Video is now the primary manner individuals devour content material on-line. A lot of that video content material is pure leisure, however shoppers are itching for branded movies. In reality, 91% of individuals say they’d wish to see extra movies from corporations they assist.
In response, manufacturers are investing extra in video advertising content material than ever to fulfill such sturdy engagement and potential ROI. Of the entrepreneurs who responded to Wyzowl’s State of Video Advertising 2023 report, 92% say video offers them return on their funding.
But entrepreneurs are nonetheless challenged by new, fast-moving video codecs that proceed to redefine the panorama.
Let’s discover three rising video codecs and the way manufacturers can combine them into model consciousness and lead-generation campaigns.
High 3 video codecs and the way they drive engagement
Model movies might be lighthearted, however there’s a hazard in pondering of video as solely a top-of-the-funnel (TOFU) asset. If executed properly, video codecs comparable to short-form, stay streaming, and user-generated content material can serve all levels of the advertising funnel.
As you execute your video advertising technique this 12 months, maintain these developments in thoughts.
1. Person-generated movies
Person-generated content material (UGC) movies, from unboxings to tutorials to critiques, may help construct belief in a model as a result of they arrive from common individuals who merely benefit from the merchandise they’re posting about.
However UGC may meet center and backside funnel objectives comparable to leads and gross sales. Practically eight out of 10 shoppers say user-generated content material extremely impacts their buying selections. As any shopper can inform you: a thumbs up from a fellow shopper is commonly the ultimate push to click on the purchase button.
The advantages of user-generated movies are clear, however that doesn’t imply entrepreneurs ought to throw out branded content material. Combining user-generated movies with extra polished, professionally generated movies is the candy spot for many manufacturers.
To get your model followers to submit UGC movies, you need to:
- Ask followers who’re energetic in your model’s social channels to shoot quick movies utilizing your product. In return, you’ll function them on these channels. (Ask customers to maintain it quick and easy. You’re not on the lookout for a documentary!)
- Run contests that encourage clients to create quick movies. Incentivize them with present playing cards and different rewards. Good examples are shoe model DSW’s #DSWCutLoose marketing campaign on TikTok and GoPro’s #MillionDollarChallenge on Instagram)
- Create Google Alerts to seize any mentions of your model on-line. This can be a nice technique to uncover present person movies. You’ll want to at all times ask customers for permission earlier than reposting their movies.
2. Stay streaming
Stay streaming — outlined as video streamed in real-time the place viewers can work together by liking and commenting — delivers quite a few advantages, together with humanizing your model, producing income, and increasing your audience. Livestreams are additionally reasonably priced to provide you probably have a smartphone, primary lighting gear and microphones, and respectable on-camera expertise.
It helps that customers strongly favor stay video, too. Fb Stay movies drive 3 times extra engagement and 10 instances the quantity of feedback than conventional movies.
Livestreams can tackle many kinds. Large, elaborate occasions comparable to conferences switched to a livestream mannequin through the pandemic. However tech giants like Google (Google I/O), Microsoft (Microsoft Construct), IBM (IBM Suppose), and Apple (WWDC) have continued to stream their conferences as a result of they’ve skilled firsthand how stay streaming can enhance a convention’s attain past in-person boundaries.
As for extra particular examples of stay streaming, Q&A periods are rising in popularity. Usually, a number will reply viewer questions or do a hearth chat-type interview with an business influencer or buyer. Enterprise software program supplier SAP stay streams conversations with its high-profile clients every month in a collection known as “Higher Collectively: Buyer Conversations.” In 2021, Salesforce stay streamed a collection of Q&As with business influencers on LinkedIn Stay as 600,000 natural viewers watched.
Some manufacturers have taken to stay streaming to show new abilities. Adobe, for example, stay streams courses for illustration, images, and graphic design taught by influencers within the inventive house.
On the patron aspect, one of many hottest ecommerce stay streaming developments is stay procuring, the place an influencer promotes model merchandise in real-time. Shoppers tune in to study, chat, and buy merchandise straight from contained in the stay video.
To stay stream successfully, think about the next.
- Have a plan. What are you attempting to perform? What are the subjects you wish to cowl? What’s the construction of the stay occasion? What’s the takeaway for viewers?
- Stay stream the place your audiences stay. That may very well be Instagram, Fb, TikTok, YouTube, Twitter, or LinkedIn. To advertise your livestream, begin promoting it two weeks upfront, after which ship out a reminder every week earlier than the livestream, after which a day earlier than, after which two hours earlier than. Advertise through emails, newsletters, and weblog posts, in addition to on all social channels the place your model is energetic.
- File the livestream and repurpose it in weblog posts, embed it e mail newsletters, and
flip excerpts into Instagram Tales or TikTok movies. Livestreams can generate curiosity lengthy after the precise stream occurs.
3. Brief-form video content material
Influenced by TikTok, Instagram Reels, and YouTube Shorts, short-form movies that use humor, music, and on-screen textual content had been the hottest kind of content on social media in 2022.
And types seen. Ninety p.c of entrepreneurs who leveraged short-form video in 2022 plan to maintain doing it this 12 months. It additionally has the very best ROI of all social media advertising methods.
Whether or not your model serves up short-form video on TikTok, Instagram, or YouTube, the very best practices are comparable.
4. Be genuine and casual
With short-form video, your job is to rapidly entertain and inform shoppers utilizing a conversational type, on-screen captions, polls and quizzes, and naturally, music. On-camera expertise issues, so faucet your model’s material specialists — or influencers, if attainable — to offer your short-form movies authority and character.
Don’t use short-form video as a gross sales automobile, although. Gentle promoting is OK if the video is concerning the way of life round a model relatively than the product itself, as L.L. Bean does brilliantly on this Instagram Reel.
5. Get to the purpose instantly
In keeping with Fb knowledge, 45 p.c of people that watch the primary three seconds of a video will look ahead to 30 seconds.
Each second counts, so begin speaking or providing on-screen captions the millisecond your video begins. This TikTok video from Levi’s about stain removing will get your consideration straight away and holds it (with none spoken phrases!).
6. Keep on a publishing schedule
Your model ought to publish short-form movies persistently through the week. The variety of movies per week varies by platform — the rule of thumb for TikTok is a minimum of as soon as a day, however for Instagram, social specialists suggest 4 to seven Reels per week.
Manufacturers ought to experiment with video publish quantity and monitor viewers suggestions. The secret’s to be constant. Algorithms favor repeatedly scheduled content material, and your viewers will stay up for your movies in the event that they know they’re coming.
Posting persistently additionally supplies extra correct knowledge on what works on your audience and what time of day they’re more likely to interact along with your movies.
An opportunity to refocus methods round video content material
Shoppers have spoken: They like video content material over written content material.
However for those who’re caught previously creating long-winded movies centered in your product and never your viewers, you gained’t interact with the thousands and thousands of shoppers craving quick bursts of energetic, visible info.
And that viewers consists of two key demographics for many manufacturers: Gen Zers and millennials, who now record short-form video as their most well-liked format to find out about new merchandise. To maintain up with the demand, entrepreneurs will make investments extra in short-form movies in 2023 than every other social media development. Why? As a result of they’re seeing constant engagement and ROI.
In case your model just isn’t but a believer in video content material, 2023 could also be your wake-up name. Let this be the 12 months you cease treating TikTok as a punchline and prioritize UGC, stay streaming, and short-form video inside your advertising technique.
To remain knowledgeable on all of the content material developments that matter, subscribe to The Content material Strategist for extra perception on the newest information in digital transformation, content material advertising technique, and rising tech developments.