Chances are that you - just like the rest of us - are consuming a lot of video. And for good reason! Video content dominates across all digital media channels and over-performs other types of content in terms of reach and engagement. In today's digital media landscape, it has never been easier to create, publish, and distribute video. Additionally, the rise of user-generated content (UGC) has shown brands and businesses that high-impact, engaging, and effective digital video doesn't always need to be expensive and overproduced.
Despite these trends, many brands and small businesses are missing out by under-utilizing what is perhaps the most powerful tool in the digital marketer's toolkit. If you aren't using video to power your brand or business's growth marketing engine then you ought to get started today. Here's why...
Your target customers prefer to learn through video
For the vast majority (read: nearly all) of brands and businesses, marketing is an exercise in education. Your target customers need to learn a few very important things very quickly, like...
- Who you are!
- What do you do? What does your business do?
- Why should anyone care? What problems do you solve for your customers, clients, or users?
....and that's just for starters. There are likely many more key facts or details that target customers might need to know, depending on the type of product or service that you offer. Either way, your marketing content needs to effectively convey specific information. Now more than ever, attracting viewers "attention" is not enough. Unless you are a massive established brand like Nike or Chipotle, "brand awareness" campaigns aren't serving your business needs.
People prefer to learn through video, so it should be no surprise that consumers prefer to learn more about a company, product, or service through video content! Don't waste your time and marketing budget on content that doesn't convey the critical information that target customers want (and need) to learn.
Video content builds trust, when used correctly...
Most people - and Millennials in particular - really don't like traditional "advertising" (a statistic that obviously hasn't dissuaded Procter & Gamble from bombarding me with irritating ads for Swiffer brand products via Snapchat). Countless case studies and mountains of market research shows that in today's media landscape, authenticity is the coin of the realm.
Even the best marketing messages will be met with skepticism by today's jaded and advertising averse consumer audience. These dynamics have given rise to a powerful new marketing vehicle: the customer.
Customer stories, user testimonials, and other forms of user generated content are proven to deliver on a number of important business marketing objectives, including...
- Increasing conversion rates and empowering purchasing decisions.
- Building trust, brand equity, and brand loyalty.
- Dramatically boosting retention (6X) and impact of marketing messages.
- Providing a superior return on investment (ROI) vs. other digital marketing options
With performance metics like these, it is easy to see why user generated video has exploded in the digital marketing space and is projected to continue growing for the foreseeable future.
Level-up your growth marketing & sales machine with video stories
Happy customers are perhaps the most valuable - and likely the most under-utilized - assets your business has available to power future growth. Luckily, you don't need to have a massive war-chest of venture capital funding to employ the same proven marketing strategies used by high-growth startups like Slack and Dropbox.
At a minimum, high-impact video for your digital marketing needs to check a few boxes:
- Proper length and aspect ratios for each channel (e.g. TikTok, Instagram, Facebook)
- Captions/subtitles/audio transcription
- Your branding
- A happy customer highlighting their own success story after purchasing your product or service
- A Call to Action (CTA)
Spoker makes this process absurdly simple. Whether you are an established legacy business, growing startup, or solopreneur, you can produce engaging and effective video content without an in-house marketing team, expensive agency fees, or shopping around for outside freelance talent.