If you have not yet started video marketing, now is the time. Because of the effectiveness of traditional marketing and the dramatic increase in the popularity of video, video marketing has become a necessity for every business. In this detailed guide, we will explain video marketing pros and cons, and all the key concepts needed to gain skills in this area.
What is Video Marketing?
Video marketing means using video to increase audience awareness, engagement, and sales. Video marketing, despite its vast scope, is part of digital marketing and overlaps with content marketing. Now video marketing has become so pervasive that all marketers should have the skill to use it, but unfortunately, many marketers don’t!
A Brief Explanation of Video Marketing History
Video marketing has been around since about 2010 and it was about four years later, people with low budgets got access to it. Today, thanks to the evolution of social networks, video marketing is available to all businesses.
In the past, high cost was one of the main barriers to accessing video marketing. Today, studio-quality videos can be made online in less than 15 minutes without creative skills or a large budget.
Another important factor that has contributed to the spread of video marketing is the demand for social media. Social media platforms have found that video is much more appealing than text or photos.
Video Marketing Pros
1. Video Engages the User
One of the advantages of promotional videos is that they engage the user. In fact, if a promotional video is well made and the first 10 seconds are appealing to the user, there is a chance to see the film to the end, and this is the best opportunity for advertising teams.
2. Video is Easy to Use
Video is very convenient for users and customers. In fact, instead of reading 30 pages of text about repairing or using a product, the user can safely listen to the tutorial and see the tutorial images at the same time. So the time spent reading a written text is much more than the time spent watching an educational video.
3. Video is Comprehensive and Complete
There are basically two categories of short and feature films used in video marketing. In both styles, marketers try to incorporate a number of points and convey the message completely to the viewer. However, written texts are incapable of expressing some things, and the author has to use more material to explain a discussion or even a specific term.
4. Video is about Emotions
If a promotional video is well made, it can engage the viewer’s emotions. Making a humorous promotional video or engaging customers’ emotions in a video is one of the methods marketers use in their business.
5. Video will be Remembered
If you ask a friend to describe an old movie to you or ask them to explain the contents of a post or book to you, be sure that their ability to describe the movie is much greater. This Is because the nature of movies will be remembered more and the person becomes emotionally involved with that movie.
6. Video is Very Popular
To understand this, you can go to one of the social networks and compare the number of views of video and text posts. Today, millions and maybe billions of users watch videos posted on YouTube and use Facebook to watch various videos. Now, these clips may be promotional or just for humour or teaching.
7. Search Engines Prefer Video Content
One of the hallmarks of videos is that search engines are also very interested in them. We have to admit that a very small percentage of written content is unique and proprietary. However, each video has its own space and format, and a very high percentage of them are released for the first time. This will reduce the hassle of search engines.
Video Marketing Cons
Above all, we have to admit that using video marketing is not easy and your fear of it makes sense. According to surveys, 30% to 40% of marketers are reluctant to use video marketing. But what are their reasons for doing so:
1. Making a Video is More Expensive than Writing Content
To write content on a site, you only need a computer system that can type the text. So you do not need very complicated expertise and you do not pay much for it.
However, to make a video, you must be trained in how to work with different software or leave it to a company. In any case, you also need new content to produce video content, all of which make video marketing more expensive.
2. Making a Video is Time Consuming
Whether we like it or not, making a video takes more time than writing content for a website. In fact, to have a promotional video you need to both prepare the technical structure of the film and have enough content to put in the film. Providing these two and putting them together will take a lot of time for marketers.
3. There are More Technical Problems with Video
This is not a technical problem with video marketing, but we have to admit that in some areas there are no facilities to show the video properly. The low video upload speed in some areas, the lack of the necessary infrastructure for showing videos or the lack of some facilities on websites are the most important problems in this area.
4. Video Increases the Internet Usage
When you read a text, eventually loading images may consume one megabyte of your internet. But when you watch a movie, internet usage is important to you, and depending on its quality, the internet usage may vary. For this reason, users who use bulk internet may be less inclined to watch videos. For this reason, short films are more considered by users.
Why Does Every Business Need Video Marketing?
The internet is full of video marketing statistics, all of them point to one principle
Videos are the Future of Marketing.
- HubSpot found that 78% of people watch online videos every week, while only 54% watch the regular video every day.
- Google research shows that 6 out of 10 people prefer to watch online videos, not TV.
- YouTube has announced that its users watch more than 1 billion hours of video on this platform every day.
- To meet this growing demand, Facebook, Instagram, Twitter, and LinkedIn have all focused on video and created new video-centric sections such as Live and Story.
- Also, the popularity of video-driven platforms such as YouTube, Instagram, and TikTok has increased and they have become known as the main places to watch online video.
All of this means that video marketing has become easier and more common than ever.
Here the question is do people really want to watch marketing videos?
Apparently, they want!
- HubSpot finds that 72% of customers prefer to see a product or service via videos.
- They also found that almost 50% of Internet users search for videos related to a particular product or service before visiting the store.
- Unbounce found that placing video on the site landing page could increase the site conversion rate by up to 80%.
The 10 Types of Video Marketing
In video marketing, because of internet usage, short films are usually more preferred.
In general, the videos used in video marketing can be divided into the following 10 general categories:
1. Product Introduction Video
These videos are mostly made to describe and introduce a product and are usually posted by stores in various media such as YouTube and Instagram.
2. Brand Introduction Video
These videos are made to introduce a specific brand and may be used by marketers or the brand itself.
3. Videos About Events
These videos are produced by some companies to inform people about a particular event.
4. Video of Professional Interviews
In this video, a professional interview is done in relation to a product or an invention and some technical information about it is provided.
5. Training videos and instructions about a product or a service usage
This is similar to the product introduction video and may be produced in connection with training and guidance for using a product or service of a company, which is used in most online stores today.
6. Descriptive videos
These videos are produced to describe a specific topic or event and may have a commercial or non-commercial aspect depending on the topic.
7. Animated videos and motion graphics
Currently have the highest level of popularity in marketing and advertising, and most users in and the audience can relate to animated videos and motion graphic videos.
8. Videos about customer’s feedback
These videos are produced specifically about customers and their feedback about a product or service. Although these videos are somehow for customers, their promotional role in video marketing is undeniable.
9. Live videos
Advertising and marketing teams use this tactic to communicate more with their audience and customers.
10. 360’ panoramic videos
These videos are made to create virtual images of different places and companies. Various examples of these videos have been made to show the tourist attractions in different countries that the user can feel and feel in that place.
Best Video Marketing Apps
Here we introduce you to the best video marketing apps for both Android and iPhone devices:
Best Video Marketing Apps on Android
FilmoraGo – video editor and video maker for YouTube and TikTok with over 1000 music, over 5000 stickers and filters, text, audio, emoji, backgrounds, etc.
FilmoraGo-video editor, video maker for YouTube has the most features that other top video editors or moviemakers, video editing apps, video cutter apps have, but it is free, more powerful.
KineMaster makes video editing fun on your phone, tablet, or Chromebook! KineMaster makes it easy to edit videos with lots of powerful tools, downloadable content, and much more:
3. Du Recorder
DU Recorder is an app that lets you record a video of whatever is happening on your Android screen. The best part is that once you’ve recorded the video you can also edit it using an editing tool that’s been included in the app.
In just a few taps, GoPro Quik brings your favourite memories to life by producing cinematic auto-edits. Take control of simple yet powerful editing tools while Quik energizes your footage by seamlessly syncing your edit to music. With the Mural feature, free your best shots from the clutter of your camera roll.
Best Video Marketing Apps on iPhone
With iMovie for iOS and macOS, you can enjoy your videos like never before. It’s easy to browse your clips and create Hollywood-style trailers and stunning 4K-resolution movies. You can even start editing on iPhone or iPad, then finish on your Mac.
FiLMiC Pro v6 is the most advanced cinema video camera for mobile. Ever. FiLMiC Pro features cutting-edge capabilities and is the most responsive manual filming app available on mobile.
Create amazing time-lapse videos with Hyperlapse. Using Instagram’s in-house stabilization, Hyperlapse shoots polished time-lapse videos that were previously impossible without bulky tripods and expensive equipment.
Capture, edit and share incredible videos – anywhere, anytime – for your personal life, school work, and your business with WeVideo’s video editor for iOS.
If you have any related experience with video marketing pros and cons, please share it with us.