Audiovisuals are already the protagonists of the digital scene that is changing more and faster. Short vertical, longer and horizontal videos will be the stars of this new year and those to come. For this reason, in this article, I will tell you how to create a video marketing strategy step by step so that your brand is not left out of this trend.
As marketers, we can’t ignore this reality, but we can’t go crazy and start producing videos just like that without a strategy to support our actions. Discover the step by step in this article.
What is video marketing?
Video marketing uses audiovisual Format to spread, position, promote, and/or sell a product or service. The strategies implemented around this technique must contribute to the general objectives, which is why it must be considered part of the marketing plan and not a whole.
Video is a type of Format that aligns perfectly with today’s users’ dynamics and consumption habits: it is simple, effective, easy to consume, entertaining, and ephemeral. The information is acquired quickly and dynamically and generally does not require 100% of the attention of the person who is viewing it. In the case of a tutorial, it is practical and specific. In the case of being an entertainment video, it appeals to the vision.
And these are just a few reasons why 85% of companies are already implementing videos in their Marketing strategy. And according to TheSocialMediaFamily, video views have increased 80% in the last year, while daily video creation has quadrupled since 2017.
Not only businesses or enterprises have been attentive to this information: platforms have seen the importance and exponential growth of user interest in audiovisuals. And I’m not telling you this: the Director of Instagram, Adam Mosseri, has told on his own profile (through a video, of course) that one of the most important trends that the social network will focus on will be prioritizing this Format. It is that Twitch (the most relevant Streaming social network today) leads the ranking of the platforms most used by users in relation to hours per day, and this data has not gone unnoticed.
Steps to develop a Video Marketing strategy
Now is the time when you are probably thinking: how can I start incorporating videos into my strategy? Do I need a professional editor? What platforms should I choose?
Since these are very common questions (and even I have asked myself at some point), I want to invite you to see together the step by step for starting creating a video marketing strategy that is functional for your business. Remember that each enterprise or company is unique, so you must adapt each item to what you need. There are no magic formulas. To see results, we must work on generating our own processes.
You’ve heard me say it (and you’ve also read it), but I’ll keep repeating it: not having a goal is like going blind and expecting a good result. Before launching into producing scripts, editing videos, or opening a YouTube channel, make sure you know why you’re doing it.
In this article, I tell you how to design a digital marketing strategy step by step, and there I explain the importance of correctly establishing your objectives. However, I want to leave you with some tips so that you can define goals correctly:
- Work with SMART objectives (specific, measurable, achievable, relevant, defined in time)
- Establish a single general objective that works as a guide and several specific objectives that complement it and help to achieve the main one.
- Put them in writing so you can track compliance.
- Make sure to be clear and concise: for example, if your objective is communication or diffusion, in the future, you will not measure sales but rather reach. Therefore, make sure that your specific objectives and strategies are aligned to that particular purpose.
- Design your Buyer Persona
Find out who your target audience is, beyond their demographic characteristics, and understand how you can add value to them based on the content. This buyer person may not be the same person to whom you direct your content on social networks or blogs. For example, you may want to target a younger or more academically prepared target.
Some points to consider when defining your Buyer Persona are:
- How to add value through video format.
- What do you want to learn, and how long?
- What digital channels is it on?
- How much time do you spend per day/week consuming videos?
- Looking for entertainment or educational content?
Define platforms where you will publish your content
Do not expect to be on absolutely all platforms, nor do you only close to YouTube. The choice of the channels you will publish will be defined by the Buyer Persona that you have established since you must publish in those most used channels.
Here I propose the main video platforms for you to take into account when making your choice:
As you will notice, not all of them are exclusively for video. However, channels like Facebook and Instagram have adapted to new trends by adding features that are exclusive to the video: Instagram Live, IGTV, Reels, or Facebook Watch.
A strategy is a multi-step process that aims to achieve the objectives of a business and allows, according to the resources available, to generate effective tactics to gain market share and differentiate from the competition.
It is one of the most used words in digital marketing, without a doubt, and it is because it is the one that encompasses planning, optimization, adjustments, innovation, actions, tactics, budget, and resources to achieve the established goals. There are as many strategies as there are businesses, so the goal is to be creative and focus on the needs of the audience.
Regarding video marketing, to put together an effective strategy, I recommend you take into account the following:
Define some axes or themes that interest your audience, and test and analyze what the target audience expects from you and what content they want to see. Video examples:
Decide if you are going to use one or more formats for your videos. Think that in the last year, the options to create content have increased: you can choose between Streaming videos, long videos, short vertical videos, animations, presentations, or just looking at the camera.
FlexClip video maker is on my top list for short video creation for all categories because it includes a large number of excellent templates.
Do you know what you will need? You will need different resources depending on the type of video you want to produce. Keep in mind that to record a TikTok, you only need a mobile and an editing app. But if you want to make a slightly more professional proposal, you may have to have the equipment, camera, microphone, studio, and people to help you design.
Don’t wait until the last minute to start thinking about themes and producing: create a calendar that guides you to know what content you are going to publish. Remember that generating videos may take more time, and you need to organize yourself. Include it in your content calendar to make sure you generate it on time.
If you have worked on marketing strategies before, you know that the last word is with the audience. You can only know a strategy’s performance when you measure the results, analyze them, and compare them.
When using video marketing in your business, you must take into account more than views and likes: you must analyze which is the most successful Format, the duration of the videos, the theme, and the average time that users reproduce on each social network.
Tips for developing a successful strategy
- Use the power of Storytelling.
- Choose the right channels according to your audience and objective.
- Add a call to action to your videos.
- Find the necessary tools and platforms to record and edit.
- Focus on the quality of the content and the video itself.
- Create an SEO strategy.
The trend is clear, and all that remains is to get down to work. Everything is given so that this year we begin to make friends with the idea of producing audiovisuals and adapting to the needs of the audience.
Platforms like Instagram, Facebook, and TikTok already point to a market where videos will be the protagonists, and your brand cannot be left out.
Tell me, have you already started designing a strategy?