What is video marketing and why you should integrate it into your digital marketing strategy
Video marketing is a visual communication strategy focused on the creation of video content aimed at promoting a product, service or company. It can be integrated into the digital marketing strategy thanks to its ability to reach a wide range of people in a much more direct and immediate way than other formats that cannot match video content in terms of engagement and strength of the message.
It can be used to promote or explain how a product or service works , offer tutorials, stimulate customer interactions and much more. The use of video content plays an important role in your digital marketing strategy and can help you achieve a variety of goals, including increasing brand visibility and customer loyalty.
What video formats to use?
There are many video formats that can be used in video marketing. Some of the most common include tutorial videos, promotional videos, demonstration videos, interview videos, and storytelling videos . Each format has a different purpose and can be used to achieve specific goals.
For example, if a company wants to promote a product or service, they might create a video that shows the features and benefits of the product or the advantages of the service. If the goal is to explain how a product works, a tutorial video that shows how to use the product is the most appropriate format. Demonstration videos show the effectiveness of a product, interview videos provide behind-the-scenes information about a product or service as well as insider knowledge of the teams and company, and storytelling videos tell a story in an engaging way to increase user engagement.
Define video goals to fit your business
Before you start creating a video, it is important to define the objectives so that you can adapt it to the company's business and the specific needs of the target audience. You can aim to increase sales, attract potential customers or retain existing customers, raise awareness of the brand or improve its reputation, or provide information about products and services.
For each of these objectives, there is the most appropriate video format. In addition, the video objectives must be adapted to the specific needs of the audience, such as providing an answer to a question or solving a problem.
Examples of videos for various activities: promotional, storytelling, video interviews
There are various types of videos that can be used depending on the purpose you want to achieve. Let's look at them in more detail.
Promotional videos are designed to showcase the features and benefits of a product or service. Demo videos show how a product or service can help a user. Tutorial videos explain how to use a product or service. Video interviews provide a behind-the-scenes look at a company or product. Storytelling videos tell a story about the product or company in an engaging and emotional way and can be used to promote a product or service but above all to bring users closer to the brand and differentiate from competitors, highlighting the distinctive corporate values.
