Not so long ago when writing about video marketing trends we were urging readers to use video to differentiate their brand. At the time, just having video content on your website, social media or sharing via email was enough to ensure you stood out from the crowd – if you created brand video content, you were an early adopter.
That’s no longer the case. Video marketing has now gone mainstream with businesses across all sectors and all sizes using it to reach their target customers. Competition is hot.
Yet our (your, mine and the general public’s) insatiable appetite for video means that your customers still want content that helps explain, inspire and engage them. And there are still opportunities to get your content in front of them, and leave your competitors behind…
Video marketing opportunities for 2020
- Underutilised video platforms
No doubt you have a YouTube channel and you’re probably also using Facebook for video too, approximately 80% of marketers use these channels for video content. That’s great, and you should continue to use them: – YouTube because it’s part of Google and so your videos stand more chance of getting ranked on SERPs, and Facebook if your target audience are some of the 2.50 billion monthly active users on this platform.
But if you want to be a big fish in a small pond there are other platforms that fewer marketers are using for video, which can help you stand out.
LinkedIn is emerging as an effective video marketing platform. While it’s most often used for B2B marketing, there’s no reason why B2C companies can’t get in on the action too if that’s where your target audience hang out:
- LinkedIn has over 310 million monthly active users in more than 200 countries around the world.
- The majority (38%) of users are between 25 and 34 years old and 57% of users are male.
- An average LinkedIn session lasts 6 minutes and 7 seconds, enough time to watch a couple of short videos.
Another platform to consider is TikTok. This platform is popular for creating user gen video content, but less so for sharing brand video content. TikTok is perfect for creating product demos and explainer content, as well as for sharing testimonials, behind-the-scenes content and engaging customers with TikTok challenges. Hashtag challenges encourage users to create videos of themselves and share on the platform – the more creative and fun the better. This is a great way to raise brand awareness, especially if the challenge involves featuring your brand in some way – such as eating / drinking your product or wearing / using it in obscure places.
- 360-degree videos
Another way to engage your customers and stand out from your competitors is to create interactive content. 360-degree video is a great way to do this, giving your customers the option to view your video from different perspectives by clicking and dragging.
This immersive content really puts your customer in the centre of the story, helping them buy into the experience of using your product or working with you.
Here’s an example from KitKat:
- Stories on Instagram and Facebook Live
As competition on social media gets hotter and hotter, it becomes necessary to find ways to engage with your audience in real time. Many marketers struggle with this because they’re more used to developing content to schedule and publish at optimal times. However, real time content like Facebook Live and Stories (both on Instagram and Facebook) feels more authentic and personalised than well-planned content broadcast on feeds.
That doesn’t mean you can’t plan this content. As part of your video marketing strategy plan regular stories on Instagram (and Facebook) aligned with your organisation’s activities. Facebook Live is great for behind-the-scenes and events. Got a delivery of new stock? Film an unboxing video for Stories. Attending a conference? Create a Facebook Live video. Celebrating a staff birthday? Share a video on Stories. Launching a new product? Do both.
Videos shared on Stories need to be in your mobile camera roll which means you can’t easily share broadcast quality brand video created by your video production company. But you can create more of a buzz around this kind of content by using the Premiere option when sharing pre-recorded video content on Facebook.
This notifies your Facebook page followers that a video is about to start / premiere and they can watch it in ‘real time’ with other users. Your followers can also engage with your content in real time (like, comment, share etc.) and you can engage with them. This is another creative way to get your videos in front of your target audience on busy platforms like Facebook.
In summary, while your competitors may now have caught up and are using video marketing, there are still opportunities for you to stand out. Explore platforms where you can be a big fish in a small pond, put your customers in your videos with 360 degree content, and make time for real time video content on a regular basis.
Please get in touch if you would like to discuss any of the subjects covered above.