If recent films and TV shows indicate anything, doing the same thing doesn’t work anymore.
Sure, there’s something to be said for maximizing an already successful story (like 98% of movie critics on Rotten Tomatoes, I loved Toy Story 3). But repeating the same thing over and over again fails to draw a crowd and pack a punch (as the 59% on Rotton Tomatoes indicates for F9: The Fast Saga).
The same goes for your company’s video content marketing strategy.
Video content is a staple in this digital age of marketing. Social Pilot reports video marketing is not only the fastest-growing type of marketing in the digital age, but video content is predicted to make up for 82% of internet traffic in 2024. From Google Ads and TikTok to Instagram and YouTube, video dominates how we receive information, get help, are entertained, and are encouraged to make purchases.
But it isn’t enough anymore to post a couple of product videos to your website or re-use the same video post format on Instagram Reels. The key word here is diversity.
Diversifying is one of the best ways you can harness the power of video content marketing. From increasing conversions to boosting brand recognition, you can reach your goals so much faster when you mix up your video content marketing strategy.
Join us as we explore how your marketing strategy can reach blockbuster success with diverse marketing content.
Video’s Role in Marketing
Let’s face it: video is essential to every modern marketing strategy. A study by Social Pilot found that 93% of marketers use video marketing in their strategy, and there’s a good reason for it. The same study reports that more than 78% of viewers consume video content every week, and marketers land 66% more qualified leads through video marketing. It’s hard to ignore numbers like that, especially if it means the difference between you reaching your goals or not.
Video content marketing is not expected to slow down anytime soon. So, to make sure your business is not left behind, now’s the time to not just hop on the train but conduct your team to success.
Why Diversify Your Video Content?
Simply, diversifying your video content helps you accomplish more business goals than not mixing up your videos.
Think of it this way.
Imagine you’re throwing a big dinner party with lots of different guests. If you only served pizza, a lot of pizza might be happy. But those who are gluten-free, lactose intolerant, or just not into pizza might feel left out. That’s like sticking to just one type of video content in your marketing strategy. You end up catering to just one part of your potential audience while missing out on engaging with others who might have different tastes.
Now, let’s say instead of just pizza, you also offer some vegan dishes, a few gluten-free options, and maybe a couple of spicy Asian dishes. Suddenly, you’ve got something for everyone, and all your guests feel considered and included.
Let’s translate this back to your video content strategy. By diversifying your videos—like having some that are quick and funny for social media, others that are detailed and informative for your website, and maybe a few that are heartfelt and story-driven for email campaigns—you reach and resonate with a broader audience. This approach not only keeps your current audience engaged but also opens up avenues to attract new viewers who might prefer different kinds of content.
So, just like with the dinner party, when you mix things up in your video content strategy, you create more opportunities to connect with people, making your brand more appealing and accessible to a wider crowd.
7 Business Goals You Can Reach with a Diverse Video Mix
- Maximize Engagement: Diverse video content reaches a wider audience by matching different interests and preferences. Variety keeps viewers coming back for more, increasing their overall engagement with your brand.
- Reach Different Audiences: Mixing up your video content allows you to craft messages that connect with various groups across different ages, cultures, and demographics. This targeted approach helps you communicate more effectively and reach a wider audience.
- Achieve Varied Business Goals: Different types of video content, like tutorials or product showcases, serve specific purposes. Strategically using these videos can help meet your business goals, from educating customers to boosting sales.
- Boost Brand Recognition: Using a range of content showcases different sides of your brand. The repeated exposure helps strengthen your brand identity and makes your brand more memorable to consumers.
- Improve User Experience: Providing various types of video content addresses the different preferences and learning styles of your audience, making your content more accessible and enjoyable for everyone.
- Expand and Enhance Your Brand’s Voice: Utilizing different video styles and stories lets you highlight diverse aspects of your brand’s personality, from serious and informative to light and entertaining. This not only shows off your brand’s flexibility but also helps forge a stronger connection with your audience.
- Better Experimentation and Testing: By diversifying your video content, you can try out new ideas and see what works best. Experimentation gives you valuable feedback that can guide your future content decisions, ensuring they’re driven by what resonates most with your viewers.
Get Inspired: Types of Diverse Video Content
Modern marketing shows the sky’s the limit with the types of video content you can make. Funny TikToks humanize your brand and boost engagement. A heartfelt video testimonial on your website from a happy client increases authority and brand trust. A bright, snappy video featuring your Black Friday sale drives traffic to your website. The possibilities are endless, and the number of goals you can reach is too.
Take some time to outline your business goals and meet with your team to identify areas where you can improve or kickstart your video content strategy. Then, brainstorm the types of video content you can deploy on those channels to meet your business goals. Just remember: don’t settle for one type of video format. You need to mix it up!
If you need some inspiration, here are just a few of the many types of video content you can weave into your mix:
1. Interactive Video Ads
Interactive video ads engage viewers by allowing them to interact directly with the content. This could be through clickable links, embedded quizzes, or choose-your-own-adventure scenarios. These videos are extremely valuable to your ads strategy because they increase viewer engagement and can provide personalized experiences that drive higher conversion rates. For instance, a car company might use an interactive ad that lets viewers choose the color and features of a car to see it in action.
2. Videos with Varied Lengths
Attention spans are getting shorter and shorter these days, so your videos need to account for that. Using videos of different lengths helps cater to various platforms and attention spans. Short videos are great for social media where quick engagement is key, while longer videos can be beneficial on your website or YouTube for more in-depth explanations. This strategy ensures you reach your audience effectively, no matter where they are or how much time they have.
3. Entertainment Videos
There’s a reason why TikTok and Instagram Reels are so popular. People spend hours scrolling through entertaining videos as a pastime to laugh, connect, and share with others. Entertainment videos are designed to capture interest through fun, engaging content that might not directly sell a product but enhances brand likability and recall. Examples include humorous skits, trying TikTok trends, parodies, or music videos that feature your products subtly. These videos are valuable for building a positive brand association and keeping your audience engaged.
4. Virtual Salesperson Videos
Virtual salesperson videos simulate a face-to-face interaction with a salesperson, providing personalized guidance or product explanations. This type of video is particularly effective in e-commerce, where direct customer interaction is limited. For example, a virtual tour of a product with a salesperson explaining its benefits can mimic the in-store experience.
5. Product Videos
Product videos showcase the features and benefits of your product in action. They help customers understand what they are buying and how it works, which can alleviate hesitations in the purchase process. A classic example is a video showing the unboxing and setup of a tech gadget, demonstrating its use in real-life scenarios.
6. Training Videos
Training videos are educational tools that help you onboard new customers or employees, demonstrating how to use a product or understand company policies. They are valuable for reducing onboarding time and ensuring consistent training experiences. An example might be a series of videos for new users on how to start using a software suite.
7. Testimonial Videos
Word-of-mouth is powerful, so why not capture it on screen? Testimonial videos feature past customers discussing their positive experiences with your product or service. These videos build trust and credibility by showing real-life success stories. They are particularly powerful on landing pages or during the decision-making phase of the purchase process.
8. User-Generated Videos
Encouraging your customers to create their own videos about your products can lead to authentic content that resonates well with prospective buyers. This type of content often appears more relatable and trustworthy because it isn’t polished corporate messaging. A campaign encouraging users to share their experiences on social media would be a perfect example.
9. Influencer or Endorsement Videos
“Influencer” is now a title of prestige for people across the world, and their success can build your brand’s recognition and increase conversions. Videos featuring influencers or celebrities endorsing your product can tap into their follower base and lend credibility to your brand. These videos leverage the trust and authority of the influencer to promote your products, like a popular beauty blogger demonstrating your skincare products.
10. Team Videos
Showing your team behind the scenes humanizes your brand and creates a connection with your audience. Whether it’s a day-in-the-life video, employee interviews, or fun team challenges, these videos give a personal touch to your brand image.
11. Brand Story Videos
Brand story videos tell the bigger picture of your company, including your mission, vision, and values. They are not about selling a specific product but rather building a deeper emotional connection with your audience. For example, a video that tells the story of how your company was founded, highlighting the challenges and milestones along the way.
Pro Tips for Video Content Deployment
To launch a successful video marketing campaign, you need more than just quality content. You need strategic deployment to maximize its reach and impact. From the initial concept to the final click, every step needs to be carefully planned to ensure that your videos not only attract but also captivate and convert your audience. With the right approach, you can turn simple clips into powerful tools for your marketing arsenal. Here are a few of our top tips for video content deployment:
- Have a Clear Objective: Each video should have a clear goal it’s trying to reach, whether it’s brand awareness, product promotion, or driving website traffic.
- Use Strong Visuals and Messaging: Again, people have short attention spans, so try to keep your video and words as clear as possible. Capture and retain viewer attention with compelling visuals and a concise, impactful message.
- Identify Your Target Audience: Tailor the content and placement of your videos based on a deep understanding of your target audience’s preferences and behaviors.
- Select Key Platforms for Deployment: Choose platforms that best align with your target audience’s habits and the nature of your content. For instance, shorter, more dynamic videos will perform well on social media, while longer, in-depth content is better suited for YouTube or your website.
- Optimize Videos for Each Platform: Customize video format, length, and features to meet platform-specific requirements and audience expectations. For example, videos on Instagram might need to be shorter and more visually engaging compared to those on Facebook or LinkedIn.
- Include a CTA: Whether it’s in the actual video or the video caption, include a clear call-to-action, guiding viewers on what to do next after watching your video.
Partner with Big Storm’s Strategy Experts
Ready to mix up your video content strategy and reach the masses? We can help!
At Big Storm, our digital marketing experts know the tactics to help you reach and exceed your marketing objectives. Collaboration is our priority because your goals and your vision are at the heart of what we do.
Contact us today to make your video marketing strategy a diverse success, not a stale, sequel-like mess.