When thinking about your marketing efforts now and into the future, a video-first strategy is a no brainer.
According to a Global Web Index report, online video consumption since the start of the pandemic has risen 51% for Gen Z, 44% for Millennials, 35% for Gen X, and 11% for Boomers.
Furthermore, Hubspot says 71% of people are watching more online video than they were a year ago.
With screen time on the rise paired with shorter attention spans, you need a way to capture attention quickly and describe value effectively.
The best way to communicate with your audience, especially during a time when many people are working from home and juggling daily distractions, is through a visual medium.
In 30-60 seconds, you are able to engage people and drive action while increasing your chances to be found online in the first place.
Furthermore, by anchoring your marketing efforts in a video first strategy, your vision and messaging become more consistent and impactful.
The video marketing trend is here to stay and we want to help you leverage it to gain more visibility and drive more conversions for your business.
Let’s take closer a look at why a video-first strategy is effective and how to get started.
Video is the Best Way to Describe your Value and Engage your Audience
Video’s value is in how quickly it can impress, capture attention, and drive to a call to action.
According to research by Diode Digital, videos are 600% more effective than any other marketing tool. This is because video lets you engage your audience and answer questions right off the bat. Instead of having to do a bunch of research, your prospects can watch your video and think “I get it now, I don’t need to see anything else.”
It doesn’t matter what industry you’re in, you likely have complicated problems to solve and video makes these pain points seem manageable and easy to tackle. People are now in the business of self-service and self-selling more than ever before, which means they’re going online to find answers, make connections, or to buy services. Because of this, Youtube has grown to be one of the largest search engines in the world, even according to Google themselves.
You need a strategy to capitalize on this traffic and high-quality video is the key to enhancing your ability to be seen online. Using video as a tool to bridge messaging is a great way to take advantage of this trend.
Video Serves as the Foundation for All Other Marketing Efforts
Investing in video will help you structure your vision and messaging around your core value proposition. It will help you simplify what you do and that concise message will drive all other content creation. When your message is clear and grounded in video, this upfront investment will also save you a lot of time when creating other supporting content.
Video is great because it gives you a solid foundation to repurpose many forms of content.
- Taking the key points from the video and expanding them into blog posts
- Cutting the video into smaller clips to be shared on social channels or email campaigns
- Taking out quotes from the video and creating graphics for social channels
You can see how having an aligning force in the form of video streamlines the rest of your marketing efforts.
It’s Easy to Get Started with a Video-First Strategy
With all the data that points to the effectiveness of a video-first strategy, it’s astonishing how many companies don’t prioritize video over other tactics. It’s often last on their list and their marketing suffers because of it. Don’t be one of those companies.
To be fair, it can seem daunting to get started in video, but it doesn’t have to be. Once equipped with the right insight and approach, there really is no excuse for you to keep ignoring the upside of using video.
To get started with video, you need to think about how you will utilize these videos in relation to the buyer journey. Consider where video needs to be in order to effectively bring people through the stages of your sales funnel.
You don’t want to just create an explainer video and stop there. It’s a good first step, but then you need to understand what the prospect will want to learn or explore next. The next logical step after getting acquainted with your product or service could be how-to videos, demo videos, or video testimonial. Figure out your sales process and use video at each key stage.
It also serves you well to use data to guide where and when you utilize these videos. Buzzfeed is a great example of putting data to use. Their content is popular and goes viral because they pay attention to the stats and they create content strategies based on what the data tells them people want.
Luckily, video doesn’t require you to reinvent the wheel. There’s already a formula applied for you and that’s half the work. To start, you can always choose to make your own videos on a low budget. Consistency and the value of your content are more important than the quality if you go down this route.
A good example of this is Gary V’s Wine Library TV series on Youtube. This takes a minimal budget and no proper lighting needed. He just knows what his audience likes and makes a ton of videos about it.
On the other hand, If you don’t want to be the one to pick up the paintbrush, then you need to outsource video creation to the experts. Make your investment worthwhile by working with specialists who have a proven track record such as Explainify. This investment has been shown to pay off and close the gap to your success. If you need to save money elsewhere, do it. The data shows a video-first strategy is what works.
Having a video-first strategy is your key to marketing success in 2020. Video is the best way to describe your value, engage your audience, and align all your other marketing efforts.
The data says you should be in video and you can start today.
If you’re going to ignore the data then close this tab… however, you’re probably here looking for easy answers. So get started with us today and stop wasting your time, effort, sanity, and budget on old-school tactics!
Invest in your future and jump on the opportunity to not be generic.
Get in touch to discuss with our team how to build your video-first strategy now.