Learn everything you need to know about video marketing in 2024.
In 2024 video marketing will continue to play a vital role in marketing efforts for businesses of all sizes. It has become a $135 billion industry in the United States as brands continue to experience its effectiveness. They value how videos can bring more visibility, increase customer engagement, and generate more leads.
Video content marketing strategies keep evolving as technology advances and markets expand. The use of cutting-edge video marketing tools is increasing. A video hosting platform like Cincopa offers access to some cutting-edge video tools, such as automatic video SEO and AI-enabled search.
Video content analytics show that 55% of users watch a video online every day. Here’s a guide to help you succeed at video marketing in 2024.
What is video marketing?
Video marketing is when you upload videos to a variety of channels to engage audiences and promote your brand, product, or service. Most consumers would rather watch a video to learn about products than read about them.
Video marketing helps you to expand your reach as you can post a brand video on any number of channels, including in emails, on your website, and on social media platforms. Creating compelling video content can drive organic traffic to your website if you use video SEO to help viewers find your videos in the search results. There are many different types of marketing videos you can create.
Explainer videos
Explainer videos are short videos that teach your audience about your brand, product, or service. They may explain how your products work in a simple, engaging way. There are many different types of explainer videos such as animated videos and live action videos. Your explainer video must address an audience pain point, how your product and service can address it, and why the viewer should choose your brand.
Product demos
Product demos show the value of your products to potential customers. They show how your solution can solve their particular problems. These demo videos are usually tailored to a specific use case or scenario to which your audience can relate.
Customer testimonials
Customer testimonials play a major role today in how prospects perceive your products or services. Data shows that they provide the social proof prospects want to see and help to increase conversions. They are basically endorsements from customers who vouch for the value of your products or services. This increases the trustworthiness of your brand.
Livestreams
A live stream is when you stream a video in real time. You can live stream virtual events such as webinars or conferences. All you need to live stream is an internet connection and a platform to stream from. Popular live streaming apps today include Facebook Live and Instagram Live stories. Live streams can be public or private and they can serve many different purposes. Viewers can interact and comment when watching live streams.
Video marketing trends in 2024
Video content marketing never stays the same. As technology improves you can benefit from using new strategies, video marketing tools, and software.
Short-form video content
A very popular video trend in 2023 was the posting of short-form videos on social media platforms like Instagram and TikTok. This trend shows no signs of dying down in 2024. Brand videos that are short and simple are very appealing to audiences on these platforms. Even YouTube that’s known for long-form video content is seeing success with its Shorts feature.
Personalized video content
Generic video content makes it hard to stand out from the competition. Collecting specific data and information about your customers helps you to personalize content for them.
Segmenting your audience into groups means you can serve each group with content suited to their demographics and needs. Factors such as their interests, needs, behavior, and purchase history will influence what videos you create for them. Personalized videos generate more engagement, increase clicks, and help cement relationships.
Interactive video content
You want viewers to interact with your video content and take action rather than just watching passively. There are many ways you can do this such as allowing them to drag, click, hover, or scroll. Quizzes and polls are popular ways to make videos more interactive. Including a call-to-action with a link can take them to additional information or more resources.
Live streaming
Live streaming is another trend that keeps increasing in popularity. It has an immediacy and authenticity that viewers appreciate. To implement this trend you need to create a schedule for going live and stream events whenever you can. Interacting with those who tune in to your virtual events can help them to grow their trust in your brand. You can also repurpose live events as video-on-demand (VOD).
Cross-platform marketing
Omnichannel marketing is essential in 2024. You may decide to create an Instagram Reel and then post it on TikTok too to increase your reach. Evaluate your audience to find out which platforms they prefer. This means you can create and format marketing videos on a consistent basis to reach them on these channels.
Silent videos
Silent videos may seem like a strange concept but many people watch videos in public spaces where they can’t listen to sound. The goal of silent videos is to get a message across without using audio. These videos must be visually captivating and use on-screen text and captions.
How to craft the best video marketing strategy
You shouldn’t just start creating marketing videos by doing the proper research and formulating an effective marketing strategy. Your video marketing strategy has to take into account your budget, timelines, production processes, etc.
Determine your goals
Start by determining your goals. You may have various different goals such as creating more brand awareness, generating leads, educating customers, or creating an online community. You can create videos for all the different stages in the buyer journey from initial awareness of your brand to a purchase of a product and beyond.
Identify your target audience
Video content marketing isn’t effective unless you have an intended audience in mind. You need to envision who will buy your products or services and create a buyer persona. Then you can create videos that answer their questions and use the type of style and tone they will resonate with.
Outline your video marketing strategy
You not only need to decide what type of videos you want to create but also the frequency at which you will publish them. You can create a spreadsheet with proposed topics, brief outlines, and your proposed publication dates.
If you can’t think of ideas, go to the origin of your brand, why you’re passionate about what you do, and what you want customers to know about your business. Storytelling is one of the best ways to communicate and video lends itself well to this format. You can create a story arc for your videos that has a beginning, middle, and end.
Cincopa video marketing solutions
If you create many videos you need to find the best way to host them. Cincopa is a video hosting solution for content creators, marketers, and anyone else who wants to make the most of their video assets. On the home page, you can find out more about what Cincopa has to offer, such as a video library, galleries, video messaging, and live streaming.
Video hosting
On the Cincopa video hosting platform, you can upload video to a video library. The video library contains all of your video assets in one place. Categorization and AI search make it easy to find videos.
A content delivery network (CDN) ensures that when you upload video and distribute it, viewers receive it from a server nearest them from a network of servers. They can watch high-quality videos without any buffering or freezing.
You can customize your video player with your brand logo, fonts, and colors. When you embed it on your website the video player will fit in with the rest of the design.
On-video marketing tools such as lead generation forms, CTAs, annotations, and closed captions make your videos more engaging and interactive.
CincoTube
Cincopa’s CincoTube is a video tube that provides a solution for creating branded video channels on a secure website. Viewers can watch videos in an ad-free, distraction-free space. You can customize a video portal for a team, for fans, and even create a thriving online community.
- Viewers can engage with video content through likes and comments. Video sharing is possible and they can also subscribe to a particular video channel.
- A video channel can be public or private. Your marketing videos can have wide reach on a public channel and you can restrict access to confidential internal videos on a private channel.
- On Cincopa’s video tube, you also have access to video marketing statistics to understand what’s going on behind the scenes with all your marketing videos.
Video messaging
Cincopa also acts as a video messaging platform. Video Messaging can play a crucial role in personalized video content marketing. It can help with internal communication, sales, and customer service. If you want to strengthen your connection with customers and humanize virtual conversations a video message is one of the best ways to do this.
A video messaging platform allows you to create and distribute messages. Cincopa has a screen recorder extension called RecTrace. You can use the screen recorder to record your screen, webcam, or both.
You can send a personalized video message internally to fellow team members. Video encryption, right-click protection, and domain lock can restrict access to confidential videos. An external sales or customer support video can go to a customer with the click of a button.
You can use an email gate to obtain emails from viewers who want to gain access to further content. Messages sent to the public can appear on dedicated landing pages with secure and permanent video URLs and no expiration date.
Live streaming
Cincopa allows for high-quality live streaming of events such as webinars, town halls, etc. directly from your account. With live transcoding and Adaptive BitRate Playback, your live stream will have great quality no matter where your audience is. Responsive design means viewers can watch on any screen size and have an exceptional viewing experience.
Live streams are saved automatically on Cincopa. You can enhance content with on-video tools like chapters, CTAs, trimming, and clipping and use it as video-on-demand (VOD).
Advanced analytics
Advanced analytics provide you with real-time insights into video performance. You can watch heatmaps to see how viewers interact with your videos. Where do they pause, drop off, rewatch, or skip content? With video marketing statistics that provide in-depth details about your videos, you will know exactly how to improve them. Access to in-depth video analytics can make a world of difference to your video marketing.
Best Practices for video marketing in 2024
Video marketing can help you to tell your brand story in a more engaging, educational, and inspiring way. It’s important to follow some best practices if you want your videos to be effective. For example, you need to be clear about your purpose and create content that resonates with your audience.
Pre-recording
Outline your script or talking points. Knowing what you want to say helps you to avoid unnecessary pauses and ‘uhms’ and ‘aahs’. For a video of two minutes, you will need a script of about 250 words. Remember that moments of silence can work just as well as trying to jam-pack your video full of dialogue. Today you can use AI tools to help you create a script.
Create a storyboard: A storyboard is rather like a comic book version of your script. You don’t have to have a storyboard but it can help to define the look and feel of your video. It is made up of a number of squares that represent different scenes and help guide you on what shots to create and how to create them.
Recording
- Background: The background you use while recording should not distract from your video content.
- Lighting: Using the right lighting sets the mood and tone of your video. Get it wrong and your video will look low-budget and unprofessional.
- Audio and visuals: These are two crucial components of any video. You will need to test your camera and sound equipment before you begin recording.
Post-recording
- Editing your video footage: Editing helps your video to convey your creative vision. It involves aspects like cutting, splicing, and adjusting contrast, balance, etc. It also involves adding background music and other visual elements. Online software is available to help you to edit your videos.
- Customizing thumbnails: Creating these on platforms like Canva or Adobe will help to attract attention to your videos.
- Using on-video tools: Adding elements such as annotations, CTAs, contact forms, and closed captions is part of the post-production process. These elements make your videos more interactive.
Optimize for SEO
- Provide a video transcription so search engines understand what’s in your video so they can rank it.
- Optimize your video file metadata with user intent keywords on the video’s title and description. When using Cincopa, you have the benefit of automatic video SEO.
- Create a video sitemap and submit it to Google Search Console.
Share across different channels
You need to figure out where to publish your videos. What channels will you use? It’s important to publish on social media platforms your target audience uses. Find out where they like to hang out and where they watch live streaming videos. Consistent posting on social media platforms like Facebook, Instagram, TikTok, and Pinterest will help to promote awareness of your brand.
Another effective option is to use video in email marketing. Video in email marketing can help you to grow trust and establish relationships with subscribers to your email list. When they receive personalized videos in their email inbox, they feel valued and special.
Track video performance
Without video marketing statistics you won’t know how your video marketing strategy is working. Video metrics such as play rate, watch time, social shares, and clicks will give you some insights. Advanced video content analytics offer you more in-depth insights. For example, a heatmap is a visual representation using color-coded values that gives you a second-by-second view of how individual viewers interact with your videos.
Valuable insights from analytic tools like heatmaps enable you to make improvements that have an impact. If viewers drop off quickly, they may find your video content too complex, and simplifying it may help. If viewers tend to watch a whole video, you could ask them to share the video or comment on it. Tracking your video performance and getting data insights like this can help you elevate your video marketing to new heights.
Conclusion
Leveraging the right video marketing strategies has many benefits from creating brand awareness to generating leads, and improving customer support. Cincopa is a video hosting platform with marketing solutions to help you boost the impact of your video marketing strategy.
