Video is one of the marketing world’s fastest-growing trends. Most people have busy lives, and few have time to sit down and read a detailed blog post or to scroll through a text-heavy website. But most people have a minute or two to spare for a video, something they can easily watch on a desktop or while they’re on the go with their mobile device.

Consumers have told brands they prefer video to other forms of content. In fact, a recent survey found that 87% of consumers wished brands would create more video content this year.

If you haven’t yet started creating video (or if you’ve only timidly dipped your toes into the video marketing waters), now is the time to step up your game. We’re highlighting the top marketing trends in 2020, and video is a definite must. Here are four simple ways to incorporate video in your broader digital marketing efforts.

1. Use It on Your Website

Your website is the online home for your brand, and there are tons of ways to incorporate video into your presence there. Consider including a video right on your homepage that features your founder or CEO, elaborating on your brand’s mission and value proposition.

Demo videos are a great way to sell some of your more complicated or technical products. Think about adding them to some of your specific product pages.

Videos featuring testimonials from some of your happy customers can be a great way to build trust with prospects. They’ll recognize themselves and their problem in your existing customer. When you demonstrate how you solved the problem for your happy customer, the prospect feels confident you can do the same for them.

No matter how you do it, including videos across several pages of your website is a great way to keep consumers engaged and increase dwell time on your pages, which in turn gives you an SEO boost. It’s a win-win!

2. Create a YouTube Channel

When you were setting up social media pages for your business, did you include YouTube on your list? Believe it or not, it’s the second largest social channel out there (Facebook is number one). Considering its two billion monthly users, you can’t ask for a much broader global reach than that.

YouTube channels are a great place for you to position yourself as an industry leader. People often turn to YouTube for explainer or how-to videos, and when you create content that showcases your industry knowledge, you establish yourself as a go-to source for information moving forward.

There are opportunities for just about any business to create a useful YouTube page. If you own a coffee shop, teach viewers about tasting coffee and how to identify different flavor profiles in various beans. If you own a home remodeling business, provide explainer videos for weekend DIY projects that viewers might undertake around their homes. If you’re a florist, create a video that outlines how to pick the perfect bouquet for any occasion.

Get creative! Take a look at what’s already out there on YouTube, and then find a way to put your own spin on it. At the heart of every great video is awesome storytelling, so find a way to get your brand’s personality and point of view out there for consumers to see.

3. Start Live Social Videos

Live video is another exciting new frontier for marketers. While it’s not appropriate in every instance, it can be a highly effective and engaging way to start a conversation with your followers.

If you have a product launching today, go live on social to announce the launch. If you’re throwing a big event, go live throughout the day to give viewers a behind-the-scenes look at what’s going on.

The most important part of live video is keeping up with the engagement. People will want to react to your live content, and you need to be ready to respond! Starting a dialogue with followers in these moments is a great way to draw them in further and get them curious to learn even more about your brand.

4. Advertise with Video

Just as important as organic video content on social media (be it live videos on Instagram or Facebook or pre-recorded content on YouTube or elsewhere) is paid video advertising. The major benefit of advertising, including video advertising, on any social channel is the ability to define the specific audience for your content. You can target your ads at consumers who are most likely to be interested in your brand, which means you get the greatest return on your advertising investment.

YouTube provides advertisers with a wide variety of options when it comes to presenting ad content. This allows you to match your ad type to your campaign’s goal and messaging.

Video marketing continues to gain popularity with consumers. If you’re not incorporating video into your overall marketing plan, you’re missing out on a huge opportunity to engage with your audience in the way they most prefer. If you’re intimidated by the world of video, why not check out our video marketing solutions?

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