Video marketing is a growing trend, especially in the digital world.

Advantages such as a greater capacity to attract the user's attention, to generate engagement or to go viral have meant that, in recent years, more and more companies have been encouraged to include these audiovisual contents in their annual plans.

The data speak for themselves. According to a research conducted by Hubspot:

• By 2020, it was estimated that more than 80% of digital content would be video, including on social networks that rely heavily on video, such as Tik Tok.
• Video is the most widely used format in content strategies.

What is video marketing?

Video marketing is a strategy that consists of using audiovisual content to increase brand awareness and promote products or services.

When including a video marketing strategy in the annual plan, it should be taken into account:

• What are the objectives of such content within the overall strategy.
• What is the purpose of the brand, how does it communicate and how can it be able to connect with its audience.
• In which dissemination channels this content will be included.
• What is the budget for this item, and how will these resources be managed: will it be invested in increasing its dissemination and how will this investment be made?

How does video marketing work?

The ultimate goal when executing a video marketing strategy is to increase brand awareness, both in terms of image and in terms of users considering buying your products or contracting your services.

However, depending on the ultimate objective of the strategy, we can distinguish between:

• Advertising videos, in which the sale of a product or service is promoted. In this case, they are usually found on social networks organically or through advertising campaigns on these platforms.
• Educational videos, very popular when it comes to integrating them into the content strategy of a specific brand. Their purpose is to increase brand awareness through content that may be of interest to your target audience.

What are the advantages of video marketing?

Apart from being a growing trend, video has a number of benefits associated with it that make it worth including in your marketing strategy.

Let's take a look at some of these advantages.

• They capture the user's attention more easily

People are visual beings. Therefore, videos have a greater capacity to attract our attention.

Moreover, videos that connect with the audience, usually by appealing to emotions or humour, generate more engagement than other content.

And, to go further, they have a greater capacity to go viral.

• It is an easy to consume format

Video playback does not require extra effort when consuming video content.

Therefore, it is a format that makes it easy to reach the audience and also makes them receptive.

If the video connects with the emotions of our target, it has a great capacity to influence purchasing decisions.

• Improve brand positioning

In this case, we are not referring to successful cases where the video has gone viral.

Videos that are well positioned on platforms such as YouTube tend to appear at the top of search results. In addition, in the face of queries -queries- made by people who could very well be part of the company's target audience.

For this reason, well-positioned videos are key to driving traffic to the business website.

On the other hand, they serve to enrich the contents of the Inbound Marketing strategy and improve their SEO positioning. In particular, the articles published on the blog.

• More hearings

Video allows you to reach audiences that are not found on more traditional platforms. For example, generation Y or centennials -or generation Z-.

There are many companies that have joined video marketing strategies on platforms with a younger audience, such as Tik Tok, for example.

• Good branding tool

In this case, we are not referring to the benefits of promotional videos, but also to the benefits of showing the more human side of the brand and why.

And video is the perfect format to communicate this.

However, it's not all pros. Video marketing also has a number of disadvantages.

Firstly, it requires more resources and planning than other content such as blog content.

Moreover, without a strategy behind it, the production of these videos will fall into oblivion, having made a greater investment.

Latest findings

Video marketing is tremendously effective in enriching your content or reaching younger audiences that are not found on other channels.

In fact, there are those who are taking advantage of Twitch live streams to make product launches and have a sales spike in their ecommerce.

What are you waiting for to join its advantages? At Zapiplay we analyse your audience and define how we can reach your target audience through audiovisual content.

You know what they say: content is king. But, now, audiovisual is winning the battle.

Remember that in all our Zapiplay plans we include the videomarketing service.