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Integration of video marketing across social and organic media

Video marketing has seen a surge in popularity, from short, ten-second brand promo bursts to longer pre-recorded videos giving product or service insights, as well as the more recent explosion in the popularity of live video streaming. According to a recent report from video marketing firm Renderforest, 1,200 percent more shares are generated by social media videos, than by text and image posts combined. Marketers who use video grow revenue 49 percent faster than non-video marketers, and also receive 41 percent more web traffic from search than non-users. Some 52 percent of marketing professionals worldwide name video marketing as the type of content with the best ROI.

Paid Social Video

Paid video can be a great way of reaching an audience that you haven’t yet captured by mailing list or social media channels. You can use social targeting to get your video content in front of the eyes of your desired demographic with promoted posts integrated within their news feeds. Targeting for paid content on social media is becoming increasingly sophisticated, covering not only traditional demographic factors like age, gender, employment status, and location; you can also target consumers with specific interests, or those browsing on certain types of devices. In short, paid video marketing can get your content in front of a precisely targeted audience who don’t currently engage with your brand.

Organic Social Video

Organic social video has the advantage of presenting your content to people who are already interested and engaged with your brand. Like other social media content, it’s a great way to drive continuing engagement and build stronger consumer relationships. It’s important to post video marketing content that fulfils a need that your audience has – you want to educate them, entertain them and, ideally, show them how your product or service can be a solution to their needs. Video content shared organically on social media can be a fantastic way to spread your story, sharing important messages not just about your brand’s products and services, but about its values and goals.

When posting video content to social media – whether that’s paid or organic – it’s important to consider how people use different social media platforms and tailor your content appropriately. According to Renderforest, for example, 100 million hours of video per day are watched on Facebook – yet 85 percent of videos on Facebook are watched without sound, so you need to make sure video marketing content shared to that platform is visually oriented and engaging. You also need to consider video length; 5 percent of viewers will stop watching a video after a minute, while 60 percent will have scrolled on by the two-minute mark.

While we’ve mainly touched on video marketing via social media, it’s important to remember that there are also other ways you can use video content to your advantage. Renderforest’s report reveals that including a video on a landing page can boost conversions by an impressive 80 percent, while adding a video to your site’s homepage can increase conversions by 20 percent or more. Video content can be equally effective in emails sent to your mailing list – just using the word “video” in an email subject line boosts open rates by 19 percent, and including video content in an email can lead to a 200–300 percent increase in click-through rates.

It’s also possible to utilize video to your advantage in public relations campaigns. Press release distribution firm BusinessWire, for example, offers an innovative interactive media service that allows brands to embed video content – as well as images or infographics – into press releases, making the dissemination of information and news more eye-catching and attention-grabbing.

Contact Beyond Fifteen today for information on how we can integrate video into your marketing and communications efforts.

Connect with a Beyond Fifteen Marketing Specialist today!

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