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Video Marketing – All you need to Know

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shlomit
29 May 2019
Reading Time: 5 minutes

Some marketing trends sweep the market in a minute and quickly fade away. But video marketing, which entered digital marketing only a few years ago, is here to stay. Video marketing dominance is mainly helped by the unbeatable mobile supremacy and the two digital advertising giants, Google and Facebook, special preference of video ads over static ads. Therefore, now it is clear that video marketing is not a passing trend but a prominent marketing channel that is already changing the rules of the marketing game.

 

Before we dive deeper to the latest trends in video marketing, here are some interesting stats:

  • 81% of businesses use video as a marketing tool
  • 72% of businesses admitted that videos improved their conversion rates
  • 70% of customers said that they’ve shared videos by brands
  • 52% of customers claimed that watching a product’s video convinced them to buy the product online
  • Until 2020, 80% of the internet content is expected to be video

 

With this data, it is not surprising that video makes an important part of every business’ marketing strategy. As Mark Zuckerberg said in 2018:

 

“Video is a critical part of the future, it’s what our community wants, and as long as we can make it social I think it will end up being a large part of our business as well.”

 

Video Marketing Trends 2020

Videos that increase sales

Today, more ecommerce sites use videos to encourage and increase sales. After watching these videos, the users can continue to the shopping cart. 96% of customers said that these videos help them make purchasing decisions. It was also found that videos in product pages increase sales in at least 50%.

Soundless audio

The sound is an important feature in videos, but so is the fact that most users watch these videos on their mobile devices, often in public places. Therefore, videos are usually soundless as a default, which led marketers to create videos that send a clear message without sound.

A perfect example is Tasty’s recipes videos:

What’s the ideal marketing video length?

When video marketing was still new, there were usually short videos that could send a message in the first 6 seconds, before the users will click to skip the ad. But recently, marketers are focusing on longer videos. The longer marketing videos should be creative and informative. Videos that can tell an interesting story while integrating the brand’s value in a natural and sophisticated way and encouraging the viewers to watch it all the way, and even visit the website for further information.

An example for a great marketing video can be seen in MailChimp’s Wi-Finders video, which focuses on the human side of the business instead on the product.

Different video formats

The latest trend in video marketing is to create videos that can be watched both vertically and horizontally, as well as abbreviated version of long videos. That way, advertisers can cover all platforms and viewing options without affecting the videos’ quality and message.

 

360 degrees experience

360 degrees photography and virtual reality offer an interactive and immersive experience to the viewers. Facebook were the first to recognize the importance of this technology and created the 360 camera, which allows advertisers to create and distribute 360 videos for a unique viewing experience.

 

Live videos

Researchers show that live videos encourage users’ engagement for a longer period comparing to a scripted video. Also, using Facebook’s 360 camera advertisers can create 360 live videos, which allow viewers to experience the event as if they are actually there.

 

Videos & SEO

Videos can also improve the website’s organic rankings and traffic. Today, with AI systems that enable video transcribing using voice recognition, it’s easier to search and find videos in search engines. Google has recently announced adding short previews to the video carousel results, so users can watch a 6 seconds preview of each video before visiting the website.

 

After we’ve convinced you that video is an important part of your marketing strategy and a quick review of the latest trends in video marketing, let’s learn about the best platform for your video marketing – YouTube.

 

Why YouTube?

  • YouTube is the second largest search engine (following Google) and also the second most visited website, with more than billion registered users.
  • People are watching over billion hours of videos on YouTube on a daily basis!
  • YouTube doesn’t seem to slow down, but to go stronger and increases its users in all ages and all over the world.

 

A step to step guide to an Ads Campaign on YouTube

3 thing to do beforehand:

  1. Open a YouTube channel
  2. Upload the video you wish to distribute

Note that the first few seconds are crucial in capturing the users’ attention, so be creative, thing big and show it in the video.

  1. Connect the YouTube channel to the Adwords account

In Adwords dashboard go to Tools & Settings > Connected Accounts > YouTube > and choose your channel.

Step 1 – Choose a goal and campaign type

Campaign goal – sales, leads, website traffic, etc.

Campaign type – in this case – video

 

Step 2 – Campaign details

In this part, you’ll have to fill in details such as budget, dates, etc. Two important things to note:

Networks – if you’ve chosen the goal Product and brand consideration or no goal, you can choose between placing the ad in a YouTube video, on YouTube search results or both.

Content exclusion – if you don’t want your ad to appear on violent or sexual content.

 

Step 3 – Ad groups

Define your target audience – age group, interests, etc.

Choose content – choose related topics or relevant keywords to your target audience.

 

Step 4 – Ad creation

Finally, the most important step – creating the ad!

Add a link to the video, the landing page, call to action button and the name of the ad. You can click Preview to make sure the ad looks good.

And if the ad looks good and all the details are correct – approve and activate the campaign!

Good luck, and don’t forget that creating a campaign is only the beginning – there is still campaign optimization! So, continue checking and improving the campaign’s performances.

Need help? Contact us.

 

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