The Impact of Video On Your Brand
Modern marketers take the old adage one step further, and confidently say that "a video is worth a thousand clicks." Without a doubt, video content has become an essential component of an effective marketing strategy. In fact, research indicates that 69% of consumers prefer video over text when researching a product or service—and using video on landing pages can increase conversion by as much as 86%.
How can you leverage video to expand your audience and engage with users on a deeper level? In this article, we'll discuss the different types of video content marketing, why you should invest in them, and how you can use them to grow your brand.
Short Form Video
What exactly constitutes a "short form" video? The answer varies depending on who you ask. Some would define a short-form video as any piece of content that lasts less than 2 minutes and 30 seconds. Others would place the upper limit at 60 seconds. Still others (including Google) define short-form video content as anything with a runtime of less than 10 minutes. Whatever definition you decide to subscribe to, short-form video content can generate a powerful impact on your audience when utilized properly.
The data backs up this conclusion. With the emergence of platforms like TikTok, short-form video content has exploded in popularity. For example, short-form YouTube videos saw a 135% year-over-year increase in total viewership from Q2 2021 to Q2 2022. Moreover, short-form video views made up 57% of all video views on YouTube in Q2 2022, compared to just 21% in Q2 2021.
How can you leverage short-form content to expand your brand following? Here are some helpful suggestions to consider:
Focus on grabbing attention in the first 3 seconds. Research indicates that almost two-thirds (65%) of viewers who watch the first three seconds of a video will continue to watch until the 10-second mark. Almost half (45%) will continue to watch until the 30-second mark. The point is, you should view those first few seconds as precious real estate, and use them to quickly grab your audience's attention with bold messaging and imagery.
Don't make your short-form video too long. The principle to follow is "the shorter the better." Video content with a runtime of one minute or less has higher viewer retention rates. Moreover, the average length of a video view on Facebook is only 18 seconds. Remember, it's called "short-form" video for a reason.
Optimize for mobile and social viewing. Many social media platforms feature auto-play, which is a double-edged sword for marketers: it may boost impressions, but it also presents the challenge of developing effective videos for silent viewing. In addition, consumers who view videos on their smartphone or tablet may deliberately turn the sound off, especially if they're multitasking or are in a public setting. Therefore, it's vital to craft videos that can work with or without audio.
Long Form Video
According to Google, long-form video includes any piece of content that runs for 10+ minutes. However, we could also say that long-form content encompasses videos with a longer than usual runtime for their platform. For instance, think of a YouTube ad that's 3 minutes long when the average runtime for the industry is only 45 seconds.
Why should you consider incorporating long-form video into your digital marketing mix? While it may take a greater investment to produce longer videos, they can take your engagement with prospects and customers to unprecedented levels. Just as one social media marketing example, consider the rise of Instagram TV (or IGTV), which allows verified users to publish videos that are well over one hour long. Companies that use IGTV videos have seen brand growth of up to 300%. Clearly, consumers with a high level of interest and intent can't get enough of long-form video content.
How can you effectively add long-form video to your overall marketing strategy? Consider the following tips:
Clearly define your brand's USP, and then develop that theme throughout the video. Your unique selling proposition is what sets you apart from the competition, and what will ultimately attract customers to your brand. Once you have your USP clearly in mind (either for your overall brand or for your specific product/service), make sure you emphasize it throughout the video's runtime.
Use storytelling techniques that draw your audience in. Everyone loves a good story. Leverage that universal tendency by framing your message within a compelling narrative structure. For instance, you could follow this formula: hook > setup > conflict > climax. Once you grab your audience's attention (hook), you explain what you want to do, why you want to do it, and how you plan to achieve it (setup). Then, you allow the viewers to follow your progress, including any setbacks (conflict) until you finally reach your goal (climax).
Make sure your videos are SEO-friendly. In the context of YouTube, this would include optimizing your title for desired keywords and crafting your video's thumbnail so that it "pops" on the page.
Live-Streamed Video
As the name clearly indicates, live-streamed video includes all content that is streamed live from your home, office, or any other location. Live-streamed video has soared in popularity during the past several years, especially with the rise of the eSports and gaming industries. In fact, in Q4 2021 the weekly reach of live-streamed videos worldwide was 29.5% — quite a sizable number!
Live-streamed video can be a powerful tool in your marketing toolbox, especially in terms of building excitement around your brand. Live streaming combines the urgency of broadcast television with the interactivity of social media, resulting in a rich, compelling, and authentic experience. It's no surprise that, according to one study, live-streamed videos receive an average of 10% more engagement than pre-recorded content.
How can you utilize live streaming for maximum impact? There are both essential creative aspects to parse out, as well as technical issues that must be resolved ahead of time. For instance:
Deliver live content with high production values. Make sure to test out your equipment beforehand, including your microphone, your webcam, and your Internet connection. Over two-thirds (67%) of viewers say that video quality is their number one concern when watching a live stream.
Promote your event well ahead of time. In the weeks and months leading up to your live stream, build anticipation by mentioning it in your other marketing materials. Talk about the benefits your audience will receive from tuning in, whether those benefits revolve around helpful information, entertainment, or both.
Create post-event highlight clips. Even after your live stream has concluded, you can stretch its effective lifespan by using highlight clips in your marketing videos over the next several months. Don't be afraid to recycle compelling material.
In summary, we could say that short-form video content can grab your audience's attention like nothing else; long-form content can attract and engage with high-intent prospects on a deep level, and live-streamed content can generate excitement around your brand as it boosts your engagement rate. If you utilize these different forms of video marketing to promote your brand, according to your unique goals and circumstances, you can expect to see exceptional growth as a result of your efforts.