Last updated on August 27, 2020

Last updated on January 11, 2021

One of the most common reasons why business owners and marketers do not adopt video marketing is the cost of video production.

Now, with free video editing software programs, basic editing skills, and a strong DIY spirit, you can create as many videos as needed for a whooping sum of zero dollars…or yen…or whatever currency you use. 

Video is becoming increasingly essential for successful marketing.

All trends point to 2020 as the year you should be integrating video content with marketing efforts across your channels.

Your consumers love video content, and 87% of people say that they would like to see more videos from brands.

Cost is no longer an issue.

Many smartphones can now shoot in 4k resolutions, and there are several free editing software available to the public.

Mix in some creativity, and you can produce as many high-quality videos as needed. 

Below is a list of 25 best free video editing programs to get started in 2020.

Let’s begin. 

25 Best Free Video Editing Software Programs

1. iMovie

iMovie is Apple’s free video editing software available to all Mac users.

It’s perfect for beginners, and also provides features and functionalities that a professional video editor would appreciate.

There are various themes and trailer pre-set which can be applied to your videos easily.

iMovie also has this cool feature that allows you to remove background noise from your video. 

Cons: This software is only available to Mac users and its interface cannot be customized to personal preference. 

2. Filmora

Wondershare Filmora is one of the most popular free video editing programs.

It offers a wide range of video and audio editing tools and visual effects.

You can also edit 4K videos using this software and achieve a cinematic finish with its motion graphics tools.

The mixing and filtering capabilities of this software rival that of paid ones. It’s simply too good.

Filmora can also be used to make slideshows for presentation style videos.

Both Windows and Mac are supported. 

3. Openshot

Openshot is a professional but easy-to-navigate editing tool.

It can be used for the basic cropping, splitting, audio, watermarking, special effects functions, and more.

It allows for unlimited tracks, and can also be used to create 3D animations.

My favorite feature of this software is that it is available in 70+ languages.

People from all over the world can use Openshot without needing to translate every small command. 

Cons: You need to use plugins for some effects such as 3D animated titles. 

4. Adobe Premiere Rush

This tool is not completely free.

Adobe offers a free version that can be used to streamline your basic video editing needs.

This app is perfect for online creators that only need to edit and cut videos.

Remember that this tool takes its core parts from Adobe’s suite of editing tools.

Rush also provides cool motion graphics and audio mixing effects.

The app is available for downloads on both PCs and mobile devices. 

Cons: The features of the free version are limited.

If you plan to explore some complex editing styles, this may not be the best option for you. 

5. Lightworks

Lightworks is perfect for everything from social media videos to high-quality productions.

It has a simple interface that is easy to adapt to, with a host of tools to explore.

It offers ready-to-use effects and a full library of royalty-free audio and video content to choose from.

Lightworks is available for download on Windows, Linux, and Mac. 

Cons: 4K video editing is available but cannot be accessed with the free plan. 

6. Shotcut

Shotcut has been around for over a decade, free of charge to the public.

It supports hundreds of video and audio formats and resolutions up to 4K.

It’s not the fanciest in the interface department, but it hosts some powerful tools.

Shotcut also offers a vast library of video and audio filters to users. 

Cons: Shotcut doesn’t offer a lot of video tutorials to introduce users to its wide range of tools.

However, you can find some tutorials from community members on YouTube. 

7. Davinci Resolve

Davinci Resolve was aptly named.

It is a robust system that allows users access to tons of editing tools needed to create high-quality videos.

It provides color correction, facial recognition, audio scrubbing, image stabilization, and other features that you wouldn’t expect to see in a free tool.

The platform boasts of over 250 tools, which is more than anyone needs to create high-quality videos. 

8. VSDC Free Video Editor

One special feature of this tool is that you can include videos from DVD.

Not the most popular need, but it could come in handy for special events.

VSDC provides the basic video and audio editing tools you need for a good quality finished product.

It also offers a non-linear video editing system so you can work on different sections at your own pace.

This tool is easy to adopt and provides a wide range of pre-set effects and transitions for beginner editors. 

9. Blender

Blender is known for its compatibility with Linux but is also available for Mac and Windows.

It’s also known as the go-to free software for animation.

This is an advanced tool, but if you’re interested in using animation in your videos, here’s a great place to start.

Like every other editing software, Blender offers video splicing tools and a pre-set range of effects.

It also offers adjustment layers, speed control, audio scrubbing, and more. 

Cons: There have been complaints in the past about slow rendering speed for HD videos. 

10. Avidemux

Avidemux is an open-source video editor for anyone looking to perform the basic editing tasks.

It is perfect for simple cutting, filtering, and encoding.

This tool is completely without fluff. It offers cut-dry functionalities and an interface that is easy to adopt.

The creators also provide wiki docs, screenshots, and a forum page to give users access to as much support as possible.

Avidemux is available for Linux, Windows, Mac, and BSD. 

Cons: If you’re looking for fancier, more complex tools, this may not be the best software for you.

While upgrades are provided, it doesn’t seem like the creators will be rolling out new features soon. 

11. HitFilm Express

If you need a VFX tool to make gaming-style videos, HitFilm is the best available free option.

It could also be used creatively to turn a simple video into an animation-style product.

HitFilm has an extensive interface and will take a long time and a lot of practice to master.

Go for this tool if its specialized features are exactly what you’re looking for.

The software is available for Windows and Mac. 

12. InVideo

InVideo is a paid-for software that also offers a robust free version.

With the free version, you can explore their full editing features and export up to 60 videos per month.

The tool offers video and audio editing features, a media library using several royalty-free platforms, and automated text-to-speech. 

Cons: Videos exported will carry a watermark. 

For the paid version, which comes highly recommended too, check out this InVideo review video.

 

13. Machete Lite

Machete Lite is the free version of a full video editing software.

It’s recommended for the simple editing functions; slicing, copying, mixing and adding or removing audio tracks.

You can also break up video content and save the fragments as different files. 

Cons: This tool cannot be used to edit audio and is only compatible with AVI and WMV files. 

14. Loopster

Loopster is an online video editor that’s focused on making editing easy for everyone.

Its feature can be accessed online for free, or users can download the IOS or android app.

It can be used to splice videos, adjust angles, and add several effects.

The platform offers over 600 sound effects to choose from.

Its features are easy-to-understand with an interface built for beginners. 

15. Kapwing

Kapwing is perfect for creating social media videos and witty, on-brand GIFs.

The free version offers access to all tools and downloads without watermarks.

Using this tool, you can cut and trim videos, add audio files, convert videos, apply filters, change speed, add loops, and a host of other functions. 

16. Videopad

Videopad is a great tool for absolute beginners.

It offers the simple editing features you need in a friendly interface.

It also supports editing and output for 360-degree videos.

Note that the company expects you to only use this software for non-commercial commercial purposes.

If you’re planning to put together a marketing video, you are ethically obligated to upgrade to a paid version.

For now, you can use its simple interface to practice your editing skills. 

Videopad is available to both Windows and Mac users. 

17. ClipChamp

ClipChamp can be used to edit, compress, and convert videos.

Videos can also be recorded right into the software.

It is web-based, so there are no compatibility issues to consider.

ClipChamp offers customizable templates and access to royalty-free visuals and audio.

The basic requirements of trimming, splitting, transition, text overlay, and color balance are all provided.

This is an easy-to-access tool that is worth trying. 

18. Windows Movie Maker

Windows Movie Maker was discontinued in 2017 but is now back (and better) for public use.

If you want to make a good-quality video without learning how to use complex software, this is a recommended option to explore.

WMM allows users to arrange and trim videos, add motion and 3D effect, lay texts, and add in music.

This tool can also be used to create presentation-style videos.

It’s a simple and efficient video editor for editing newbies. 

19. WeVideo

WeVideo is another online, browser-based video editor that is effective for basic editing needs.

It offers over 30 video effects, cutting and splitting, color correcting, and text titles.

It is also compatible with green screening. 

With WeVideo, you can export videos directly to your YouTube, Facebook, or Twitter pages after editing. 

20. GoPro Quik

Quik was designed to give GoPro videos that custom touch that we’ve come to expect from adventurous creators.

If you have a reason to record with a GoPro, this editing software could be helpful.

It offers the ‘HiLights’ feature which helps the editor find the best moments in long footage quickly.

It can be used to trim and also offers gauges to show speed, elevation, and GPS when shooting fast videos such as biking or snowboarding.

There’s a premium version available, but the most important features can be accessed for free. 

21. Freemake Video Converter

Using free video editors comes with limitations.

Such as restrictions on the video format you can upload to the editor, or download from it.

This is where video converters such as Freemake come in handy.

Freemake allows users to convert videos between 500+ formats.

It’s completely free and there are no hidden paywalls. 

Free Video Editing Software for Mobile 

22. Splice

Splice is one of the top-rated mobile video editing apps.

It can be used to trim and crop videos, add music and create transitions.

The app also offers several effects for users to select.

Splice integrates with audio libraries including iTunes, making music selection and upload a lot easier.

It’s easy to use when creating social media videos that don’t require much work.

IOS and Android apps are available. 

23. Promo.com

Promo.com caters to all, but it was created specifically for developing marketing videos.

This tool offers over 2500 video templates with access to millions of royalty-free visual content from their partners.

Its developers claim that Promo.com is the perfect tool to create short ads, product videos, and social media videos.

All features can be accessed on iOS mobile, Android, and the web. 

Cons: Videos downloaded with the free version will carry a watermark. 

24. Horizon

The concept behind Horizon is simple: it lets you capture videos horizontally.

While vertical videos are popular on social media, some video formats require horizontal clips that some may struggle to capture with mobile devices.

With Horizon, you can get the perfect shot and add effects such as slow-mo, real-time filters, and use the tilt-to-zoom option.

Horizon is available on the Apple and Android stores. 

25. Lapse It

If you’re looking to create a timelapse of an event or record your sunrise view, Lapse It is your go-to app.

It uses the full potential of a smartphone camera to capture the best quality video you can afford.

Users can also import videos and add the lapse effect as needed.

The Lapse It app is available on Apple and Android devices. 

Bonus 26. FlexClip

FlexClip is an online video creator for mainly marketing and lifestyle videos.

They have a slick interface with many templates to choose from.

Key features:

• Vast media library of stock photos, royalty-free videos, and music.
  
• Comprehensive features including trim, effects, voiceover, and screen recorder.
  
• Animated elements: dynamic text, overlays, widgets, logos, etc.

They have a free plan with limitations up to a very reasonable business plan at $19.99 per month.

Try them out here.

Conclusion

Whether you’re an editing newbie or a seasoned pro, the list above features several video editing software you can start using today.

 

 

We hope this selection is enough to guide you towards the perfect editing tool for your needs.

PS…Please share this post so that others can learn about all the wonderful free tools out there.

Last updated on January 14, 2021

We’ve talked extensively about the benefits of video.

Consumers want to see more videos from brands, and this content type now performs better than text.

Videos can be used in every step of your marketing, lead acquisition, customer service, and sales.

With the current online interest, marketing without videos will become increasingly harder. 

An essential step to a video marketing strategy is deciding on what type of content you/your team will be creating.

Your videos should be aligned with your current marketing goals.

For example, if your brand is launching a new product, the video content created should serve that purpose perfectly.

If you’re rebranding, the viewers should be able to understand that message through your video. 

Below is a list of different types of video content for every business owner and marketer to explore.

Within this list, you should find a few video content styles that resonate with your brand and its marketing goals. 

9 Different Types of Video Content 

1. How-To/Tutorials 

Every day, global users turn to video tutorials when trying to understand how things work.

YouTube reports that the ‘How-To’ category is one of their top four content categories.

When you provide your customers with video tutorials, you instantly improve the value of the experience they receive from your brand. 

For example, Absolut has a YouTube section of tutorials on how to make bar-worthy drinks such as this Pina Colada tutorial. 

How-To videos are also valuable in the lead acquisition stage.

Let’s assume that I’m looking to buy a new (and complicated) software for work.

I’ve gotten a few recommendations, so I go on YouTube to find examples of each software’s interface.

Then, I notice that one of the software companies has an entire catalog of videos describing how to use each of its sophisticated features.

I can’t speak for everyone, but I would personally choose this company’s product over the others. 

Your customers pay for more than just the product or service.

They also pay for the experience e.g., fast shipping, excellent customer service, and enough support when needed.

Creating tutorial videos can improve the quality of support you offer to customers.

A study shows that 41% of marketers successfully reduced support calls when they start creating videos. 

2. Explainers

Explainer videos are similar to tutorials but serve a different purpose.

These videos are used to show the benefits of choosing a brand or a product.

They highlight the essential features but don’t necessarily explain how to use them.

If you’re planning a product launch, introducing new features, or making any significant changes to your brand, explainer videos could be helpful. 

Here’s the explainer video for Amazon Go. 

In less than two minutes, the narrator and visuals give us a clear idea of why everyone probably needs to use Amazon Go.

They identified the problem, shared the solution, and gave a call-to-action.

Explainer videos are usually creative but short and straight to the point.

No fluff. 

Another popular format of explainer videos are animated videos.

These are often used to create pitches but also work great for marketing. 

An animated explainer video by PrescribeWellness 

Animations can be used to turn your explainer video into compelling storytelling.

When done right, they are easy-to-understand and entertaining to watch.

There are also no creative limits.

If you want your video character singing in space, then the animator will take you to space. 

3. Video testimonials 

Testimonials are essential for building brand credibility.

92% of people will consider testimonials before making a purchase.

For many people, the only reliable way to approve a brand is by listening to what previous customers have to say about them.

In fact, about 88% of people say that they trust online reviews as much as personal recommendations. 

When you combine the power of testimonials with compelling video presentations, the effects could be huge.

Video testimonials allow brands to create persuasive messages out of customers’ personal experiences. 

A video testimonial from a customer of Fort Street Veterinarian  

There’s so much more that goes into a video testimonial than text-based testimonials.

First of all, video testimonials are a lot more credible.

Now more than ever, consumers are concerned about unethical brands that publish bogus testimonials.

It’s a lot harder to fake a video testimonial than a text-based one. 

Videos also allow viewers to connect with the person speaking on a personal level.

They can see the smile on their faces, their attitude towards a brand rep, and other non-verbal signals.

The reviewer can also fit more words into a one-minute video than they would in a small website review box. 

4. Meet-the-Team 

Consumers are beginning to question faceless organizations.

These are the companies that present a corporate image and nothing else.

Current market trends show that consumers want a more personal, human relationship with the brands they show loyalty.

70% of consumers report to feeling more connected when a brand’s CEO is active on social media.

And 72% report feeling positive about a brand when their employees share brand-related information online. 

The first step to building a personal relationship with your consumers is showing them the faces behind the brand.

This goes beyond your executive team.

Show the faces behind social media posts, customer service calls, and even the people who package their shipments. 

Eventbrite’s Meet-the-Team video. 

Meet-the-Team videos demonstrate the value of your employees and their responsibilities.

Creating these videos, especially the creative ones, also helps to celebrate each employee in a small way.

Remember that your internal audience (employees) is just as influential as the external ones.

When they understand that customers recognize them personally, they may feel encouraged to put in a better effort. 

5. Behind-the-Scenes 

Behind-the-Scenes videos can be beneficial in several ways.

They can be used to drum up excitement for a new product or service.

For example, YouTube stars and entrepreneurs, Shane Dawson and Jeffree Star recently shared a series of their behind-the-scenes journey to creating a beauty product collection.

The product launch was a massive success, with over $35 million in sales. 

Of course, these entrepreneurs already had significantly more social capital than many brands.

But every brand also has the potential to enjoy the benefits of sharing a behind-the-scenes view of their process. 

BTS videos also give your consumers a better appreciation for the work that goes into every project.

This could improve your perceived value, the ability to meet your customers’ expectations better than the competition.

Here’s a BTS video from BambooHR.

It communicates company values by giving us clips of various team events. 

Finally, BTS videos are essential for brands that are built on strict business practices.

For example, a food or beauty brand that claims to be 100% sustainable will attract consumers with matching needs.

These consumers expect transparency before they can establish any form of brand loyalty.

With BTS videos, you can demonstrate your business values and practices for all to see. 

6. Live events 

Live streaming news and events is a growing method of building an audience base.

More than one in five Facebook videos are Live, and are watched 3x longer than any other video format.

A study by Livestream and New York Magazine showed that 80% of people would rather watch a live video from a brand than read a blog.

People are watching live videos across all social media platforms, and that includes your target audience. 

There are several types of live events that can be used to gain the interest of the audience for your marketing goal.

These events could be panel sessions, broadcasts of real events, community building activities, or promotion for your product and service offerings.

Kohl’s, a retail company, has organized several live #GetActiveWithKohls fitness events.

They bring a few community members into the studio with trainers, while the rest of their audience participates through the Live Facebook broadcast. 

Your live events don’t necessarily have to relate directly to your products and services.

They could be about other topics or activities.

The critical factor is ensuring that each event is based on topics that interest the target audience of your brand. 

7. Funny skits 

Humor is one of the best tools for gaining online attention.

Most viral videos have the ability to make a user laugh and then share with one or more people.

The good news is, you don’t need to have an in-house comedian to make funny videos.

People find humor in relatable content. 

For example, most people have a love-hate relationship with conference calls.

They could be productive, but also frustrating to navigate.

Knowing you have a scheduled conference call isn’t anything to laugh about.

But people like Tripp and Tyler can make a video called “Conference calls in real life” and gain 16 million+ views. 

There are several niche-appropriate creators like Tripp and Tyler, who make funny productions for companies.

Working with such creators to create funny skits could be beneficial for your marketing. 

If you’re lucky, then you may have a CEO or team member like Mike, the Founder of Dollar Shave Club.

In one of their earliest videos, Mike uses dry humor to promote their shaving blades.

So far, that video has gained 25 million+ views on YouTube alone with a comment section of people pledging allegiance to the brand. 

8. Q&A sessions 

Questions and answer sessions provide an opportunity for brand representatives and brand communities to connect.

Here’s how it works.

The brand will announce the upcoming Q&A session on one or more of its social media pages (and possibly email).

The audience will be encouraged to send in questions that they want to be answered.

The Q&A session can feature one or more representatives of the brand. 

It’s crucial that representatives are either executives or have significantly high roles in the organization.

First, this tells the audience that your company takes them seriously.

It shows that the people in charge are ready to listen.

Also, these executives will be in the best position to answer questions concerning the future of the company. 

If you’re a small business, the same logic applies here.

So don’t be afraid to present yourself as the Founder/Customer service representative/the person who packages all their orders. 

For example, here’s a Q&A session hosted by Arrow star, Stephen Amell, to celebrate their 100th episode.

It was a casual session with Amell answering several questions from fans. 

9. Interviews 

Interviews can be used to shine a spotlight on select people.

Your interviewee must have something of interest to say to the audience.

You can guarantee this by interviewing someone who is well-known in your industry or who has gained a lot of attention recently.

If you plan to interview company members, familiarize your audience with your team members first. 

A good interview can be both entertaining and informative for your audience.

Plus, there will be several points where the speakers can talk about your products and services and the personal benefits they enjoy.

When you interview someone who is well known, you also gain access to a whole new audience base.

By promoting the interview on their social media pages, that person (or persons) will send further attention to your brand. 

Here’s an interview with Evernote’s CEO, Ian Small, talking about their YouTube video series. 

Interviews can be engaging with the right mix of people and topics.

Your interviewer should be a good listener who can also carry a lively conversation. 

Conclusion

Consumers enjoy different types of video content.

This means that your marketing team/person has the creative freedom to experiment and find what feels right for the brand.

As you create more and more content, the data will show which different types of video content types resonate best with your audience.

Using that information, you can focus your efforts on what works.

Don’t forget to create each video with a measurable goal in mind!

PS…We hope you liked this post on the different types of video content. Please share it if you did on Facebook or Twitter.

Last updated on August 7, 2020

YouTube is the largest online dedicated video sharing platform.

It currently has 1.9 billion active monthly users.

And 79% of internet users say that they have a YouTube account.

That’s a lot of people! 

But it’s popularity is also the reason why many marketers and business owners doubt YouTube’s effectiveness.

More than 500 hours of video content is uploaded to this platform every minute.

In such a vast space, will video marketing on YouTube be similar to yelling into the void?

Can you find your target audience there?

More importantly, will they be willing to listen to your message? 

In this article, we’ll be answering those questions. 

However, we can answer the most important one now.

Yes, YouTube is effective for video marketing.

In Wyzowl’s 2019 video marketing report, we learn that: 

• 87% of video marketers have used YouTube as a channel. 
• Out of those, 80% say it’s been successful for them.
• 88% plan to continue using YouTube in 2019.

That use-to-success ratio (80% out of 87%) is very positive.

Not many platforms have similar slim margins for marketing success.

According to Google, 90% of users find new brands and products through YouTube.

Business owners and marketers who use YouTube enjoy some benefits that are unique to the platform.

Here are some of the reasons why marketers choose YouTube.

Why Marketers Include YouTube in Video Marketing 

YouTube is rich in attention 

The platform has a broad and diverse audience that is specifically interested in video content.

The only social platform that has more active users than YouTube is Facebook.

At 1.9 billion monthly active users, it is safe to say that every marketer can find their target audience on this platform. 

It improves traditional SEO rankings

Since Google acquired Youtube in 2006, the platform has become integrated into search results.

For specific searches, YouTube results are prioritized over website pages.

Here’s the top of the SERP (Search Engine Result Page) when I search for “coffee making recipes”. 

Google is continually being optimized to place consumers’ interests first.

And since more people are consuming videos more (making it responsible for 74% of online traffic), we’re only going to see more priority given to YouTube videos.

When optimizing for search engines, especially Google, Youtube videos could be your winning card. 

Better ROI 

YouTube ads offer brands a higher ROI than traditional tv ads.

But we already knew that.

What most of us do not know, is that YouTube ads have been proven, by marketers, to bring in better or competitive ROI with Facebook ads.

Here’s an experiment by AgoraPulse showing how they gained better conversion with YouTube ads while spending less than their Facebook ads.

In this one by Moz, the Facebook ad gained more watch time, while the Youtube ad had a cheaper cost per quality minute watched. 

Of course, not every video advert campaign will produce the same results.

However, we can use reports and personal experience to conclude that Youtube ads could be a better spend than Facebook. 

Videos ads automatically play with sound

95% of YouTube ads are audible.

This may seem like a small detail, but it could determine the effectiveness of your advertising.

To put this in context, only 15% of Facebook video ads play with sound.

This is because ads play non-audibly by default. 

Users are often not bothered to turn on the sound option because they are watching an ad.

If the most compelling aspect of your message is in the audio, your ad becomes less effective.

However, on YouTube, when a user has their sound on, ads will also be played at the same volume. 

Global audience 

Like most popular social networks, YouTube has a global reach.

The service is available in 70+ countries with over 60+ languages.

This makes it an active channel for brands that offer virtual services, e-commerce companies that ship globally, and so on.

YouTube provides strategic exposure that companies often need.

For example, if your brand is expanding into a new country, you can create and launch ad campaigns targeted at the new audience from anywhere.

This is made possible using the targeting tools provided. 

Beyond paid ads, you can also reach a new audience using location-based keywords, local influencers, and audience-specific content.

All of these methods can be integrated into YouTube effectively. 

Search performance similar to Google 

YouTube offers several features that other video hosting services and social media platforms do not provide.

One of these features is its robust search engine.

On Instagram, you can’t type a keyword into the search bar and find all related videos. 

Some other social media sites (Twitter and Facebook) will show you relevant results, but there’s no central database for videos only.

YouTube is really the only popular platform where users can access only videos with no hassle.

YouTube’s search engine works similarly to Google’s.

If the user is specific with their keywords, e.g., typing in your brand name, they should find the videos they want with the first search.

It’s also entirely possible for new users to connect with your brand solely through search.

YouTube promotes content to its front search pages based on niche, topic, video engagement, and a few other factors. 

Viral content is achievable 

We often advise brands to avoid chasing a viral video as their golden ticket.

Instead, they should be creating consistent, top-quality content.

But there’s always that possibility that any of your videos could go viral.

YouTube is one of the platforms with the visibility and sharing power to make viral videos.

Many brands, such as PS4 and Hubspot, have enjoyed the viral potential of YouTube. 

With social media sites, a video has to go viral within the first few hours of posting, or it will be lost in the feed.

This does not apply to YouTube.

The platform uses an evergreen approach because top results are not determined by the date posted.

One of your old videos could go viral at any time.

Instead of pushing out new videos for visibility, marketers can work to promote what is already available. 

Why Your Target Users Love YouTube 

We’ve looked at some of the reasons why marketers use YouTube in their video marketing.

Now, let’s consider why the platform has so many users, and what this could mean for a brand.

Here are the top reasons why users love YouTube. 

Entertainment 

YouTube is an entertainment platform before anything else.

Children-focused content, gaming videos, and music videos are among the most-viewed video genres.

However, they just represent a section of the audience’s interests.

Because anyone can become a creator, every user can find relatable content that appeals to them.

There’s entertainment for everyone. 

The average user spends about 40 minutes on YouTube daily.

Most of the platform’s content is free and globally accessible.

This means that both people (or brands) looking to create and users looking to be entertained can easily connect. 

Easy learning 

More people are turning to YouTube for learning help.

Many even believe that you can learn anything on YouTube, seeing the network as a challenge to (paid) online learning platforms.

How-to videos are in the top four categories of most-watched YouTube content.

This is because learning materials are presented in easy-to-digest formats.

Creators use visual elements to represent ideas as they explain a concept.

For tutorials, a user can watch the instructor go through each step and mimic their actions. 

Interest in communities 

There’s a reason why YouTube influencers are present in Forbes lists with millions in estimated net worth.

These influencers build a loyal following of people who pride themselves on knowing the little details of the influencers’ lives.

Then they sell the attention of their audience to brands, or they sell their own products to the audience.  

Many of them have been able to identify that viewers love to watch people go through the motions.

For example, viewers want to see a student YouTuber study for a test and announce that they passed.

If you’re going on a road trip, the viewers expect you to take them along.

If you’re moving to a new home, viewers want to be a part of everything from the showing to move-in day. 

As a business, your team would most likely not take its YouTube audience on such personal journeys.

However, there’s still a lot more than you can share.

Red Bull, for example, uses influencers and sportspeople to take their viewers on a journey.

They’ve done everything from free-running across the world, to doing ‘crazy’ things with an F1 car, and trying to outrun an elevator.

So far, the Red Bull channel has over 9 million subscribers and 2 billion views.

How to Effectively Use YouTube for Video Marketing 

Marketers who use YouTube in their video strategy mostly report success (80% out of 87%).

Several steps should be included in your YouTube strategy to gain the results you need.

Of course, every brand has a different approach to how they communicate with their audiences.

These basic but essential steps will serve as building blocks.

Once you have them in place, you can begin to expand on your brand style, content ideas, and all other brand-specific aspects. 

Define your goal 

Every marketing effort has a purpose.

It could be to build brand awareness, convert leads, improve SEO, improve conversions, and so on.

A defined goal will serve as a guide when brainstorming content ideas.

Your goal can also be used to provide a benchmark to measure the success of your video marketing efforts. 

Like every other platform, YouTube allows creators to insert conversion goals into their content.

You can link to videos within other videos, and you can leave links in the description box. 

Create for your audience, not your brand 

YouTube videos should not be about checking all the boxes for your brand.

These videos should provide value to the audience.

They should take away something from your video, either knowledge or a good laugh.

Before you start working on a video idea, ask yourself if the video:

• is entertaining 
• is engaging
• is relevant
• provides solutions or answers to your audience
• could encourage a viewer to click through your channel. 

Use high-quality equipment 

Unlike other social media, you can get away with ‘non-pro’ quality YouTube videos.

Your team does not need a studio set up to shoot videos.

Any one of the latest premium smartphone cameras can shoot in HD and 4K.

However, ensure you have good lighting to avoid poor visuals and shadows.

If you can’t afford proper lighting equipment yet, shoot outside or in front of a window during peak sun hours. 

Design a content calendar 

Coming up with good video ideas is hard work.

A content calendar is essential to track your ideas and keep production timelines organized.

You can design a calendar to show which plans are being developed, which videos need additional work, and which videos are ready to be published.

At all times, you/your team is informed of how much useful content is available.

You can also schedule publishing dates to keep track of all events. 

If you can’t hire a team, use professional freelancers 

There are different skill sets required to maintain a high-quality YouTube channel.

They include content research, filming, video editing, SEO, and ad campaign management.

Of course, a solopreneur or small marketing team can learn these skills.

However, it may take time away from your primary duties. 

If the need arises, hire professional freelancers to take up some or all of these tasks.

You can find experienced people willing to work for a reasonable price on Upwork and Fiverr. 

Engage with your audience in the comments 

The most successful YouTube channels are those that build a community from their audiences.

Don’t overlook the comments section of your videos.

Respond to as many as you can. Likes hold more weight on YouTube than other social platforms.

Giving a viewer a ‘like’ indicates that you read their comments and appreciated it. 

Monitor analytics 

The YouTube Analytics dashboard is a robust section that shows all the need-to-know data for marketers.

Users can track views, watch time, audience reports, audience demographics, traffic sources, viewing devices, number of shares, and so much more.

Use this information to learn more about your audience.

Take note of the videos that receive more attention and engagement.

Then work to improve your efforts in those directions. 

Conclusion 

YouTube is free, easy to consume, uses visual elements, has an emotional impact on the audience, and provides viral power.

These are all the makings of an effective marketing channel.

Both short and long video content perform exceptionally well on this platform.

It’s up to your brand to do what it can with this access.

Adding YouTube to your video marketing strategy could significantly improve your campaign’s success. 

YouTube is currently responsible for one-third of all mobile internet traffic.

Analysts predict that 82% of online traffic will be video by 2022.

There is no better time than now to start exploring the potential benefits of YouTube for your marketing efforts.

PS…We hope you liked this post and would appreciate a share on Facebook or Twitter.

 

Last updated on August 2, 2020

Holidays provide some of the best marketing opportunities for businesses across all industries.

During these periods, consumers pay better attention to media messages.

Especially those looking for deals and discounts from their favorite brands.

Holiday sales, in retail alone, crossed the $1 trillion mark in 2018.

And 8 out of 10 of the buyers responsible say that they are influenced by something online before making a purchase. 

Specific holidays also offer brands the opportunity to show solidarity with certain demographics and improve their brand-customer relationships.

Marketers should not underestimate the impact of using the brand as a platform to celebrate positive landmark events. 

If your business is new to holiday video marketing, then 2020 is a great year to start.

Prepare your marketing calendar for 2020 with the following important marketing holidays in mind. 

Important Marketing Holidays for 2020

January

1st- New Year’s Day

It’s time to renew your promises to your consumers.

Set expectations for the new year and renew their excitement for your brand. 

4th- Trivia Day 

Set a price- who knows the silliest facts of all time? 

5th- National Bird Day

Encourage your audience to pay attention to nature and the fluttering inhabitants around us. 

11th- Human Trafficking Day

Use your platform to bring awareness to the global concern of human trafficking. 

14th- National Dress Up Your Pet Day

Yes, it’s a competition. Give your audience some incentive to participate. 

17th- Get to Know Your Customers Day 

Use this opportunity for some market research.

Learn more about your customers and what they want. 

20th- Penguin Awareness Day

Every year, we have fewer penguins waddling around.

Remind your audience to support related causes. 

20st- Martin Luther King, Jr Day 

Celebrate the birth of a hero with your American audience. 

25th- Chinese New Year 

Wish your Chinese audience a happy new year. 

26th- Spouse’s Day

Encourage spouses to do something special for their significant other. 

28th- Data Privacy Day 

Privacy is a growing concern. Remind your consumers that your company respects theirs. 

February

Monthly Recognition- Black History Month 

Celebrate Black History month with your audience and recognize some of its pioneering heroes. 

1st- National Freedom Day 

Celebrate with your American audience- freedom for all. 

2nd- Super Bowl Sunday 

A Super Bowl ad may be out of your budget, but all eyes are on the media.

Seize the opportunity. 

11th- Make a Friend Day

We all need friends.

Connect with your audience and share a moment. 

14th- Valentine’s Day

Show love to your customers with offers and deals they can’t resist. 

17th- Random Acts of Kindness Day

Share a random act of kindness.

Then encourage your community to do the same. 

22nd- Walk your Dog Day

Make this walk extra-special for dogs everywhere. 

March 

1st- Employee Appreciation Day

Celebrate your employees and show your audience the facts behind the brand. 

3rd- Day of Unplugging

#selfcare happens in several ways. Encourage your audience to unplug for a few hours. 

3rd- World Wildlife Day

Share “aww” pictures of wildlife animals and remind your audience to support causes for endangered species. 

8th- International Women’s Day

Create extra-special offers for women everywhere. 

16th- World Sleep Day

Remind your community that sleep is essential for all our different lifestyles. 

18th- Awkward Moments Day

Challenge your community.

Who can capture the ‘cringiest’ awkward moment for a worth-it offer? 

20th- World Down Syndrome Day

Celebrate people with down syndrome and remind your community about the importance of accessibility for the differently-abled. 

21st- International Day for the Elimination of Racial Discrimination

It’s 2020, and racial discrimination still exists.

Remind your audience to do better and offer their support when needed. 

29th- Mom & Pop Business Owners Day

Are you a B2B (business-to-business) company?

This is an opportunity to connect with your smaller clients. 

31st- Transgenders Day of Visibility 

Lend your voice to support transgender people around the globe. 

April

1st- April Fool’s Day

Play a prank on your community.

Make it a good one. 

2nd- World Autism Awareness Day

Recognize the people on the Autism Spectrum and use your platform to raise awareness for important causes. 

3rd- National Walking Day

Let’s all take a walk!

Remember to ask for pictures. 

7th- World Health Day

Find out the theme of this year from the WHO (World Health Organization) and share some education with your audience.

11th- National Pet Day

Encourage your community to share pictures and stories of their most unusual pets. 

22nd- Earth Day 

Demonstrate your efforts to protect the environment in your business practices.

23rd- Take Your Child to Work Day 

Give your customers one more reason to be excited about this potentially crazy day. 

May

1st- International Workers Day

Celebrate workers everywhere by gifting them with a special offer. 

2nd- Thank a Teacher Day 

Teachers lay the foundations of every society. Don’t forget to thank them!

5th- Cinco De Mayo

Join the fun with your Mexican customers and audience to celebrate! 

10th- Mothers Day

Use your platform to honor mothers and women around the globe who have taken up the role of motherhood. 

11th- Eat What You Want Day 

Some days are for letting go and nothing else. Who will have the most adventurous meal? 

16th- Love a Tree Day

Trees deserve hugs and new neighbors. Encourage your community to give both. 

18th- Victoria Day (Canada)

Join your Canadian customers and followers in celebrating one of their most honored holidays. 

31st- World No Tobacco Day

Encourage 24-hour abstinence from tobacco to raise awareness about its health effects. 

June

Monthly Recognition- LGBTQ Pride Month

Pride events will be held throughout this month.

Show online and physical support to the LGBTQ community.

4th- Hug Your Cat Day 

You probably get cat hugs every day but show a little more love to the furry companions around you. 

5th- World Environment Day 

Show how your company is contributing to protecting the environment.

Then encourage others to do the same. 

8th- World Oceans Day 

The oceans may seem far away, but they contribute to our everyday life.

Join an oceans event or start yours on this day. 

8th- National Bestfriend Day

Finding a best friend is a gift.

Help your customers celebrate that particular person. 

18th- National Splurge Day

Remind your customers that it’s okay to buy some things just because. 

21st- Fathers Day 

Fathers are both heroes and caretakers.

Give your customers the opportunity to buy something special for a dad. 

21st- National Selfie Day

Encourage your followers to take a selfie. Picture evidence required. 

29th- Camera Day 

Think of a world without cameras.

Exactly.

Let’s see what amazing things people can do with all types of cameras. 

30th- Social Media Day 

Social media serves as a platform for many brand communities.

Celebrate every member of yours. 

July

1st- National Postal Worker Day 

Celebrate the postal workers who complete the buyer experience for your customers. 

1st- International Joke Day 

You don’t have to be funny to participate in this one.

Just brave. 

2nd- World UFO Day 

On this day, all unusual sightings matter.

Ask your audience to share their stories. 

4th- Independence Day (US)

It’s the Fourth of July!

Need we say more? 

17th- World Emoji Day 

Ever look back and wonder how we communicated emotions without emojis?

Ask your followers to try it again. 

26th- Aunt and Uncle Day

Let’s remember all the aunts and uncles who buy the gifts that parents never would. 

26th- Parents’ Day

Parents do such an awesome job for not just their families, but society at large.

Use your platform to recognize their hard work. 

30th- International Day of Friendship

Every adventure is better with friends.

Celebrate the friends that will follow us into anything. 

August

1st- National Girlfriends Day

Girlfriends are the best cheerleaders anyone can ask for.

Give your customers a way to celebrate theirs. 

12th- Middle Child’s Day

Middle children should be recognized as often as their first and last siblings.

Treat your middle child customers extra special. 

18th- Bad Poetry Day

“On this day, everything is okay. Okay?”

19th- World Photo Day

Turn your social media pages into mini-galleries.

What’s the most breathtaking picture from your community? 

19th- World Humanitarian Day

Remind your followers to spread love.

And even more love. 

21st- Senior Citizens Day

Senior citizens are an integral part of our society.

Let’s give them some recognition. 

26th- Women’s Equality Day 

In several parts of the world, women are still faced with inequality.

Remind your followers to support related causes. 

September

5th- International Day of Charity

Charity starts with those closest to you.

Encourage everyone to show kindness. 

11th- 9/11 Remembrance 

Show solidarity with your American audience as they remember the heroes lost to 9/11. 

12th- National Video Games Day

The one day we must all geek out about our favorite video games. 

19th- International Talk Like a Pirate

No making fun of pirate accents on this day, bucko. 

20th- Wife Appreciation Day

Help partners celebrate their wives with the best offers you can create. 

21st- International Day of Peace

Let’s remember that the world is not at peace, and work towards creating it in our little ways. 

22nd- First Day of Fall

Have any ideas for Fall sales?

Start planning! 

29th- World Heart Day 

Present a little info session to remind everyone; we should be kind to our organs. 

30th- International Podcast Day

Do you have a marketing podcast?

Have you ever been featured on one?

Celebrate the hardworking podcasters out there. 

October

1st- World Vegetarian Day

Raise awareness about the vegetarian lifestyle and the benefits it provides. 

2nd- World Smile Day

Celebrate smiles in every form as you remind your audience of the importance of good dental care. 

3rd- National Techies Day

Celebrate the tech innovations that have made a difference in your business.

Also, encourage your young audience to consider a future in tech. 

3rd- National Boyfriends Day

Help partners to create an extra special day for the boys and men in their lives.

Sweetness overload allowed. 

10th- World Mental Health Day

Show support to the people navigating life with ‘invincible’ health issues.

Remind your audience to check on their loved ones and strangers too. 

16th- World Food Day

Celebrate your favorite odd meals while drawing attention to causes that support those who have less. 

24th- Make a Difference Day 

A small token of kindness is all that’s required. 

31st- Halloween 

No limits. Just go crazy. 

November

1st- World Vegan Day 

Celebrate with vegans around the world by sharing awesome vegan meals and recipes. 

13th- World Kindness Day

Small acts of kindness make the world a better place.

Make a pledge and encourage your followers to do the same. 

14th- World Diabetes Day

Not enough people understand why or how diabetes happens.

Share some knowledge on this day. 

17th- National Entrepreneurs Day

Recognize the solopreneurs, small business owners, and big business owners who are trying to make something new. 

26th- Thanksgiving Day

Even if you’re not American, host a Friendsgiving celebration.

Also, discounts and offers, please. 

27th- Black Friday

Create enough buzz, advertise early enough, and prepare your team for frantic activity. 

28th- Small Business Saturday

Are you a B2B company?

Offer your smaller customers something special. 

30th- Cyber Monday

One-time offers only. 

December 

1st- Giving Tuesday

We should all help someone enjoy the holidays a bit (or a lot) better. 

3rd- International Day of Persons with Disabilities

Ask your differently-abled customers how your brand/product/service experience can be more comfortable for them. 

15th- Free Shipping Day

Indulge if you can afford the costs of free shipping. 

20th- Go Caroling Day

All singing voices are allowed.

Seriously, have fun. 

24th- Christmas Eve

It’s the most magical night of the year.

Create an offer to make it even better. 

25th- Christmas Day

Spread the holiday cheer with good wishes. 

26th- Boxing Day

Talk to your communities.

How was their Christmas day? 

31st- New Year’s Eve 

It’s the night of making resolutions.

Ask your customers what would they like to see from you in the new year? 

Whew! 

There you go.

With this list, you should have your pick of ideas for monthly marketing campaigns.

For the best results, plan early.

Create your visuals and copy on time and schedule them as needed.

You’ll be ahead of your competition all year round! 

Finally, remember to share and bookmark this post so you can revisit the list whenever you need some inspiration.

Last updated on October 12, 2020

Videos have disrupted the way consumers interact with the e-commerce industry.

In the early days, consumers would visit an online store, read a well-scripted sales copy, and make a purchase.

Today, your on-page descriptions don’t matter so much anymore.

Consumers want to see how the product works…

They want to see others use it.

They want video evidence of the features and functionalities you promise before making a purchase. 

The shift in how consumers interact with e-commerce sales content is directly related to how they consume content in general.

One-third of our current online activity is made up of people watching videos.

YouTube alone records about 5 billion daily video views.

On Facebook, over 100 million hours of video are viewed daily. 

More significantly, there is a growth in product review videos.

There are YouTube and social media pages dedicated to reviewing products bought online.

Many others create how-to guides and demos to help consumers understand their new purchases.

On YouTube, the ‘How-to’ category is among their top four content categories. 

What this tells us is that consumers want to see product videos from brands.

When brands don’t meet this need, third-parties step in, and fill the content space.

About 50% of your target customers will search for videos about a product before making a purchase.

That’s half of your potential buyers.

By not creating marketing content in line with consumer needs, you could be losing to the competition daily. 

There are many reasons why every e-commerce business should have a video marketing strategy.

Here are some of the benefits to consider. 

Benefits of Video Marketing For E-Commerce

Improve sales 

Videos make your e-commerce products’ findable’ to potential consumers.

Of course, not everyone who finds your content will make a purchase.

But the higher your traffic, the higher your number of potential sales. 

76% of marketers say that video has helped them increase sales.

The effect of using videos adds up on different levels of the buyer journey.

Videos can be used to acquire new prospects.

These are the potential buyers who find your videos on social platforms.

Video can also be used to communicate product value to these buyers. 

Every e-commerce business is primarily focused on pushing the bottom line.

Creating video content should connect your business to a broader market. 

Increase website traffic

84% of marketers say that video has helped drive traffic to their website.

Videos are great for SEO.

Google and other search engines prioritize video content on sites.

This is because they are continually adapting to user behavior.

So if users love video (which they currently do), then more videos will be pushed to the top of search engine result pages. 

Beyond unique visits, videos also impact the number of time users spends on your website.

According to Wistia, people stay 2.6x longer on a website page with videos than a page without. 

Videos are more persuasive

84% of consumers felt convinced enough to buy a product after watching a brand video about it.

In today’s market, attention is a currency.

If you can encourage people to pay attention to your message, then you can convince them to buy. 

Offer better value than the competition 

87% of people have said that they would like to see more videos from brands in the coming year.

The latest report shows that 68% of people say they’d prefer to learn about a new product or service by watching a short video.

This makes video more popular as a learning tool than text-based articles (15%), infographics (4%) presentations, and pitches (4%) ebooks and manuals (3%). 

Clearly, videos offer some value to the consumer.

As more people shift their interest from text-based content to video-based content, more businesses are expected to adapt to the change in interest. 

Videos offer a way to stand out from the competition and gain the interest of your target audience.

An online search for a product category could generate thousands of web results.

However, video results on both Google and social platforms such as YouTube are much more narrow.

Video marketing offers an active channel to escape the noise of the competition. 

Improve the consumer’s understanding of your product 

Consumers love videos because they are usually easy to understand.

According to Wyzowl, 94% of video marketers say video has helped increase user understanding of their product or service.

Offering a solution to potential buyers is the first step to making a sale.

The second step is showing them, in the simplest way possible, how that solution fits their needs.

This is where video marketing wins. 

For some e-commerce brands, all you need are simple product videos. For brands with more specialized products, you may need to create demos and tutorials.

For example, Evernote, the note-taking app, has a YouTube channel filled with tutorials for using each feature in the app.

An unexpected benefit of this channel is that new users are finding the features they need and signing up for an account. 

Improve the customer’s journey

96% of consumers find video helpful when making online purchasing decisions.

The moment a potential customer discovers your e-commerce site, they’ve begun a journey with you.

To guide them along to the point of sale, you need to create content that resonates with their needs. 

Video content can be used to improve the conversion of your touch points.

These are several areas where a customer may come in contact with your brand.

They include ads, social media pages, and even product pages.

Videos can also be used post-sale for support and product use instructions.

There are several ways in which video can be used for smoother customer experience.

Once you identify their pain points, you can start working towards creating helpful video solutions. 

Reduce support calls 

Video can help e-commerce businesses with super busy support teams.

41% of marketers say that video has helped them reduce support calls.

With the right video content, you can answer customers’ questions even before they have to ask.

Creating a library of helpful video content will also benefit your support team. 

Better ad performance 

People generally remember video adverts better than text or image-based adverts.

In one study, 80% of people were able to recall the details of a video advert 30 days after viewing it.

This is because video ads are attention-grabbing and pass messages quickly. 

With a 10-seconds ad, you can make a better impact on the viewer than would be possible with a whole page of text.

Video ads are perfect for reaching your mostly-distracted online audience. 

How to Use Video Marketing for E-Commerce 

Video marketing is useful when it is carefully planned to solve a problem for the consumer.

For an e-commerce business, this means reaching consumers at their time of need and providing a smooth buying experience.

The better your content performs, the more orders you could potentially receive. 

Here are some strategic steps to using video marketing for your e-commerce business. 

Create videos for each stage of the funnel 

Every e-commerce business has a sales funnel, but not every business is in control of how theirs works.

With the right content, you can control how potential buyers navigate your sales funnel.

It’s helpful to create videos for each stage of your funnel. 

The first reason, as we’ve already established, is that consumers like video content better than text.

You want to grab the attention of consumers before they get distracted by something else.

The second reason is that well-planned videos communicate a call-to-action.

Telling a customer what to do, rather than waiting for them to figure it out, can make a huge difference. 

Here are three video types that are essential for every e-commerce business:

• Promotional videos

This includes all the video content you need to market or promote your business.

Explainer videos give users a short but direct pitch of the product.

They describe how your product provides a solution to a problem the user has.

With an explainer video, you can also set yourself apart from the competition by talking about your unique selling point. 

Some marketers also use video for their customer reviews and testimonials.

This gives your reviews a more authentic appeal because potential customers can see and connect with people who already love your brand. 

You could also create product videos for launches, to show the features and functionalities included, to show upgrades, and more.

Customers usually want a ‘tour’ of the product, especially well-priced products, before making a purchase. 

• Product page videos 

Product pages are the most visited sections of e-commerce websites.

They’re also the point of conversion from consideration to checkout.

Most e-commerce product pages only feature the images and specs of products.

But using video could be a game-changer.

When Ariat, a sports supply company, introduced product videos, they recorded a 160% increase in sales when product videos were viewed. 

• Tutorials and how-to guides 

How-Tos are some of the most searched videos online.

If you sell complex products, e.g., software or products that require assembly, then you should be making these videos. 

Use influencer marketing 

Your target customers need product recommendations from somewhere.

Often times, they realize their need for a product by watching someone else use it.

This is where influencers come in.

They can promote your products to their audience and leave backlinks to your website. 

Even if you have a small marketing budget, you can still make agreements with micro-influencers.

These are influencers with a more modest following, usually between 1,000 to 99,000.

There are several benefits to working with micro-influencers over popular influencers.

The first is that their promotional services are generally more affordable and within the budget of small to mid-sized businesses. 

The second benefit is that micro-influencers usually have a loyal following within their niche.

For example, a micro-influencer in the gaming industry or fashion industry will have a significant level of influence over their community. 

As you make your in-house video content, micro-influencers will also make promotional videos to send potential customers your way. 

Set video marketing goals 

Before investing in video production, you should set specific goals for each video content.

If you have a small budget, start with your most pressing need.

Do you need social media videos, product videos, or tutorials?

If buyers ask a lot of questions regarding your credibility, you may choose to start with video testimonials.

Your video strategy should be in line with your overall marketing concerns. 

Setting goals also makes it easier to measure results.

You can determine if a video strategy is successful when it hits the marks of your goal.

Without goals, there are no defined expectations to work towards. 

Define your budget

Video production requires both human and financial resources.

If you’re looking to create high-quality videos, then you need a reasonable budget to cover the expenses.

At least, you’ll need to pay a videographer and editor. There’s also the option of learning the skills required. But doing that may take away from the time necessary to manage the business. 

For animated videos, you will have to work with a good designer or animator for quality results.

Remember that your videos will represent your brand value.

Pay for the best quality you can afford. 

Invest in advertising 

To make significant sales in e-commerce, you need a high volume of daily traffic.

There’s only so much traffic that organic rankings can send your way.

It’s helpful to invest in advertising campaigns to meet your sales target.

Video adverts perform best on YouTube and Facebook. 

Depending on your audience demographics and their preferred platforms, you may also consider Instagram, Snapchat, and TikTok Ads.

All these platforms allow businesses to place ads in different sections.

For example, Instagram enables video ads in-feed and in the stories section.

Experiment with the different options available, find what works best, and adjust your efforts for the best results. 

Video Marketing for E-commerce: Conclusion

A huge part of successful marketing is the ability to follow the attention.

Consumers are paying more attention to video, so that’s where your efforts should be positioned.

When done right, a video marketing strategy could drive more sales to your e-commerce business.

Join 83% of marketers who are enjoying better ROI by simply using video. 

PS…We hope you liked this post on video marketing for e-commerce and share it on Facebook or Twitter.

Last updated on January 13, 2021

Facebook is currently ranked as the second-largest online advertising platform.

Right after Google, it is the most sought out channel by brands looking to connect with customers.

Whether you personally like the platform or not, Facebook has the potential to improve the ROI of your video marketing strategy. 

From the latest report, we know that Facebook’s video content generates about 8 billion views per day.

This includes both live and pre-recorded videos.

People love watching videos, and chances are, so does your target audience.

In fact, 87% of people want to see more video content from brands. 

So far, about 85% of marketers have used Facebook video as a marketing channel.

Out of those, 84% say it has been successful for them, which is a good indicator.

If you’re new to using this channel or want to develop your first Facebook video marketing strategy, this article should serve as a helpful guide for you or your team. 

Before we jump into the process, we should first establish that Facebook video is an active channel for marketing.

You want to ensure that your investments (time, effort, and money) will provide marketing ROI.

If you still have some reservations, here are the benefits of Facebook video marketing to consider.

Benefits of Using Facebook For Your Video Marketing Strategy 

Massive exposure to the target audience 

Facebook has an active monthly user count of 2.45 billion people.

Every business can find a significant portion of their target audience within these billions.

Whether you choose to target an audience in your small community or a global audience, Facebook is one of the best channels to reach them. 

Community-building potential 

The buyers in today’s market-economy care about more than the quality of your products and services.

They expect brands to be human-like and communicate in the same tone as the everyday person.

Consumer loyalty to any brand is based mainly on the emotional connection between brand and buyer.

People who see a brand as human-like are also 1.8x more likely to recommend it to others. 

Most brands achieve this human communication with their buyers by building a community.

Usually online, these communities give consumers a space to be seen and heard by the brand while connecting with other (potential) consumers.

Facebook provides brands with one of the best tools for creating online communities. 

Facebook groups (which is the tool) gives users and brands a small section of the internet where they can talk freely about specific topics.

Your video marketing content could gain better traction and influence within your brand’s online community. 

Cheaper advertising costs 

Video advertising usually comes at a significant price point.

However, Facebook ads have stayed at a relatively affordable rate over the past few years.

You can run video ads on any budget, within any time frame of your choosing.

Even the smallest companies can set a daily ad spend for the same price as a cup of coffee. 

Impressive ad targeting options

The viewers of your Facebook video adverts can be as specific as needed.

This makes it easier to reach the right people who may be interested in buying your products and services.

Using the Audience Manager tool, you can choose your preferred audience based on: 

• Location
• Demographics
• Interests
• Behavior

All you need is data showing who your target customers could be.

With the Audience Manager tool, you can find them easily using Facebook ads. 

Extensive insights and analytical data 

Facebook Insights is a free and powerful tool that helps you understand your audience and their interaction with your video content.

It collects different data-points that marketers can use in evaluating their performance. Some of the key metrics include:

• Reach
• Likes
• Views
• Page action
• Posts
• Events
• Videos: data sections include Organic vs. Paid videos, Unique vs. Played videos, and Autoplay vs. Click-to-play videos.

Insights also provide data on segments such as Video Views, 10-Second views, and your Top Videos. 

• People
• Messages

Facebook Insights can be used to track the performance of both organic posts and paid campaigns. 

Steps to Build Your Facebook Video Marketing Strategy 

Now that we understand what Facebook offers, the next step is to create a strategy that maximizes our benefits from the platform.

Here are the essential steps to build your Facebook video marketing strategy. 

Identify your goals with Facebook marketing 

Before you start creating videos, define their end goal.

What are you hoping to achieve through Facebook marketing?

Usually, these goals fall under one or more conversion efforts.

Conversion types may include online sales, physical store visits, form completion, email sign-ups, or lead acquisition.

Remember to align the goals of your Facebook marketing with other marketing efforts currently being used within the organization.

For example, if your company is planning a product launch, that message should reflect in all your marketing channels, including Facebook.

When you have one or more marketing goals, it becomes easier to target them.

You can create video content with the necessary specifics in mind.

You also know what metrics to look out for when measuring results.

For example, if your goal is online sales, then you should not count 1,000 video likes as a success.

The question should be, “How many units did we sell?” 

Understand the different types of Facebook videos

Facebook allows users to create video content using several formats. They include: 

• Native videos

These are the videos that are published directly to users’ feeds.

They appear among text and image posts.

This is not the same as posting a link to your YouTube or Vimeo video.

Their original video file has to be uploaded directly to Facebook.

A study by Quintly shows that Facebook Native videos get 477% more shares than YouTube videos. 

• Live videos

This video format is used to broadcast real-time events.

Anyone can go Live on Facebook using a computer or mobile phone with a working camera.

Viewers can also interact with the broadcaster and other viewers by liking and leaving comments that are shown immediately.

A report by Facebook shows that people spend 3x more time watching a live video than pre-recorded videos. 

• Premiere

This feature allows users to mimic all the features of a live video, but with a pre-recorded video.

The primary benefit is that a Premiere video will not need an administrator present.

You can simply schedule the video, and it will be broadcast at the right time.

The telling difference is that Live videos have a LIVE badge, while Premiere videos have a PREMIERE badge. 

• Video Slideshow

A Facebook Slideshow can be created using still images on your device.

You can either create your own slideshow or use the in-app tool to create a slideshow video. 

• Facebook Stories

Stories is a section at the top of every page feed where users can upload video content. The idea is to post quick insights into your day.

Stories will expire after 24 hours, similar to Snapchat and Instagram Stories.

Facebook Stories now has 500 million users and seems to be one of the most engaging sections on the platform. 

• Display in Watch 

Facebook Watch is a feature that is targeted at premium content.

It could even be regarded as a free version of cable TV.

People who use Watch are expected to upload high-quality, original content.

Some popular shows on Facebook Watch include Red Table Talk with Jada Pinkett Smith, Sorry for Your Loss, and Five Points. This feature currently records 140 million daily users. 

• Cover Video 

Facebook allows business pages to replace their cover image with a cover video.

This is the big banner that pops up whenever you click on a page.

It is one of the first things a visitor will see and can be used for several purposes.

You can give the visitor an introduction to your brand, promote your product or service, or encourage them to take another action. 

CoSchedule’s Facebook Page with a Cover Video

Choose a brand voice 

As a brand, you probably have a pre-established voice or tone.

Your brand voice should also integrate with your videos.

Doing this keeps your message consistent across all platforms.

A Forbes report shows that presenting a brand consistently across all platforms increases revenue by 23%.

It also makes your brand recognizable, improving the impact (on viewers) of repeated exposure. 

A brand voice will give your content a personality that stands out from the competition.

On crowded platforms such as Facebook, your ability to stay authentic will do your brand favors. 

Create a content log and calendar 

Your video content strategy requires a working document.

It is where you log content ideas, assign production tasks to team members, and schedule posts.

This calendar should be as detailed as possible.

For pre-production details, point out assets/resources needed and the date intended to work on the task. 

For publication, indicate the type of video content, publishing date, estimated engagement, conversion goal, and call-to-action.

After you collect analytical data from each video, you can compare results with expectations to measure your level of success.

A calendar also provides you with a track record to evaluate your Facebook video marketing efforts over a period of time, and identify the weak points.  

Set aside a Facebook advertising budget 

While it’s possible to see massive results through organic efforts, every business can benefit from using Facebook advertising.

Paid ads and campaigns give you faster reach to a specific audience.

Using its micro-targeting features, you can be assured that your content will reach the exact people who may be interested in your products and services. 

Paid campaigns will also bring in quicker conversions and ROI for your marketing spend. Video ads on Facebook can be as diverse as you need.

They can be placed within user feeds and stories.

You can also work with influencers to place custom ads within their content. 

Test, test, test 

It’s hardly possible that a brand will find its perfect marketing formula with one trial.

You will have to test different practices and content formats to see what your audience connects with best.

Testing is vital to optimizing the results of your Facebook video marketing.

Use A/B tests by creating two or more different video messages to promote the same conversion goal.

Record your audience’s engagement with each message and use that information to make changes in your campaign strategy. 

Tips for Creating Facebook Marketing Videos 

Create for a mobile audience 

96% of Facebook users access the platform using mobile devices.

Therefore, you should assume that the majority of your audience will be mobile.

Create vertical videos, not horizontal, as they appear better on mobile devices. 

Avoid fluff content 

The attention spans of social media users can be short.

Once they click on your video, the first frame has to be good enough to hold their interest.

So avoid using fluff or filler content with no value. Always go straight to the point. 

Entertain, educate, or both 

The most popular social media channels are those with content that’s either wildly entertaining or educational.

As a brand, your audience expects nothing less from you. Make fun content, and don’t be afraid to take some risks.  

Add personality to your videos 

People want relatable brands.

Don’t be afraid to let your personality or the personality of your team members shine through the videos.

It all makes for an authentic experience, which is invaluable in branding. 

Use an attractive thumbnail 

A thumbnail is a still picture seen on a Facebook native video with the play icon.

Potential viewers will judge the quality of your video from that single picture, so make it good. 

Always include a call-to-action 

Remember that you’re not creating videos just to do something.

Every Facebook video should have a marketing goal.

At the end of each video, add a call-to-action by reminding your viewers to do something.

That could make the difference between viewers who finish watching to keep scrolling, and viewers who take the next step to convert. 

Conclusions 

About 87% of people will like to see more videos from brands in the coming year.

Smart marketers are already making plans to expand their social media video marketing to meet growing demands.

Facebook provides the perfect framework to host all of these video marketing needs.

You can reach your audience directly using one or more of the several video formats.

With the robust Facebook Advertising network, you can also host video marketing campaigns that should bring ROI for your business.

Finally, here’s an in-depth look at Facebook Video ads for list building

 

 

PS…Thanks for reading this post on Facebook video marketing strategy. Please share it with your friends.

Last updated on August 3, 2020

Both new and OG YouTube creators are always interested in answers to this question- “How do we get money from YouTube?”.

In 2007, YouTube made its first attempt at providing a solution; it started a Partner Program for creators.

With this partnership, the platform could place ads on creators’ videos, and pay them a percentage of the revenue.

Creators use this program and also work independently with brands on sponsorship and promotional deals. 

Over the last few years, earning from YouTube has become a profitable business strategy. Forbes’ YouTube top earners category features people like Ryan, an eight-year-old making $22 million, and the Dude Perfect team at $20 million.

However, these figures represent the top 1% of YouTube.

A lot of the people earning from this platform make an average income.

And most creators make nothing from video marketing. 

Just like any other business, earning from YouTube requires a strategic approach.

Yes, you will have to regard your work as a business to get in the right mindset for making money.

The first step is to explore your income options for the most viable ones you can pursue.  

Different Options to Get Money from YouTube 

There are several ways to get started with earning from YouTube.

If you are new to the platform, you may not yet qualify for YouTube’s partnership program.

However, you can still earn through other means. 

Even after you are qualified for YouTube’s program, you should diversify your income portfolio to minimize risk.

For example, in 2017, YouTube suddenly demonetized videos that contained what they classified as inappropriate content.

Creators who relied on the platform for their paycheck saw up to an 80% drop in income.

It is helpful to spread out your income sources to avoid such unknowns. 

Here are several ways in which YouTube creators get money. 

1. YouTube’s Partner Program 

This is the most popular method to earn on YouTube.

Creators join this program because it is easy to enable.

YouTube handles the job of finding advertisers.

The advertisers are solely responsible for creating good ad content.

All you have to do as a creator is to enable your channel for monetization. 

However, not every creator is eligible for the Partner Program. Here are the YPP requirements to join.

You must: 

Live in a country or region where the YouTube Partner Program is available.

• Have more than 4,000 valid public watch hours in the last 12 months.
• Have more than 1,000 subscribers.
• Have a linked AdSense account.

After fulfilling these requirements, the monetization process is not automatic.

You have to submit an application which will be reviewed.

This review can take up to a month as YouTube claims that human reviewers manually go through each channel’s content.

YouTube can choose to accept or reject your application.

However, creators are allowed to make the requested changes and reapply as many times as they may need. 

There are two significant reasons why some creators may get a rejection email.

The first is their possible use of inappropriate content.

YouTube is concerned about placing advertisements next to sexual content, harmful content, hate speech, violent content, and cyberbullying.

These rules are taken seriously, and even YouTube’s biggest creators are held to them. 

For example, PewdiePie, one of YouTube’s top 10 earners, was found posting anti-semitic content in 2017.

YouTube’s response was to cancel his upcoming YouTube Red series and take his channel off their Premium advertising program.

As long as your channel depends on YouTube for advertising-income, expect that they will always scrutinize your content. 

The second reason why some creators get a rejection letter is copyright infringement.

Many people are not even aware of the countless ways they could be breaking copyright laws.

Using other people’s content without express consent in your video is frowned upon on YouTube.

Even if you make statements like “No copyright infringement intended”, you have not legally cleared your actions. 

Overall, YPP is a recommended method for creators to get money from YouTube.

Before you send in your application, here are the pros and cons to consider. 

Pros 

• No effort required from you

YouTube is responsible for finding advertisers, collecting payment, customer support, and other tasks that are needed from an advertising channel.

You don’t have to do anything more than create and upload videos. 

• Guaranteed income

Brands launch new ad campaigns on YouTube every minute.

As long as your channel is monetized, YouTube will bring advertisers to you.

This means that an active channel with substantial viewing rates is guaranteed an income every month. 

Cons 

• YouTube heavily regulates your content

Creators in the YPP are aware that the smallest slip-up could get their video demonetized.

You will have to familiarize yourself with copyright laws and YouTube’s extensive list of violations. 

• Fraudulent copyright claims

YouTube has a Content ID program that helps companies claim revenue when a creator uses their music, movies, games, and more illegally.

They have the option to divert any revenue made by that creator, using their content, towards their own company. 

So far, Content ID has paid out billions of dollars to the owners of these claims. Sounds like a good program, right?

Except that creators have reported that scammers use this program to steal from them.

There are companies set up expressly to attack creators with Content ID claims and divert their ad revenue.

YouTube addressed this issue earlier this year, but creators still face this problem. 

If you plan to join the YPP, you should be aware that you may have to deal with Content ID claims in the future.

Even if you follow all the copyright guidelines. 

• Regulations can change at any time

YouTube just released the COPPA regulation that will change how every YouTube channel operates.

Creators who refuse could lose their advertising revenue.

Such unexpected changes have happened several times in the past.

We expect that they will still occur in the future.

If you depend on YouTube’s program for monetization, you have no choice but to comply with each new regulation. 

2. Affiliate Marketing

Affiliate marketing is a revenue-sharing deal that often happens between brands and creators.

The creator promotes a brand’s product or service on their channel, and get a small commission whenever a viewer makes a purchase.

Amazon Affiliate is the most prominent program currently available.

Usually, the brands promoted are within the creator’s niche. 

For example, a sportsperson would promote outdoor gear, a beauty creator will promote beauty products, and a travel vlogger will promote booking services.

These creators are not limited to their fields, though.

They can also promote unrelated services as long as they have the right audience. 

To find an affiliate program, you can reach out to a brand of interest and ask if they offer partnerships.

Brands that provide this program often have a page on their website stating the terms and agreements.

You can also use a service like Commission Junction to connect with brands offering affiliate programs in your industry.

You can even kill two birds with one stone by promoting tools that allow you to create the videos to promote other tools.

Pros 

• Better control over ad placement

With the YouTube Partnership Program, creators have no say in which ads can be placed on their videos.

With affiliate marketing, you can choose the brands that will be associated with your content. 

• Low investment 

You don’t have to worry about production, marketing, customer service, and other requirements that come with selling a product.

Convincing your audience to make a purchase is all you need to do to earn revenue. 

Cons

• Small channels may be rejected

Most brands want to work with creators who have a certain level of influence.

They often have a benchmark for several subscribers or watch hours required from affiliate partners.

If your channel is still relatively small, finding a partner may become a challenge. 

• Income is undetermined

There’s no assurance that your viewers will patronize a buy from after promoting their products in your videos.

Even if you’re affiliate partners with the biggest brands, you could still potentially take home nothing at the end of the day.

3. Sell merchandise 

Merchandising is one of the biggest income sources for YouTube creators.

Jake Paul, the 2nd highest paid YouTuber of 2018, built his wealth mainly through selling merchandise.

There are also million dollar companies such as Fanjoy, who were created to help creators sell “merch”. 

YouTube creators sell merchandise to give their audience a channel for support.

The creators who are successful with this strategy are usually those who have managed to build an online community.

Their fans buy branded items such as hoodies, cups, shirts, bags, and others to support their favorite creators.

This strategy to get money from YouTube works better for creators with a large following. 

Pros 

• No income limitation

There’s no cap on how much money you can earn from your own merch business.

Many YouTube creators release new products every year (or season) and continue to make high sales. 

• Full creative control 

Your merch embodies your brand.

As the creator, you have the final approval over all products.

This is different from YPP and affiliate marketing, where creators’ works are used to promote brands that they have no stake in. 

Cons 

• Poor sales 

If a creator overestimates their potential sales and performs poorly, they could be left with tons of unsold inventory.

This means that their investment could be tied down, and they could lose money. 

• Higher responsibilities 

Once a creator starts selling branded products, they are essentially a business.

Even if they use third-party services such as Fanjoy and Crowdmade.

When buyers have a complaint, they will reach out to you publicly.

You’re also responsible for damage control and other PR needs.

Outsourcing these tasks could give the impression that you are detached from the process, which could be bad for a merch business. 

4. Convert viewers into leads for your business

As part of their video marketing strategy, business owners and marketers can use YouTube to generate leads.

In 2015, Casey Neistat, a video content creator, started daily vlogging on his YouTube channel.

His primary goal with these vlogs was to create awareness about his new video-sharing app, Beme.

Within the first week of its launch, Beme recorded 1.1 million video shares.

Even though the company would not last long, it enjoyed high engagement (and sold for $25 million) because of the influence that Neistat built on YouTube. 

If you have a business that sells products and services, YouTube could serve as a great marketing tool.

The platform provides the right opportunity to build a community around your brand.

Your target with YouTube content creation could be spread across several marketing aims with the end goal of making sales. 

Pros 

• Authentic experience

Consumers, now more than ever, appreciate brands that are authentic and relatable.

80% of buyers say that authenticity is important to decide which brands they trust and support. This sense of authenticity cannot be faked.

It comes from real human connections.

Interacting with your target audience is one way to build these connections and get them interested in your brand.

Cons 

• Time-consuming

If your primary focus is your business, then creating YouTube videos may be time-consuming.

Most brands that use YouTube as a marketing tool often work with a team or use paid ads for quicker ROI.  

Conclusion

As a YouTube creator, you can choose to earn from one, more, or all of these channels.

I would recommend that you pick one or two options and invest your time and effort into them.

Avoid spreading your resources too thin.

It is better to have a couple of reliable income sources than several unreliable ones. 

Across these sources to get money from YouTube, one thing is constant: you need to build your channel first.

Focus on building a community that supports you.

Earn their trust and share with them. 

Finally, pay attention to YouTube’s ever-changing regulations to stay ahead of any developments that could affect creators like you. 

PS…We hope you enjoyed this post and if so, please share it on Facebook or Twitter.

Last updated on October 2, 2020

Business owners and marketers are finally catching on to the benefits of video marketing.

So far, one-third of internet traffic is now video, and over 80% of consumers want to see more videos from brands.

A recent Wyzowl survey showed that 81% of businesses already use video as a marketing tool.

And 65% of the businesses that didn’t (at the time of the survey) planned to start in the following year. 

When implementing video, you should expect a lot of changes to your marketing strategy.

Not just expect, but plan for them.

Video content requires different production and promotional tactics from text and images.

Different is not the same thing as hard, but many marketers do not realize this and continue to struggle.

When asked why they don’t use video, 23% of marketers claimed lack of time, and 21% said they were unclear about where to start, and 14% said they were unclear on the ROI of video marketing. 

Using detailed steps, I’ll be showing you how to develop a results-driven video marketing strategy for any business. 

Steps to Develop a Result-Driven Video Marketing Strategy 

Study your audience

Like every other aspect of a business, you need research data for video marketing.

Knowing about your audience’s online habits will make it easier to plan out a video marketing strategy.

You should be able to answer questions like, “Who is my target audience?” “What online platforms do they frequent the most?” and “What type of content do they search for/engage with?”. 

Many marketers answer this question by creating a profile known as the audience persona.

It is the profile of a fictional character that depicts the ideal customer of a business.

Whenever you create new content, you have to ask, “Will *insert persona’s name* find this content valuable?” 

Instead of thinking of a broad audience of thousands of people, your focus is on one or two audience personas.

You can relate your content to their needs, challenges, interests, and favorite online hangout platforms. 

To create your audience persona, start by looking at your current customers.

What are their most defining features?

What are the top solutions they need? 

Let’s create one audience persona for a project management software company.

An ideal client will be Jane. 

Jane: 

• is 32 years old 
• is female 
• earns $80,000 per year
• is a team lead at her company 
• Works from the office three days a week, then remotely for two days
• spends most of her online time browsing through Twitter and Reddit. 
• follows brands that create humor-style content. 

Already, it’s easier to determine what Jane may or may not like.

This is because the audience is now one relatable person, not an online void.

You can make your audience persona as detailed as possible.

Add pictures if they will help your creative process. 

If you don’t have the answer to some profile questions, interact with your customers.

Ask them questions, or offer a reward for filling a survey. 

Set marketing goals 

Before you hit ‘Record’, you should establish the end goal of each video.

We shared earlier that 14% of marketers don’t use video marketing because they are unclear about its ROI.

They are right to worry.

The human and financial resources that are invested in video marketing should be accounted for. 

Each video or campaign should have a set goal.

Are you trying to sell a product?

Raise brand awareness?

Boost brand engagement?

Generate leads?

Or launch a new service? 

If you do not have a marketing goal, it becomes difficult to determine if your campaign was successful or not.

Without a benchmark, results cannot be measured. 

With a goal in mind, you can begin to plan the more concrete details.

For example, if your brand is launching a new product, you can prepare for product unveiling videos, demos, product review videos, and more. 

Create a reasonable budget 

As you integrate video into your marketing strategy, it is also important to assign a budget to the project.

Granted, video production is now a lot cheaper than it used to be.

However, team members (and contractors) will often need access to paid-for resources.

As early as possible, plan the full scope of what is required for each video marketing campaign. Then determine your potential expenses and assign a budget. 

Your marketing goals all directly or indirectly lead back to the bottom line.

This is the company’s income after all expenses have been deducted.

A goal for every profit-oriented business is to gain returns on each marketing dollar spent.

So while working to create quality videos, it’s also essential to spend in a way that allows for visible profit margins. 

Choose your top platforms 

It’s always better to concentrate your efforts on your top performing platforms.

Rather than spreading yourself too thin.

Here are some features to look out for: 

• Video content support: All social media networks support video content. If you’re using other platforms for marketing, ensure that video integration will not be a problem. 

 

• Target audience presence: you should be taking your content to the audience, not forcing the audience to come to your content. Make your videos easily accessible by using platforms that your target users enjoy. For example, Instagram’s most active demography is between 18-29 years. If your target market is within that age range, then it’s a platform for you to explore.

 

• Easy sharing: the performance of your videos will also depend on how easy they are to share. Use platforms that offer a one-step or in-app sharing option. 

• Analytical data to measure results: the progress of your video marketing efforts should be monitored closely. This is how you measure campaign successes, A/B testing results, and so on. Your preferred platforms should provide analytical data such as impressions, engagement, and audience demographics. These details will be helpful as you plan for future content. 

Develop your brand personality  

Videos allow brands and their audiences to connect on a human level.

For this to happen, consumers should be able to relate to your brand.

This is why we have brand personalities.

If you think about the most popular brands, their fame isn’t necessarily about the products and services they offer.

It’s about the lifestyles they encouraged.

Nike says ‘motivation’, Coca-Cola says ‘sharing’, Harley Davidson says ‘badass’, and Apple says ‘exclusivity’. 

It’s important to note that whether you create a personality or not, your audience will still assign one to you.

The video content you share will eventually form a pattern.

Your brand personality can be quirky, funny, honest, serious, emotional, transparent, and a host of other options.  

Just keep in mind that your brand personality should reflect the real-life people who manage your platforms.

In simple words, your brand personality should mirror the company culture.

These personalities need high levels of consistency, which works better if they are not forced. 

Encourage user-generated content (UGC)

There are only so many ways you can represent your own brand.

And as much as users may enjoy your content, they will still seek out independent reviews.

This is why user-generated videos are essential to your strategy. 

A study shows that consumers trust user-generated reviews more than they believe advertisements.

It’s one thing to see a brand demo their products, and it’s another thing to see a buyer use that product.

UGCs are unbiased and created because the buyers genuinely enjoy using a brand’s products. 

One brand with impressive UGC rates is GoPro.

No one questions the value of GoPro cameras.

This is because the internet is littered with videos of people taking their GoPros through the most adventurous events and coming out with their feed intact.

Other examples are Starbucks and Airbnb. 

You mustn’t incentivize UGCs too often.

It’s okay to offer some giveaways to customers once in a while.

However, don’t offer rewards for good reviews.

Even if the positive reviews you receive are truthful, their effects could be diminished.

In the eyes of potential customers, those UGCs may not hold much value. 

Optimize your videos for search across all platforms 

All online platforms have their requirements for search optimization.

It’s helpful to get familiar with their rules and the ways algorithms work.

However, specific rules apply across the board. 

The first is the use of keywords.

If your videos allow for captions, always include relevant keywords.

These are potential words that users will type in when looking for content similar to yours.

Keywords make it easier for people looking for your message to find your pages. 

Social media platforms also use hashtags, including YouTube.

These are niche-specific words usually preceded by the # sign.

Examples are #fitness and #motivated.

Some hashtags are even brand-related, such as #psl for the Starbucks pumpkin spice latte.

Using the right hashtags in your industry could bring more visibility to your video content as people actively search and follow those tags. 

Finally, many people don’t realize that Google also indexes social media posts.

Your social media SEO could serve both on and off the platform.

The more engagement your videos attracts, the better your visibility. 

Integrate video into other marketing tools 

Videos can be added to your other marketing efforts to boost their performance.

Using video on landing pages could potentially increase conversion by up to 86%.

Videos in emails can lead to a 200-300% increase in clickthrough rates. 

You have the option of repurposing video content.

This means reposting videos created for one platform on another.

Just ensure that the message is not lost on the new group of audience.

For example, placing your Instagram Live video on your landing page may not do well in results.

Landing page videos are better constructed, usually with a call-to-action included. 

You can also create specific videos for these other marketing tools.

For example, if you’re announcing a product launch to your email list, you can create a short video to support the message.

Giving your audience options on the content format has proven to be beneficial to both brands and consumers. 

Launch advert campaigns 

While branded videos enjoy some organic reach, there are performance benefits to using paid adverts.

For big campaigns such as product launches, paid ads can help to boost your sales figures.

They also provide broader reach for brand awareness efforts.

Lead generation can also be improved using adverts.

Not only will you see quicker results, but your ads will be shown to users beyond your online community. 

Social media and the Google Display Network offer different advertising options to choose from.

For video marketing, the recommended option when advertising with Google is YouTube Advertising.

This campaign format allows your advert to play right before a channel’s video, giving you access to their audience.

Video adverts can also be inserted into social media feeds and Stories sections.

All these advertising platforms provide targeting tools so brands can select their preferred audience.

Marketers can reach the specific demographics they want to connect with, using a wide array of filtering tools. 

Advert campaigns don’t have to be big, expensive productions.

You can launch a campaign to fit into any budget, regardless of its size.

Your ads can run for a few hours or a few months.

Just ensure that it has the needed resources to perform and turn in ROI. 

Measure your results and keep testing 

Closely follow the performance of your video campaigns.

Doing this will help you figure out which platforms and content types are generating engagement.

Using this information, you may decide to discontinue some efforts or improve them for further testing. 

The data could also show where your revenue generation is coming from, so better resource allocation can be made.

Most platforms provide analytical data, and in some cases, you can use third-party software for better insight e.g Google Analytics for website performance or Sprout Social for Instagram. 

Conclusion

Ultimately, the best video marketing strategy for your brand will come from experience and practice.

The tips shared above will give you a direction on what is needed to start.

If you’re already using video marketing but aren’t satisfied with your results, you can also look at what is missing from your current strategy. 

As your audience continues to grow, and new marketing goals take shape, your video strategy should also be adjusted.

When the moving parts of your business and marketing work together, it becomes easier to plan for desired results.

PS…We hope you liked this video marketing strategy post. Please share it to spread the love.