Get the best out of Video Marketing 2024

Get the best out of Video Marketing 2024

In 2024, video will be absolutely vital for cutting through the marketing clutter and capturing attention. As we look ahead to the new year, one thing is clear – those who embrace immersive, engaging video content will see much bigger returns on their marketing investments than ever before.

Viewers crave experiences that excite the senses and pull them deeper into brand stories. With endless short-form options vying for eyeballs every second of every day, static sales messages just don’t cut it anymore.

Let’s dive into some innovative ways to bring your brand vision to life through moving images and spark conversations worth sharing.

Understanding Video Marketing

Video marketing is an essential tool for promoting your brand, product, or service. Whether you’re looking to create awareness, drive conversions, or educate your customers, video content is your go-to solution. Videos can be used across multiple platforms, including websites, social media, and email marketing.

In fact, research predicts that videos will dominate consumer internet traffic, accounting for 82% by 2025. And with video streaming making up 91% of global internet traffic, now is the time to jump on the video marketing bandwagon.

Now, let’s dive into the exciting world of marketing videos and explore the various types available to you.

Types of Marketing Videos

1. Explainer Videos-

Explainer videos are the perfect way to communicate complex ideas in a visually appealing manner. Whether through animated visuals, voiceovers, or live-action recordings, these videos effectively clarify your company’s problem-solving abilities. A great explainer video should highlight the problems you solve, who you help, and how your solution works, leaving viewers eager to know more.

To create an impactful explainer video, consider these best practices:

• Aim for a video length of 30 to 90 seconds. If it goes beyond that, creativity is key to maintaining your audience’s attention
• Within the first 30 seconds, make your message and intentions crystal clear
• Avoid technical jargon that may bore viewers
• Use the second-person narrative, addressing viewers directly with words like “you” and “your
• Sprinkle in some subtle laughs to make your video even more memorable and engaging

2. Interview Videos

If you’re unfamiliar with what an interview video is, don’t worry – it’s not what it sounds like. An interview video is actually a type of corporate marketing content that typically features members of a business discussing different aspects of their work or industry.
It’s an effective way to humanize your business and connect with your target audience. In fact, viewers can absorb up to 95% of your message while watching videos, as opposed to 10% when reading a text-heavy article.

For businesses looking to diversify their marketing content output, or reach new audiences, incorporating corporate interview videos is a great strategy, as they promise a high level of viewer engagement.

3. Product Reviews and Demo Videos

Product demo videos are an essential tool for businesses looking to showcase their products to potential customers. These videos offer a unique opportunity to communicate the benefits of your product, demonstrate its capabilities, and engage viewers with an interesting storyline.

The content of the video should be easy to understand and provide viewers with a clear understanding of how the product works in real life. In addition, high-quality visuals are essential to ensuring that the video is engaging and visually appealing to viewers.

Overall, a well-executed product demo video can be the difference between a customer making a purchase or opting for a competitor’s product.

4. Live Videos

Live videos have become a powerful tool for brands looking to engage with their audience on a deeper level. Viewers spend over 800% more time watching live video than video on demand. Take advantage of this trend by hosting a live shopping event, especially on popular platforms like TikTok.

Another exciting idea is to involve your customers in your business process by showcasing live order packing. Not only will this engage your audience, but it may also lead to immediate sales.

If you haven’t incorporated live streaming into your content marketing strategy yet, you’re missing out on the chance to create genuine connections and build trust with your audience. Don’t let this opportunity pass you by!

7 Winning Video Marketing Strategies in 2024

1. Repurpose your videos

Captivating videos aren’t just created through technical proficiency and schmick editing. To truly engage your viewers and stir their emotions, it’s critical to put in the extra work. This includes an in-depth understanding of your audience’s challenges, exploring inventive ideas, developing a content calendar that ensures you won’t overuse a topic, and crafting narratives that will hold your viewer’s attention. This is where repurposing comes in.

By repurposing video content into other digestible forms, you’ll create a more varied and accessible content strategy that will engage your audiences across the vast digital landscape. The practice of repurposing is all about maximizing the longevity of your content, creating a cost-effective method to reach new audiences, and strengthening your brand’s overall visibility.

So whether it’s a shortened video for social media platforms, podcast or blog material or an informative infographic, repurposing your video content is an essential tool for any content creator.

2. Add UGC videos to your marketing campaigns

For online brands, UGC videos are a game-changer. They give you a golden opportunity to showcase your customers’ voices and their experiences with your products, ultimately boosting brand trust and driving conversions. According to a survey by HubSpot, a whopping 75% of consumers trust UGC more than content created by brands themselves.

So how can you tap into this powerful marketing tool? Well, here’s a secret: you might already have a goldmine of UGC right under your nose. Think reviews, testimonials, and comments on your social media accounts or website.

To make UGC a cornerstone of your content strategy follow these simple tips:

I. Find and repost UGC on the right social platform

To effectively reach your target audience and cultivate brand advocates, it’s crucial to identify the social media platforms they engage with most. By selecting the appropriate networks and building a social presence, you can deliver captivating content and foster lasting relationships with your customers. Tailor your strategy to platforms like Facebook, X, Instagram, TikTok, and LinkedIn for maximum impact.

• On Facebook, boost interaction with engaging video content and captivating stories. Leverage ads to overcome organic reach challenges
• X is the go-to platform for real-time event coverage and image-sharing Efficiently capture and reshare UGC by using relevant hashtags
• Instagram is the visual-sharing mecca for UGC. Master the art of regramming, use the Explore feature, and tap into hashtags to discover captivating content
• When it comes to TikTok, engage with users through comments, seek permission, and give credit when sharing UGC

For a more professional approach, carefully vet UGC on LinkedIn to align with your brand’s goals.

II. Collaborate with UGC Creators for Guest Blogs

Have you considered inviting UGC creators to contribute guest blog posts or articles? Not only does this allow them to showcase their unique style and voice, but it also resonates with your audience who are already familiar with their content. With UGC often containing long-tail keywords naturally used by users, it’s a great idea to identify those keywords and optimize your content around them to capture relevant search traffic.

III. Monitor the impact of UGC

UGC’s a goldmine, but only if you know how it performs. Popular tools like Brand24 shed light on the reach of your UGC, Buzzsumo pinpoints the most engaging content, and Sprout Social analyzes sentiment, ensuring you understand if your brand is being showered with love or pelted with criticism.

But metrics go beyond vanity – think conversions, brand lift, and even comparisons to your competitors. Track how UGC influences sales, boosts brand perception, and positions you against the pack.

UGC is a two-way street! Don’t just passively observe the buzz – actively engage! Respond to comments, address concerns, and celebrate user successes. This fosters loyalty, turns casual fans into brand champions, and fuels even more valuable UGC down the line.

3. Invest in vertical videos

From Instagram to Facebook Stories, and even TikTok, vertical video content is taking over our mobile screens! This style of video is all about making sure your content is optimized for the way we interact with our smartphones. Not only is it more visually pleasing, but statistics show that vertical videos are better for clicks and engagement. In fact, they have a whopping 90% higher chance of being watched till the end compared to horizontal ones.

Here are some best practices to make engaging and impactful vertical videos:

Instant Impact:

Grab your audience’s attention in the first few seconds with compelling visuals
Utilize GIFs, vibrant stop-motion, or looping animations for an engaging start

Consistent Branding:

Ensure visuals match your brand’s color scheme and tone
Consistency reinforces your brand personality throughout the video

Interactive Elements:

Use Instagram’s polls or question stickers to involve your audience
Include call-to-actions within the video to direct viewer actions

Caption for Accessibility:

Add closed captions to accommodate users watching without sound
Improves user experience, aids those with disabilities, and boosts SEO on platforms like YouTube

Vertical Optimization:

Fill the entire vertical screen for a visually immersive experience
Avoid unnecessary space above the speaker’s head to maximize screen utilization

4. Make your videos feel personal

Video is a powerful tool, and one of the reasons it works so well is because it helps to tap into the emotions of your audience. Unfortunately, many brands today are more concerned with pushing their products than connecting on a personal level with their viewers.

The result is a sense of disconnection that can lead to decreased engagement and ultimately lead to a poor user experience.

However, personalization is becoming increasingly popular in the business world, with studies showing that 80% of customers are more likely to make a purchase from brands that provide personalized experiences.

To illustrate the impact of personalization, let’s consider how Jay Baer, the founder of Convince and Convert, uniquely connected with his audience. When promoting his bestselling book, ‘Hug Your Haters’, Baer created funny and irresistibly appealing one-on-one video messages. These personalized videos added a touch of humor that made viewers feel like they personally knew Jay Baer.

The video was quirky, hilarious, and fully embraced its personalized nature. Jay Baer didn’t just sell a product – he built genuine relationships with his customers through custom-made videos.

5. Work with influencers

Influencer recommendations have become more important and impactful than those from friends and family, according to Gen Zers.  In fact, a whopping 25% of brands around the world allocate 10-20% of their marketing budget towards influencer marketing. As audiences put a significant amount of trust in their favorite influencers, it’s no wonder why – people trust their favorite influencers and their recommendations.

But here’s the exciting part – did you know that working with influencers in your niche can work wonders for your video marketing strategy too?

Don’t just take our word for it, the stats speak for themselves!

Oberlo research shows that the top 25 YouTube creators attract over three times as many views as traditional celebrities on YouTube. Plus, a staggering 8 out of 10 consumers have made a purchase after watching a YouTube influencer video. When you collaborate with influencers, you tap into their already-engaged audience, giving you more exposure and increasing awareness.

Crocs, the footwear brand, hopped on the TikTok influencer marketing. Here’s an example of how they did it!

This footwear company had over 1.9 million followers and 19.1 million likes on the popular social media platform.

Their campaign, #ThousandDollarCrocs, was a huge hit, and it’s easy to see why!

They invited their followers to create the ideal pair of designer Crocs, and enlisted the help of TikTok famous influencer Adam Waheed to launch the challenge. Within just 36 hours, there were an incredible 45,000 videos featuring the hashtag! This campaign, and others like it, have transformed Crocs from a niche brand into a household name, creating a huge spike in sales as a result.

The secret to their success? It all comes down to these key strategies:

• Partner with authentic influencers who genuinely love your brand, like Post Malone and Justin Bieber
• Do not rely only on 1 platform and expand your campaign to other social media channels, like Instagram, to reach a wider audience
• Boost engagement by creating original sounds that resonate with your audience

6. Add video testimonials to your website

If you’re looking for a way to boost your social proof marketing efforts, look no further than video testimonials featuring your satisfied customers.

Take Chili Piper, for example. They’ve created their own custom Wall of Love featuring a mix of text and video testimonials from happy customers. And even VeryGoodCopy uses video testimonials to attract more subscribers to their newsletter.

When you see the excitement in the eyes of customers who have benefited from a product or service, it’s hard not to want to join in on the celebrations yourself!

But the process of securing, filming, and editing your videos is only half the battle. To truly make an impact, you need to showcase your videos in a place that will reach potential customers.

Here are the top 5 locations to showcase testimonials on your website and how to effectively display them:

On Your Customers Page:

Transform your featured customers page into a social proof hub by prominently showcasing organized customer testimonial videos by industry. Strategically place calls to action near testimonials for optimal conversion rates.

On Your Home Page:

Feature a key customer testimonial “above the fold” on your homepage for maximum visibility. Use an eye-catching static image to draw visitors in, encouraging them to watch, understand, and click.

Your Product or Service Page:

Integrate customer testimonial videos seamlessly into product or service pages. Optimize page space with features like random generation or sliders, ensuring testimonials enhance rather than distract from product descriptions.

Your About Us Page:

Inspire confidence on your About Us page by featuring video testimonials from long-term customers. Let them share how the company’s growth since their initial engagement and the overall effectiveness of the brand have built trust over time.

Near Your Calls to Action:

Boost trust and highlight service benefits with customer testimonial videos strategically placed near calls to action across your site. Complement each call to action with a relevant testimonial video, guiding prospects toward the next logical conversion step.

7. Use animated videos

If you’re looking to spice up your video marketing strategy, animated videos are a must-try. Not only are they eye-catching and memorable, but they can also be a fantastic way to convey complex information in a fun and engaging way.

Plus, who doesn’t love a little cartoon humor? Your audience will thank you for injecting some personality into your brand.

When it comes to animated videos, it’s not just fizzy drinks like Coca Cola or your favorite coffee brands like Starbucks stealing the limelight. Animated videos are now simplifying complex technical concepts, and Hubspot is leading the way.

In Hubspot’s marketing animation on topic clusters related to Search Engine Optimization, they use a mix of motion graphics, 2D animation, and Kinetic Text. The brilliance lies in its straightforward approach: first, introduce the problem; second, present the solution—no unnecessary detours.

Another shining example comes from Ahrefs, a company also focused on SEO and improving website page rankings. Their marketing animation follows a similar formula of motion graphics, introducing the problem, and presenting the solution. What sets Ahrefs apart is how their graphics not only introduce the product but also provide a clear explanation of how it works and guides the user through the process.

Wrapping Up

So there you have it – seven unique and powerful strategies that can take your video marketing to the next level in 2024!  The future of video marketing is bright, and by staying one step ahead of the game and embracing these innovative tactics, you will undoubtedly see bigger returns on your marketing investments than ever before.
So, go forth and create, innovate, and engage with confidence – the world is waiting for your next great video masterpiece!