customers emotionally, you can easily influence and convince them to buy your product.
Video Explains Shorter and Solid
In today’s digital era, potential customers are too busy to read the text of the paragraphs which only further complicates the explanation they need.
With a combination of visual and audio elements, videos offer a shorter and more concise way to explain a concept. So, it’s no wonder that 1 minute of video equals 3 pages of brand-written text on product pages.
Easy to Share Videos
If you upload a video on a video platform like YouTube, you can share it on other social media and email it in just seconds.
Videos that are shared will also display thumbnails or preview images that can attract the attention of the audience.
Instagram Reels, YouTube Shorts, TikTok, almost all social media or features that are currently popular use video as the medium.
Internet users immediately search for videos when they need cooking recipes, yoga, and instructions for cleaning fans without taking them apart. Not only marketers, content creators are also actively producing video content to increase their engagement and get new audiences or potential customers.
Types of Video Used
Video marketing is synonymous with advertising videos. However, did you know that video advertisements can actually be grouped and of many types, including:
1. Explainer Videos
An explainer or explainer video is a type of video that is often used by professional brands. The duration tends to be short (approximately 90 seconds) and its function is to explain how a product or business works.
Typically, these videos use animation to convey and simplify complex messages and hold the attention of viewers. It’s no wonder that brands from the technology, blockchain, to medical industries choose this type of video as their marketing tool.
2. Video Tutorials
Prospective customers or consumers will be more interested in a product if they know how to use the product. In this case, video tutorials can help brands or businesses to provide step-by-step guides or steps that consumers can take so they can make good use of their products.
3. Video Trailers
Video trailers are a way of advertising a product or service by providing some important snippets of information about the product. This video is used as a “spoke” by brands looking to launch new products or features. These leaks often invite the audience’s curiosity to be interested in the product that will be launched soon.
4. Testimonial Videos
Video testimonials are used to build trust between brands and potential customers. This video shows some consumers who are satisfied and happy with a product.
They tell how products from a brand can help them find solutions to the problems they are facing. In other words, these testimonials can convince potential customers that your brand can offer ways that can help them achieve their goals.