With the proliferation of handheld devices and the increasing amount of screentime consumers are participating in, it’s no wonder that video content is dominating 2023 marketing strategies. According to a NogenTech survey, 91% of marketers are using video content this year.
Despite the noise, there are ways for you to develop video content that quiets your competition. The best part is that you don’t need an over-the-top product value – you can create killer videos right from your smartphone.
Embrace Short Form Videos Social media videos can expand your reach by 90% on average. While a majority of marketers focus their short form videos (30-90 seconds) on platforms like Facebook and Instagram, only 35% are actively using TikTok – which boasts an astonishing 2.5 billion daily active users worldwide. The powerful audiences give your brand a perfect opportunity to meet your market where they are actively spending their free time. Read more to see if TikTok is right for your brand.
Don’t be afraid to lean into “stories” on the platforms – which are one minute or shorter videos that are shared to your business profile for 24 hours then automatically removed. These short clips are digestible for new clients but intriguing enough to get them to want to know more.
Build an Immersive Experience
Virtual reality technology is raising the standards of all content – not just video gaming. Consumers are looking for an experience, not just a sale. By using dynamic techniques, like 360-degree video capture, you are building a unique and immersive experience for your audience. This allows your audience to put themselves into the shoes (quite literally if that’s your business) and picture themselves using your product or service.
Making a product or service real to the consumer doubles the chances of them making a purchasing decision.
Show behind-the-scenes
Much like actors bring a character to life, behind-the-scenes footage showcases brand personality. It allows consumers to get to know your employees, your service or product, and feel a sense of connection. When an audience can find your content relatable, chances are that they’ll be more attracted to the product or service.
If you’re in the fashion industry, show your audience how you decide which styles to stock. If your company focuses on vehicle maintenance, take video inside the shop, and allow consumers to meet the technicians. This type of personal connection breaks down the walls of sales and instead fosters a sense of community and personal relationship with your audience.
Add subtitles and captions
In the spirit of being inclusive, subtitles and captions are a perfect way to make sure you aren’t alienating anyone who is hearing impaired. It also allows consumers to quickly read and capture your messaging. Captions also allow you to include extra insights in the video without the need for extending them. TikTok and Instagram creators have really taken this method and run with it – increasing their engagement with very little additional effort. Learn other ways to increase audience engagement here.
Always be sure to include relevant hashtags for easy searching, popular keywords, and descriptions that are SEO friendly.