Video content presents marketing opportunities that aren’t available anywhere else. Video marketing strategies can help a business to increase its profile, communicate with employees, and boost profitability. The technology that empowers the ability to create and publish that video content has had a giant impact on the practices of advertising and marketing.
Here, we’ll take a closer look at the technical aspects of video marketing along with the development of tools and platforms used most often.
User-Generated Content
Many marketing strategies include user-generated content (UGC) to create promotional ads, testimonials, and other forms of content suitable for campaigns.
UGC can come from almost anywhere and can be encouraged using different approaches. Businesses may use various reward strategies that encourage customers or the public to submit content, or they might find content on social media websites and streaming video platforms.
Technology has impacted this strategy by making it easier for nearly anyone to create quality content. A modern smartphone is equal to or better than a DSLR camera and microphone you’d need for the same quality a few years ago. And it’s easy for users to edit content right from their phone, something that would have required a capable computer and software in the past.
Influencers
Influencers are typically popular users of social media platforms like Tik Tok, Instagram, or YouTube. They’re often able to reach a large audience of regular viewers with subscriber or follower counts that can number in the millions. Some influencers work solo and some maintain production crews. The quality of their content is often very high and can approach professional studio work.
Brands often partner with influencers to help them advertise. The cost of working with an influencer can be considerably lower to reach the same audience size as traditional marketing methods.
Technology has increased the number of influencers and their reach. Changing technology may give influencers the ability to create higher-quality content faster. Influencers also engage with their audience on their platforms.
Tutorials & How-to Videos
This strategy focuses on offering solutions to problems. It is data-driven and concentrates on providing educational resources, like free tutorials and training videos. This approach may include product demos, searchable databases, troubleshooting procedures, and more.
A good learning center can get a high number of unique daily visitors and earn a lot of return traffic. It’s often a great way to get potential future users familiar with your brand.
This strategy can be made more effective by the application of real-time data analysis and trend-monitoring software. Advances in technology, especially the Internet of Things, may help make this kind of resource more accessible and responsive.
Story Telling
Video is one of the best mediums for storytelling. Crafting a narrative your audience can relate to can be engaging and effective for advertising and marketing. It can also help to illustrate the value and benefits of products and services in a natural, non-salesy way.
This kind of creative strategy is dependent on good quality content. It may become more cost-effective as new technology enables smaller production companies to take on more complex productions.
Focused Marketing
Focused strategies use data to identify patterns to locate a specific audience. An example of a classic focused strategy is to serve tailored ads to specific zip codes.
The data needed to identify the audience for a focused strategy could come from anywhere. User-submitted forms, web traffic analysis software, and social media groups all provide useful data for focused campaigns.
This strategy will likely remain a primary component in many video marketing campaigns. Advances in technology like machine learning and advanced data analysis are sure to enhance its reach and focus.
Rising Technologies
While it’s impossible to predict the future, it’s safe to say some forms of emerging technology are poised to make major changes.
Artificial intelligence (AI) has the power to analyze enormous dynamic datasets and respond in real time. This technology will benefit focused ad campaigns through better analysis of patterns and trends. It may also be leveraged to produce ad copy and scripts, which can reduce production costs.
Augmented reality and virtual reality, or AR and VR, are similar in that they may both offer a new platform for video marketing that has barely been touched. These technologies have yet to be fully exploited and may hold promise for more effective product demos, instructional videos, corporate videos, and more.
Integrate And Adapt For Success
Video production companies and their clients should be prepared for technological changes that can affect their business. They should be ready to evaluate all new technology carefully. Your business may depend on your ability to seamlessly integrate the next technological advance into your next video marketing campaign. By exercising due diligence and maintaining a sharp eye on technology, you can lead marketing and advertising efforts for the greatest return on your investment.
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