Ellen DeGeneres does it daily, Justin Bieber became famous because of it, and users on social platforms such as Facebook, Twitter, and YouTube share them constantly. Yes, we are talking about videos – or what the digital marketing world calls: video content marketing.

Early this year, a video went viral of Adele and Ellen DeGeneres pranking a local Jamba Juice. Within hours of releasing the video, everyone was talking about it and sharing it via their personal social media platforms. It became an online sensation for the way it parodied the crazy demands celebrities can have.

Let’s go back to 2015 when video became a much larger part of the average company’s inbound marketing strategies. Twitter, for example, launched video autoplay in their feeds, and Facebook gave advertisers the option to buy video ads. Now, for digital marketers, having these options is an absolute must; especially if you want to have a varied marketing strategy.

The play button is becoming “the most compelling call-to-action on the web", according to hubspot.com and business leader Andrew Angus. Research also found that using the word "video" in an email subject line “boosts open rates by a whopping 19%.”

This Infografic by Hubspot shows the year of 2015 in video marketing.

In 2016 it was not enough to just sell your products -- and 2017 won’t be any different. Now, our audience wants to be able to have a connection, read, and watch reviews before they buy.

These video marketing tips should help you meet those requirements:

       1. Basic was Yesterday

In the past, videos were made to sell something. Today, brands are finding new ways to indirectly promote themselves. Video doesn’t have to talk about the product or service directly, as long as it’s enhancing the brand, purpose, tone and message of the company. Thinking about the box for video content is becoming more and more a necessity.

       2. Video Length

Brands are now trying to tell stories which range anywhere from 4-15 minutes.  You have to invest time and make your audience feel emotionally connected to your brand and get their attention. By doing so, it is much more likely your content gets shared -- and ensure they’ll watch past the first 30 seconds

       3. Evergreen or Routine Content?

Knowing the difference between these types of content is key. Evergreen content stays up for 6-12 months and usually gets continuously shared. This is good when you want to build your brand by telling a story.Routine content is produced on a weekly or monthly bases.

 

The goal here is to determine what is it you are trying to achieve with these videos.

 

2016 was the year to invest in more video content and 2017 is just around the corner. This trend looks to have no plan of changing anytime soon. Plan out your content strategy by having the right team in place, do not forget social media, and remember, stay ahead of your competition with engaging, original, entertaining or thought-provoking video content!

 

Published by Steffen Ploeger