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The Power of Video Marketing: Trends and Strategies for Captivating Audiences

Updated: May 2

A picture paints a thousand words, and this is even more so when it’s a moving image that showcases engaging and relevant information. Video marketing is an integral part of the quintessential marketing toolkit, effectively captivating your target audience and triggering the right emotional responses.

Strategically planned video campaigns have proven popular among marketing experts. 91% of businesses use video as a marketing tool, with the same research reporting that 96% of marketers view video as an essential part of their strategy. 

We dive into the power of video marketing, what to expect in the upcoming times, and how your business can apply the best practices to leave the best impression on your viewers. 

Top Trends in Video Marketing

Videos reach a whopping 91.8% of internet users worldwide, presenting your business with the potential of attracting a large audience pool. The following trends in video marketing highlight the latest developments in the world of video content that could help optimize your video production strategies. 

The Rise of Short-Form Videos

Short-form videos are becoming increasingly popular due to their 'snackable' content. Busy customers can conveniently access these videos while on the move and share them with their network, further expanding their reach. 

The trend could stay for the long term, considering how younger generations prefer watching short videos. Market surveys show that kids and teens watched an average of 91 minutes of TikTok per day while only spending 56 minutes per day watching longer YouTube videos. 

Favor For User-Generated Content

Videos that feature real customers with genuine expressions and feedback can go a long way in improving the appeal of your marketing campaigns. 

Hubspot reports that 60% of marketers believe that user-generated content is the most authentic marketing outreach method. In fact, customers spend around 5.4 hours per day browsing user-generated content. The relatable nature of user-generated content influences audiences toward making a purchase or following up with a CTA.  

Growing Attention For Ephemeral Content

Instagram stories, Snapchat content, and Facebook stories are all effective examples of ephemeral video content that last for only 24 hours until they disappear from a feed. The strategy channels the fear of missing out (FOMO), with 43% of social media users watching such video content more than any other type.  

Strategies For Creating Engaging Videos

An impactful video marketing strategy involves visual storytelling that connects with your audience on an emotional level. The right approach can help you improve engagement rates and optimize brand awareness among existing customers and prospects, with steps that include:

Selecting the right video publishing platforms: determining your target demographic’s preferred social media channel through customer service analytics and surveys can help boost your audience response through optimized engagement and conversion rates.

Configuring the ideal social media video specifications: check that your uploaded videos follow the latest video spec guidelines for your respective social media networks to generate the most aesthetically pleasing results. 

Consider going live: Live streaming product tutorials and Q&A sessions provide the perfect opportunity to connect with your audience while providing valuable information. 

Measuring and Managing Successful Video Campaigns

Aside from viewer engagement rates and conversion rates, you can measure the success of your video campaigns by monitoring the social media analytics tied to each chosen platform. These analytics differ across networks, so it is critical to check each platform's costs and opportunities before the omnichannel management of your video campaigns. For instance, Facebook offers 334% higher audience impressions for YouTube videos compared to uploading content straight via YouTube advertising. 

An experienced marketing agency like Fifth & Cor keeps your business informed about the latest video marketing trends so you can make the most cost-effective investments in your audience engagement strategies. By understanding your unique business goals, we can formulate premium marketing videos that encapsulate your brand essence and entice your most valuable audiences. 

Contact Fifth & Cor to learn how you can make video marketing work for your brand without the guesswork.

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