The Ultimate Guide to Video Marketing.

There is no doubt that video marketing continues to gain relevance in Nigeria. The only question is how quickly can your business adapt to profit from it? 

Below we present our ultimate guide to video marketing.

What is Video Marketing? 

Video marketing is all about sharing videos about your brand anywhere online, whether it’s on your site, social media, or email. These can be clear ads for your brand done in a TV ad style or something more subtle where your brand takes a back seat. But in most cases, the viewer knows where the video came from, allowing brands to influence their reputation, for better or for worse.

It’s tempting to call the recent popularity of video marketing a passing trend. But the truth is, videos have always been popular – just look at the last century of cinema. The reason why videos are skyrocketing now is technology.

Sites can now host more videos, devices can now upload videos faster.

Why Video?

With more live streaming options on social media and better quality phone cameras, the popularity of online video is a self-sustaining whirlwind that turns viewers into filmmakers who inspire new viewers to become filmmakers.

But it’s not just the popularity of the video that makes it so effective, it’s the medium itself. Video allows more artistic expression and emotional connections than static or textual content and can be a powerful visual tool for teaching complex concepts. The videos draw on a century of cinematic techniques to weave rich narratives that speak to viewers in ways that cannot compete with other media.

And how effective is video marketing?

Recent statistics from  Hubspot  and  Social Media Today  reveal just how impactful videos are:

• Traffic on video sites is 41% higher than on other sites.
• Social media videos receive 1,200% more share than text/picture messages.
• 87% of consumers want more branded videos.
• Marketing campaigns with videos have a 49% faster increase in revenue than non-video campaigns.
• Emails with videos have a 200-300% higher click-through rate than others.
• 68% of consumers cite video as the preferred means of information on new products. That’s 4 times more people than the second favorite option, text-based articles (15%).
• Videos increase conversions by 20% on a landing page and 80% on a landing page.

Plus, there are more benefits behind the scenes.

Video content is also receiving technical improvements in terms of algorithms for social media feeds and search engines. Platforms like Facebook give special priority to videos in their social feeds, and the latest changes to Google’s 2021 algorithm have prioritized video by giving them an automatic carousel at the top of search results.

In other words, video content is seen more than textual or graphic content. If you prioritize accessibility, you can enhance these effects even further with SEO- loaded transcripts, which we discuss below.

Of course, to reap all of these benefits, you need to understand video production and marketing. The first step is to understand all of your options.

Types of Marketing Videos 

A video can be whatever you want – it’s your brand, so you make the rules. But when you put together all the types of marketing videos that you see online, some distinct categories appear. Here are the most common types of marketing videos, each tailored for a different purpose or personality.

Explanatory videos

What is an explanatory video?

Explanatory videos are the most common type of marketing video. As you can guess, these videos explain what a business or product does and how it works. This is probably the kind of video that comes to your mind when you hear about branded videos or product videos.

Their complexity ranges from a quick introduction to the brand to more detailed instructions describing how a product or service works. If your brand is entering a new era – that is, if you offer products and services that customers haven’t heard yet, how-to videos are a great way to show them how they work. This is why they are so popular in the tech industry, where “what does your software do?”

Is always the first question.

The beauty of explainer videos is that they can entertain as well as educate. Playful and stylish graphics can make otherwise boring information more exciting, not to mention the effects of graphics on memory retention.

What’s the point?

An introduction to new brands or products

brand awareness (get your name)

explain to consumers how your product or service works whether it is complicated, new, or experimental.

• How to make it awesome?

Make sure the style matches your brand’s personality: visuals, language, rhythm, etc. Real actors or moving images? Jokes or just the facts? Remember, you don’t just communicate in script elements. All your design choices, such as the composition of the shots, the use of colors, and the transitions of the shots, will influence the perception of your brand by Internet users.

• Brand Videos

What is a branded video?

Branded videos are like how-to videos without all the explanations. Well-established companies often use them to maintain their reputation. Their main goal is to present the brand in a positive light. They therefore often include customer testimonials and statistics highlighting the success of the business.

What’s the point?

Improve or change a brand’s reputation

highlighting your points of value

entice viewers to do business with you.

• How to make it awesome?

Although there are many branded video parades on the same ground, they are more effective if they are original. You want your brand to stand out, so don’t be afraid to be unique. Avoid the same generic structure and visuals as your peers.

• Social media stories

What is a social media video?

Different social media platforms have their sections for user-generated videos, usually referred to as “stories”. These usually consist of short live feeds or quick messages to subscribers – great for periodically “checking in” with your online community.

Typically, they are usually streamlined and only last a few seconds, often without audio. Stories are more popular with younger markets and may be irrelevant for more formal or serious brands.

What’s the point?

• Strengthen your online community and make personal connections
• Periodic verification for greater brand awareness
• Describing your brand as young and modern
• Advertise and drive traffic to other campaigns.

How to make it awesome?

Process the videos on their platform and the audience on that platform. Your Snapchat followers have different expectations and preferences than your Facebook followers. Hence, change the style of your videos accordingly. Also, note the technical differences between each platform. For example, Facebook has interactive features that other platforms don’t. 

• Live stream

What is a live stream?

Live streams are video recorded and viewed in real-time. They look like social media stories but are more ambitious and lively. They’re bigger, last longer, and (hopefully) are created with better technical equipment. Viewers can comment during a live stream, which is great for engagement. While live streams on social media are subject to platform restrictions, such as how long or how long they stay live, you can also host live streams independently for greater freedom, and better control.

In particular, live feeds are great for covering one-off events: interviewing an influencer in your industry, hosting a conference, sharing behind-the-scenes footage at a public event, etc. However, you can stream a product demo, a quick tour of the office, or even something like an odd-looking spider under your desk.

And because their live streams are live, they add a sense of intimacy and engagement. Viewers feel they are participating, even despite geographic barriers. Some platforms can even intensify this effect through interactivity, such as live streaming of viewer commentary.

What’s the point?

Community building and engagement

give people access to exclusive events

collect advertising for events

How to make it awesome?

Remember to let both parties know about the live streams beforehand to let people know they are going to perform and to get them excited. If you’re already announcing an actual event, it’s easy to mention the live feed in your press materials. If the live stream is the event, be sure to promote it as if it were an actual event – it’s always embarrassing that no one is showing up at your party, online, or elsewhere.

• Vlogs

What is a vlog?

In short,  video + blog = vlog  (the word was never intended to be spoken aloud). These are regular videos on a specific topic; done in the same casual format as blogs, but in video format. Vlogging typically involves the day-to-day experiences of a vlogger (video blogger). Common examples are YouTubers who review a new game every week or travel bloggers who film their travel experiences. Filmed podcasts can also be considered vlogs, as long as they offer more than just audio.

Video blogs are great for building communities and getting traffic because they keep people coming back again and again, and at predictable times, no less. The downside is that they take more effort – vlogs demand consistency and every time you miss a post your followers notice it.

What’s the point?

• Increased traffic with regular visitors
• community building
• Establish your brand as an authority on a given topic – whenever a viewer has a question on that topic, they first turn to you for answers
• Creation of a solid content processing book, which boosts SEO and time spent on the site.

How to make it awesome?

Focus on topics relevant to your brand. Videos in these areas will attract the consumers you are looking for anyway, and those people will likely associate your brand with the theme of your choice.

• Product videos

What is that?

Product videos only revolve around a single product: outlining its features, explaining how it works, and planning its launch. Product videos are like advertisements, but they have the freedom to focus on one or two key aspects instead of giving the big picture.

For eCommerce product videos are a must. According to Neil Patel, up to 85% of viewers are more likely to purchase a product after watching a video. So there is a direct correlation between sales and conversions. Product videos also reduce the number of returns: videos are more realistic than still images. So buyers have a better idea of ​​what to expect before they buy.

Additionally, the video can explain how to use a product, minimizing feedback from those who say “it didn’t work”. The best of them may even inspire new ways of using the product.

What’s the point?

• Introduction of new products or new features on existing products
• e-commerce product pages
• Explain how to use complicated or confusing products
• Influence the reputation of a product, ie. the video showing happy people using the product makes the product look fun

How to make it awesome?

Since they have a very different purpose, product videos do not follow the same rules as other videos. They are less focused on style and branding, but more on the presentation of the product itself. Think of the video from the perspective of the viewer who has never seen the product before. 

• What features will they be interested in? 
• Which parts need clarification? 
• What wouldn’t they discover for themselves?

• What is a demonstration video?

A demonstration video visually explains step by step how to do something. A large portion of internet users is turning to online videos to learn how to do something. So good how-to videos can generate a lot of traffic. If successful, the procedures both establish you as an authority on the subject and strengthen your community by giving them something valuable they can use: knowledge.

What’s the point?

• Establish yourself as an authority
• increased traffic with regular visitors
• Improved brand reputation and loyalty – viewers appreciate your providing useful content.

How to make it awesome?

The trick is to stay on the brand, giving instructions on topics relevant to your target customers. Normally, people will stumble upon your video when they are figuring out how to complete a specific task. But if you master this technique, regular internet users will check your videos for new ideas.

• Short films

What is a short film?

When we talk about video marketing as an artistic medium, we are talking about short films. 

Rather than “selling,” short films take a roundabout approach to earn audiences’ money by winning their hearts. 

Shorts aim for an emotional connection, even just a laugh or two. From a marketing perspective, the viewer will associate these positive emotions with the brand, which has a more important promotional element than just listing the benefits.

What’s the point?

• Make emotional connections and build community
• Promote brand recognition and awareness
• Demonstrate the personality of your brand, especially if your branding strategies prioritize your style or feeling over the practical value of your products/services (typical in the fashion industry, for example)

How to make it awesome?

Short films work best when promotional elements take a back seat. In other words, let your viewers immerse themselves in the story without reminding them that it’s an advertisement.  

What is an advertisement?

When it comes to online video marketing, an advertisement is essentially a TV spot, co-opted for online spaces. Remember, people don’t necessarily like ads and may choose not to watch them online. For this reason, it is best to lean on the entertaining side of commercials.

What’s the point?

• Traditional online marketing
• Highlight product features and drives sales
• multichannel campaigns encompassing television, print, and other means than the Internet

How to make it awesome?

If you’ve ever filmed a TV commercial, you just need to upload it online, although viewers would appreciate something new for the online version. 

How to master video marketing 

Once you have an idea of ​​the types of marketing videos that work best for your brand, the real challenge begins: making and marketing them. Here are 9 expert tips for marketing your videos like a pro.

1. Build a video marketing strategy

Think you’re ready to start filming? Make sure you create a video marketing strategy first. Defining a strategy will help you clearly define your video marketing goals and determine exactly how you plan to achieve them. It is the foundation of all your video marketing efforts. First, cover the items on this pre-production checklist:

• What is your purpose? 

Do you want sales or just traffic? Do you want to impress or just inform? Different goals require different approaches, so the first step is to answer this question. You can also use it to define indicators of success.

• Who is your target audience? – What do they want to see and where will they look online to see it?

• What is your budget? – Making a movie is expensive (unless you’re making a low-budget movie on your phone). Set your budget early so your creativity doesn’t exceed your finances.

• What is your deadline? – When do you want the video to be finished? This is an important factor when hiring a film crew, especially if you have to wait for their availability.

• What is your brand style? – In other words, how does your brand’s personality translate kinematically? A brightly colored cartoon about horses or a black and white film with real actors?

Having clear answers to these questions marks the future, so don’t be afraid to be too specific in your answers.

2. Stick to what you are good at and outsource the rest

Do you know when to use a wide-angle instead of a close-up? Are you 100% sure you know what a wide-angle shot is?

Don’t feel bad otherwise it’s not your job. You are not a professional filmmaker. If you’re an expert in marketing or business management, this is where your time is best used – don’t use a camera.

Rather than diving into the depths, you will achieve better results if you spend time in strategy and marketing while outsourcing your filmmaking needs to a team of professionals. Independent filmmakers already understand the ins and outs of their profession; all you have to do is explain the style and tone you want, and they’ll know the cinematic techniques to create it. And since they are self-employed, you can hire them at any time.

The problem is often finding a camera crew in your area, as branded videos often depend on location. 

3. Stay consistent with your brand

Your video is a reflection of your brand, perhaps the most influential too if it is the first impression on the viewer. But it won’t have much of an effect if you don’t combine it with your other branding efforts.

In addition to echoing your brand personality, which we discussed, you also want to continue using visual brand cues. This includes your brand colors, which should appear in your videos, as well as mascots and spokespersons. If it is reminiscent of your brand, it deserves an introduction in your marketing video.

You can even use video as an opportunity to build your branding image. A good example is an animated version of your logo. Most logos are designed for static images, such as a product label or web page graphic. But video is a means of movement. Adding a little movement to your logo can give it new life and leave a more lasting impression on the viewer.

4. Aim for the heart

Many shoppers make buying decisions based on feelings rather than rational facts – they trust their instincts more than their brains. For a powerful storytelling medium like video, this can be a huge advantage for marketers.

If you are making a short film, you should prioritize emotional connections over promotional sales tactics. But even if you’re making a video with dry explanations, you still want to include a narrative and sentimental moment. Even the basic drama elements go a long way – character, conflict, resolution, etc.

Rather than showing pictures of different people using the product, consider having a single personable character going through some sort of trip to solve their problem. You can still show the same product, but the more dramatic aspects add a personal context that helps the viewer to put themselves in the shoes of who they are watching.

Even simple videos, such as testimonials from real users, can benefit from a more emotion-oriented narrative. Knowing how to use the right kinematic techniques at the right time, i.e. When to zoom in, when to stay wide, can accentuate emotional beats and make the viewer understand the speaker even more.

5. Use animation strategically

We’ve all seen these animated how-to videos with basic visuals. They are done in a simple style that seems to suggest “adult cartoons”. The flat design is very popular for explainer videos, and good reason.

When you combine a flat design with animated graphics you get great visual support for teaching. For one thing, the easy-to-read visuals make these videos boring and fun to watch. Fluid animation on its own can be mesmerizing, making the viewer more receptive to learning new knowledge whether they like it or not.

Also, this style helps understanding. Many modern products and services can be difficult to understand and involve concepts the viewer has never heard of. The flat design style of the motion graphics can make these ideas easier to understand, essentially improving the viewer’s comprehension more than if the video had used real actors.

Of course, this playful style can undermine more formal or professional brands. Other times, if your brand is focused on something deeply emotional, real people can convey those feelings better than animation. The type of brand you represent and the goals of the video will determine whether moving images are the answer.

6. Give yourself a head start

Just as search algorithms sometimes favor videos over other post types, they also favor videos with a lot of views over those without a lot. So making a video popular early on increases its chances of being popular in the long run.

But that’s easier said than done. The best way to start your video with a lot of views and tastes is to stack the deck. Let your business employees, friends and family have access to it before the public launch, so your customers don’t mistake your new video for an unpopular photo.

Another strategy is to send the video to your email subscribers as “exclusive content” before the public launch. This rewards their loyalty with special perks and gives your video a head start from the start.

7. Being in the right place at the right time

You are not responsible for showing your video to all viewers – they will also find it on their own through searches. That’s why you want your video to be as easy to find as possible.

On the one hand, this involves displaying it on the right platforms, that is, all the platforms on which your potential audience is active, whether it is Youtube, Instagram, Facebook, or whatever precedes.

And you want to post at the right time. Each social media platform has a different ‘golden hour’, so change your posting schedule accordingly. 

8. Make your videos easy to find

Be sure to use a smart title and description that includes the keywords your audience would be looking for. Good titles explain what the video is about without saying too much – they draw people in and make them curious to watch. You need to tailor your video titles to SEO keywords.

 In particular, you can target long-tail phrases, a string of SEO keywords that match full or partial phrases that users enter into search engines.

Plus, make sure you’re using the right tags and hashtags (if the platform uses them). Combine the most popular with the least used tags to attract different types of viewers and find the ones your target viewers prefer.

9. Make it accessible with closed captions and transcripts

Accessibility is about making your content available to users with disabilities. For videos, this equates to closed captioning and transcripts, but you’ll find that these accessibility issues can benefit your brand as well as viewers.

Users with hearing impairments rely on closed captions and closed captions to supplement the audio portions of the video. While you can use an automatic caption generator in a pinch, these are far from foolproof and your captions would benefit more from replay performed with the human eye. Using closed captions is also a great idea because most people who come across your video on social media watch it without sound.

Visually impaired users may not be able to fully enjoy your videos, but they may still get something out of it if you include a transcript. A screen reader can relate a transcript without difficulty, and you get a bonus to your SEO by including a block of text containing keywords.

Conclusion: 

Are you ready for your closure? 

Are you ready to do your video marketing and get at the forefront of video marketing? 

Send us a message via Contact Us and let’s get started at making your brand stand out!

If you found this article useful, do leave us a reply as well!

Can’t wait to hear from you.