Video Marketing has completely dominated the digital marketing over the past few years. Will video be a key part of your marketing strategy in 2018?
What is Video Marketing?
Video Marketing is using video to promote or market a brand, product or service. It was prioritized in social ranking algorithms. Besides, Video Marketing helped boost engagement across channels. Hell – by the end of 2017, it was responsible for a staggering 74% of all online traffic (KPCB).
But what does this all mean for video marketing moving forward? Have we reached a critical mass for the success of video as a marketing tool? Will its power only continue to grow this year and beyond? Let’s see what some of the experts have to say.
Video marketing will become the trend in 2018
According to data Wyzowl shared in their fourth annual state of video marketing survey, 2018 is already set to be another big year for video. These statistics were gathered by surveying 570 unique respondents in December 2017. The respondents consisted of both marketing professionals and online consumers. They were categorized as marketers or consumers according to their answer to a preliminary question. That ensures they were only prompted to answer relevant questions.
For one thing, usage continues to rise: 81% of businesses now use video as a marketing tool – up from 63%, the number reported in their 2017 survey.
Additionally, they found that 72% of people would rather learn about a product or service through video. That proved its value as a bottom-of-the-funnel conversion tactic.
Video showcases what’s possible.
While video is already a powerful tool for marketers, the possibilities it presents as a medium are endless and exciting. Just think of all the buzzwords you’ve heard dropped by the marketing community over the past few months.
- Augmented reality
- Virtual reality
- Live video
- 360 video
- Video funnels
See a common thread here? The most cutting-edge developments in tech and marketing are happening around video. As Allen Martinez of Noble Digital explained it in a recent article for Marketing Land.
Marketers must embrace specific video strategies.
Last year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinars, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume. According to Anthony Helmstetter of Convince & Convert, there are certain tactics that allow marketers to really make the most of video. What are they?
Make it authentic
Today’s consumers prefer valuable information over high-production glitz and glamour, which means the barrier to produce video content is lower than ever before.
Consider live streaming
It’s immediate. It’s spontaneous. Plus, 63% of people ages 18 to 34 watch live-streaming content regularly (eMarketer, UBS, 2017).
Use the personalized, one-to-one video
Face-to-face meetings aren’t always scalable. But people love hearing the sound of their own name. Arm your sales team with the tools they need to create personalized videos that move prospects down the funnel.
The secret to getting started? Re-purpose what you have!
One great way to get your company on board with video is to take your existing assets (blog posts, gated content, stage presentations, worksheets, etc.) and re-purpose them. If you already have great content at your disposal, it will just take a little tweaking and some production time to get it reformatted in a way that makes sense for video.
For instance, Serena Ryan of Social Media Examiner recently created this step-by-step guide for turning existing blog posts into a Facebook video funnel. Will video be a key part of your marketing strategy in 2018?