How do you market your products using video

Sahl Sunday,13 Aug 2023

What is video marketing?
Video marketing is the use of video content to promote or tell the public about your brand and products. Brands can use video in a variety of digital channels and formats, including their website, social media marketing, programmatic ads, and more.

Why is video marketing important?
Video marketing is very important because video is such a popular medium with the audience. Marketers recognize the importance of video in the marketing process at scale. Statista surveyed over 8,000 marketing executives in June 2021 and found that pre-produced video was the leading digital method of consumer engagement worldwide. Not only did 81% of our survey respondents use pre-produced videos in their digital marketing, an additional 13% of respondents indicated that they plan to use them. The next most used method was live video broadcasting, with 73% of respondents using it at the moment, while another 19% of respondents plan to use it.

Two-thirds of consumers would rather watch a video to learn about a product or service than read about it1. In the first half of 2021, video was the largest source of online traffic worldwide - at 53.7% - and social media came in second with 12.7%. Marketers need to share their messages in a place and way that consumers can see them.

Benefits of video marketing
Video marketing can bring many benefits to your business, such as:

Expand your potential audience: Video content can appear to consumers on any number of channels, whether they're streaming movies, visiting a product page, or sharing posts on social media - so you have potential viewers everywhere.
Capture viewers' attention: Video content is a rich medium, presenting movement, colours, music and other sounds, and can stand out against text and still images. Attention can offer strategic benefits, such as helping customers discover your brand.
Create compelling marketing content: Video marketing isn't just about ads, it can be a great way to deliver useful content that otherwise engages your audience. BeaverCraft, a European manufacturer of woodcarving tools, discovered the power of content marketing when it introduced content that provided information about woodcarving to viewers, including YouTube tutorials. Educational content drove more customer engagement and sales than the rest of their marketing channels, causing them to create more - and ultimately increase their sales. Creating video content that people want to watch can get your site more traffic from regular search engine searches and become a great tool in your SEO strategy.
Showcasing your brand and products: Explainer videos can help you tell your brand story and product benefits in ways that text and images alone may not.
How to create an engaging marketing video
Creating an engaging marketing video takes planning, preparation, and execution. Here are some key elements that you should include in your video creation process:

Goal: Before you start creating your video, you need to define your goal for it. What is the message you want to deliver? What action do you want viewers to take after watching your video? What metrics will you use to measure the success of the video? For example, your goal could be to increase awareness of your brand, boost sales, educate the public, or improve your brand's reputation.
Audience: After you have defined your goal, you must know your target audience. Who are the viewers you want to attract? What are their needs, expectations and interests? What problems do you solve for them? What channels do they use to obtain information? Conducting audience research and creating a buyer persona can help you understand your audience better.
The message: After you know your audience, you must formulate your message in a way that touches their needs and motivates them to take action. What is the main thing you want to highlight? What is your offer to the public? What is a call-to-action that you would like to prompt your viewers to take? Your message should be clear, simple and memorable.
Duration: After you've crafted your message, you should specify the duration of the video. There is no fixed law for the ideal length of the video, it depends on the type, purpose and channel of the video. However, a general rule of thumb is that the video should be no longer than 2 minutes, so that viewers don't lose interest. It should also be at least 10 seconds long, so that viewers don't miss your message. You should use as long as you need to communicate your message effectively, but not make it too long.
Quality: After you have determined the duration of the video, you must ensure the quality of the video. Quality includes picture, sound, editing and design. You must use a good camera, microphone, and editing software to produce high-resolution, clear-sounding video. You should also use the right design elements, such as colors, fonts, logos, and animations, to give your brand identity and catch viewers' attention.
Design: After you have ensured the quality of the video, you should design the video in a way that tells an interesting story. The video should have a beginning, middle and end. The beginning is where you introduce yourself and pique the curiosity of your viewers. The medium is where you present your problem to the audience and show your solution. The end is where you summarize your message and call your viewers to action. You must use narrative techniques, such as narration, characters, emotion and humor, to engage and persuade viewers.
How to distribute a marketing video to the appropriate channels
Creating an engaging marketing video is not enough, it must also be distributed to the right channels to reach your target audience. Here are some channels that you can use to promote your TS video

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Your website: Your website is the hub on the internet, where visitors can learn about your brand and products. You can use your marketing video to increase user interest on your website, especially on your homepage or product pages. Your marketing video can help explain the usefulness of your products or services in an easy and quick way. Your marketing video can also influence user behavior on your website, such as increasing engagement time, decreasing your migration rate, or increasing your conversion rate.
Email: Email is a personal and direct way to communicate with your audience. You can use your marketing video to increase opens and clicks on your emails, especially if they contain interesting offers, news or stories. Your marketing video can help show your brand's personality and build a trusting relationship with your audience. Your marketing video can also drive traffic to your website, social media pages, or other channels.
Social Media: Social media is a popular and effective way to spread your marketing video. You can use your marketing video to increase engagement, reach, likes, and comments on social media platforms such as Facebook, Twitter, Instagram, YouTube, and more. Your marketing video can help grab users' attention and increase engagement with your brand. Your marketing video can also increase following, loyalty and promote your brand.
Paid Ads: Paid ads are a guaranteed way to get coverage for your marketing video. You can use your marketing video to create attractive ads on different ad networks, such as Google Ads, Facebook Ads, Instagram Ads, and others. Your marketing video can help increase impressions, clicks, and conversions on your ads. Your marketing video can also increase your return on investment (ROI) from your advertising campaigns.
How to measure the success of a marketing video
Measuring the success of a marketing video is an important step to improving your video marketing strategy. You should use appropriate metrics and tools to analyze the performance of your marketing video. Here are some metrics and tools you can use:

Views: The number of views is a key metric for measuring the popularity of a marketing video. The number of views means the number of times the video has been played. You can use tools like YouTube Analytics, Facebook Insights, or Google Analytics to track the number of views on your different channels.
Engagement: Engagement is an advanced metric for measuring audience engagement with a marketing video. Engagement means the number of actions users take after watching a video, such as like, comment, share, subscribe or click. You can use tools like YouTube Analytics, Facebook Insights, or Google Analytics to track engagement on your different channels.
Conversions: Conversions are the ultimate metric for measuring the effectiveness of a marketing video. Conversions mean the number of goals accomplished because of a marketing video, such as a registration, purchase, donation, etc. You can use tools like Google Analytics, Facebook Pixel or Google Tag Manager to track conversions on your different channels.
Revenue: Revenue is another ultimate metric for measuring the success of a marketing video. Revenue means the amount of money you have earned from a marketing video. You can use tools like Google Analytics, Facebook Pixel or Google Tag Manager to track revenue on your different channels.
Find inspiration: Before you start creating your marketing video, you can look for some examples and inspiration from other brands in your industry or in different fields. You can use our web search tool to find successful, innovative, funny or impactful marketing videos and see what makes them engaging and effective. You can also use the graphic art tool to create some creative images related to the theme of your marketing video, which may help you generate some design ideas.
Trial and Testing: After you've created your marketing video, don't stop there. You can experiment and test different versions of your marketing video, and compare their results. You can change some elements, such as the title, duration, music, messaging, or call-to-action, and see how that affects the performance of your marketing video. You can use tools like Google Optimize, Facebook A/B Testing, or YouTube Analytics to run multivariate tests on a marketing video.
Optimize and Update: After you've measured the success of a marketing video, don't relax. Constantly improve and update to keep your audience engaged and increase the effectiveness of your marketing video. You can use the feedback and data you get from your different channels to determine the strengths and weaknesses of a marketing video. You can make some changes, additions, or deletions to improve the quality, message, and intent of your marketing video. You can also add some new or updated content to show the value of your brand and products.