With the explosion of TikTok, the growth of Instagram, and the evolution of YouTube, video marketing is becoming increasingly important for businesses and brands that want to stand out in the current competitive landscape. Users are now accustomed to enjoying this content, whether it is short or in-depth videos, and this channel responds to different needs.
Top 5 great benefits of video marketing
In this article, I’ve rounded up 5 great benefits to start setting up a digital marketing strategy focused on video content right away.
Video inspires and excites
Advertising has always sought to excite and create a bond between brand and audience. This is clear in the most beautiful TV commercials that we still remember today, true masterpieces of creativity and production skills. In the United States, commercial videos are still one of the most talked-about moments of the Super Bowl.
Today, the Internet allows us to continue to excite, taking advantage of new media and sources. The ability to enjoy this content from a smartphone brings the user even closer to the brand, and sharing extends it to other users who share the same interests.
Video marketing reinforces brand awareness
Frequency of commercials broadcasted on TV in recent decades was aimed at making people remember the name of a brand. Just think of Coca Cola, which have made an association of the figure of Santa Claus with its drink and literally enter the homes of billions of families around the world.
Today, considering the cost/benefit ratio, online videos are a great channel to increase brand awareness. Informative content, which apparently does not lead to direct sales as a lead generation campaign might, also increases brand exposure. In the long run, this is the winning choice because the user will remember with pleasure the company that delighted him with its content yesterday.
Video can be declined on multiple channels
A video content, with the appropriate editing, can be declined on different channels and platforms. We can publish it as a reel on Instagram or as a video on TikTok, or on YouTube (either as a short or in an extended version). The same video can become a podcast, or part of a blog article that begin from this content. In this way, you can reduce costs and maximize effectiveness.
Video helps SEO ranking on Google
Based on user’s intent, there are more and more videos among Google’s search results. We can find a carousel with different YouTube videos, or posts from creators on Instagram and TikTok. They appear in the main SERP, or in the Videos and Images sections of the search engine, or on Google Discover. Given their importance, Google has published guidelines for the production of online videos.
Videos are very important for SEO. In fact, they allow us to increase the brand exposure and connect it to specific entities and organically achieve new ranking positions in SERP. In addition, embedding a video within a blog article adds useful content and improves the host page ranking.
I’ve even placed along the video results listing some e-commerce pages with an embedded video at the beginning. This increases traffic and consequently improves the positioning of the product sheet.
Video builds a community and increases engagement
Videos create and expand brand’s community. A good editorial plan can in fact involve users and encourage them to subscribe to the channel to receive updates on last published content. In addition, a paid ad with a video (on YouTube or social media) is one of the fastest ways to grow.
A strong community is a good basis for setting up a multi-channel marketing campaign (for example, YouTube audiences can be used for a Google Ads campaign) and for guiding users through the stages of the acquisition funnel.
Video marketing in 2024: how to get started
A good video marketing strategy involves an editorial plan with a lot of frequently published content. The old super commercial that ran uninterruptedly on TV is no longer enough, but many small pieces of content connected to each other, or added in a series, are more effective. Good planning is therefore the first step.
Making videos is also expensive. In fact, it requires production, recording, editing and post-production work. The investment may scare off many companies that see the expense item turn on before understanding the benefits of this activity. The trick to reducing costs is to create a standardized format that, in addition to creating seriality, allows you to use the same template for all publications.
Before you begin, seek expert help. Contact me for more information.
