How to start a video marketing plan

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Online video has been popular for so long that it’s hard to imagine that it is still gaining influence and importance, and yet it is. People watched more videos amid the pandemic. YouTube’s growing revenue and TikTok’s explosive popularity are proof of this. Even Spotify, whose mainstay is audio, is branching out into video podcasts to take advantage of the medium’s growing popularity and the advertising opportunities it presents. Marketers may still have questions. What is a marketing video? Why should I create marketing videos for my business? Is video effective?

The ROI of video campaigns is also increasing. Improved metrics, better ad formats, and automation to personalize ads at scale make video advertising more effective than ever.

In a recent Adweek article on how YouTube helps marketers reach people in the “messy middle” of their buying journey, CEO Adit Abhyankar explains why the video is so effective.

“[YouTube’s] Video medium is ideal for creating messages that go beyond awareness to guide a consumer towards the ultimate selection of a product and the brand it embodies, ”writes Abhyankar.

There are so many avenues and approaches available in digital video today. Here are six questions marketers should ask themselves in order to craft an effective strategy:

1. What is the message?

Start with an idea of ​​what needs to be conveyed through the video marketing campaign. This will help determine the best way to structure it – how many videos to produce and how often. It will also help determine whether the videos should be shared as content or ads, or a combination of the two.

2. Who is the audience?

The focus should be on the customer. Short content that fits well on platforms like Instagram and TikTok can be ideal if the audience is young. For B2B businesses, the audience may be a niche segment of an industry, and longer form educational videos on LinkedIn or YouTube may make more sense.

3. What is the goal?

It may be a good idea to produce a two-minute explainer video with animation or screenshots if your goal is to educate the market about a product or service. If that content is to be shared as an ad on a platform like YouTube, it must capture audiences within five seconds or risk being ignored. “Deploy your brand and launch your story,” advises Abhyankar.

4. Where will the content be shared?

The platforms on which video content will be shared also influences the type of content created. Besides social media channels, there are also streaming services like Salesforce +, a recently launched platform for commercial content, as well as commercials on streaming platforms and publishing platforms. Each platform has its own style and follows a specific structure for videos. Content should match this structure to ensure it matches audience expectations.

5. Will there be influencers or opinion leaders?

Influencer marketing is a very effective tactic that pairs well with video. Work with famous people who can reach an audience through platforms such as Instagram and LinkedIn. Marketers can generate creative content and build brand confidence by leveraging the influencer established presence. Or, it may make more sense to feature business leaders in videos and help establish their personal brands. Customer testimonials are another way to build brand credibility.

6. How will this complement other marketing efforts?

Think of video marketing as part of the whole package. Consider how the video will complement and enhance other efforts like social marketing, traditional advertising, word of mouth, search engine optimization, etc.

A successful video marketing campaign is an essential tool for marketers today. Answering these questions will help ensure that the effort is on track to maximize impact.

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