Video marketing is here to stay. In fact, it’s probably the hottest game in marketing these days. Look at these incredible stats.
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- 86% of businesses currently use some form of video advertising
- That’s a 23% jump from 2017, when only 63% utilized video for marketing
- 92% describe video as an essential part of their marketing strategy
- 99% of marketers using video plan to continue doing so
These marketing videos perform various functions—which is cool in and of itself.
- “Explainer” videos top the list at 74%
- Next are social media videos at 68%
- “Presentation” videos make up 50%
- “Testimonial” videos round out the top four with 46%
Okay, so video marketing it is. But businesses are left to ponder the million-dollar question: “What type of video content will best reach my target audience?” To get the info you need to answer that all-important question, let’s dive into several types of marketing videos being used today.
Short-form Videos
Short-form videos are all the rage these days, and with numerous platforms offering more short-form options, brands are jumping on board with good reason. Of those marketers using short-form, 89% plan to increase (51%) or continue investing the same amount (38%) in this marketing tool. While some research notes that a general consensus labels any video under 60 seconds as short-form, the optimal time length varies by platform, all the way up to that “10-minute sweet spot” for more comprehensive YouTube videos.
Insights from the HubSpot Blog’s 2021 social media trends report and the 2022 video marketing report boast some pretty impressive findings.
- Short-form ranks #1 for lead generation and engagement
- 47% of marketers surveyed believe short-form videos are most likely to go viral
- 54% of the same say their companies leverage short-form videos
Short-form videos are especially hot right now; everyone knows how much people love trends. Enough said.
User-Generated Content (UGC)
What’s not to really, really like about UGC? Its popularity has exploded among consumers. Viewers love the authentic vibe they feel with UGC versus professionally produced videos. They’re drawn to UGC because it feels more authentic. It’s how it connects with them on a more personal level that folks get all hyped up about. Jazzed enough that some suggest UGC impacts purchasing decisions more than either brand- or influencer-generated content does.
Not only is it super budget-friendly, but it also need not be a one-way street. Businesses are already using UGC to collect customer feedback and testimonials and will likely discover more innovative ways to use this win-win strategy.
Live Video Streaming
While social media has always been about connecting, the isolation and uncertainty of the pandemic catapulted people’s cravings for human contact—by whatever means—to new levels. This thirst for connections continues at a heightened level even as much of the country has returned to as-near-normal-as-it-will-ever-get. We crave intimacy and authenticity (as noted above!), and we love it when brands show their “human side.”
Watching video content—already a favorite pastime—saw huge gains during the pandemic. Why?
1. People had lots of extra time on their hands.
2. They wanted to be distracted from worrying about COVID-19.
3. The felt need for fun and entertainment impacted everyone
Facebook gets the bulk of live video views with 26%, followed by Snapchat at 15% and 13% going to both Instagram and Twitter.
That direct-connection vibe created by live video streaming offers a unique opportunity for brands to grow their audience and broaden their presence. Live video streaming is the bomb for telling brand stories, hosting live Q&As, and showcasing the lives of the folks behind the brand. Chock full of human, relatable content that gets invited into our daily lives makes video streaming a winning marketing strategy.
Branching Video
What is a branching video anyway? In the spirit of those Choose-Your-Own-Adventure books you read in junior high, the branching video combines a series of video clips based on the viewer’s answer to questions at various decision points, creating an interactive story experience. Rather than a passive, watching-only experience, viewers create their own narratives by choosing different actions and storylines. Ta-dah! The engaged viewer becomes invested in the experience, and we all know that engaged and invested are good places for consumers.
“But we do well enough with regular videos, so why bother with branching videos?”
Fair question. We already touched on a higher level of engagement, but there’s also a longer viewing time. Good, right? Also, consider that—
- By tracking and registering viewers’ choices, you’ll gain insight into their behavior patterns.
- These insights can then translate into personalized marketing tactics in the future.
- An opt-in form can be tacked on to encourage these engaged, invested viewers to join your email list.
- The more info gleaned, the more memorable future branching videos have the potential to be.
When it comes to putting together a marketing plan for your recruiting and staffing agency, ASJ Partners has your back. Our world-class strategies will keep your brand top-of-mind, enabling you to discover the best candidates. Reach us via our website, pick up the phone, or drop us an email.
