Video marketing strategy will be more than a buzzword this year. By 2019, 80% of global consumer internet traffic will be commandeered by video. With demand for video going nowhere but up, it’s vital that you get your video marketing chops up to speed this year. Check out these 7 essential video marketing tips 2018 to ensure you’re making the most of video growth.
- Go live
82% of consumers prefer live videos over other types of social media posts, according to an infographic shared by MarketingProfs. The concept of live streaming can seem a little daunting for businesses who, understandably, may prefer for their content to be edited and polished to perfection before distribution. However, live video is a brilliant way to boost engagement because consumers are right there in the action with you, and can even comment on your live event in real time. Perhaps you could stream a product launch party, or show some juicy behind the scenes insights into product development as they happen? Maybe you could do a live Q&A or interview with one of your thought-leading VP’s or directors? No matter what it is, live streaming can help to give a more personable and interactive impression of your brand. After all, the data shows that that’s exactly what consumers want to see.
- Give 360 degree insights with 360 video
360 video technology is on the rise, and in 2017 brands were beginning to catch on to the trend. We can only expect 360 to grow even further in 2018, and although there is still a lot to be learned about its marketing benefits, a study from Google suggests that it could encourage better consumer interaction. They tested two YouTube ads; one was standard video, and the other was a 360 video which allowed viewers to independently explore the landscape around them. While view rates were lower on the 360 ad, it delivered a higher click-through rate and drove more shares, subscriptions, and views of other videos. If you have the budget to experiment with 360 video in 2018, you could be at the forefront of this technology and make your brand truly stand out from the crowd.
- Get stuck into video on LinkedIn
Video on LinkedIn is on the up and up, according to a report from HubSpot. Of the 38% who use LinkedIn to share video content, 75% report it to be a successful strategy. The clincher is that while currently only 38% use LinkedIn for video marketing, 55% said they would either continue or start to use it in 2018. That means you should be making LinkedIn part of your video marketing strategy ASAP so that you don’t end up lagging behind your competitors. It’s worth remembering, however, that LinkedIn still remains a predominately B2B platform, so this tactic may not be the best for B2C brands. However, it could be a brilliant opportunity for B2B organisations to up their video marketing game.
- Use video throughout the customer journey
Video is often deemed a valuable tool for hooking consumers at the start of the sales funnel, but don’t neglect the medium when it comes to the rest of the customer journey. Video in marketing emails can boost click-through rates by 200-300%. In 2018, try experimenting with video at various stages of the customer journey and see how it impacts your conversion rates.
- Use native video
It’s all well and good sharing links to YouTube videos on your other social media platforms, but you’ll definitely see better engagement rates if you use native video on each social media site. For example, native video on Twitter sees 2.5 times as many replies and 2.8 times as many retweets as third-party content shared in the site. When you opt for native video, you have an opportunity to tweak your video content to make it fit with the best practices of each individual platform. Optimum aspect ratio and video length vary from platform to platform, so by taking a little extra time to customise native video for each, you can give yourself the best chances of success when distributing your video content.
- Share your knowledge with how-to videos
In 2017, Google saw a huge spike in “how to” search queries. Video is one the best methods for communicating instructional and educational content, so why not tap into this demand with your 2018 video marketing strategy? You could demonstrate how consumers can get the most out of your products or services, or set yourself apart as an industry expert by sharing your insightful tips.
- Explore every single distribution opportunity
If you’re going to the effort and expense of making video, you better ensure your distribution strategy is on point so that you can tap into the thriving demand for video content. Aside from the obvious, such as embedding video in your website itself, there are a whole host of other ways to distribute video. Link to video in your email signature. Collaborate with other businesses for mutual video sharing opportunities. Experiment with social platforms that are outside your comfort zone and see what they can do for your video content. Make use of every single distribution resource you have to ensure your videos are seen and shared by as many consumers as possible.
If you don’t have a video marketing strategy, and you’re looking for a digital marketing partner to help, please let us know!