video marketing

Seven ways to use video marketing

This year has seen the rise of video marketing, and now we approach the end of 2018, it’s a good time to take stock and consider how you can carry this trend into the new year.

A recent report from Hubspot revealed that video has become important across all social media platforms. According to the report, a Facebook executive has predicted that the platform will consist solely of video in less than five years.

Even if you’re not a video marketing expert, now is the time to begin experimenting, even if it’s just creating your own GIFs (short humorous video clips). Part of the rise of video has been down to the ever-increasing quality of video taken with smartphones, putting 4k at your fingertips.

Aside from social media, video is being increasingly used on landing pages and webpage banners, as well as in email marketing campaigns. According to Hubspot, the mere mention of the word ‘video’ in an email subject line increases open rates by 19%.

So how can you include video marketing?

 

  1. Product demonstrations: Consumers who can see how a product works/looks are more likely to buy. For example, unboxing videos are very popular on YouTube because they show how a product works and how to set it up. You may also have noticed that certain fashion brands, like Asos, use video to sell their products because people can see how the clothes hang before buying.

 

  1. On-message brand videos: These help to establish the feel of a brand and what it stands for. For example, if your USP is that you are an independent, family-run business based in Staffordshire, why not create a video showing that?

 

  1. How-to videos: You can show people interesting ways to use your product, solve a problem in your industry, pass on tips, demonstrate ways to wear your product, and more. This adds value to your brand, establishing your business as a source of knowledge.

 

  1. Expert interviews: People are curious, so introducing them the faces behind your business can help show them they are in safe hands. Filming short interviews with your staff will demonstrate that they are knowledgeable and approachable.

 

  1. Animations: One of the biggest trends this year has been the ever-increasing use of animation in short videos and on websites. They explain things which can be quite hard to understand in a simple, engaging way.

 

  1. Customer testimonials: Finding someone to champion your brand is fantastic. If you have a happy customer, encourage them to shoot a quick video review explaining why they like your product, an maybe offer them as discount on their next purchase for doing this.

 

  1. Panoramic videos: You can use the 360° function on Facebook when you start a new post to record a panoramic view. This is a great way of allowing viewers to see your content from every angle, or to see an area such as a factory, a hotel room, showroom etc. Also, while not everyone can afford Virtual Reality (VR) capability right now, as the technology becomes more widely available and affordable you can expect to see this become more normal.

 

Top tip: If you’re filming with your phone, remember to film in landscape and to lock the exposure before you record. To do this, hold your finger down on the subject of the video until a yellow box appears saying AE/EF Lock.