Integrating Video Into Your Marketing Plan
Did you know that 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video (MWP)? Or that 52% of marketers believe that video is effective for brand awareness (WowMakers)? Needless to say, the opportunities in video are growing, and if you aren’t already considering a video marketing plan for your business, now is the time to start.
But where should you begin when planning your video marketing strategy? Look for these stories in your organization, which are proven to make an impact on your consumer:
- Success stories
- User-Generated Content
One of the best ways to promote your business, product, or whatever it may be is through telling your success stories. You can use a paragraph of words to explain why your business is the best, but a video brings the content to life and holds the viewer’s attention more than a written summary. People also tend to value and trust other customer’s opinions more than the brand’s written words.
A great example of this is from Airbnb, who has numerous videos on Youtube showing real stories of people highlighting their trips and their awesome stays in Airbnb housing. This is a great strategy to reel in someone who is looking to use Airbnb for the first time. Seeing all of the successful housing Airbnb has provided through their videos will give the viewers the confidence in Airbnb to accommodate their next adventure.
Another great way to implement video into your marketing plan is to explain or show the “how to” aspect of a product or a new feature using a video tutorial or explanation. A quality example of this technique is from Apple, demonstrating what their new iPad Pro has to offer.
Apple presented viewers with an informative text telling about the iPad Pro and assisted the text with videos that come to life and highlight the features as the viewer scrolls down the page. The videos are intriguing, showing the iPad’s variety of uses to demonstrate the product’s flexibility. People often prefer to learn by being shown how to do something, instead of reading a manual. For that reason, this campaign would not be nearly as efficient without the videos alongside the text.
Using user-generated content is beneficial because it helps to develop a brand community through giving customers a platform to share their stories. A customer will feel more connected to the brand if they feel as if they can contribute to what the brand means. For a great example, check out Target. Target curated user-generated content to raise awareness for their corporate responsibility. The company created a video marketing plan to reach out to high school seniors, encouraging them to share videos receiving their college acceptance letters. Target then made a video of the clips with the best reactions, thus pulling on America’s heartstrings.
The reel of videos ended with this statement: “Every kid deserves this moment. Great schools can get them here.” Not only did Target forge an emotional connection with its customers, but it was also able to subtly advertise a strong advocacy for a good education, and its increased donations to K-12 school systems. This video marketing plan contributed to Target’s goal of donating one billion dollars to education by 2015.
Video has become the staple of our lives: Whether it is to promote your business, newest campaign or recent invention, videos are a great tool to implement into your marketing plan. Videos are generally easier to follow, draw more attention to your page, and pull the viewer in more than a chunk of text.
Video brings curiosity, trust and confidence to your viewer like no other form of advertisement. While video is convenient and efficient for the consumer, video marketing plans provide marketers with an attractive, versatile and shareable medium to reach their audiences. So what are you waiting for? Let’s get filming.
Madison Edwards is a Marketing and Communications Intern for Green Buzz Agency. She reports on beneficial ways to implement video into your Marketing plan.