If you really want to present your brand the right way, attract new people, and give your marketing campaign a much-needed shot in the arm, you need look into video marketing. Of course, this is not a ground-breaking idea. People have been writing and talking about it for years.

While you may know that it works, do you know how video marketing works?

That’s what we’re about to find out in this article. We’ll see why it works, what the main types are, and talk about how to nail your strategy. Let’s see why 92% of online marketers consider video an integral part of their overall marketing strategy.

Why Does Video Marketing Work So Well?

Attracting people’s attention is much easier with video than written content. That’s because our brains process visual data 60,000 faster than the written data. But written content requires a lot less investment than visual content. So is video marketing really worth it?

In our opinion, it is. Here are a few benefits of video marketing that will make you a believer too.

1. Boosts Conversion Rates

Video marketing is an investment. That means it should have a good return on investment. Luckily, according to HubSpot research, adding a video to your landing page can increase your conversions by more than 80%. How’s that for good ROI?

2. Decreases Unsubscribe Rates

With so many marketers bombarding potential users with emails, having someone open your email is extremely hard. But simply by adding the word “video” to your subject line can increase subscription rates. Furthermore, having a video in an email can increase CTR by up to 300%.

3. Encourages Social Shares

The world is becoming increasingly mobile. Chances are that you’re reading this post off of a mobile screen right now. If you’re looking for a way to boost your social media presence, video is a great way to do it. Around 9 out of 10 mobile users share videos with others on a daily basis.

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The Three Main Types of Video Marketing

Different video marketing strategies require different types of videos. Even attempting to go through all types of videos would be nonsensical since there are so many of them. Instead, we’re going to talk about the most widely-used types. We narrowed the list down to three main types of video marketing.

1. Educational Videos

Ever since YouTube launched, “how-to videos” have been popular among users of all ages. You can use educational videos to give your customers a foundational knowledge about your product and business. They can also be used to showcase what problems your product can solve for the customers.

2. Demo Videos

Next, we have demo videos. These videos are there to help your audience learn how to use your product properly and find out more about your company as a whole. Software companies use them to show customers how their programs work and manufacturers use them to unbox and test their products.

3. Brand Videos

Big companies often use brand videos as part of a larger campaign. In most cases, they are used to show the “human side” of the company, make the employees seem loveable, and brand seem friendly. They can showcase anything from the company’s vision and mission to history and products.

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How to Nail Video Marketing in 2020

Now that you know how video marketing works in theory, we should say a few words about how it works in practice. If you want to nail video marketing on the first try, here are a few steps that will help you with it.

Here are three things you need to know about video marketing in 2020.

1. Know What Problem You Want to Solve

Having good graphics or high production values is great. However, there are literally millions of videos that look sleek and expensive. While high-quality videos are a plus, they won’t attract an audience.

What you need is a direction.

You need to figure out how your videos are going to help you and your customers. Are they going to show off your product and increase sales or are they going to give your brand exposure?

2. Have an Understanding of Your Audience

If you want to produce a video that will mean a lot to lots of people, you need to know who are you creating it for. For your videos to have any impact at all, you need to know your ideal buyer persona.

Your videos will have a message.

You should aim that message to a certain group of people. Remember, you’re trying to solve someone’s problem with your video. Not only do you need to know how to solve it but also who has that exact problem in the first place.

3. Get to Know Your Competitors Better

To produce a quality video, you need to know what the standards for quality videos are. Not all groups of people enjoy the same types of videos. Younger demographics enjoy short, animated videos, while older ones enjoy longer, live-action explanation videos.

The best way to find out what customers in your niche like is through competition analysis. Exploring your competition will also help you find out in what categories are they lacking.

In turn, that knowledge will help you create better videos.

Start Work on Your Video Marketing Campaign Now

And there you have it — the basics of video marketing. You just need to know these three things:

  • The aim: by knowing what problem you want to solve with your video marketing campaign you’ve already won half the battle ]
  • Your audience: when you’re aware who your audience is and what they enjoy watching you can easily create videos tailored to their taste
  • Your competition: once you know what kind of content your main competitors are putting out you’ll know how to make a superior product

Now that you know how video marketing works, it’s time to get to work and create a viral video. Start brainstorming ideas and outlining your campaign as soon as possible. Everything starts with a simple idea.