Video content marketing is still a new way to diversify your promotional activities and meet changing trends in internet usage. 79% of internet users prefer watching video advertising to reading product descriptions. Your business should respond to this content revolution.Poles are one of the busiest nations in Europe, and for some, life revolves around a rhythm of 12-hour workdays, little free time, and little sleep. With such a lifestyle, it's very difficult to find time to read long advertising texts, thoroughly study product benefits, or delve into a company's detailed history. It's also important to consider that YouTube is the second-largest search engine in the world, and many people seeking information or advice will choose video tutorials over long blocks of text. This is one reason why it's worth considering a video content marketing strategy, which can result in a real increase in company profits and greater brand recognition.
Video content marketing – where to start?
Video content marketing, similar to traditional text-based advertising, serves to promote a brand, create a coherent image of the company and products, and engage audiences appropriately. However, visual materials have the advantage over "Gutenberg's invention" in that they are much easier to encode in the minds of buyers and can be easily shared. Marketing videos can also encourage customers to create their own materials, which will strengthen their bond with a specific brand. Video content marketing should not be identified with commercials, which began appearing on television in the 40s and from the beginning had to be shortened due to high broadcast prices. This type of online marketing can allow for playful forms and longer materials (although the internet also likes speed – according to research, consumers believe that the ideal instructional video should be about a minute long). It can also take on a variety of formats – from an engaging story about the company's beginnings, through testimonials, to compelling reports. Thanks to this type of activity, you can escape marketing clichés and establish a positive relationship with the customer – when
the advertising video is published on YouTube, it can be rated, commented on and shared, which promotes interaction with the audience.
How much does video content marketing cost?
Attracting customers through video marketing requires more resources than with written promotional forms, which are procured for relatively little money from content agencies. Of course, you can try to run an effective video marketing campaign yourself – but you'll need the right ideas, scripts, equipment, actors, and a lot of free time. Outsourcing your video strategy to an interactive agency isn't cheap, but the rewards are worth it.
because 74% of customers reveal that they have made a purchase after watching video materials published by a given company.
Types of advertising video materials
Video content marketing is growing so rapidly that it has already spawned its own genres. The most popular are:
Guides Many private YouTube users choose to share their knowledge by recording how-to videos on their favorite topics. Some gentlemen talk about how to lay tiles, while others offer makeup or fashion tips. Your company can also share various video tutorials related to your industry with its audience. By giving customers something back, you enhance your brand's image.
Testimonials – This type of promotional video content invites your real customers, who are already fans of your brand. A sincere story about your relationship with a given product or service and the life changes it has brought about, makes an impression on your audience. If such content is presented in an unpretentious manner, it can easily attract new customers.
Funny/Emotional Movies – Nothing grabs the attention of an audience like emotional and humorous advertising materials. Such videos can be very short and, ideally, encourage viewers to create their own content. With a bit of luck, you can create a series that goes viral at a low cost.
Reports This type of video content marketing requires significant investment and is typically designed for larger companies. In this type of content, a brand-related snippet of reality is selected and a reportage is created based on it. Instead of overemphasizing the strengths of the company or products, the content showcases a compelling story about a person, place, or phenomenon, while only casually mentioning the brand. Audiences appreciate content that isn't just marketing fluff.
An interesting video content marketing strategy
The "Legends of Poland" series, sponsored by Allegro, was a true revolution in the world of Polish video content marketing. The five short films, both fantasy and science fiction, alluded to Polish legends and fairy tales. The employment of leading Polish actors, a large budget, high-quality production, humor, and an engaging play on Polish traditions made "Legends of Poland" a real hit, quickly gaining a large following and millions of views. It's difficult to match such professional work with your own materials, but Allegro's example can be instructive. Good online marketing is based on creative ideas and sometimes doesn't require a six-figure budget – all you need is something truly innovative. Research clearly shows how internet users are focused on video, and how content marketing texts are less important to them. To increase brand recognition and increase the number of visits to your company website, it's worth investing in effective video content marketing.
Summary
The above article covers the following topics:
- Getting started with video content marketing and its basic assumptions
- Financial outlays required to run a video campaign
- Forms of video advertising and their uses
- Characteristics of the Allegro campaign as an example of a creative video strategy
