The Video Marketing Strategy In The Age Of Multichannel

From live gushing to Instagram “Reels” and TikTok challenges, informal communities add to the developing prevalence of video design among the overall population and its reception in organizations’ showcasing procedures. How can organizations use this substance to draw in their crowd in 2023?

 A review led in April 2022 by Capterra revealed the developing interest of India in friendly trade, with 29% having previously gone all in and 25% pronouncing themselves keen on such a technique for procurement, making the most of the developing prominence of the video design addresses an extra chance for organizations to expand the permeability of their items and administrations.

Notwithstanding, when clients are presented with a steadily expanding content volume, catching their consideration stays a critical test. Video content is an entirely fledged device for reaching customers for an enormous scope. It is reasonable for multichannel circulation in informal organizations and effectively shareable in a single tick.

This configuration even advantages from its methodology, a video promoting technique. What sorts of recordings are well known with organization advertising divisions? What practices do they carry out, and what results might they at any point notice? Here are the subjects tended to by Capterra in this study directed in June 2023 among 250 Indian showcasing experts.

Paid And Organic Content: The Two Sides Of A Video Marketing Strategy

When posting videos on social media, companies can post two types of content: organic and paid. Organic videos are content shared through the accessible features of a specific social platform. These can be videos produced by the companies themselves, such as tutorials aimed at answering frequent questions from consumers, or by a third party, such as an influencer carrying out the test of a product during a non-sponsored video. 

Paid videos refer to advertisements and promotional messages shared through a social network’s paid marketing tools, such as the TikTok Ads and Instagram Ads advertising tools. For businesses, combining these two approaches can have different advantages. On the one hand, an organic approach helps retain an audience already interested in a brand. 

This type of video can promote interactions with subscribers and facilitate the sharing and visibility of this content with their contacts. On the other hand, paid content is a way to more precisely segment the audience to whom the video will be broadcast according to specific criteria (centers of interest, place of residence, age category, etc.). ). Through this, a brand can reach out to a new audience that it might not have been able to access through organic methods.

65% Of Marketers Favor Organic Video Content

In this section, we will analyze the general practices of the 65% of marketing professionals who use an organic video marketing strategy.

Priority To Organic Videos With Original Content

Original video content can be described as content that has never been published before. Therefore, This designation excludes any old content reposted by a company, whether a video from its archives or a testimonial published organically by an external actor (influencer, customer, partner, etc. .). Original video content is the most used by companies implementing an organic video content strategy (79% of them), followed by videos based on trending hashtags (67%) and those using popular music or dances (56%).

Within the original content most used by this same group of respondents are mentioned event videos (80%), explanatory videos (78%), and videos of customer testimonials (60%). Whether it answers consumer questions about a company, gives rise to a sharing of experience around a product, or even cements an emotional connection between the brand and its audience by allowing them to participate in an event. Unique, an original video can help generate engagement among the general public.

In addition to this aspect, high-quality original content can also contribute to improving the ranking of content in search engines and to better visibility with users, specific algorithms such as those of Google favoring, for example, the visibility of content . not duplicated. For 58% of professionals running an organic content strategy, original videos are also named those with the most views. 

Instagram And TikTok Short Formats Have The Highest Engagement Rate

Whether it’s an Instagram Story limited to 15-second segments or a TikTok post no longer than 60 seconds, short formats have gained popularity on social media. This type of video also generates the highest engagement rate for organic content, according to our participants’ responses, and this is on the majority of the leading social platforms they use.

Instagram is the social network on which the highest rate of engagement is observed for short formats, with an equal proportion of 41% of respondents in this group highlighting, for one, short videos (from 30 seconds to 2 minutes) and the other, concise videos (less than 30 seconds). The Meta group’s social network is thus positioned ahead of TikTok, rated as efficient in terms of engagement by 39% of respondents thanks to its short videos and 43% thanks to its concise videos.

Although it now includes new short video features (Short YouTube) and the long videos it traditionally hosts, the YouTube platform proves more efficient when more than 2 minutes of content is published there. 29% of participants highlight more convincing results on long formats (from 2.01 minutes to less than 4 minutes), while 32% point to very long formats (more than 4 minutes). 

Image Quality And Aesthetics Are Considered Critical Success Factors

Videos help to make a company’s visual identity memorable. Through their rendering and quality, they can reinforce their credibility and professionalism and otherwise contribute to a negative word-of-mouth effect or even consumer distrust. This aesthetic factor is judged as the most important by 71% of the professionals consulted, ahead of the tone adopted (56%) and following a trend (55%), such as a popular hashtag. Conversely, it is interesting that only 7% of participants consider using a verified account an essential factor. 

At the same time, most social networks offer a verification badge, letting users know that the account’s authenticity has been confirmed. Implementing paid certification by various social network platforms could explain the reluctance of specific organizations to subscribe to this type of protection. But, while new threats such as deep fake videos are appearing on social networks, and the risks of impersonation or falsification of accounts are present, it can be difficult for consumers to determine what accounts they can trust.

Targeting, An Ally Of A Paid Video Content Strategy

To improve the reach of their content and reach specific audiences, brands are also turning to paid video content. Across our panel, nearly 79% of respondents say they are engaged in this strategy. To help businesses increase views, clicks, and subscribers, paid video streaming features rely on precise audience targeting based on specific data reported by social media users…

According to professionals who have developed a paid video marketing strategy within their company, targeting by demographic segments (58%), by audience similar to their clientele (57%), or even by behaviors and interests (46%) is recognized as the most advantageous for their conversion rate. 87% of respondents in this group have seen a positive return on investment over the past 12 months on their paid video campaigns, compared to 5% saying the opposite and 8% indicating that they do not measure or are aware of this. Postman.

The Number Of Views Remains A Crucial Criterion For Evaluating Performance

The higher the number of video views, the more it can be expected to be shared and broadcast to a large audience. The views criterion is the most valued by 70% of participants in our study when it comes to judging the performance of a commercial company video on social networks. Among the other performance criteria respondents consider is the click-through rate (55% of responses), followed by the engagement rate (44%), or the degree of interaction of the user with content.

Each social platform uses its algorithms: this complex set of rules and calculations is used to prioritize and highlight certain content, which affects how quickly posts are noticed and the size of the affected audience. Paying attention to all performance criteria, therefore, remains relevant to identifying what underpins the success of a video, whether paid or organic, and observing what types of content best adapt to the different algorithms used by social networks.

52% Of Businesses Surveyed Expect To Spend More On Their Video Marketing Strategy

From SMEs to large companies, several structures have already chosen to commit their efforts to a video marketing strategy. For 40% of the participants in our survey, this will materialize in the form of an increase of 10 to 20% compared to 2022 in their budget devoted to video, when 12% foresee an increase of more than 21%. 

While 28% of respondents consider spending as much as the previous year, a lower proportion of 9% believe, on the contrary, that they allocate a lower budget (10 to 20% less). For 4%, this expenditure forecast is even much more limited than the previous year (21% less). A video marketing strategy is an excellent opportunity to highlight the personality and values ​​of a brand and thus establish a privileged link with its audience.

Whether through a unique and immersive experience, such as video using experiential marketing or by relying on the figure of brand ambassadors, video can help humanize a company’s discourse and positively impact its reputation. This reason is one of those that can justify the efforts made in this area by our panel, since the prospect of strengthening the company’s reputation (58%), the possibility of generating more traffic to their website (57%), as well as attracting a younger audience of consumers (52%) are some of the advantages of video marketing highlighted by all respondents.

The Future Of Video Marketing Is Combined With The Evolution Of New Technologies

Adopting a video marketing strategy requires brands to demonstrate constant agility, as they must deal with an ever-changing technological landscape while finding the right balance with the variety of formats available. In addition to analyzing content with a positive impact on their audience and contributing to the success of the campaigns, it is wise for companies to stay on the lookout for the latest innovations likely to influence consumer behavior.

In the second part of this study, we will study the main challenges marketing professionals face when deploying their strategy. We will also see the perspectives opened up by the advent of video content generated by artificial intelligence.

Read Also: The HR Dashboard For Effective Management Of HR