It’s here.
The year of 2016 is the year of video.
In 2015, video trends were only emerging. Twitter launched its live video-streaming app Periscope. The Meerkat app allowed social media users to stream video on mobile. Autoplay video trickled into your Facebook and Twitter feeds, and now they’re here to stay. Video is not just for YouTube anymore.
Why You Should Care
If you could have one single marketing tool to summarize your product or service, show clients the process in real-time, proudly display your testimonials and case studies–all while catching the immediate attention of your audience, and more–wouldn’t you take it?
If the answer is yes, then video marketing is your new gold mine. Here’s why:
- Businesses using video grow company revenue 49% faster year-over-year than those without video (Aberdeen Group)
- By 2019, 80% of worldwide internet traffic will be video, and 72% of mobile traffic will be video content (Cisco)
- 52% of marketing professionals worldwide name video as the type of content with best ROI (Marketing Tech)
- Using the word “Video” in an email subject line boosts open rates 19%, click-through rates by 65% and reduces unsubscribes by 26% (Marketing Tech)
In short: if anything is “breaking the internet” right now, it’s video.
The 4 Basic Video Types for Your Marketing Plan
Depending on the purpose and goals of your business, one type of video might work better for you than others. Or you might see the need for all four! In no particular order:
1) Testimonial
Testimonials are popular for a reason. In this day and age, when purchasing decisions depend on Amazon reviews, you need potential clients to know that you’ve brought success to many other clients before them. In the example below for Jackson Orthopedic Specialists, notice the timeline of the testimonials: first the client’s concerns and initial reactions, then the client’s ease and improvement throughout, and finally the satisfaction in the post-healing process.
2) Process
Process videos need not be boring. In this example for Kerkstra Precast, employees are asked to describe Kerkstra in their own words. The inputs are then threaded together and interspersed with coverage of the machinery and environment. The key to digestible video is brevity: if this piece were 5 minutes instead of 1, you might lose viewers halfway.
3) Instructional/Educational
Potential clients will be more likely to pay for your services if they are already impressed by your free resources. Another plus: when you post your instructional video to Facebook or Twitter, each share will showcase you to a whole new friends list who can share it with their friends, ad infinitum. Brand awareness at its finest. Note: Haslett Animal Hospital below did several pet-care videos as a series, which is an even better way to cement your expertise in viewers’ minds.
4) Culture
Showcasing company culture isn’t just for recruiting purposes. Your market wants to know that you’re real, unique, and that your employees enjoy what they do. Culture is especially valuable to younger generations–a key reason to share culture-related material on social media. (This type of video can also be a great way to liven up the mood with a little humor, if that’s your thing.)
Where You Can Start
All videos are not created equal. In recent years, you have probably had the pleasure of viewing impressive video or the confusion over something more haphazard. You’ve had the fortune of seeing relevant video and the misfortune of wasting time on the run-of-the-mill. So where is a professional to start?
You have a few options. We at Michigan Creative would love to meet with you and discuss your needs. At Michigan Creative, we have an extensive portfolio (sortable by video projects) which might spark an idea for your next big thing. If you like what you see, we’d love to hear from you about discussing your specific needs.
Alternatively, if you already have a part-time video staff or intern, you can take your video production to the next level with the help of the right courses and resources. Michigan Creative is excited to launch a webinar training series in March on video production and editing for businesses. Stay tuned on our social media accounts for more: on Facebook and Twitter (@MichCreative)
The Key Takeaway
1) Determine which video type is best for your marketing needs
2) Develop your game plan to get those reels rolling (i.e., hire a professional or train yourself!)
For more valuable resources in your video and comprehensive marketing plan, follow Michigan Creative on Twitter&Facebook–where “we build marketing machines”.
Sources
Other Reads
Online Video Trends 2015/2016 You Need to Read
How the Socialization of Video is Driving Massive Consumption
Video marketing trends via graphs and charts