How to Leverage Video Marketing in 2021 and beyond

Video content is quickly becoming the most popular type of online content. In fact according to Cisco, online video content will make up more than 82% of all consumer internet traffic by 2022 – 15 times higher than it was in 2017. On YouTube alone, more than 1 billion hours of video are consumed everyday. 

This is huge for marketers!

But before I delve into how marketers should be implementing video marketing, let’s first look into the hype surrounding video content.

Why video marketing 

Firstly, consumers trust video. There is something simple and transparent about video that other media just doesn’t have. It’s no wonder, more than 50% of consumers want to see videos from brands … more than any other type of content. 

Plus, today’s consumers are bombarded with new information. Research by NNGroup shows that 79 percent of browsers always scan any new page they came across; only 16 percent read word-by-word. Breaking down and simplifying content in video format increases chances of engagement.

Add video’s ability to convey emotion and it’s easy to see why it’s an incredibly powerful marketing channel. So much so that adding video to your landing page can increase conversion rates by over 80%.

How to leverage video marketing in 2021 and beyond 

So, now that I’ve covered why video marketing is essential to every marketer’s digital marketing mix, here’s how to effectively implement it:

Have a clear strategy in place – having a clear strategy in place with measurable goals and actions will help you define the results you want to achieve from your video marketing efforts and how you will get there.  This will ultimately play a vital role in implementing video marketing.

Start small – the good thing about video marketing is that you can start where you are. Whether it’s explainer videos, demo videos or event videos, you don’t necessarily need impressive production teams or a large budget to get started.

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Use a script – A good script goes a long way. You will find that starting with a clear outline and script for each video will generally minimise errors and save you massive mounts of editing time. 

Repurpose your videos – The good thing about videos is that once created they can be repurposed across multiple platforms and they continually provide a return on your investment. 

Measure performance – Use key metrics to track results and improve your performance. Don’t be afraid of going back to the drawing board and figure what works for your target audience and identify areas of improvement.  

Be creative – Don’t be afraid to think outside the box. I mentioned earlier that consumers are bombarded with new information. Highlighting what makes you or your product different will set you apart from competitors. 

Final thoughts 

Video marketing is an incredibly powerful tool that every marketer should be taking advantage of. As with any channel, putting a clear strategy in place is key. Putting the above practises to use, defining your goals and measuring performance will help you leverage video marketing in 2021 and beyond.

For more on the latest digital marketing strategies and best practices, you can get my latest book, Digital Marketing Strategy.

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