What Is Video Marketing?
Video marketing is the use of videos to reach out to an audience and convert them into customers. Video marketing is an efficient way of digital marketing with a high ROI, and the majority of marketers are shifting toward using video marketing in their strategies.
Videos are the favorite content of Gen Z, and the rise of video-based social media platforms, such as TikTok, is just one sign of it. Therefore, you also need to consider video marketing to grow your business.
Benefits Of Video Marketing
Here are several benefits of using video marketing in your strategies:
- Conversion rates
Conversion rates of video content are way higher compared to any other type of content. - Click-through rates in email marketing
Emails that include a video get 300% higher click-through rates than those without videos. - Video shows the "behind the scenes"
Video is the best content by which you can gain the trust of your audience as it can show the "behind the scenes." Live videos are particularly the most transparent type of videos, especially among Gen Z. - Video increases social shares
People are more likely to share video content compared to a text or picture.
Types Of Videos That Really Work
Now that you have become familiar with video marketing, you had better know the different types of video marketing.
- Educational videos
- Company culture videos
- Product videos
- Testimonial videos
Why Does Your Business Need Educational Videos?
Educational videos are meant to teach your audience something about your industry. Remember that a huge number of users are browsing the internet and social apps to learn something or find a product/service. For example, more than 80% of people in the US use YouTube videos to learn [1] new things. Of course, if you can put your content in front of their eyes and help them with their problem, you can appear like a niche thought leader and generate more leads.
To do that, you need to generate informative content around your industry and let them know what they cannot find anywhere else. Educational videos are best to contribute to your industry and gain organic followers. In this type of video, you should not directly promote your business or advertise your products/services. You just have to let your audience learn how your industry works. For example, if you have a restaurant, you can generate educational videos and teach your social media followers how to cook different meals.
eLearning techniques can significantly help you generate compelling educational videos and get higher engagement rates.
9 Tips For eLearning In Video Marketing Campaigns
Every marketing campaign needs a concrete strategy, and educational video marketing is not an exception. Here is a basic strategy to help you integrate eLearning into your video marketing campaign on social media [2].
1. Define S.M.A.R.T Goals
Without a goal that is Specific, Measurable, Attainable, Relevant, and Time-bound, you can’t reach great success in social media marketing. Try to define your objectives along with suitable metrics before embarking on video marketing. For example, number of views, engagement rates, and click-through rates are good objectives to start with.
2. Recognize Your Niche Audience
Remember that you can’t target all 3.5 billion social media users. You need to recognize your target audience and devise a plan to reach out to them according to their characteristics. Age, gender, region, language, accent, job, and many other factors need to be considered when generating educational videos. Fortunately, there are numerous applicable tools out there to help you find your audience and increase your organic followers on social media.
3. Choose The Right Platform
Each social platform has some advantages and disadvantages. Some of them are being used by all kinds of people, like Instagram. Some of them are designed for a specific audience like LinkedIn or Research Gate. You have to survey these platforms to know which one is of more interest to your target audience.
4. Focus On Creativity
Remember that a lot of educational content has been published many times. Therefore, being creative in presenting your content is the only thing that can make your content stand out. You need to explain things in new ways to make niche audiences follow your posts. Do not forget to include a bit of fun and entertainment because social media users are not interested in wooden posts.
5. Generate Videos With Different Lengths
Different social users might interact with videos differently. Some users do not have the time to watch a long video as opposed to others that love such videos. So you need to create different video files for different platforms to target all these users. TikTok, Instagram Stories, and Instagram Feed are examples of social features that allow you to upload short video content. IGTV and YouTube, on the other hand, let you upload long videos.
6. Use Social Media Automation Tools
Consistency is of paramount importance in education. You have to post your educational videos in timely a manner to keep in touch with your audience. Of course, posting too frequently on social media can also bother social users and reduce your engagement rates. You need to utilize social media automation tools to post based on a certain schedule and get maximum exposure.
7. Conduct A/B Tests
If you cannot decide about a certain item in your videos, you can simply test it on social media. A/B testing is a technique by which you can find the reaction of your audience to a certain item. For example, using colors in your educational videos can really affect your results. Try to find a suitable color with social media A/B testing.
8. Use Social Media Poll Features
You also need to consider feedback from your followers by using social media polls. Try to constantly acquire information from your audience to learn if your videos appeal to them.
9. Analyze Your Performance Using Analytics Tools
Last but not least, you have to analyze the performance of your video content using analytics tools. Each platform has an analytics tool that provides you with insightful data about your posts. You can find the weaknesses and strengths of your eLearning strategy and optimize your activities accordingly.
Conclusion
eLearning can greatly strengthen your online identity, especially on social media. Video is definitely the best content type for eLearning and, therefore, you need to take advantage of it in your marketing campaign. As mentioned earlier, do not forget creativity as the key to success in educational video marketing, so try thinking about new ways of presenting your educational videos.
References:
[2] Social Media In Learning And Development: Preparing For The Next Generation Workforce