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Video marketing as an element of content marketing strategy

Katarzyna Chomąt
12/12/2023 | 7 min read
Video marketing as an element of content marketing strategy

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    Image is a simple form of communication used since the beginning of civilization. It resonates best with the audience, so brands willingly use it in their marketing messages. Nowadays, technology allows us to create moving images, which further enhances the message. Check out the benefits of video marketing and how to harness its potential.


    The effectiveness of video marketing in numbers


    The IAB Poland report from 2020 entitled TV + WWW = Better Together informs that almost 90% of Internet users indicate watching short video content as one of the most common activities online. As it turns out, user actions significantly impact conversion, as confirmed by 80% of marketers using video. They claim that such content directly helps increase sales (data from the Wyzowl report The State of Video Marketing 2020). 


    When it comes to choosing a device for watching videos, 68% of short-form content is viewed on smartphones. The situation changes in favor of desktop devices when viewers watch full-length movies.


    It is also worth mentioning the most popular video distribution channels. Of course, YouTube (88%) dominates, but right behind it is Facebook (76%). Next in line are LinkedIn (66%) and Instagram (65%). On average, 79% of marketers report success with video campaigns - although this number varies depending on the platform. The effectiveness of video is also evidenced by the fact that 74% of consumers have been convinced to make a purchase, download software, or install an app after watching a video.


    Benefits of video marketing


    Video marketing brings many benefits to a company. The first and one of the most important benefits for any business is, of course, increased sales. Presenting products to potential customers through videos allows them to see them almost live, and in the case of some services - to notice an immediate effect. This motivates consumers to make a purchase more than a regular photo or description would.


    Video content helps consumers better understand a product or service. This reduces the number of phone calls or messages sent via email or chat. Video also facilitates collaboration with a customer who has not seen it yet. When a customer calls or writes to you with a problem, instead of explaining and describing everything, you can send a message with a video that answers the customer's question and additionally shows the solution step by step. This saves both parties a lot of time. Of course, there are situations where sending a video doesn't make sense because it would be better for us to fix the complication ourselves. It all depends on the products or services we offer.


    Research shows that consumers are twice as likely to share videos with friends on social media than other types of posts. Therefore, there is an increased chance of reaching new customers. Moreover, people take into account the opinions and recommendations of their friends or surroundings. That's why it's worth taking care of using videos in advertising campaigns, as well as in marketing activities conducted on social media.


    Video marketing is also a very good way to increase brand awareness and educate the audience. This form of communication shows the company from a completely different - human - perspective. You can create videos that showcase you as an expert in a particular field. You don't have to show just the product. The knowledge and tips you provide on your blog or through various other materials can be confidently shared through video. The additional value that recipients receive positively affects their engagement and loyalty to the brand.



    Video content marketing - what kind of content to publish?


    In reality, with video, you can show the world anything you want. Only your imagination (and the potential costs associated with your idea) can limit you. When creating a video strategy, it is worth considering the types of videos, as well as distribution channels and formats. Recently, live streaming has gained popularity, with its main advantage being interaction. During live streams, you can immediately respond to viewers' questions. Don't have an idea for video content? Answer the question for yourself, who are your customers. Also, analyze the questions they ask. If you sell a product, you can show how to use it. If your offer includes services, talk about the process and present the benefits. You can also show moments from the company's life using storytelling. It is also worth showcasing the successes of your customers. Remember that at least a day before the planned live stream, it is worth informing your followers on social media about it.


    Do you offer kitchen utensils? Organize a cooking session where you will use utensils from your offer. Do you sell cosmetics? Create a series of live videos where you will talk about skincare or how to apply makeup correctly. Or maybe you operate in the fashion industry? In that case, present styling suggestions for each season, talk about how to combine colors and accessories. Do you offer software, applications, or other online tools? Show them from the inside, talk about their features, and how they will make the user's life easier. Do your satisfied customers record videos recommending your product or service? Great! Be sure to share such content on your company's social media profiles. User-generated content is the best promotion for your offer.


    YouTube, Facebook, or Instagram - where to publish videos?


    As is often the case in marketing, the answer to this question is: it depends. Of course, YouTube is the most popular channel for publishing video content, and Internet users often search for tutorials, webinar recordings, or videos showcasing a particular product there. Marketing on YouTube is especially effective when creating longer videos. Note that users usually visit this platform when they have more time. However, this does not mean that they will watch the entire recording. You need to arouse their curiosity right from the start. A good title that grabs attention is one thing, and of course, interesting and valuable content is another.


    Right after YouTube is Facebook, which is actively developing video capabilities. Live streaming is popular on this platform because it allows reaching a large target audience, even for small fan pages. During a live stream, you can see how many people are watching it and encourage viewers to ask questions or respond to yours. If you plan a longer live stream, inform your followers about it, thereby increasing the chances of expanding the live stream's reach. After the broadcast ends, you can save it, so people who couldn't participate in it live can watch it at any time.


    As for Instagram, Stories dominate here. These are short materials available in the app for 24 hours, allowing you to tell the story of your company. You can save Stories in highlighted collections, making them available on your profile all the time. The most popular Stories are those that are creative and aesthetic. The app allows you to create various types of videos and add different elements to them, such as polls, quizzes, countdowns, or questions, which help build a bond with followers and increase their engagement. If you add a video in which you talk about something, remember to add captions. App users often watch Stories while standing in line at a store or using public transportation. If they don't have headphones at the moment, they will definitely skip Stories without captions.


    Video marketing as advertising for products and services


    Using video in online marketing offers many possibilities. Tutorials help consumers understand your product or service, showing brief moments from the company's life and interacting with the audience increases trust and engagement, and user-generated content is an excellent way to build social proof. Remember to include various types of content in your video marketing strategy, so that your brand remains authentic. You don't need professional equipment for your videos to be effective. Especially at the beginning of your video journey, a phone with a good camera and a tripod (even made of a stack of books) is enough. However, remember about good lighting and preparing all the necessary accessories. It is worth noting that video marketing generates better sales results because it is a more subtle form of advertising. Even when you simply showcase a product and talk about the benefits of using it, it is still not as intrusive as content like "Buy now!".

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