If you are looking for one way to make a difference in your marketing this year, go with video! It's a game changer. In fact, I'm calling it here and now ... 2021 is the year of video.
Do people actually watch videos?
Consumers prefer to learn about brands via video content. During their buying journey, they use the information gathered while watching videos to make their decision.
Back in 2018, 87% of consumers said they wanted to see more video from brands in the next year. That expectation is continuing. Consumers are using videos to learn about products before they buy. They want to be informed and video allows an excellent opportunity for you to educate your customer.
How can you use video in 2021?
HubSpot asked companies/brands what type of videos they were investing in for 2020.
Promotional and brand storytelling topped the list, but let's talk about some additional ideas for your video content.
Do you sell products? Try a video like:
- Demo videos
Provide some entertainment. Try a video that:
- Shares a story
- Goes behind the scenes
- Gets to know the team
Educate your audience. Try a video that:
- Answers frequently asked questions
- Shares a testimonial
- Explains how your service solves a common problem
- Lets your employees explain why someone should work here
What about the budget?
Overall, consumers don't care if you make a blockbuster worthy video or if you shoot it on your phone. Let's face it, some cell phone videos are better than some video cameras these days!
Three ways to save money on video production:
- Use your own employees as actors
- Ask customers to participate in exchange for a discount or gift
- Use free apps or platforms to edit your videos
I made a video, now what?
First off, yay! You did the hard part. Here are a few things to do once your video is completed.
- Share it with others. If nobody sees it, all your hard work is for nothing. Put it on your website, add it to your YouTube channel, share it on Facebook, upload it to IGTV. You want your video to be seen where people are looking, so make sure to cover all your bases!
- Look at the stats. Before you make hundreds of videos, learn what types of videos perform best. How many views, new followers/subscribers, sales, etc did you make because of the video? Tracking the performance of each video will help you determine what videos you should make more of in the future.
- Once you've done the above, start on your next video! The more you do, the more comfortable you will get with video. And ultimately, the better your videos will be.
Now it's time to decide, what will your first video be about?