Over the last decade, online video marketing has steadily increased in popularity as audiences shifted to mobile browsing. In 2022, video is expected to account for 82% of all consumer internet traffic (that’s 15 times more traffic than in 2017), and it’s becoming the primary way consumers want to connect with brands.
Video is preferred by 72% of customers when learning about new products and services, and 54% say they want to see more video content from their favourite local businesses.
As these statistics demonstrate, video marketing isn’t just important in 2022; it’s become an essential part of growing a successful business. Below, we’ll break down why video content is an effective marketing tool and outline five easy ways to use it for your business.
What Are the Key Benefits of Online Video Marketing?
The power of video marketing lies in its unique ability to engage audiences. Some of the main advantages of video marketing for small businesses include:
Extended brand reach
As YouTube is the second-largest search engine in the world, with over 2 million active users, using YouTube marketing services is an excellent way to improve your business’s search engine ranking. Similarly, the shareable nature of video content encourages viewers to spread your message on social media.
Reduced customer support costs
By educating customers about your products and services before they make a purchase, “explainer” and FAQ videos reduce customer support inquiries – and increase customer satisfaction.
Increased sales
Video allows marketers to present information in an interactive, easily digestible, and memorable format that engages viewers and encourages conversions. Surveys reveal that 84% of consumers have tried a new product or service as a direct result of watching a video. Additionally, adding a video to your landing page can increase conversions by as much as 80%.
Better customer data
You can learn a lot about your target demographic’s composition and preferences through video metrics. Depending on the platform, you may see where your viewers are located, how they discovered your content, how long they’re viewing your content, which devices they’re using, etc. Using this information, you can fine-tune your online marketing strategy to be more effective.
5 Essential Video Marketing Tips for Small Businesses
Many small business owners worry that video marketing will be too expensive and time-consuming, but this usually isn’t the case. Some of the most effective video marketing strategies for 2022 utilize highly accessible technology, such as smartphones, and require a minimal upfront investment.
Try the following tips to optimize your video marketing efforts while working within your budget:
1. Interact directly with customers by live streaming
The pandemic spurred a shift towards using live video to establish direct, meaningful relationships with customers. This trend is still going strong in 2022, with many of the most innovative and successful brands using streaming services, such as Facebook and Instagram Live to keep their audience engaged.
Live videos are an excellent tool for building trust in your brand because they lack the staged, polished quality of filmed videos and offer customers the potential for real-time interaction. As a result, they feel more casual and authentic to viewers.
2. Leverage the power of user-generated content
User-generated videos (UGV) can build buzz around your brand and engage customers while reducing content creation costs. User-generated video content can take the form of product testimonials, video memes, or contests, among other concepts.
To start utilizing UGV, offer your customers an incentive to create content, such as a chance to be featured by your brand, a contest cash prize, or a discount offer on their next purchase. Then, tell them what kind of video you would like them to share and attach a hashtag to the promotion to make it searchable.
For example, Kellogg’s ran a highly successful UGV campaign by asking customers to submit short videos showing their favourite way to prepare Eggo waffles. The winners received cash prizes, along with being featured on Kellogg’s social media channels.
3. Create micro-videos (and share them on social media).
At just under 10 seconds long, micro-videos are easy to create and consume. This format is especially effective with younger target demographics (i.e., Millennials and Gen Z) who are accustomed to using short-form video networks like Snapchat and Tik Tok.
Micro-video ads are also ideal for sharing on social media sites, such as Twitter, Facebook, and Instagram, where users prefer short-form content.
To create effective micro-videos, use high-quality, fast-paced visuals and on-screen text to grab your audience’s attention. Many people browse the Internet with their volume muted, so it’s crucial to ensure your videos are enjoyable and easy to understand without sound.
4. Turn your existing text content into videos
For long-form videos, one of the best sources of inspiration and material may already be at your fingertips: Your business’s website and blog. Consider re-working old blog posts by turning them into how-to videos, FAQ videos, product demo videos, etc.
For best results, choose your highest-performing content and make sure you modify it to make it unique. Updating your content will keep it relevant and improve its SEO value to generate more organic traffic.
5. Work with a YouTube advertising agency
Collaborating with a YouTube advertising agency is the most cost-effective way for small businesses to produce high-quality long-form videos. Working with an agency means you won’t have to train (or hire) employees to create longer and more complex videos, and you’ll have access to the latest production, editing, and advertising tools.
Agencies also have the knowledge and experience required to ensure that your video content is highly compelling, representative of your brand image, and properly optimized for SEO.
If you’re interested in learning about the benefits of working with a YouTube advertising agency, feel free to contact us for more information. AllinBrand’s affordable YouTube marketing services in Toronto provide multiple options for small businesses who want to elevate their digital content strategy while conserving time and resources
