How to Use Video in Consumer Marketing

It’s no longer the matter of convincing people why video: between the fact that 72 hours of video are uploaded to YouTube every minute and over 80% of consumers admit watching product videos makes them more confident in purchase decisions, the idea of video becoming an integral marketing tool is finally being universally accepted. We know why video; it’s now a matter of how video.

Long story short, anyone can do it. All you need is an idea and a camera. However, there’s a difference between making a video and making an effective video which adds quality content and drives traffic to your site. It’s important to get it right. Here’s how you do it:

Tell a story:

The most effective videos tell some sort of story – but there are different ways of doing this depending on what exactly you’re trying to achieve. For example, are you looking to educate your audience? If so, create a video which offers product “How-to” or takes the viewer behind the scenes of how something is made. If you want to connect further with your audience, use video to engage with them. Be open and real, create something thought-provoking, and leave your audience feeling inspired to take action.

Provide Quality Content

…or, invest in your customers rather than your brand. Instead of using video to endlessly promote your name, use it to help your consumers in some way. If the video benefits them (for example, demonstrates how to use a product or answers a question about the company), they’ll be more likely to trust in your brand since they know they can count on you.

Consider the Context

More than ever, people are watching videos on their mobile devices rather than waiting until they’re behind a desk. In the past month over 51% of mobile traffic came from watching mobile video. Creating content which caters to this fact will generate more viewers. For example, if you know your customer is potentially watching on-the-go, create something that loads quickly, has a quick running time, and doesn’t require any navigation away from the page.

Choose your Location Wisely

YouTube is the obvious choice as to where you should post your project. Besides being the second largest search engine, YouTube has the ability to generate great SEO results since you can add tags to improve your search engine ranking. It’s also very simple to add external links to your YouTube videos which can then drive traffic to your homepage.

Beyond that, think about where to put it on your own website. If it’s a how-to demonstration on how an appliance works, the likely choice is to embed it directly on the product page.

Furthermore, Create a video which can be embedded anywhere. You lose about half your viewers if they have to click away in order to watch something.

Consumers want to learn something – and they want to learn it in the most convenient way possible. Incorporating quality video into your marketing strategy drives traffic to your site, creates confidence in your brand and thus retains that customer.

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