Today most marketers agree (in theory), that video is the BEST medium to attract, connect and engage a target audience. This is probably why the term “Video Marketing” seem omnipresent at any marketing conversation today. While the meaning of “Video Marketing” seems to be pretty straightforward, it begs to be defined and differentiated so that every business owner understands the question. A lot of people would say video marketing is “marketing with video”. That is true. But I thought of further examining this and expanding it a notch. Also I am revealing how to ace EVERY marketing video with 3 basic fundamentals.
There are two entirely different terms to explain what is Video Marketing…
FIRST is “marketing WITH video” and the SECOND is “marketing A video”
Let’s break this down further…
First “marketing WITH video” is something like advertising with video. It can be about a product, service, brand or even an idea.
Marketing WITH video could be just one video or several videos.
These videos are then uploaded to websites, social media platforms, OR could be used in email marketing campaigns.
This type of multiple video sharing is what we call “marketing With video”
Now… out of these videos that were shared, there could be ONE video that performed much better than the other videos. This ONE video probably got more views, likes, comments, and shares.
Since this video outperformed the rest, the video owners or the marketing team would want to further advertise or market this video. They can boost that video with pay per click advertising, feature it on their home page, and use it on email campaigns.
This is what we call “marketing A video” – Where all efforts are concentrated on marketing A particular video.
Now… Lets look at WHY this video performed better than other videos? It probably had the following 3 criteria that determine an effective marketing video:
- It was able to educate.
- It was able to Entertain
- And it was able to inspire your audience.
If you are not educating something new your audience is not going to watch your video beyond the first ten seconds. If your video does not have an entertainment quality to it, the chances are your audience is not going to watch till the video completion… And at the end of the video if you do not inspire them to take action; your video may not yield the desired results you expect.
Still not sure about how video marketing has changed the online landscape? Here is an infographic of the latest video marketing stats. Enjoy…