Video Marketing in 2021
Brands can no longer get by using written content and images alone. Nowadays, that’s uninteresting and unengaging for consumers who are inundated with live streaming, interactive 360 videos, augmented reality, and more. In the United States, digital video marketing is a $135 billion industry. That means brands everywhere are realizing the value of video and investing in its creation and distribution.
Thanks to the popularity of social media, marketing teams are looking to turn their video marketing efforts to increase overall engagement on each of their social media platforms.
Cisco is predicting that 80% of all traffic will consist of video by 2021.
With a figure like that, it’s no wonder marketing teams are turning their focus to video, compared to more traditional content.
Remember, most people don’t have long attention spans, so, if they didn’t come directly to you for a specific purpose, then you want to keep your video short, sweet, and to the point. Here are the recommended video lengths for each social media platform:
Instagram: 30 seconds
Twitter: 45 seconds
Facebook: 1 minute
YouTube: 2 minutes
When it comes time to monitoring the success of your videos, you’ll want to turn to each social platform’s individual analytics reporting system.Marketing is impossible without great contentRegardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:
Social media marketing: Content marketing strategy comes before your social media strategy.
SEO: Search engines reward businesses that publish quality, consistent content.
PR: Successful PR strategies should address issues readers care about, not their business.
PPC: For PPC to work, you need great content behind it.
Inbound marketing: Content is key to driving inbound traffic and leads.
Content strategy: Content strategy is part of most content marketing strategies.
At its core, market segmentation is the practice of dividing your target market into approachable groups. Market segmentation creates subsets of a market based on demographics, needs, priorities, common interests, and other psychographic or behavioral criteria used to better understand the target audience.
Market segmentation allows you to target your content to the right people in the right way, rather than targeting your entire audience with a generic message. This helps you increase the chances of people engaging with your ad or content, resulting in more efficient campaigns and improved return on investment (ROI).
The five basic forms of segmentation are demographic (population statistics), geographic (location), psychographic (personality or lifestyle), benefit (product features), and volume (amount purchased). Business markets may segment based on geography, volume, and benefits, just as consumer markets are.
The marketing plan details the strategy that a company will use to market its products to customers. The plan identifies the target market, the value proposition of the brand or the product, the campaigns to be initiated, and the metrics to be used to assess the effectiveness of marketing initiatives.
Brands need a video marketing strategy — this idea isn't new. What has changed is how important video has become on every platform and channel.
Video is no longer just one piece of your overall marketing plan. It's central to your outreach and campaign efforts … especially your social strategy.
Video has absolutely dominated social. HubSpot Research shows that four of the top six channels on which global consumers watch video are social channels. According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.