How to Use Online Video for Marketing

Posted June 23, 2016

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    That video marketing and advertising is becoming a greater part of most companies’ inbound marketing strategies is no secret. In the last year alone, we have seen the biggest media and social networking companies fully embrace video content. For example, Facebook now allows advertisers to choose between paid images and video ads to reach their target audience. Additionally, the emergence of content sharing apps dedicated to video content, such as Periscope and Meerkat, is further proof that internet users are opting for video content over images and print.

    Because of this development, the video “Play” button has become the most compelling call-to-action on the internet. In fact, based on research published by Brain Shark, merely including the word “video” in the subject area of a sales email is likely to boost the message’s open rate by up to 19 per cent (Source: Brainshark). More fascinating, though, are the great benefits associated with using video as digital content to advertise products, promote brand awareness, improve lead generation, and boost online client engagement.

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    Here are Clipchamp’s top five ways to use online videos for marketing:

    Incorporate online video in SEO Strategies

    As the use of video in online advertising continues to grow exponentially, most search engines today prioritize video content and websites which have videos and articles revolving around the same keyword. This can be attributed to the fact that videos guarantee user engagement and accessibility of information. According to Nielsen, the average internet user watches approximately 206 videos each month growing, which is faster than any other media medium such as audio or text.

    Use easier video distribution mechanisms

    With the average global bandwidth doubling each year, we have reached a point where online video distribution is easier and faster than ever. There are numerous video distribution sites, such as YouTube, Vimeo, DailyMotion, and MySpace, that allow everyone to upload and share video content. This means disseminating your video content across large volumes of users and with the potential to reach new customers who are only a few clicks away.

    The social media viral effect

    The popularity and steady growth of social media platforms, especially Google+, Facebook, and Twitter, are directly responsible for the emergence and dominance of online video marketing. Sharing a video with friends and family members literally takes seconds and research shows that in social networks alone, video generates 1200% more shares than text and images combined (source: Brightcove).

    Video marketing ideas to get you started

    So if you are ready to start testing video as a new digital marketing channel for your business, here are a few ideas to help you get started:

    • Product video demos: Perhaps one of the most widely used video marketing techniques and definitely a great one to try for companies in most industry sectors.

    • Video customer testimonials: Sharing your customers’ feedback is one of the most effective ways to show the world how much people love your product or service; video adds even more impact to this technique making it a must-do for businesses large and small.

    • Share industry knowledge and expertise: No matter the industry you operate in, your customers are going to look to you as a reputable source of information and knowledge specific to your industry. Publishing updates and information around specific developments in your industry is a very effective way to build a regular viewership from existing and potential clients.

    • Events and trade shows: If your business organises or attends trade events, then you should look for ways and opportunities to produce video content. You could, for example, interview attendees or simply give updates on the events’ highlights and keynotes.

    Whichever way you choose to use video for your marketing, Clipchamp’s video creation and processing tools including our free online video converter are here to support you. Our in-browser tools already get used by thousands of digital agencies, web design, PR and web development agencies so you’re in good company 🙂

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