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How to Use Video Marketing to Drive High-Engagement

Erica Johnson

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Getting the attention from the right demographics is becoming more challenging, particularly when you are trying to promote goods or services in an environment that is already saturated with different marketing content.

Marketers trying to boost engagement must do more than pick the right moment and the right type of content; they should also accommodate the audience with content that is fun, engaging, and easy to digest. And that’s where video comes in.

Video marketing has only grown to prove successful. In fact, by 2022, an estimated 82% of all online traffic will be video content. And this is only one of the many reasons companies need to dig into video marketing.

So, if your goal is to leverage the power of video content to drive engagement for your business, this is the article for you.

By the end of this article, we’ll show you why videos are the best type of content material and how you can use video to drive engagement. Also, you’ll learn from the companies that get their video marketing right.

So let’s start.

What Is Video Marketing?

Video marketing is the digital marketing strategy that involves using video content as a form of marketing material to educate, teach, and show prospects and visitors a particular product or service for promotional purposes. 

Why Use Video Marketing to Increase Engagement On Your Website?

Businesses can use video to increase sales by bringing their business to life and capturing their customers’ attention in a way no other medium allows. Here is how.

Video Outplays Other Types of Content

Video crushes all other types of content. Granted, written content can still play a huge part in a business marketing success, they’re easier to produce and don’t require as many skills as videos. But given all the perks that come with video content, they’re worth the effort and we can’t even overstate their importance.

Videos boost conversion like no other marketing material. A Lemonlight survey found that when marketers used video content in their marketing plan, they experienced an increase in leads. 84% of marketers declared as such, and marketers claimed to have a 34% increase in the conversion rate with video marketing, according to Vidyard.

Moreover, video marketing yields a colossal engagement rate compared to all other mediums. 72% of customers prefer to learn about a product or service by way of video. In fact, 84% of buyers report being convinced to buy a product after watching a video. And interestingly, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text.

Video Increases Your Website’s Performance on the SERP

First of all, the presence of a video itself on your site affects the main SEO ranking factor examined by Google. A video puts you in the good graces of the search engine bots and 87% of video marketers confirm that video has increased traffic to their website.

Also, videos have the potential to engage and hook the viewers.  If well crafted, videos capture people’s attention and draw them into the message. As a result, it increases dwell time on your site, which is one of the most important ranking factors in Google’s algorithms.

Consumers are increasingly demanding video in search results, which will likely increase the ranking factor of video in search results in the future. Thus, featuring a video on your website will go a long way in boosting your search engine rankings.

Video Wins The Heart of Gen Zs and Millennials

It’s no secret that Gen Z and Millennials make up the average person today. We are naturally drawn to video content more than we care to admit. Our attachment to video materials explains the rapid growth of social media platforms like TikTok and the many streaming platforms. Now, here is how this translates to brands and their marketing strategies remains to be seen.

People always inquire about products or services before they buy them and videos explain things better. Besides, video content allows brands to inject a human touch into their marketing strategies. The voice-over and live-action help build trust and brand attachment, as viewers can see their products and services in action.

Furthermore, videos show viewers that there are real people behind the products and services, not bots that know how to send emails. This makes videos both practical and effective – they’re a great way for marketers to showcase their offerings and strike a chord with their audience at a core level. 

How to Use Videos to Increase Engagement?

Use User-Generated Content

There is no better person to convince prospects to dig into a product or service than the people already using it. That’s why you need to leverage user-generated content to easily make your case with your visitors and prospects. Also, videos are the best way to use user-generated content for marketing.

User-generated content videos receive more views (10 times more) than most other video types. They add credibility to your brand because they offer unique perspectives on your products from people who are happy about them. Thus, they enhance your brand’s reputation, provide audiences with insights into the sincerity and integrity of your business.

Create Short-Form Videos

When it comes to marketing materials, the shorter, the better. Even your die-hard fans will not watch a 40 min marketing video, it’s not the next Money Heist episode. No matter how much they love your brand, they’ll grow sick of it. Make your videos short and entertaining, that’s how you’ll get your message to stick into viewers’ minds.

For example, if you want to create explainer videos, experts from Vidico suggest that you make it 60-90 seconds long for inbound and 30-45 seconds long for outbound. Also, according to Wyzowl, 80% of marketers who create videos keep them 3 minutes long or less.

Personalize Your Videos

Keep your videos relevant and targeted to each member of your target audience. Your goal is to create a sense of one-on-one, closer, and more human communication. So, in addition to using the right tone, language, and voice, you’ll also need to create your videos around the aspects of your offering or brand that are most valuable to your target audience.

You can also use data from your analytics accounts, CRM accounts, or even more internal data-driven strategies, such as customer satisfaction surveys and feature customers in your videos to share their stories, to focus your marketing videos on a specific customer or group of customers.

Leverage Storytelling

Storytelling can be an effective way of understanding market trends. It helps marketers gain a better understanding of how their products and services affect their customers. First, you will need to know about the people who will listen to your story so you circle your story around their areas of interest.

Also, the best way to market your service or product leveraging storytelling is by telling your story with a bad guy and a good guy. Pretty much telling how your product or service (the hero) helps a customer like the viewers solve XYZ (the enemy or bad guy). This is effective because it’s not about just telling the story, it’s also about showing how your offering makes their life easier. 

Create Eye-Catching Thumbnails

Your video thumbnails act the same as your email subject lines. Taking a look at these quick snapshots from your videos, viewers can decide whether or not to watch your videos and that’s what makes them important. Like a book cover, it should entice a potential viewer to want to see more. In fact, they act as a preview of your videos, and your videos can generate results as long as your thumbnails entice visitors to click and watch your videos. 

Evoke Emotions

We bet you can tell, you’re not the only one creating videos for marketing purposes. Your prospects and customers are bombarded with videos everywhere they land on the web. That’s why you need to cut through the noise to make your videos much more impactful than the average and boost engagement by evoking emotions.

Added to showing and educating the viewers about your products or services, you also have to make them feel your brand or cause. This will help you create videos with strong emotional resonance and viewers will be much more likely to identify with your brand. 

Include Annotations and CTAs

So, you designed a great marketing video, people watched it and loved it, fine. What’s next? What do you want them to do after watching your video? Your video needs an integral part of your marketing plan and you need a clear CTA to walk the viewers down the next step.

A call-to-action is ultimately designed to encourage visitors to engage more with your content and ultimately to become paying customers through conversion to a marketing-qualified lead.

On the flipside, video annotations are little bubbles of text reminding you to subscribe to the channel, comment, or view another video. They encourage viewers to engage with your videos, watch other videos from your brand or subscribe to your channel so they don’t miss out on any video you publish. This is a great strategy if you post your videos on big video platforms like YouTube or Vimeo.

6 Examples of Engaging Videos

Here are 6 examples of brands that designed engaging videos you can learn from.

1. IBM (Data Migrators and IBM – Brand Animation on Vimeo )

If you have complex software and a not-so-technical audience, one way you can drive engagement is by making your software simple to your target audience. That’s what IBM did. They took a complex software and spoon-fed it to a non-technical audience with a simple video so they could easily understand and use it to solve their problems. 

2. Linode (Linode – Explainer Video on Vimeo )

Great product marketing focuses on the people it targets, not the product itself. People don’t care about your products but they do care about themselves. The marketing video crafted by Linode capitalizes on this psychological trick, driving high engagement. The focus on people over products elevated Linode’s brand image and communicated its core philosophy of empowering developers all around the world.

3. Koala (Koala – Never Uncomfortable on Vimeo )

The takeaway here is simple: you don’t have to blow a bag to design an effective marketing video. Koala designed a simple, fun video that shows viewers how their product can improve their lives. The simplicity allowed Koala to achieve an overall increase in the positive response rate of 20% and simply outperformed work with a budget that is probably 4-5 times larger.

4. Summer (Vidico x Summer — Remote Case Study Video )

This is a great example of featuring your happy customers in videos and how effective this strategy can be. Summer created simple videos with clients and turned them into effective marketing videos. The customers share their stories, the problems they had, and how Summer helped them solve the problems. Those customer videos do a great job of boosting Summer’s chance to close the deal. 

5. Airtable (Vidico x Airtable – Product Launch Tracker Tutorial. )

If you’re selling software in a video, your video is as effective as your user interface is beautiful. By designing a video with a clean user interface, Airtable was able to make this video even more appealing and easily achieved its goal – mass adoption.

6. mParticle (mParticle – Data Master App Video on Vimeo )

This is an explainer video that introduces the new Data Master designed by mParticle. The video brings out potential problems their target audience faces on a daily basis and shows how the Data Master takes those problems out of the equation for them. The video communicates the core product’s value proposition and features from a high level and it helped mParticle improve the conversion of new prospects. 

Wrap-up

Video marketing is highly effective and allows brands to facilitate their marketing processes and strategies. They can easily deliver on the support experience and the human feel their target audience love. However, the success of video marketing lies in the execution of a well-thought-out marketing plan.

There is no such thing as a standalone video marketing strategy, your video marketing strategy needs to be part of your overall marketing strategies. That’s how you’ll be able to drive engagement to your brand and easily win the hearts of your customers.

Published November 4th, 2021

Sales & Marketing

‘Bullish’ marketing industry plans to boost spending power in 2024

Courtney Shields

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‘Bullish’ marketing industry plans to boost spending power in 2024

UK marketing leaders are gearing up for a ‘bullish’ 2024, with more than 70% planning to boost digital budgets this year, new data shows.  

Following four years of economic flatlining and commercial pressures for many of the UK’s top marketers, 2024 is expected to see a resurgence in industry optimism, with increased investment being directed in key growth areas including AI, websites, SEO, broadcast and podcasts, as well as email and content marketing.  

The data from more than 500 UK marketing leaders, commissioned by search-driven content agency No Brainer, is available to in-house and agency marketers now. The first report is called the 2024 eCommerce Trends Report

In addition to No Brainer’s findings, a recent Statista report indicates the eCommerce market is set to reach a projected £100b ($124b) in the UK for the first time in 2024, and eComm marketers are poised to make 2024 the year they seize a greater share of consumer spending.  

The report by No Brainer also reveals significant spending growth in key areas of marketing, with many marketing decision markers saying they intend to invest over 60% more than they did in 2023 in the following areas: 

  1. AI: 64% to increase spend by as much as 60% 
  2. Website: 64% to increase spend by as much as 60% 
  3. SEO: 62% to increase spend by as much as 60% 
  4. TV, Radio & Podcasts: 59% to increase spend by as much as 60% 
  5. Email Marketing: 58% to increase spend by as much as 60% 
  6. Content Marketing: 57% to increase spend by as much as 60% 
  7. Digital PR: 57% to increase spend by as much as 60% 
  8. Influencer Marketing: 56% to increase spend by as much as 60% 
  9. Organic social: 56% to increase spend by as much as 60% 
  10. Paid search: 55% to increase spend by as much as 60% 

Some of the highest budget increases came from marketers working in sectors including Education with 69% increasing by up to 60%, Finance with 64% increasing by up to 60%, and Retail with 56% increasing by over 40%. Only 14% of marketing decision makers said they’ll be dialling back on budgets in 2024. 

Gary Jenkins, Director at No Brainer, said: “Four years of rising costs, inflationary pressures, and squeezed budgets has made life tough for UK marketing leaders tasked with delivering growth, but we’re expecting to see that turn around in 2024 with many taking a more bullish approach in terms of spending power. 

“This is great to see, and not just because we play in this space, but because if businesses of all sizes are serious about recovery and growth, then investing strategically in the right areas of marketing is crucial. Sadly, in challenging times, these are the things that can often be the first cut.  

“When every penny matters, like it has in recent years, then there’s a laser focus on marketing leaders proving the value of every pound they spend, and quite rightly. It’s got everyone challenging the ROI of their spending across every marketing sector, and the same rule should apply with these increased budgets.  

“It’s about putting them to best use. A solid, strategically planned marketing strategy can unlock new audiences, drive more revenue from existing ones, and drive more brand loyalty and advocacy, so it’s still a case of spending smart, even if spending more.” 

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

Tags: budget, Content Marketing, seo, spending, websites

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Sales & Marketing

Why social listening platforms can’t listen – and how SocialVoice is looking to step in

Courtney Shields

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Why social listening platforms can't listen - and how SocialVoice is looking to step in

The market opportunity for brands who get influencer marketing right is huge.

According to Goldman Sachs, the creator economy is worth around $250 billion (£205.4bn) today. By 2027, it could hit $480bn (£394.5bn), in line with predicted growth for global digital advertising spend. In line with this trend is an increasing preference for brands to use nano- and micro-influencers in their campaigns. The State of Influencer Marketing 2023 Report puts this at 39% and 30% respectively. With the rise of trends such as FinTok and others front and centre, no longer is there a subject which cannot be touched by an influencer; someone passionate, authentic and knowledgeable enough to earn consumer trust.

Getting the right influencers, in terms of what they say, how they say it and how many people they say it to, is therefore vital. Indeed, an entire martech sector has mushroomed in the form of social listening. Yet Nicholas Greig, chief revenue officer at SocialVoice, has a problem with the term.

“Social listening platforms can’t listen,” explains Greig. “All they can do is scan the metadata.”

While social listening tools can look at hashtags and comments, crunch engagement rates, and look at the sentiment of the written word, SocialVoice believes there is no tool currently on the market which can get ‘inside’ a video and analyse the voice. Until now.

The aim of SocialVoice is to enable analysis of an influencer’s past activity, through every frame of every video on every platform. Tone of voice can be analysed, beyond the written word, to assuage fears around brand safety as well as brand fit. This can go from the usual sentiment analysis to understanding personal versus corporate tone, to extrovert versus introvert, to liberal versus conservative. “Because we’re moving to nano- and micro-influencers, we’re not bringing them in for shoots anymore, so we’re relying on the quality of their recording,” explains Greig.

From a technology standpoint, it will not be a surprise that AI is at the heart of the solution, with three primary facets; deep analysis using machine learning tools, statistical approaches to identify pattern correlation across time-based events, and processing at speed. Almost two thirds of those polled in the State of Influencer Marketing report (63%) plan to use AI in executing their influencer campaigns, with two thirds of those brands using it for influencer identification.

What this looks like in terms of product is the Influencer Integrity Report, the first go-to-market effort from SocialVoice. The analysis of time-based events and processing at speed is combined so brand managers can input the influencer link and then get a report soon afterwards backed up by industry standards – toxic and profane content is based on GARM (Global Alliance for Responsible Media) metrics – and headlined by an overall trust score (left).

In the example MarketingTech saw, regarding a well-known influencer in the skincare industry, a specific brand appeared 273 times based on hashtag and written word analysis. For video scripts, the brand appeared 3648 times (right). Tone of voice noted variance between neutral and joyful.

Greig believes this will solve a fundamental industry problem. “We realised that there were some very big problems in the world of influencer marketing that, despite its growth, were affecting uptake from industry sectors such as banking, or from industry sectors where compliance and conservatism was more prevalent,” says Greig.

“These problems come around the fact that not a single influencer discovery platform in the world can be trusted to do proper vetting, or background checking, of the influencer,” adds Greig. “Checking influencers takes hours, and they can’t go back and check everything that an influencer has ever said – so they cut corners, they look at a random sample of videos, and then they go into a campaign [with a] lack of trust in whether the influencer has any hidden surprises in their background.”

While it remains early days, Greig notes that the trust score is the key element for customers on board thus far. The company has trademarked the term ‘trust my voice’ in anticipation not just of this, but for future cases beyond the brand and agency side. “One of the ways where we see this going forward is that influencers themselves on their profile will have a ‘trust my voice’ link,” offers Greig. “They’ll have that from a software as a service perspective.”

SocialVoice is exhibiting at the upcoming DMWF Europe event, on 21-22 November in Amsterdam, with something a little more enticing than usual. Those who visit the stand will have the ability to have one free check of an influencer of their choice – so the company has a strong bet on their value proposition.

“I think it will shock people as to just how limited the information is they have to make right decisions, and just how open they are to problems,” says Greig.

“We are still very much in a concept [phase],” he adds. “It’s going to be very difficult for anyone to compete against us. It’s not just the AI ability, it’s the scale of what it is that we’re doing; it’s the ability to do it at speed and do thousands of influencers at the same time.”

Insert picture credit: SocialVoice

Photo by Daniel Gaffey on Unsplash

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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Clevertouch creates European consultancy and empowers marketers with AI marketing automation

Courtney Shields

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Clevertouch Marketing, a marketing technology consulting and service provider, has formed a new strategic team to drive customer conversion from martech across its European client base.

This, in conjunction with new AI product development in its proprietary Momentum software, will bring productivity in martech to the forefront, at a time when marketers need it most acutely.

As Clevertouch Marketing changes its overall name to Clevertouch Consulting, the company has created a senior team focused on client revenue generation, customer insights and conversion metrics. The team is also investing in the development of new powerful AI marketing tools.

The development of ContentAI, a feature within Clevertouch Consulting’s Momentum software, ensures artificial intelligence is driving maximum productivity within Clevertouch customer marketing teams. It allows the rewrite of email and landing page content, greatly improving the capabilities of marketers and reducing the time it takes to launch assets. ContentAI is backed by a unique persona toolset that allows marketers to ensure generated content fits the tone and personality of the teams and the business. Momentum is used by leading brands such as Fujitsu, Atos and British Land.

To support this, Clevertouch Consulting has strengthened its leadership with a mix of promotions and hires. Elaine Webley has been appointed as COO and CMO to lead operations and marketing strategy, having previously served as Managing Director and Client Services Director. Stuart West, previously Vice President International of BrightTALK, will hold the Chief Revenue Officer position and lead the team across its services and SaaS products. Jamie Burrell, responsible for the company’s consulting services, will take the position of Chief Strategy Officer, and CEO and founder, Adam Sharp, will provide ongoing leadership and market insights. Lucy Larner also joins Clevertouch as Chief Financial Officer after fifteen years in various SMB finance roles.

Adam Sharp, CEO at Clevertouch Consulting, said: “Economic times are tough, and as marketers we all have to sharpen our focus on revenue delivery, customer conversion and productivity within our day-to-day activities. We are committed to investing in the most advanced marketing products and services, driving the efficiencies created by AI, but also backed by a super strategic team to give clients the best possible business outcomes.

“Our name change reflects the changing nature of the business and the desire for clients to bring the martech capability in house, with the support of Clevertouch Consulting to optimise their investment.”

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

  • Duncan MacRae

    Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

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Tags: AI, Clevertouch, consultancy, Europe

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