Video content becomes more critical for brands with each passing year. This type of content is ubiquitous now and can be enjoyed in various formats. From short TikToks and Reels to lengthy YouTube videos, there’s a place for every marketer to contribute. If you’re interested in creating or revamping your video marketing strategy, we offer some tips below:
Consider Your Audience
Even the best-produced video content won’t be helpful if you’re missing your audience. To ensure you’re meeting your viewers where they are, consider the demographics you want to reach. For example, TikTok overwhelmingly attracts young viewers, with 62% of Americans between 18 and 29 using the app. To break it down by gender, 25% of American men are TikTok viewers, compared to 40% of American women. Facebook is a great place to engage with viewers older than 30, as 75% of Americans between the ages of 30 and 49 are active on this platform. Instagram could be your best bet for casting a broader net. This social network has over 2 billion monthly active users and is the most commonly used social app by people ages 12-34.
Incorporate User Generated Content
User-generated content (UGC) is a great way to add authenticity to video content. Viewers get tired of watching obvious marketing videos, and hearing from real users of the product or service can be a breath of fresh air. UGC can be incorporated into your marketing campaign in a variety of ways, including paid advertisements, email marketing campaigns, or simply reposting to your social accounts. Never underestimate the ability of UGC to build trust and credibility for your brand!
Work With Influencers
There’s no getting around it–viewers love to watch collaborations with influencers. Influencer marketing campaigns are a cornerstone of many successful brands; you can be part of this equation, too. Even if you don’t have the budget to work with a super-famous influencer, chances are good that you can find a micro or nano influencer who would love to promote your brand. The key is to make sure your connections are relevant–so if you’re selling beauty products, you’ll want to collaborate with someone in or adjacent to the industry.
Monitor Results
Creating high-quality video content takes time, effort, and money. You’ll want to ensure your efforts pay off, so monitoring the results is critical. No video should fall through the cracks, and it’s essential to look at key metrics like impressions, click-through rate, completion rate, and shares. When you’re keeping an eye on the performance of each video, you’ll get a better idea of what’s resonating with viewers, so you can make changes if necessary and produce more of the content that’s doing well.
It’s estimated that audiences spend 17 hours per week watching videos online. Much of the content they’re consuming is produced by brands–so if you’d like to explore this valuable type of marketing, now is the time to get started! If you’d like to create a successful video marketing campaign, our team is here to help. Please contact us to schedule a consultation.