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Bright Ideas

3 Ways to Integrate Video Into Your Marketing

Posted by Andrew Torkelson on 5/26/16 9:00 AM


I’m sure you don’t need to be reminded, but just in case, videos are all the rage. Videos of all genres, lengths, content, and quality are filling the internet. The bottom line is that consumers love to be in the know and learn new things; they are constantly on the search for information. Unfortunately, they don’t want to read long-winded books, documents, or posts to get that knowledge. Consumers prefer to search for a short video, watch it a time or two, and consider it learned.

According to a look at SEO, consumers are viewing more than sixteen billion videos per day on Facebook and YouTube combined. And that number does not look to be stopping any time soon. Plus, the platforms for hosting videos only begins with YouTube and Facebook. There are many others including Vine, Instagram, LinkedIn, Vimeo, Wistia, Sprout Video, Vzaar, etc.! Why is this important to your business? Because your company should be taking advantage of this golden opportunity to “do what’s cool” and put out videos on behalf of your product, service, brand, whatever it may be. Video marketing can be a daunting task, but here are a few easy steps to get started!


1.  Type of Video

First, choose the type of video you’d like to make. Sharing videos on social media platforms allows your company to be flexible and make various types of videos. Your followers will be intrigued to watch new content, not knowing which type of video will be next! Mix things up and you’re sure to retain and grow followers. A few different types of videos include:

  • How-To — a tutorial
  • Vlog — a video blog
  • Behind the scenes — a look at what goes on day in and day out
  • Testimonial — a positive review/experience
  • Interview — a small conversation with an employee, partner, etc.
  • A connection to trending topics
  • A showcase of products — show the product without being a 100% sales video


2.  Video Tool & Results Measurement

Next, decide which video tool you will use and how you will measure your results. There are free apps such as Instagram, Vine, and Twitter that allow users to easily record, edit, and upload video footage. If your company is new to video marketing, I suggest playing around with a few different apps to determine which best fits your needs. If you are more experienced with video creation there are various software applications that allow for more advanced techniques and editing. If you’d like professional grade videos, here at Right Idea we can take care of that for you! Just give us a call!

The platform you choose should also be based on what type of results you are trying to measure. Would you simply like to know the number of views and likes or would you prefer to know the impact of videos based on how long a video was watched and what type of audience was engaged. No matter what type of results you’re looking to attain, be sure to constantly check back and review the performance. This is important because your business should be making videos according to what your viewers prefer and will actually take time to watch. Maybe a vlog of yours did not get very many views but the how-to on your newest widget got lots of views. It’s all about testing out different formats of videos and producing videos that turn into tangible results. This is a very important piece of the puzzle!


3.  Source Material

Finally, keep in mind that a single video can be repurposed into many different pieces of publicity. The long interview recorded can be uploaded as the full spot, broken down into small segments, transcribed into a blog post, a series of tweets, or social media messages, etc. Reimagining your videos can be a huge step towards success. A new video does not need to be produced or shot for each and every post! A creative idea for each video can be a bit of a challenge to pull together, especially towards the beginning of video marketing integration. Therefore, if you have a great video, rework it to fit another medium or platform and continue to spread it to consumers.

Video marketing is one of the best ways to reach an audience! Consumers love videos! It takes most of the work out of learning something new. Videos improve the understanding process with the use of real-time visuals, it doesn’t have to be expensive, and it can be repurposed for many different platforms. The 16 billion video views of Facebook and YouTube alone should convince your company to jump on the video train. A video does not have to be made each day and posted to Instagram, but including videos every couple posts will increase the versatility, reach, and effectiveness of your marketing. Learn how to prepare short, awesome videos now, before everyone else gets ahead of you!

Did your business recently take steps to integrate videos into the marketing mix? Please share your experience in the comments below.


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Topics: Social Media, Video Marketing