How video can humanize your brand in 2022
(This video marketing article was originally published at: hubspot.com. It’s been edited for style and substance.)
One of the most important things we’ve learned during the COVID-19 pandemic regarding how people consume content is that they want to be entertained in different ways.
Consumers want the convenience of consuming content where they spend the most time, and on their own terms. If your brand doesn’t offer consumers this option, you’re missing out on a huge chunk of your audience – that’s where the powerful tool of video marketing comes into play.
In our recent 2022 Video Report Status, we found that in 2020 people were watching more videos than ever, as many were at home for extended periods of time due to the pandemic. But even more shockingly, as the world opened up and the employment rate rose, consumers even looked at Lake video content.
With all this talk about video, you might be wondering a few things: How long should my video be? How do I make videos that stick? And where should I promote my videos? In other words, what is the best video marketing strategy for 2022 and beyond?
HubSpot Blog Research surveyed 518 video marketers in the US, Germany, France, Japan, Australia and the UK to learn more about their goals and strategies for 2022. Let’s take a look at what you need to know so you can plan your next or first , video strategy a success.
What is the optimal length of a marketing video?
Short and sweet is generally a safe strategy, especially if your business is just starting out using video. According to 36% of video marketers, optimal length of a marketing video is one to three minutes.
If you’re new to video, starting with short videos can help you get an idea of what appeals to your audience and where you can add the most value.
Consumers are inundated with videos, so it’s critical to create meaningful content that can be consumed in minutes. Shorter videos are great for establishing an initial connection where you can introduce your brand or product. For example, a snappy video showing a product feature can generate interest and anticipation before a product launches.
We know that time, resources, and cost are three major barriers to video creation.
The solution? Shorter videos – they are less time consuming, perfect for different platforms (like social media) and usually cheaper to produce.
Short videos lead in use (58%), ROI, lead generation and engagement. So if you want to get more bang for your buck, shorter videos are the way to go. In reality, 83% say optimal length is less than 60 seconds.
Believe it or not, longer videos are also on the rise. With more brands planning to create original brand series, product-specific demos, case studies, and customer stories this year, it’s important to find what works best for your business and audience.
People who want to learn more about your company or product do so through long video content, such as a webinar. Yes, shorter videos will be the most widely used form of video this year, but creating long video content shouldn’t be completely off the table.
Most B2B marketers often don’t take a video-first approach when it comes to their social media strategy. But here’s why you should.
Social media are the top channel used to share marketing videos (76%) and has by far the largest ROI. Incorporating video into your social media strategy sets your brand apart and allows your brand’s story to come to life in a way that other content cannot.
So, which social platform(s) should you use? Start by identifying your business and marketing goals. Once you’ve set those up, you can plan your strategy by figuring out how video will achieve those goals. This will help frame your video strategy and determine which social media channel can tell your story.
For example, while Instagram is the best social media platform for ROI, engagement, and lead generation for marketing videos, that doesn’t necessarily mean it’s right for your brand. Figuring out which social platforms to use will depend on whether your brand is B2B or B2C and what type of video you want to create.
Customer stories or case studies might do very well on a landing page, while corporate culture videos might do very well on LinkedIn.
For B2B, LinkedIn and Twitter, my personal favorite social channels, are good places to start. You can gradually incorporate other platforms into your social media strategy, but if you’re not active on LinkedIn and Twitter, you’re missing out on a big opportunity.
If you’re B2C, you should be on Instagram, TikTok, and Facebook.
How do you make better videos?
The most important factors for creating an effective marketing video are: Promote your video effectively (36%), grab viewers’ attention in the first few seconds (36%) and keep your videos short/concise (33%).
All marketers want their videos to be successful, but what your audience takes away from your video content is arguably the most important.
For example, let’s say your video isn’t getting enough clicks. You need to put yourself in the consumer’s shoes and figure out why they haven’t responded to your video. Often they don’t get what they expected.
To fix this, make sure your video thumbnail encourages people to click on your video. Your thumbnail gives a first impression of your video, so be sure to use it to tell potential viewers what your video is about.
You should also approach making videos the way a journalist writes a news article – with the first line being the entire core of the story – rather than approaching a video like a movie. It is often better to pre-determine what consumers need to know.
Once you’ve created a dynamic video that grabs viewers’ attention, it’s time to think about promotion. While the most effective video promotion strategy is promoting on social media (63%), there are other effective and fun ways to get the most out of your video.
Posting videos in unexpected places
Ever clicked on a link and landed on a 404 error page? This can be frustrating for the consumer, but use this as an opportunity for your brand. Making your 404 pages friendly and helpful so as not to scare off potential customers can go a long way. Add videos to these pages to direct viewers back to the main page and promote your products in a non-intrusive way.
Creative running videos or team mascot videos can help customers feel connected to your brand. If you’ve ever landed on a 404 error page on the Wistia site, chances are you’ve seen our team mascot, Lenny:
Email signatures are another great place to add videos. Adding video to your employees email signature can really make your brand memorable and grab the attention of new customers. A personalized video that connects them to your brand in an email signature can really go a long way in building trust and loyalty.
What kind of videos will brands make in the future?
Video content that showcases your products/services is the most commonly used type of content and has the highest ROI, according to 66% of those who use it. Content that reflects your brand’s values is the second most used type of video content. With this in mind, you need to figure out how you want to portray your brand in the content.
Do you want it to be recognizable? Would adding a nostalgic element to your video add value? By asking yourself these questions, you can kickstart the video process. Trendy, funny and interactive content all have a high ROI and can increase engagement.
Nostalgic content and user-generated content (UGC) are consistently among the least popular types of video content, although 19% of video marketers will use it for the first time this year, compared to 3% for UGC.
Let’s face it, millennials are the decision makers. Marketers should focus on incorporating emotional elements into the content they produce. Topics that hark back to millennial youth, such as Saturday morning cartoons, are a great way to instill nostalgia and bond with viewers emotionally.
What is next?
Once you’ve made a video and feel confident, you have the power to make more. As companies invest in video, I predict they will release more short, authentic, niche and recognizable content. Why? Because this kind of content is what consumers crave. Video helps to humanize your brand and makes consumers feel like they can identify with you.
Brands need to figure out how to not only educate, but also entertain. With so many brands competing for viewers’ attention, it’s up to you to keep people coming back to your brand. With the right video strategy, you can build strong, lasting relationships with your audience.