INTEGRATING VIDEO CONTENT INTO YOUR MARKETING STRATEGY

Pursuing a digital strategy has quickly become a top priority for businesses worldwide. Recent studies suggest that nearly 80% of customers have increased their content consumption since the pandemic began. More importantly, video content seems to be a clear preference. Further research suggests that by 2022, over 80% of all content generated will be in video format and by the end of this year along, the average consumer will watch nearly 100 minutes of video content every day.

Businesses have the opportunity and clear direction to work on promoting their organisation through video content. Incorporating engaging video content can transform and make content really stand out to a consumer. What is more, people are able to digest this content from their own space and in their own time.

With more and more businesses shifting their attention towards online channels, there is a clear opportunity to promote video content as a vital method of customer engagement and more important, retaining business during the crisis.

INTEGRATING VIDEO CONTENT INTO YOUR MARKETING STRATEGY

DEFINING YOUR OBJECTIVE

Video content has clearly proven to be a highly effective channel but it needs to be delivered in a manner that works for your business and their selected audience. Selected studies have indicated that nearly half of media teams have paused video campaigns during this year and this is mainly down to a lack of a clear strategy. In order to generate effective results, businesses need to ensure they understand what their end goal is from their video content strategy. During these difficult times businesses need to understand and adapt their expectations of what their consumers require and in return, what they will give in this period.

ENSURE YOUR VIDEO CONTENT HAS MEANING

Right now there is an overwhelming amount of content being generated. Many businesses are trying to promote their plans and the steps they are taking during this challenging period. While this may translate into more opportunities for businesses to engage with their customers, it does mean that your content needs to really stand out from the sheer volume of content currently out there. Studies suggest that over 40% of consumers believe the current messaging from all businesses is too similar. There is a clear and popular message that is being continuously generated by businesses and so companies need to ensure they show clear purpose in their content strategy. Aside from your business goals, your online content should focus on giving something back to the customer. 

AUTHENTICITY IS KEY

It’s proven that video content is likely to be the most engaging and generate the highest numbers. Businesses should really think about authenticity and the personality of their brand. Any video content generated should reflect the goals and vision of the business in mind. Marketing professionals need to consider how their business can apply their own unique approach towards video content. Aside from authenticity, your content should be informative, positive and fun.

BE CONSCIOUS OF PRICING

At this current stage, the average marketing spend won’t necessarily convert into direct sales, at least not right away. More now than ever, businesses need to be realistic and maintain a budget and invest smartly into generating video content.

CONSISTENT ACROSS ALL DEVICES

Mobile has and continues to rise in terms of popularity for viewing content. Desktops and laptops are frequently used in the working environment, but for leisure and every other use, mobiles are by far the most popular device. Ensuring your content flow across multiple devices is critical and ensure businesses get the most out of the marketing spend.