Video marketing has changed drastically in recent years due to the popularity of social media. Each time you scroll down your social media timeline, you find a different version of a video ranging from live videos, video ads, reels, twitter trends, interviews, and product demos to boomerangs.
Today, on-demand video has taken over traditional video marketing including television. Almost 6 out of 10 people choose to watch on-demand videos on YouTube and social media instead of television. This has revolutionized video marketing in 2022.
Given this, it’s important to dig deeper into customer behavior so that your video marketing strategy can bring in great results. Video marketing can be pretty confusing if you have never tried it in the past, you have to do a lot of research, and act smart.
So, let’s look at how to plan a video marketing strategy in 2022.
How to Plan a Video Marketing Strategy in 2022?
In 2022, content marketing is incomplete without video marketing. The purpose of video marketing could vary based on what you want to achieve whether it is to increase brand awareness among your target audience.
You can create a video marketing strategy that could be geared towards any of the goals:
- Video testimonials of your current customers for better brand awareness
- In-depth demos of your product to help potential customers & new customers
- Videos around company culture that would inspire your new employees
- Videos for promoting a new product or launch of any new program
- Personalized videos about how your product/service can help others
Once you decide the purpose, take time to create a plan around what steps you would be taking to have seamless video marketing strategies for your business. Today we are going to explain the step-by-step guide that can help you come up with a great video marketing strategy in 2022:
-
Establish Your Goals
The goals of a company are what dictate most policies. If a policy is not goal-oriented, it wouldn’t do much for the company. However, if you have pre-defined goals then you can take the required action to get the results.
Establish your goals ahead of time around what you want to achieve with your video marketing strategy. Whether you want to improve brand awareness, increase the downloads of your new app, promote a new product, introduce a new feature of your application, or improve your sales – once you are clear about the end goal, work on the content of your new video to ensure it aligns with your target market. Don’t be too promotional, otherwise, your video marketing strategy will not be effective.
-
Know Your Audience
Create a buyer’s persona before you could start creating your video. Leverage the video marketing strategy by understanding what your ideal customer looks like. Pay attention to the parameters including age, gender, likes, dislikes, income, location, etc. You can then create video content that speaks to your audience. Make sure the content of your video is not outdated and irrelevant to your target audience. Even the best video maker cannot help you if you don’t do your research on your audience.
Once you get that, choose the video tone, features, images, and content as per your target audience’s preferences. Try to give them a personalized experience to make the most of your video marketing strategy.
-
Set Aside Your Budget
Your video marketing will depend greatly on your budget, so it is important to know how much you can afford to spend before you begin planning your strategy. Great, if you have already set aside a budget for hiring a video production team. And, if you do that, you will end up with some high-quality content.
However, if you don’t have the money to spend on full-scale video production. You can easily make videos for free with the help of an online video maker. You can also find an online video editor to give a professional feel to your videos. Even if you have to buy an online video maker, it will cost you less than hiring a production team.
-
Divide Tasks
If you decide to go with in-house video production, you will have to figure out a few things in advance. For instance, you will have to decide who can appear in the videos. You will also have to choose people for voiceover if you decide to go for animated videos. Lastly, you will figure out who on your team can be a good editor for polishing the videos before they are shared with the audience.
You can offer incentives to your employees to boost their creativity and promote competitiveness. One way to do that is to offer bonuses to employees whose videos went viral. It will lead to better content creation and help your company in the long run.
-
Stick to a Video Content Schedule
Video marketing is not different from other types of marketing, which means you will have to focus on schedule and follow-ups as well. You can’t just make one video and expect it to bring in great results. Marketers need to stay consistent and mindful about how often they create and publish video content.
Design a video creation calendar and stick to it. Set realistic goals as you plan your schedule. For example, it’s hard to achieve results when you plan to create five videos a week, as video creation is a long and time taking process. A more realistic goal would be publishing a video each Monday or Friday, or whatever day suits you.
It’s great to stay proactive as you plan your schedule. We would suggest you create one of two videos ahead of time so that you can stick to the schedule quite easily. Once you stick to a specific schedule, it improves the overall brand credibility.
-
Optimize Your Video
If you want videos to get more visibility, make sure to optimize them. This can be done in several ways. You can add keywords to the video title and add a call to action button at the end of the video. If you are publishing it on YouTube, add meta tags, and optimize the video description with the right keywords. Optimize your videos for both the mobile app and web, it’s important because most people watch videos on their phones. Shot the videos in portrait mode so they can be viewed properly on every device.
Don’t forget to add captions to your videos, even if the majority of your audience is monolingual. You should keep the length of your videos between three to five minutes. It would help you keep viewers engaged until the end. When videos are too long, people either don’t play them at all or stop watching after a couple of minutes.
-
Promote the Video
Creating and marketing your video to your target audience is half the battle. You will also have to promote the video to get the results you want from it. But promotion requires planning and must not be done at random. First, you must decide the platforms where you want to promote the video. Secondly, you should figure out what’s the best time to share the link with your audiences on different platforms. Identify where your target audience hangs out, and make your marketing strategy accordingly.
If you don’t promote your video in the right way, you will end up wasting your time & money. That’s why it is important to make video promotion a part of your video marketing strategy’s planning. If you have made plans for the promotion in advance, you won’t have to worry about it after uploading your videos.
Conclusion
The process of creating a video and marketing it to the right audience is an overwhelming task. However, if you adopt the right steps, you will have a seamless video marketing strategy that will help you achieve your target goals.
Follow the tips mentioned above to trick your target audience to take action, improve engagement, and achieving your goals. But, be sure to be a little patient, because it’s a time taking process. Now that you know how to plan a video marketing strategy in 2022, you can start making videos for your company and win over your audience with effective planning.
