If you're ready to say goodbye to costly campaigns that aren't paying off, then you're in the right place. Say hello to a fresh perspective in this unique video marketing guide.
Here, we break away from repetitive, generic advice and dive into the specific types of video content you should be creating, how to create them, and how to leverage them for real results.
This guide offers the insights and resources you need to succeed with video marketing in 2024, all presented in a clear and straightforward way that you’ll wish you’d discovered sooner.
Why is video marketing important in 2024?
Video marketing is undoubtedly one of the most powerful tools that businesses can use to boost their online presence and engage with their customers. And today, it is no longer an optional extra for businesses – it’s a must-have that can make all the difference in today’s fast-paced digital landscape. Here's why.
Video content consumption is on the rise
- People watch an average of 17 hours of online videos per week.
- On Twitter, tweets with video with 10 times more engagement than tweets without video.
- On LinkedIn, video get 5x more engagement that normal posts.
- Over 500 million users watch Facebook videos each day.
- 87% of Instagram users take action after viewing a video ad.
- Around 54% of consumers want to see more video content from brands or businesses they support.
The video marketing statistics speak for themselves – video consumption has exploded in recent years and causing a noticeable shift in audience preferences towards video compared to other formats.
For businesses, this represents a huge opportunity to connect with their audience in new and exciting ways, and to make a lasting impression that drives engagement and boosts brand recognition.
Marketers are seeing positive results
- 96% of video marketers say video marketing has increased user understanding of their product or service.
- 95% say video marketing has helped them increase brand awareness.
- 91% say video marketing has helped them increase traffic.
- 90% say video marketing has helped them generate leads.
- 87% say video marketing has helped them increase sales.
- 87% say video marketing has increased dwell time on their website.
- 53% say video marketing has helped them reduce support queries.
- 92% say video gives them a good return on their investment.
The impact of video marketing on businesses is hard to overstate. From driving traffic and boosting engagement, to increasing brand awareness and generating more leads and sales marketing can help businesses to achieve their goals in a more effective and engaging way than other forms of marketing.
By creating authentic and relatable video content, businesses can establish themselves as trustworthy and transparent, and foster long-term relationships with their audience that drive long-term growth.
Getting started with video marketing
Recognizing the need for video in your marketing strategy is just the beginning of a larger journey. The true challenge? Getting started.
Many companies stumble at the start for a couple of key reasons:
- Lack of a clear video strategy: Many companies struggle to craft an effective video strategy. They are uncertain about what types of videos to produce and how to use them effectively.
- Time and skill constraints: Companies often feel constrained by time limitations and believe they lack the necessary skills to create quality video content.
Here’s the exciting part: Video marketing is simpler and more accessible than you think. You don't need special skills to succeed.
To help you get started, we’ve broken it down into easy steps designed to kickstart your video marketing success.
1. Set a goal, follow through, and track your progress
The number one reason why video marketing initiatives fail is because many go into it without a plan and usually give up before they even start.
Don't make this mistake.
Before you start, make a plan for what you want to achieve and stick to it.
I'm sure that you have all heard of SMART goals before.
Specific
Measurable
Achievable
Relevant
Time-bound
Here are some examples of SMART goals you can set for your video marketing:
- Increase LinkedIn followers: Grow LinkedIn followers by 5% in 2 months by posting 2 engaging videos per week.
- Enhance brand awareness: Improve brand awareness by increasing video posts on LinkedIn, Facebook, and Instagram to 3 times per week, aiming for a 20% increase in impressions over the next 6 months.
- Drive sales leads: Generate 50 new sales leads within 4 months by creating targeted video ads on LinkedIn.
The most important thing to remember about video marketing, especially on social media, is that consistency is key.
Create a lot.
Test a lot.
And don't give up.
2. Create videos using existing content
Now you know what your goals are, but what videos are you going to make. Our best tip in this whole article is:
Turn the content you already have into videos.
- Blog posts
- Case studies
- Web pages
- E-books
- Sales decks
- Etc.
You don’t need to start from scratch. In fact, you shouldn't.
Here's why: you've already done the hard work. You have your product information, unique selling points, and a deep understanding of your audience's pain points.
You've researched your persona and written down the relevant content. Now, all you need to do is transform this content into video. By building on familiar ground, you can make the shift to video marketing smoother and more effective and cut out unnecessary work.
Think of it as giving a new, dynamic form to your existing content.
1. Your content marketing strategy – implement video: Your current content strategy, whether it involves writing blog posts for SEO, sending out newsletters, or producing annual reports, doesn't need to change fundamentally just because you're adding video. For instance, those insightful blog posts or comprehensive reports can be transformed into engaging video content, distributed across social channels.
The core objective remains: to educate your audience and guide them through the marketing funnel. By incorporating videos, you're simply extending your reach and engagement through a more dynamic medium.
2. Your paid social media strategy – implement video: If you’re already running ad campaigns on social media, integrating video can amplify their impact. Convert customer testimonials into video format to build trust, or transform your product descriptions into captivating video presentations.
Embracing a full-funnel approach in your social media strategy, with video at its core, can significantly boost engagement and conversion rates.
4. Your employer branding strategy – implement video: Use video to convey your company's culture, story, and mission. Building a strong brand identity isn't just about what you say; it's also about how you present it. Videos offer a compelling way to tell your story, connect with your audience on a more personal level, and build trust.
And like we said, you don't have to start from scratch. Find the about page on your website and turn it into a bunch of videos.
5. Your recruitment strategy – implement video: Revolutionize your recruitment process with video. Instead of traditional job postings, turn your listings into videos. Or create videos showcasing different teams in your company, the work environment, and the benefits you offer.
This not only makes your company more appealing to potential candidates but also gives a more dynamic and authentic view of what it's like to work with you.
3. Your SEO strategy – implement video: Enhance your website's SEO not just with written content but also with videos. Create videos that complement your web pages or produce video content specifically designed for YouTube SEO. Remember, search engines favor diverse content formats, and videos can significantly boost your online visibility.
A successful video marketing strategy should not be viewed as a standalone component but as an integral part of your overall marketing efforts. By incorporating video into your existing strategies, you can enhance engagement, reach a broader audience, and create a more memorable and effective brand presence.
2. Creating professional on brand videos in-house
If thoughts of editing software, video cameras, voice recording, scriptwriting, big budgets and project timelines are crowding your mind, it's time to clear the clutter.
Video creation today is about simplicity and accessibility, not technical overload.
With tools like Storykit, you can easily create marketing videos that resonate with your brand's identity without specialized skills and extensive editing knowledge.
The process is straightforward:
1. Start by gathering your existing content, whether it’s text from blog posts, reports, or social media updates (or anything else we mentioned above). In Storykit, this text becomes the foundation of your video. Just paste your text, select your desired video style, and the AI does the heavy lifting. It generates a concise, impactful script and crafts a complete video using your text, supplemented with suitable transitions, music, and visual assets.
2. Worried about losing creative control? There's no need. Storykit offers the flexibility to tailor every aspect of your video. You can replace stock assets with your own footage, which looks incredibly professional when integrated into the platform. Adjust the script as needed, or if you prefer, bypass the AI altogether and craft your video from scratch.
3. Export your video in the size you need for each platform. If you create a video explaining your product or service's key selling points, then you will probably want to put it on your website's product page to add value, and then post it on LinkedIn and Facebook (your main social platforms). So that is three different sizes that you need. No problem just export it in the right format for each platform with no additional editing or resizing.
Remember, the primary goal of video marketing is to convey your message more effectively. It's about enhancing what you already know and presenting it in a more engaging, dynamic format. With tools like Storykit, professional-quality video production is now accessible and straightforward, allowing you to focus on what matters most – your message.
Tips to succeed with video marketing
To embark on your video marketing journey, the two key tips mentioned earlier are great starting points. However, to further enhance your chances of success, consider these additional tips.
Create A LOT of video
Your audience is scrolling through social media multiple times a day. And this is not because they want to revisit the same things they saw this morning. They are looking for fresh new, engaging, informational content. Give them what they want by making a lot of video and distributing it all the time.
Our golden rule is one subject plus one target audience equals one impactful video.
This rule will not only keep you from overwhelming your audience, but it will make it easier for you to create a ton of videos.
Still aren't convinced? Here are 11 reasons why you should be creating more video.
Create a content calendar
Consistency is key to building engagement and establishing yourself as a thought leader in your field. By creating a content calendar and sticking to a regular publishing schedule, you can drive ongoing engagement and keep your audience coming back for more.
Your content calendar should include a mix of different types of content, such as educational, informative, entertaining, and promotional. It's important to keep your content fresh and relevant, and to stay up-to-date with the latest trends and topics in your industry.
Test, test, test
To really tap into your audience's preferences and drive success, it’s essential to adopt a dynamic approach to your content strategy. This means regularly posting a variety of content to see what truly engages your audience. Experiment with different topics, switch up your background assets, or try new opening hooks to grab attention. Each variation is a new opportunity to learn more about your audience’s tastes.
A good way to do this if you want results fast is to run video ads. By tracking view time, you can see what resonates with your audience.
The future of video marketing is bright
Video content is set to play an ever-more important role in businesses’ marketing strategies in the years to come. By understanding the importance of video marketing, and by following the tips and strategies outlined in this article, businesses can create engaging and effective video content that drives long-term growth and success.
