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An introduction to video marketing

Pieter Schouppe
Director Plant a Flag Canada
Plant a Flag Vancouver, Canada
In this article we explain why and how entrepreneurs and corporate leaders should use video marketing to increase brand awareness and drive online engagement.

As the world of digital marketing continues to evolve and mature, brands (and the marketing agencies supporting them) are constantly looking for new strategies and tactics to communicate in the most effective and efficient ways possible. In the last few years it has become increasingly apparent that video has an incredible potential to create online impact with your brand.

Here’s a few numbers to back this statement, according to Linkedin:

  • 80% of consumer internet traffic in 2019 will involve watching online video

  • 2 out of 3 people say that video is their preferred format for learning about a product or service

  • Video ads have the highest click-through rate of all digital formats

Based on this information, the (potential) value of video is clear & obvious. But how do you use this information? How can you translate this insight for the benefit of your organization?

The answer to making effective use of video comes down to the quality of what you put out there. This doesn't mean that you must spend a lot of money to create a fancy HD video, bells and whistles included. It simply implies that you must pay close attention to the content + form of your message and make sure that it aligns with your target group's expectations.

“Seven out of ten people say they view brands in a more positive light after watching interesting video content from them – but almost as many (three out of five) say they’ve been put off buying something by watching a bad explainer video about it.”

This basically means that video won’t automatically move your audience’s perceptions of your brand or products in a positive direction. The result of your efforts depends on three aspects:

1. The content of your message

Great content = providing something of value to your recipient. So ask yourself: what is your reason for being? What problems are you solving? How do you rock your clients' world? That is what you should be talking about.

Pro tip: When thinking about the value that you provide, go beyond the obvious (great products, excellent service, amazing prices,..) and look for more specific qualities that are 100% embedded in your company culture (speed, reliability, innovation,..). 

2. The translation of that message into video

Once you know what to say, it's production time. Creating your own video really does not have to be expensive. Vancouver (aka "Hollywood North") is packed with great videographers who can deliver a quality product at a very competitive price. 

Pro tip: Our video was created by Lucid Visuals for less than a thousand dollars. We are incredibly happy with the end result. What did you think?

3. Your ability to reach the right audience 

Last, but certainly not least, you want to make the video work for you. Don't simply put it on your website. That would be a waste of your time, energy and money! Research your target group and go where you will find them. Linkedin is great for B2B, whereas Facebook & Instagram are a better fit for B2C. An engaging video and a little ad spend goes a long way.. It got you to the end of this blog, didn't it? ;-)

Pro tip: Read our previous blogpost on marketing strategy to help you define your target group in detail, enabling you to choose the right channels for your marketing campaign.

Brands that invest in creating quality video content will increasingly stand out. The trend is clear and the numbers speak for themselves. What are you waiting for?

Curious to learn more?

Reach out to us in the form below to explore your opportunities in video- and other types of content-marketing. Our Canada Director, Pieter Schouppe will be in touch with you.