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  • Writer's pictureReynel Suarez

2019 Video Marketing - Trends and Strategy

Updated: Mar 11, 2020

Video is turning into the preferred way to communicate, learn, shop, and be entertained. For the past three years, video consumption has increased at a rapid pace, and all signs indicate that it has yet to peak.

In early 2017 63% of businesses were using video as a marketing tool, by the start of 2018, that had risen to 81%, and towards the end of 2018, the number grew to 87%. The fact that businesses are using video more is just an indicator of usage. The real value lies in another statistic ROI (return on investment) a 2018 study shows that 83% of marketers see a positive return on video investment.

90% of marketers have stated they feel the level of competition to get video noticed has increased.

The volume of content that gets produced and uploaded daily is extensive. Quite frankly, the majority of the content is of low quality, but there is so much of it out there that it leads to a noisy and cluttered environment.

Breaking through the noise

Video space is cluttered
The space is cluttered but the variable is good content

Below are key factors needed to break through the noise

Content of Value

Produce content that provides value to the viewer. Content should first and foremost benefit the viewer, not your interests. In time you can plug your offerings, but initially, your focus should lie on serving your audience and building a following. The content should either educate, entertain, or at least touch an emotional cord that eventually leads to a cyber relationship between the content creator and content consumer. A brand with a personality is a winning formula.

Develop a Content Strategy

Be strategic with your approach; for example, a good plan is to produce a series of related videos as opposed to a single video. Why is this beneficial? Well, because if someone watched one of the videos, they would probably have an interest in viewing the others in that series. You can group your videos, making it easy to binge-watch the whole set, which will lead to more views and, ultimately, a superior organic ranking within the YouTube platform. Remember, YouTube will reward you for keeping viewers on your channel for extended periods.

Stay organized, having a production and upload schedule is a critical part of your strategy. As you gain traction, people will expect content from you with a certain level of consistency.

Production Value

Production value will take your content to another level. Production value is crucial and not just from a technical side but also creatively. Try to top your past projects by improving your pre-production. Proper preparation is the cheapest way to enhance your videos. Having a properly structured production plan and video script is the first step to making a fantastic video. We would go as far as claiming that production and editing play secondary roles, but it all starts with the pre-production deskwork.

How do consumers prefer to learn about a new product or service?

  1. 68% short video

  2. 15% text-based article

  3. 4% ebook or manual

  4. 4% presentation

  5. 3% infographic

  6. 3% sales call

  7. 3% other

The numbers show video is preferential with prospects when researching a product. A video offers a level of access matched only by physical inspection.

What should the three main goals of a product demo video be?

  1. Illustrate product functions and features.

  2. Educate on proper product usage.

  3. Set realistic product expectations.

If someone is in the market for your product, it will make sense to get prospects to see a clear explanation of the product. Having a well-executed video that highlights features, teaches proper usage, and sets realistic expectations is a great tool to have because the numbers show video produce better conversions. As a side benefit, video can save you from lousy product reviews left by customers that don't know how to use the product correctly. Again this can be resolved with an instructional video think instructional manual only better.

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