By Selena Conmackie
In today’s digital age, video has emerged as a dominant force in the world of marketing. From social media platforms to website content, videos are a captivating and persuasive medium for businesses to engage with their target audience.
1. The Rise of Video: A Game-Changer in Marketing
With the rise of short-form video from TikTok and Instagram Reels, video has played a huge role in marketing your business.
“Our minds are naturally built to process visual information. To that point, researchers have determined the human brain processes visuals 60,000 times faster than text. Therefore, not only does video content connect with your audience at a deeper level, but [it] also does it far faster than text.“ Source
I didnʻt do well with science in high school, but I can understand the research explaining why we like what we like. If you knew someone would pause when scrolling through social media because of your video, that is a foot in the door to getting visibility for your business.
In every business meeting when reviewing what is working and what’s not for your business, we often want to know the ROI (return on investment) for our efforts.
In their research, Wyzowl found that video marketers say:
- 89% of video marketers say video gives them a good ROI.
- 83% of video marketers say video helps them with lead generation.
- 87% of video marketers say video has increased traffic to their website.
- 80% of video marketers say video has directly helped increase sales.
- 95% of video marketers plan to increase or maintain video spend in 2020.
So I can imagine if done correctly, this is a good path to wander down for your marketing plan.
2. The Power of Visual Storytelling
There is nothing like being able to connect with your audience while sharing powerful storytelling through video.
One of my favorite phrases to say is: “I was 0 days old when I learned…” something from watching 1-minute how-to or life hacks video. The effective information and editing of a video using time-lapse for bite-sized retention is just one example of how powerful visual storytelling is.
One of my favorite creators is Elyse Myers. She does such a fantastic job connecting with her audience — over 6.6 million followers on TikTok. Iʻve watched her be authentically herself while we come along with her on a journey of brands and collaborations. What I love the most about her story is she started out as just a random woman who shared a hysterical true story about Taco Bell and a first date… and the rest of her success is history.
Another creator I enjoy is The Ku Project by Daniel Aipa. Being from Hawaiʻi, I like to stay rooted to home and learn more about my culture. Daniel has created content about living Ku with intention and purpose. With over 129K followers on Instagram, that speaks to the need for the type of content he shares.
3. Leveraging Video Across Marketing Channels
Let’s talk about different things you can share in your videos.
Behind-the-Scenes Sneak Peeks:
Share exclusive behind-the-scenes footage of your company’s operations, product development, or events. This type of content provides an authentic look into your brand, fostering trust and creating a sense of connection with your audience.
User-Generated Content (UGC) Campaigns:
Encourage your followers to create and share videos featuring your product or service. UGC campaigns not only boost engagement but also harness the power of word-of-mouth marketing as customers become advocates for your brand.
How-To and Educational Videos:
Create informative and valuable videos that demonstrate how to use your product, offer tips, or address common customer queries. Educational content is highly shareable, as people like to share useful information with their networks.
Entertaining and Viral Content:
Craft entertaining and shareable videos that align with your brand’s identity. Humorous, emotional, or inspirational videos are more likely to be shared and can help increase brand visibility organically. (Think about developing approachable content, like Elyse.)
Live Q&A Sessions and Webinars:
Host live video sessions where you interact with your audience in real-time, answering their questions or providing valuable insights. Live videos create a sense of urgency and encourage immediate engagement.
Customer Testimonials and Success Stories:
Feature video testimonials from satisfied customers, sharing their positive experiences with your product or service. Testimonials build trust and act as social proof, influencing potential customers to try your offerings.
Partner with influencers in your industry to create video content that promotes your brand. Influencers have dedicated followings, and their endorsement can increase your video’s reach and engagement.
360-Degree Videos and Virtual Tours:
For businesses in the travel, real estate, or event industries, offering 360-degree videos or virtual tours allows audiences to immerse themselves in the experience. This interactive content can be highly engaging and share-worthy.
4. Fostering Trust and Authenticity
Video allows access for your audience to help build that “trust, know, like factor” when gaining raving fans of your brand. Social Media videos can give you an opportunity to share a more relaxed version of your company. Here are some tips to creating genuine and relatable content:
Know Your Audience:
Understand your target audience’s preferences, needs, and pain points. Tailor your video content to address their interests and challenges. When your audience feels understood, they are more likely to connect with your brand.
Be Authentic and Transparent:
Showcase the human side of your brand by being authentic and transparent in your videos. Avoid overly scripted content and let your personality and genuine emotions shine through. Transparency builds trust with your audience.
Tell Compelling Stories:
Narrate compelling stories that evoke emotions and create a lasting impact on your viewers. Stories are powerful tools for conveying your brand’s values, mission, and purpose.
Keep It Simple:
Avoid using jargon or complicated language that might alienate your audience. Keep your message simple, clear, and easy to understand. Strive for a conversational tone to make viewers feel like they’re having a genuine conversation with your brand.
Inject Humor (When Appropriate):
Humor can be an effective way to connect with your audience, but use it wisely and ensure it aligns with your brand identity. A well-timed joke or light-hearted moment can make your video content more memorable.
Focus on Value and Education:
Offer valuable insights, tips, or educational content in your videos. When your audience finds your content helpful and informative, they are more likely to trust your brand and share your videos with others.
Engage with Comments and Feedback:
Encourage viewers to leave comments and feedback on your videos. Engage with them genuinely, respond to their comments, and show appreciation for their input. This fosters a sense of community around your brand.
Optimize Video Length:
Pay attention to the length of your videos. While some platforms may allow longer videos, keep in mind that shorter videos often perform better for social media and mobile audiences.
6. Analyzing Video Metrics for Success
The great thing about using video on most platforms, they come with some form of analytics so when you need to know how that video you worked hard on is performing you can.
Some typical metrics you see are views, watch time, click-through rates, etc. Having this information is great because it can inform you on when you need to make adjustments for the content you create. But, donʻt get stuck on the vanity of those metrics because sometimes you just need the one RIGHT person watching your content that can make an impact in your business.
7. Embracing Live Video and Interactive Content
If you had asked me five years ago if I would be doing live videos on You Tube, Facebook and LinkedIn, I would have laughed in your face. But going live on those platforms has been such a great component not just for my business, but also for my clients when we utilize them in their marketing efforts.
The main reason I love live video is because it provides real-time access to your audience so they can connect with you. Interacting with them is just another way to connect with you.
Before you go live, keep these tips in mind:
Turn off notifications and calls on your devices before starting your LIVE session.
A phone call can interrupt your broadcast and notifications can distract your momentum of what you are talking about.
Write basic what, why, who, how, where notes for your live session. This will help keep you on track and prevent you from forgetting to mention the key points. You’ll be surprised what you can forget when you go live. Keep your cheat sheets handy and you can absolutely use that in your live presentation, saying “I need this or I’ll forget… ha, ha.” Keeps it real.
You’ve hit the LIVE button! Now What? Wait a couple of seconds to make sure you are broadcasting, and then greet everyone regardless if no one is watching. ALWAYS introduce yourself and the business. (“Aloha, everyone, this is Selena from Hauoli — Socially Inspired… from Texas.”)
It’s going to be OK!
The first time going live always throws people off their natural way of speaking. Use that nervousness if you need by telling your live audience, to bear with you. Use humor to bridge the comfort gap. (“I feel like this is a blind date?” Or, “I haven’t had coffee and my words arenʻt coming out right!”)
Stay ENGAGED and if you see anyone comment or join your live, recognize them.
People LOVE to be recognized. It really allows the connection to turn them into a loyal follower.
Always say GOODBYE.
Make sure to end your broadcasts with a farewell. Give them a CTA if you have an objective for the live session, but make it clear so the audience knows what to do.
Video marketing has become a must-have strategy for businesses seeking to thrive in today’s digital landscape. From building brand trust and authenticity to capturing mobile audiences and leveraging visual storytelling, video offers unparalleled opportunities for businesses to connect with their target customers. By embracing video marketing and staying ahead of the curve, your business can propel you to growth and enable you to achieve remarkable success in an increasingly competitive marketplace.
About Selena Conmackie
Some call Selena their Social Media Gal, Website Designer Extraordinaire Guru, Genius (their words, not hers). But she’s also a Military Spouse following her husband with her kid and dog in tow to wherever the Army sends them. So, just add Rockstar Mom and Ah-mazing Wife to her list. H A U O L I is the name of her small boutique business. It means Happy in Hawaiian and has a special meaning that became the inspiration for her new journey. Her goal is to help your business to succeed — and social media plays a part in that. She enjoys the game of hashtags and algorithms and helping her clients optimize their online presence.