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Videos are dominating digital marketing; 1/3 of all online activity is spent watching videos[1] which translates to an average of 16 hours per week[2]. In a climate that lacks interpersonal interaction and live in-person events, videos give us an opportunity to connect with thought leaders and experts. This is not a 2021 pandemic trend. Videos are here to stay. Make sure to integrate video into your marketing plans and start practicing your video presence.
Benefits of video
- Larger reach and longer shelf-life: sharing videos across multiple platforms enables you to reach a larger audience than an in-person event which is geographically constrained. It also has a longer shelf life.
- Accessible: videos are easy to create by simply using your mobile device and by downloading video editing apps. During the pandemic, we didn’t have access to studios and viewers are now accustomed to more raw footage.
- Analytics: uploading to YouTube or Vimeo, you can track the number of people who have viewed your videos, the areas of engagement, demographics and more.
- Brings life to the brand: videos are able to evoke a sentiment and emotion that articles and the written word can’t. With powerful images and background music, companies can bring their brands to life.
The top four types of videos that perform well on social media include:
- POV: a video where a thought leader shares their point of view or insights on a topic. This is an effective way of generating content in a timely fashion and differentiates the spokesperson and company.
- Explainer or how-to videos: a video that outlines the key messages of a thought leadership piece or walks viewers through a process to help them optimize their understanding of the key benefits.
- Day in the life: for recruitment purposes, these types of videos walk viewers through a typical day giving a behind the scenes exclusive of the company and the role.
- Client story: nothing is more powerful than hearing your client share their experience working with you and their company journey. It is personal, relatable and honest.
How to get started
- Record yourself: get comfortable in front of the camera. Use your mobile device and start recording yourself—you don’t have to publish it, just use it for your learning purposes. Watch your gestures and body language and continue practicing.
- Refine your message: the best performing videos range between 30-90 seconds[3]. Keep your messages punchy and impactful.
- Use apps to edit: I use Splice and InstaStories to create my videos and they are intuitive, easy to use and offer several options to customize.
- Hit publish: don’t overthink your content. There will never be a perfect video- just upload and hit publish. Continue creating videos and don’t give up.
To learn more about the impact of video marketing, check out this article from invideo.
[1] https://invideo.io/blog/video-marketing-statistics/?utm_source=google&utm_medium=cpc&keyword=video%20marketing%20statistics&device=c&gclid=Cj0KCQjwyZmEBhCpARIsALIzmnIfzsonp_9sg8vwXsURX2FFvdgYZksRzTukZNp0grQ3S4gReNPlDUEaAmVpEALw_wcB
[2] https://invideo.io/blog/video-marketing-statistics/?utm_source=google&utm_medium=cpc&keyword=video%20marketing%20statistics&device=c&gclid=Cj0KCQjwyZmEBhCpARIsALIzmnIfzsonp_9sg8vwXsURX2FFvdgYZksRzTukZNp0grQ3S4gReNPlDUEaAmVpEALw_wcB
[3] https://invideo.io/blog/video-marketing-statistics/?utm_source=google&utm_medium=cpc&keyword=video%20marketing%20statistics&device=c&gclid=Cj0KCQjwyZmEBhCpARIsALIzmnIfzsonp_9sg8vwXsURX2FFvdgYZksRzTukZNp0grQ3S4gReNPlDUEaAmVpEALw_wcBhttps://invideo.io/blog/video-marketing-statistics/?utm_source=google&utm_medium=cpc&keyword=video%20marketing%20statistics&device=c&gclid=Cj0KCQjwyZmEBhCpARIsALIzmnIfzsonp_9sg8vwXsURX2FFvdgYZksRzTukZNp0grQ3S4gReNPlDUEaAmVpEALw_wcB
The upshot 