[UPDATED FOR 2024]
The power of video platforms like TikTok and YouTube is nothing short of transformative. They have emerged as cultural juggernauts, redefining how we consume content, connect with others, and even shape our identities.
TikTok, with its short-form, viral videos, has revolutionized entertainment and creativity, while YouTube, with its vast and diverse ecosystem, has democratized the media landscape. Together, they offer individuals, influencers, and businesses unparalleled opportunities to captivate, educate, and inspire global audiences. These platforms not only reflect the zeitgeist but also play a pivotal role in shaping it, making them two of the most influential pillars of modern media. Let’s explore how using video can transform your marketing.
Video Brings the Eyeballs
eMarketer tells us 3.78 billion people will watch digital video content in 2024 — that’s almost 47 percent of the entire earth’s population. They also estimate people will spend an average of 58.8 percent of their time on social media watching video content. Video is where the action is. If you want to reach your audience, you need to be creating video content!
Video Communicates in Ways Email Can’t
Another email hits your inbox. Surprise! It starts off with the same personalized greeting and some text that seems to blend in with the last several hundred emails that have landed there. But with video, things are different. Just placing the word “video” in the subject line of the email boosts open rates by 19% and click-through rates by 65%, and reduces unsubscribes by 26%. Video is like images on steroids! By using smartly-crafted video messaging, you’ll produce an attention-grabbing, engaging, and effective email.
Video Provides Improved Search Engine Optimization (SEO)
Google loves video too. Search engine algorithms favor useful content, and Google defines “useful” as how many people click and interact with a web page link. Video is very “sticky” in that respect, and web pages that contain video encourage users to engage and remain on the page longer. Since Google takes that into consideration when ranking, the platform ultimately favors this engaging type of content, which boosts the site’s visibility. So a good video equals higher rankings. In fact, with video, your chances to be placed on the front page of Google results increase three times. That’s powerful stuff.
Related: The Art of Creating Compelling Short-Form Video Content
Video Engages
Video has extreme engagement capabilities. Fifty to sixty percent of video watchers watch the video through to completion. While much of content marketing focuses on using relevant, educational, or entertaining content to drive a business goal, many marketers focus on solving their customers’ problems. Telling a story – or, with video, showing – captures the user’s attention and empathy. Savvy marketers can zero in on customer pain points to address their target’s specific problems, evoking emotion and connection. This engagement works — audiences are ten times more likely to share, embed, and comment on a video post than a blog.
Which Social Media Platforms are Best for Which Type of Video Marketing?
TikTok, Instagram Reels, and Facebook Stories have transformed digital marketing by offering distinct avenues for reaching and engaging audiences. TikTok’s viral short-form videos appeal to younger demographics, while Instagram Reels seamlessly integrates short video content within a vast Instagram user base. Both platforms enable creative product showcases and influencer collaborations. Meanwhile, Facebook Stories provide an ephemeral approach for real-time updates, interactive features, and promotions, fostering audience engagement and urgency. These platforms offer diverse opportunities for marketers to build brand awareness, connect with their target audiences, and drive conversions provided they tailor their content to match each platform’s unique strengths.
User-generated content (UGC) is the dynamite in the mix. It plays a pivotal role in video marketing by harnessing customers’ creativity and authenticity, empowering brands to connect with their audience on a personal level by reflecting real-life experiences and testimonials. Incorporating UGC into marketing materials can enhance credibility, engagement, and trust among potential consumers — and forge a powerful connection with their fans.
Related: Tailoring Social Media Content For Different Platforms
New, Immersive Formats Emerge
As if the video marketing stats above aren’t enough to make you grab your video camera, there are other compelling reasons to make video a priority. New, mind-blowing formats in video marketing allow for truly immersive experiences. 360 videos (also known as virtual reality or VR) are clips displaying a spherical scenario where the camera has recorded all possible angles of the environment. Also, with Facebook Live and other streaming platforms taking video marketing by storm, users clamor to see what their favorite brands are doing right at that very moment, getting as immersive an experience as possible.
Related: Are Your Video Ads on Facebook Performing the Way You Think?
Make Video Work For You
Are you getting excited about the possibilities? Grab your camera — it’s time to get started! If you’re a complete newcomer to video, you’ll be happy to know there is plenty of help. You can work with a high-quality video production company, or do it yourself. With easy-to-use applications, getting involved is simple. And there’s no need to reinvent the wheel. You can repurpose blog, brochure, and case study content into the video strategy to build your video gallery. Use your current content strategy and test how it performs.
Marketers who invest in producing quality video content today are the best positioned to receive their audiences’ undivided attention, especially as this medium gains even greater popularity. If you’re not sure exactly how to start your video marketing strategy, talk with our digital marketing experts at Ironmark. We’ve helped companies bring their brand to life in a whole new way through video, and we’d be happy to do the same for you. Together we can harness the power of video to engage your audience like never before!
