As a company that puts much of its focus on digital content-based marketing, it’s impossible for us to ignore the incredible growth of online video as a marketing channel. Video is growing so quickly, it almost defies comprehension. If you’re involved in digital marketing in any capacity, sooner or later, you’ll have to consider video as a part of your marketing strategy. And the sooner you do it, the smaller your chances of being left behind by the video tsunami that’s sweeping the Internet.
If you still have doubts, consider some statistics:
- By 2017, video will account for 69% of all consumer internet traffic.
- 64% of marketers expect video to dominate their strategies in the near future.
- Seven in 10 people view brands more positively after watching their video content.
- YouTube receives more than one billion unique visitors every month—that’s more than any other channel, apart from Facebook.
Despite the clear trend showcased by these numbers, many small and mid-sized business brands have been afraid to enter the realm of video. The single biggest deterrent is probably the perceived production cost. It’s a fact of life: slick videos cost money to make. Anyone who has something to say can, with some practice, learn how to put together a decent blog post. But for a commercial-quality video, you’ll need storyboards, camera and sound equipment, editing software, and God knows what else?!
But you shouldn’t let all that stop you from jumping on the video bandwagon. Here are some tips for getting started with video marketing in 2016:
- Decide if you actually need high production value. Most businesses can get away without it, and most consumers (especially millennials) are tired of the “slick” video look. Unless you’re trying to project an image of ultimate professionalism, such as for financial or legal services, you should embrace the amateur or semi-professional video quality.
- Join video-based social media platforms. The best and easiest way to get started with video is to get on board with video-based social media. Whether you choose Youtube, Vine, Snapchat, or Periscope, these platforms embrace amateur and semi-professional video and encourage sharing, which, for obvious reasons, is ideal.
- Start small, with a 30 second or 1 minute video. Your first video doesn’t have to be a 20 minute magnum opus. Shorter videos play better in social media feeds anyway.
- Embrace simplicity. One of the best recent video marketing campaigns we’ve seen lately has been the Tasty videos on Facebook. These videos work because they’re simple, short, informative, and fun. Note that in terms of production, they’re comprised of a single camera angle and some good editing, with text overlays. You couldn’t ask for a simpler way to get started in video. Which brings us to the most important point,
- Remember to provide the viewer with value. Don’t make a video just in order to have video. Following the marketing best practice we constantly preach, your video should offer consumers some value. Usually, that means either teaching them something or providing entertainment. Viewer’s won’t love your video for its production value—they’ll love it for the content. Because that’s what video is: another channel for providing great content.
Don’t let inexperience deter you from entering the world of video marketing. Once you get started and learn the basics, video becomes just another marketing channel you can utilize to communicate with your brand’s current and future followers.