Important Video Marketing Techniques in 2018

Video marketing has taken the world by a storm. Content is the driving force behind marketing. Being able to hold the attention of your audience for more than a glance at an ad gives you more opportunity to connect. Videos typically lasting between 20-30 seconds have the opportunity to make more of an impact. Take a look below to find what video marketing will look like in 2018.


Why Your Marketing Plan Needs to Include Video Marketing

Video marketing is trending this year. In comparison to 2017, 81% of companies are using videos for marketing purposes making a huge jump from 63%. Many of these companies have seen a jump in sales. Marketers reported that video has been the cause for increased sales. Although it is important to know what your competitors may be doing, it is more important to know what your customers are doing. On average, a person watches an hour and a half of videos each day. From there, 81% of individuals have purchased a product or service after watching that video.


Needless to say video marketing is being picked up by many companies. Marketing professionals are seeing the value in capturing the attention of their audience through video. Now that the realization has been made to include video in the marketing strategy, which format should be used?


Types of Video to Consider

There are multiple ways that you can make your video marketing stand out. Take a look at these 5 options for distributing your content.

  • Live Video (Live Streaming) - The advantages offered through this method are cost effectiveness, authenticity, and increased views. Rather than spending money on video editing and production, the video is expected to be in its raw form. The transparency of live videos gives your client a perfect view to your message without the typical polished content.
  • E-Learning Video - Anyone familiar with content marketing can tell you that it should be relevant and educational. Inform your customers through engaging videos. Leverage the value of video through content syndication. Capture information from a lead by offering the video in return.
  • Sponsored Video - Social media has affordable and efficient ways to market to your audience. Facebook and YouTube are the two highest performing platforms. Beyond the platform itself, partnering with users can be highly profitable as well.
  • 360 Degree Video - This format is becoming increasingly popular for the travel industry since it can show destinations or experiences in a new way. The full view of a location or event can be a great way to get your audience to hover over the video, move the screen, and find more to your video.
  • Video Funnels - Just as you target your audience in email marketing, Facebook and other platforms allow marketers to build custom audiences. Retarget your content based on behaviors with this approach.

Developing the Strategy

Who are you trying to reach? What do you want them to experience when they interact with your company? To make sure that your video is connecting with your customers you need to communicate the right message to the right audience. The time and energy spent on creating a video should be generating result. This won’t happen if the audience is not determined. Efficiency is key when dealing with content.


Measuring how the video is performing is the next step. Test out different keywords, phrases, and audience groups. A/B testing can be a great way to determine how key results should look like for your brand.


The visual below from Phil Nottingham of Wistia is a great illustration of how to gauge the budget for your video. Your options are either to create your video in house or with an agency. In house are typically more cost effective but will take a good amount of time. External options may cost more but the turnaround is faster. This decision should be made at the beginning to determine which choice is right for your marketing team.


Purposeful Content

To conclude, video can take many focuses depending on the time of year, season of the company, or direction of the brand. Here are some prompts to help generate video marketing topics:

  • Company overview (a quick look at your company and its products/services)
  • Big announcement (merger, new product, special events etc.)
  • Product/services demo (product features, before-and-after, how-to tips, etc.)
  • Event promotion (sales, in-person events, event info, etc.)
  • Customer testimonials (quotes, interviews, screenshots of reviews, etc.)
  • Seasonal videos (holidays, special promos, trending events)
  • Q&A videos (answer product questions, take questions from customers, etc.)