While content is king in branding and marketing, video content has become the latest trend in improving customer experience over the past few years. 

But why is video marketing beneficial, and how does it impact customer experience? Keep reading to explore how video content can fit into your digital marketing strategy. 

What Is Video Marketing?

Source: Envato Elements

Video marketing uses video to promote a brand or product. Marketing videos can be used to build brand awareness, communicate your product’s function or value, or emotionally connect with audiences through an entertaining and engaging medium. 

Video marketing is used in various ways, including TV advertising or social media videos, which can be shared on  TikTok, Instagram, YouTube, or Facebook. Regardless of what type of video content you create, the end goal is usually to drive sales and business growth.

What Are the Benefits of Video Marketing?

Video marketing has taken the world by storm over the past few years, significantly benefiting brands looking to improve their marketing mix.

Here are some top reasons why you should embrace video marketing:

• It’s engaging: Video content is highly engaging and can often hold the audience’s attention for extended periods of time. This is especially true compared to traditional mediums, like text or images.
  
• It has personality: Videos include motion pictures, graphics, text, music, audio, and more. Because video sees so many facets come together to create a piece of content, it gives brands several ways to showcase their brand personality and connect with their audience. Using a subtitle converter to add text to your videos can make the content more inclusive to a wider audience.
• It adds variety: Most brands don’t exclusively use one marketing medium because different audiences resonate with various platforms and content types. Video can capture users who prefer to consume video content and also helps capture audiences on platforms that only use video – for example, TikTok and YouTube.

• It converts well: Because it’s easier to communicate value through multimedia channels like video, video marketing tends to convert better than other forms of content.
  
• It’s trendy: Finally, it’s no secret that video is the hottest new social media trend. From Instagram Reels to TikTok, videos are the latest way for brands to reach audiences through organic channels like social media.

How Video Marketing Has Changed the Customer Experience

Video marketing can be a game-changer for boosting your digital marketing efforts, but it does more than just improve your sales and conversions.

This area of content marketing can be beneficial for your customers too. Here are some ways video marketing is changing the customer-experience game.

• It provides a better understanding of products and services: Video makes it possible for brands to bring their products and services to life in an engaging and immersive way. This helps customers better understand the benefits and values of products and services. As a result, they often feel more confident buying products or engaging with a brand.
  
• It’s more personal: Video lets you speak directly to your customers. This helps build a more personal relationship with your customers – even when you can’t talk to them directly.
  
• Stronger customer service: Getting companies on the phone to navigate concerns or questions has long been frustrating for customers. Video marketing makes it easier for brands to provide customers with necessary information through tutorials and product demos. It can also help customers “help themselves,” improving response times for customers needing extra help.

Video marketing has made it easier than ever for brands to build relationships with their customers, resulting in better sales and driving brand loyalty.

Video content has also played a considerable role in the rise of Instagram influencers, helping elevate brands and their platforms.

Types of Video Content  

Video content has revolutionized how brands market themselves. Let’s take a quick look at the different types of video that you can use in your video content marketing strategy.

1. Social Media Videos

Source: Envato Elements

As the name suggests, social media videos are optimized for different social media platforms.

Top social media platforms for video include:

• TikTok
• YouTube
• Instagram
• Facebook
• And to a lesser extent, Twitter, and LinkedIn

The exciting thing about social media is that every platform is different. The types of videos and content that resonate with audiences can vary significantly from channel to channel. Even the video specs and length can play a role here.

For example, TikTok and Instagram focus on short, bite-sized pieces of content that are easily digestible in a few seconds. The scrollable format means that capturing the user’s attention quickly is key. These platforms’ quick behind-the-scenes videos and easy tips are very popular for marketing content. 

Meanwhile, YouTube and Facebook are suited to medium to long-form content. For example, videos with more detail and information, such as product demos or in-depth reviews.

The good news is that it’s easy to crop and adjust the length and format of your content so it can be repurposed on different platforms.

2. Animated Videos

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Animated videos use moving illustrations to bring a product to life. Animations offer more creative freedom, and are often used for product demos or explainer videos. 

This type of video will make you stand out from the crowd. 

With animations, how you illustrate a product can emphasize certain features or benefits, making it easier to communicate specific information to your audience. Sometimes these videos will also include a voiceover.

3. Live Videos

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Live videos are popular because they’re engaging, raw, and personal. Going live brings a human touch to any brand and helps foster an emotional connection between a business and its customers. Live videos can feature people behind the brand, behind-the-scenes content, or simply show the product in real life, allowing viewers to see it in action before committing to buying.

However, live videos can be tricky. As you’re broadcasting in real-time, there’s a lot that can go wrong. You must be aware of the more common issues when going live, and plan your live session accordingly with these tips:

• Ensure your power and internet connection are steady. 
• Prepare in advance, and get all the props you’ll need. 
• Ensure your equipment is working properly. 
• Plan a video structure to follow when going live. 

4. Product Demo Videos

Source: Envato Elements

Product demos are a unique type of video that help customers understand the product before buying.

This kind of video marketing is extremely common with digital products and apps but can also be used to showcase physical products, too. Unlike a PDF guide or pamphlet, demo videos showcase a product in action so customers can see all the functionality and benefits for themselves. 

Good product demo videos answer the common questions and barriers that customers have. This way, they can take the time to walk the customer through any benefits and features that will give them the confidence to try the product for themselves.

5. Testimonial Videos

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Video testimonials are customer reviews in video format. They show previous happy customers talking about why they loved your product and how it’s helped them. These can be UGC (user-generated content) or more polished and professionally shot videos. 

Testimonials are effective in highlighting real customer experiences. Potential customers will be more likely to believe in your product if they see that other customers do too.

While written reviews and testimonials are also effective, video testimonials put a face to the name and help customers build a personal connection with the people who use your product or service.

10 Video Marketing Statistics

Video marketing is one of the best ways to level up your marketing. Don’t believe us? Here are some stats that will help make our case.

1. 91% of businesses use video as a marketing tool.
2. 17% of video marketers said they used video for the first time in 2022.
3. Almost 8 out of 10 users have purchased a product after watching a video.
4. The average person watches up to 100 minutes of online video daily.
5. Users retain 95% of information when watching a video, compared to 10% when reading text.
6. Users spend 88% more time browsing websites that include videos.
7. Over 50% of all videos are played on mobile devices.
8. Video ads get up to 3x more engagement when compared with static ads.
9. 83% of viewers watch video with the sound off.
10. American users spend an average of 46 minutes on TikTok every day.

Conclusion

Video is a great way to supercharge your digital marketing strategy and stand out in an industry where brands must compete for audiences’ attention. A video marketing strategy doesn’t need to be complicated. By using video templates and other tools, you’ll be on your way to leveling up your customer experience in no time.