What Is Video Marketing? Tips for Creating Effective Viral Videos

Video marketing is a highly effective “weapon” for promoting your business and attracting potential customers. This strategy is quickly becoming a top choice for many marketers. A successful video can help a brand and its audience connect on a much deeper level. In this article, The7 will walk you through what video marketing is and why it has taken the upper hand in today’s technology-driven landscape.

What Is Video Marketing?

Video marketing is the use of video content to reach your target audience and promote your brand, services, or products. Video marketing isn’t only about selling. You can also use it to drive website visits, boost social media engagement, grow your email list, and improve customer service.

Humans are visual creatures, so it’s no surprise that we all love video. With people now watching more than 100 million hours of video on Facebook and more than 1 billion hours on YouTube every day, video has become an essential marketing tool for businesses. The ever-growing preference for video over text gives you a chance to connect with your customers more effectively.

What Are the Benefits of Video Marketing for Businesses?

More people are watching video, but what does that mean for your business? Let’s look at a few reasons why video marketing is thriving in today’s world.

Viral Clips Are Gradually Replacing the News

Today, people are increasingly switching to video to follow the news, and the trend is spreading fast. Young people and internet users in general are choosing to listen to the news and watch videos instead of reading. Even major news outlets now adapt their content into video. This shows that the demand for watching and listening to video is gradually replacing other forms of advertising. Keeping up with the times and staying alert to online marketing formats is critically important.

Deliver a Large Amount of Information

10 billion views a month on YouTube says it all, and it’s clear why video is such an effective tool for expanding your reach to users. On top of that, 70% of internet users watch at least 1 video every week, which makes it more likely that a video will be shared across other channels.

“Video conveys the message in an ad to viewers in the most concise and effective way.” It also helps marketers reach users from all three angles, so even complex information can become easy for viewers to understand. It gives you and your brand a chance to reach customers all over the world.

Video Becomes a Strategic Marketing Tool

Search results prioritize video for internet users who search with specific keywords. A business’s success depends heavily on search engine results, so you shouldn’t overlook them. Using video marketing helps your business reach more people and drive more traffic to your website. Remember, the more traffic you get, the more opportunities you have to grow your business and increase revenue.

High Conversion Rate

Video can help you earn more money. Adding a product video to your landing page can increase conversions by 80%. A compelling presenter in a video can significantly influence consumer behavior and turn someone into a lead, rather than just having them read search results. Video can also lead to sales. According to research, 74% of customers who watched an explainer video about a product or service went on to follow it and buy it.

Easy Search Engine Optimization

You also need great videos to improve your SEO performance. Informative video keeps people on your website longer, which is something Google considers when ranking web pages. You’ll also earn more backlinks, because other websites will link to your video content when they need it to explain certain topics in their posts.

Sharing your videos on social media earns you likes and shares that generate traffic to your website. Search engines track these metrics to gauge the quality of a website when ranking it on SERPs.

Create a Viral Effect to Promote Your Business Fast

Video is a powerful tool for building brand awareness and achieving goals such as attracting potential customers, earning customer trust, expanding your online audience, and increasing market share. To get your business noticed and hit your business goals, the best approach is to use content that is short and easy to understand. For example, a LinkedIn study found that videos under 30 seconds have a 200% higher completion rate.

Many videos are built around great stories for a product. Plenty of people buy a product simply because of the stories these videos tell. Some advertising stories are staged so elaborately on video that they move viewers to tears. Users buy those products and services to give to their loved ones, letting the gift say what words can’t.

Common Types of Video Marketing

• Brand videos: These videos introduce who you are to the public and viewers. They’re often used as a simple way to tell a business’s brand story, present its core values, and persuade customers to use the business’s services.
• Product introduction videos: This is the first type of video content a business promotes to reach the public. It’s a short, clear explanation of what your product is and what it does. These videos are created to nurture leads.
• TV commercials: Television advertising is very important, and businesses that choose this format often see strong results. However, getting airtime on video usually costs more than other formats, and the ad slots are very short. The video content must also be reviewed so it doesn’t violate media-specific regulations.

What Is the Formula for Video Marketing?

A video marketing strategy can help you stand out from competitors and deliver high-quality content that conveys your brand’s personality. Below is a formula for building and developing a strong video marketing strategy.

• Attention: This is the number one factor in video marketing success. What you need to do is make sure customers remember you.

• Attraction: You need to draw customers to your video, and if they aren’t drawn in, they will naturally skip it.
• Proof: You’ve attracted customers, but now you need to prove how valuable your video is and how reputable and high-quality your product or service is. If you can’t prove these things, your video serves only as entertainment and has no conversion value in marketing.
• Sharing: If a marketing video doesn’t share useful information with the audience, people tend not to remember it for long. Shared insights and helpful tips always inspire action, unlike rambling, pointless information.
• Call to action: When you carry out a video marketing strategy, the most decisive element is the call to action. It drives major conversions such as choosing a product, learning about a product or brand, choosing a brand, and more.

The Most Popular Viral Video Marketing Trends

Story-Driven Videos

This is the viral video trend that many businesses use today. Their stories usually take the form of funny videos, touching videos, or parodies of a trending video. If the story is good, viewers will share it and a viral effect takes off. The advantages of this format are that it’s easy to script and easy to spark viewers’ curiosity. The main drawback, however, is the high cost.

Content That Celebrates Vietnamese Values

Vietnam’s national pride is an advantage that today’s video marketing products tap into. These videos have drawn a lot of attention and had a positive impact on the public. What’s more, it’s a way to promote the country and its people to the world.

Videos With a Humorous Element

Showing humor is the latest viral video marketing trend. Sometimes the entertainment value of a video sparks mixed opinions about its content and message. But it is exactly that controversy that makes a brand go viral for a business, creating a surprise effect.

Videos That Use Songs

Neurolight conducted a research study analyzing 150 TV ads and showed that customers remember brands that use music better than brands that use only conventional advertising. That’s why incorporating music is another new, successful video marketing trend for businesses.

Top 4 Common Mistakes in Video Marketing

Video marketing uses audio recordings and visuals to connect with your audience and provide information about your products or services. Done right, it lets you reach many different markets and capture your audience’s attention. But many companies make mistakes with their video marketing strategy. Here are 4 common mistakes people make when doing video marketing:

Lacking a Promotion Strategy

Don’t get into video creation just for the benefits it brings. Without a long-term strategy, a video is just a video. You need to be clear and concise about this if you want to succeed.

Making Videos Too Long

When making videos, time is an important factor, and you have to pay attention to it. For example, videos on Instagram recently didn’t run longer than one minute. That’s all the time brands marketing on this platform need to get their message across.

The first 10 seconds of a video determine whether people keep watching or move on to something else. Also, if it runs too long, they’ll lose interest. The best thing to do is deliver your message in the shortest time possible.

Making It Too Complicated

When developing a compelling video strategy, it’s easy to lose sight of simplicity. If you don’t notice it, you can make a video more complicated than it needs to be. You should avoid this at all costs. Making your video too complicated means you won’t be able to communicate what you need to.

Not Branding Your Video Properly

Here’s something most people don’t know: branding matters in video marketing just as much as in other forms of advertising. If you don’t brand your video, then no matter how great it is, anyone who watches it will remember the content rather than your company’s name.

How to Create an Effective Video Marketing Campaign

If your potential customers spend a large part of their day watching video, it’s time to create a video marketing strategy that puts your products and services in front of potential buyers. Below, we outline how to create an effective video marketing strategy:

Create Video Content

If you’re racking your brain and can’t seem to come up with any ideas for a video, start with the basics. Ask yourself the following questions and jot down a few bullet points you want to cover:

• What is your business’s origin story?
• What pain points do your products or services help solve?
• Why are you passionate about what you do?
• What do you want customers to know about your business?

Once you get into the flow, you’ll start to realize that you’re simply telling a small business story.

Define Your Target Audience

Before building your video marketing, you must define your customer persona. Depending on the audience, you can create content that suits their tastes. This step helps you decide on the right footage, colors, background music, and accompanying information. Messages and slogans aimed at the right audience deliver strong results.

Plan Content Production and Start Filming

A good content production plan will save you time and money in the long run. Whether you plan with a diagram or the old-fashioned way with pen and paper, you need to know how the video will be created and filmed. YouTube and search engines have become smarter now. These tools can pick out the main content after watching a video.

Edit and Publish Your Video Marketing

The most important part of video marketing is publishing the product after it has been edited and polished. There are countless marketing channels and platforms you can use to publish videos, but only certain types of videos will be effective.

Measure and Track Purchase Conversions

Measuring results is an essential part of evaluating the success of video marketing and finding ways to optimize your approach and production process. To measure the success of a video marketing campaign, you can rely on a few specific criteria. Data analytics will show you how many people watched your video, how long they watched, whether men or women prefer your video content, and which countries and locations they’re in.

We hope this article has helped you better understand what video marketing is, along with other useful related information. If you’re still unsure where to start, get in touch with The7 today. Besides supporting businesses in building and carrying out video marketing strategies, The7 also specializes in a wide range of full-service marketing offerings, so don’t hesitate to contact us whenever you need:

• Integrated Marketing Services
• Marketing Consulting Services
• Online Advertising Services

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