Effectively Using Video Content in Your Marketing Plan


We as a society are always on the go. No longer do we make time to read a newspaper, listen to the radio or even sit and watch TV. We can read almost anything on our mobile devices, listen to an online music streaming service or binge watch shows, all without hearing one commercial.

Whether it’s B2B or B2C, if an advertiser wants to promote their brand successfully, it has to be quick and visually aesthetic – all while telling a story. That’s where video comes into play. The electronic medium is a fast-growing format advertisers are diving into to grab that consumer’s attention. Here’s how you can use it to your benefit.


Say you have a Facebook or Twitter account set up for your business and an attractive webpage informing consumers about your product, but your business is not getting the traffic you think it should. According to Econsultancy, only 22 percent of businesses are satisfied with their conversion rate.

Consumers don’t have time to spend on a brand’s website, reading about everything your brand and products have to offer. That’s where video comes in. Video can grab that consumer’s attention and potentially make them a customer. In fact, according to WordStream, videos on landing pages can increase conversions by 86 percent.

Strategize with your team and see how you can incorporate video on your site. Whether it’s a promo, a consumer review or even an introduction to your brand visually get your story out to the public.
For example, this video from the Retail Industry Leaders Association:

“The Place for Retail Leaders,” is positioned on the top right side of the association’s website. A little over a minute, the video gives a short introduction about the organization and why should retailers join.

Content + Advertising + Visual = Customers

Video helps to promote your brand to stay relevant in today’s world and tells a great story visually to go along with it.

“Fifteen minutes could save you 15 percent or more on car insurance.” Whether it’s distinctive characters such as a camel telling you it’s Wednesday because it’s “Hump Day,” or a green gecko on your screen finding a random connection to car insurance for 15-30 seconds, you know that the brand is Geico.

For the past 25 years Geico has created humorous commercials promoting car insurance and even in the digital age viewers are still going on YouTube to watch commercials from years ago.

According to Marketing Dive, Geico was the top advertiser on YouTube spending more than 40 percent year-over-year.

“It’s a smart humor—a chuckle, not a knee slapper,” Joe Pusateri, vice president of marketing for Geico, told Adweek. “We think knee-slappers wear out and get kind of irritating.”
Video is about finding your brand’s niche and expressing it in a way that consumers can relate.

Sharing is Caring

You’ve made a video to market your brand or product. Congrats! You know that there’s more to it than just sharing the video on your website. You have to get that video viral. What better way to do that than to use your social media platforms.

We know that when you think social media most people think of Facebook.

According to Buffer, Facebook owns approximately 25 percent of all digital ad video spending. By 2021 that is expected to double. Why? Because Facebook uses demographics, location and profile information to target ads. This helps to get your content in front of the right audience.

And it’s working for brands who use Facebook to promote their content. Views on branded video content had increased 258 percent on Facebook by June of 2017.

Even though Facebook is still king, don’t underestimate the other social media platforms.

At a close second, there’s YouTube. The video sharing website has more than 1 billion users who watch more than 5 billion videos.

YouTube enables consumers’ easy access to search for video through its platform and also through its parent company Google.

According to Google, almost 50 percent of internet users look for videos related to a product or service before visiting a store.

If you want to strengthen your video marketing game even further via social media, Instagram might be able to help.

Not only does Instagram cater to a younger demographic (55 percent of people between the ages of 18-29 use the site) it also allows brands to provide a unique experience when it comes to videos.
With Instagram a brand can use hashtags to streamline their target audience by selecting keywords to hashtag that have something to do with their product. Not only that you can play videos automatically without sound on a user’s platform and can use video in multiple image photos.

More importantly, Instagram now allows brands to partner with Shopify through their platform to incorporate product labels and shop directly through the site.

This is huge because research has shown that over a third of Instagram users have used their mobile to purchase a product online– making them 70 percent more likely to do so than non-users.

To have a successful digital marketing strategy, video is vital. How you incorporate video into your marketing plan might distinguish your brand from your competitors.

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