Your 2020 Guide on How to Get the Most Out of Video Marketing
Video content marketing tips and trends
In recent years, we have seen a massive increase in video content appearing online, and there is no sign of it slowing down.
From creating webinars to placing short clips in emails, a video marketing strategy is a must if you want to truly engage with your audience to improve brand awareness and increase leads and sales.
According to Wyzowl, a company that creates animated explanatory images, 83% of marketers say video helps them generate leads and 87% say it has increased traffic to their website.
Some other benefits include:
- It is good for SEO. If your material is attractive enough to attract views and share, your Google search ranking may improve.
- It’s a time saver. It doesn’t take long to create short but engaging clips compared to writing an article or blog.
- It is affordable. It may be more profitable to create a short clip than to produce an advertisement or blog.
- It draws attention. People can scroll through the written words, but most will at least glance at interesting images.
As we move into 2020, here are three video content marketing trends that you can expect to see in the future.
- Vertical videos. Just when everyone seemed to get the note that horizontal filming is better, vertical videos show up! This is because consumers see a lot of things on smartphones.
Instagram and Snapchat were the first to use vertical videos in Stories, and then Instagram Television (IGTV).
Even Netflix uses vertical digital marketing videos to show previews.
- Live broadcast. This refers to everything that is recorded and transmitted in real time. People like to feel that they are being spoken to directly and authentically, and live streaming is also a low-cost way to produce collateral.
We have seen more and more social platforms implement this functionality, including Instagram Live, Facebook Live, Twitter Live, and LinkedIn for a few.
- Video shopping. So far, it appears that clothing retailers are largely taking advantage of this tactic. How it works: Users can click on a section of the screen (for example, a skirt on a model) and be directed to the link to buy the item.
A recent Brightcove survey revealed that 23% of general consumers and 30% of Millennials want links that allow them to directly purchase a product.
Now that you have an idea of what will be popular in 2020, here are some ways to incorporate compelling imagery into your campaigns this year.
- Use your landing pages.
A survey by marketing technology company Eyeview showed that videos on landing pages can increase conversions by 86%. It’s a great way to increase search rankings, as Google’s algorithms increasingly prioritize websites with this type of content.
Other benefits: You can generate more social shares, build trust and awareness, and lower your bounce rate.
Shopify created an inspiring brand montage that lives on your home page. Explain what they do, highlight different clients, and announce that they now support a million companies.
- Blogs and articles.
Did you know that blog posts can be as valuable as a landing page? Think about filming your post instead of writing it (or doing both), and you’ve easily increased the chances that that information will reach more visitors.
Moz, who is considered an authority on SEO, found that displaying a clip with blog images and text increased reach by 3x.
One of our customers, Financial Recovery Institute, uses it in a blog to tell a story.
- Emails and newsletters.
The digital marketing videos you create will depend on your objectives and goals. For example, are you announcing a new product, event, or course that you want people to sign up for?
You can also use email to give people a preview of larger images on your website. Once you’ve decided what you’re promoting, you can start filming.
Something to note: There are more than 30 major email clients, including Microsoft Outlook, Gmail, Yahoo Mail, and Apple Mail. Some of them are not eligible to use clips in emails.
Several of the popular email newsletter services, such as AWeber and MailChimp, make it easy to share what you shoot using a screenshot and link the image to the original content.
That way, a user can simply click on the image in the email and be directed to your clip. Want to learn more? Take a look at our Recommended email newsletter providers.
- Social media platforms.
A solid social media strategy is essential, and you just need to take a look at your Facebook, Twitter, Instagram, or LinkedIn feed (and of course YouTube and Pinterest) to see what role video plays for business.
Some formats you can use for social media include:
Questions and answers
Unboxings (if you have a physical product)
It is important to remember that each social media platform has rules about the length of your digital marketing videos. Here is a quick reference guide:
Facebook allows you up to 240 minutes (although you probably don’t want to use all that time),
Twitter provides 2 minutes and 20 seconds.
Instagram gives you one minute if shared as a post, 15 seconds as a story, and up to 1 hour as a live video or IGTV.
LinkedIn is limited to 10 minutes.
Snapchat allows 10 seconds.
Make sure your videos are optimized for each social media platform. Viewers on Instagram expect different things than on Twitter, for example.
We can’t cover every video content marketing platform or strategy out there, but I hope this has given you some ideas on how to use this valuable tool in 2020.
Remember: no matter what you’re creating or selling, it’s about storytelling. It’s time to tell the most authentic and compelling stories you can about your products or services!
And if your organization needs help with social media marketing, it’s best to find a qualified service provider who understands the specific nuances of different social channels and what works best in each.