Ontag Marketing Digital

What is video marketing?

May 11, 2024

In the last article, we shared everything about Content Marketing with you. However, we deliberately left out video marketing. And yes, you’re right, this is also a form of content marketing. And no, we didn’t mention it.
Now you may be wondering why we didn’t mention this strategy in the article on all content marketing strategies.

These days, we receive stimuli from countless places. We receive more stimuli than we are able to absorb. This means that our brains almost automatically filter out the type of content that interests them, and often, in this dispute between written and video content, it is the more interactive content that wins out.

This is not to say that videos are going to take the place of blog articles, not at all! Just as Instagram hasn’t killed off Facebook. However, brands need to work out the balance between the two types of content so that they can get the most out of both. To do this, they need to know how to master this form of content. That’s why today we’re going to share everything about this strategy with you.

But first it’s important that we clarify what video marketing is?
Video marketing is a content marketing strategy that consists of using audiovisual content to attract, convert and retain customers. This strategy can include:

– Institutional videos: where you can strengthen your brand image. If you can share with your customers a little of what your company is really like, it will strengthen the relationship with your brand. And that will only benefit you;
– Educational videos: some people may think that this type of video doesn’t apply to all companies, but in almost every sector there is something that brands can teach their customers. And no, sharing knowledge won’t make your competition’s job any easier or cause you to lose customers.
– Advertising campaigns: did you know that the advertising campaigns that attract the most attention these days are those made on video? I’m sure you’ve been on your Instagram profile scrolling and consuming completely random content and suddenly you’re surprised by a video campaign. For this type of campaign, we recommend that the beginning of your video is very impactful. If you don’t capture the attention of your potential consumers in the first 2 seconds, you’ve lost a customer.

By now, your head is probably full of ideas for potential videos you could make for your business. However, as with all strategies, not all videos are successful and attract many views.

To avoid negatively impacting your audience with low-quality content, here are the steps you shouldn’t skip when implementing video marketing in your brand strategy:
– The script: the video script is an essential tool for creating a good video. Before you start recording anything, it’s important to be aware of what you want to create. The first step is to create a briefing that defines the objectives of the video and the topics that need to be covered. Based on the ideas and objectives outlined, the script begins to take shape. In order to avoid mistakes, the script needs to be written down and contain all the details, such as lines, camera position and background shots.

– Plan the shooting: the quality of the video is just as important as the content. When planning, pay attention to how you plan to capture the images. Pay attention to the following issues:
– the lighting at the recording location, especially indoors;
– the quality of the camera is important and you may need tripods for the image to be stable;
– the microphone must be of a high enough quality to pick up sounds and voices clearly and without noise.

With these requirements met and a good script, you’re halfway to a successful video marketing strategy.

– Do your best when editing: well-done editing, timely cuts and special effects are all fundamental parts of making your content look more professional. So if you have little or no knowledge of video editing, you have two solutions, which will depend on the time, inclination and money you have at your disposal. The first option may be to hire a video editor. This will save you time and effort. The only resource you need to make this possible is money. The second option is to take courses and invest in your training so that you don’t have to pay anyone to do the work for you. However, this option will require time and willingness to learn and possibly some money too.

To decide which of these solutions is best for you, consider the cost of each one. And when we say cost, we don’t just mean financial. You need to weigh up, for your business, which decision will carry the most weight.

– Look for channels to publish on: you’ve probably automatically thought of Youtube every time you’ve read the word “video” throughout this article. However, Youtube is no longer the only channel where video communication is well received. Today, you can also choose to communicate through videos on Tiktok, Instagram, Facebook, or even in email marketing campaigns. Your imagination is the limit. To make this decision, it is essential that you know where your potential customers are, so that they can find you.

Nowadays, video marketing is one of the digital marketing strategies with great potential. This potential is due to the changes in consumption that have taken place recently. We recently told you that the way we consume social media has changed. We’ve gone from using them to pass the time to using them to learn. The same has happened with the videos we watch. Whether on Youtube, Tiktok or Instagram Reels. However, with this change, our expectations and demands in relation to these videos have increased a lot.

The good news is that, even if you don’t know anything about video and don’t have the time or inclination to learn about the best strategy and editing for this type of content, at Ontag we’re ready to help you. With more than a decade’s experience in digital marketing, we have closely followed all the changes that have taken place. We have a trained team ready to ensure that video in your company’s marketing is an essential tool to help you succeed!

Written by Inês Oliveira, digital marketer.


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