Exactly how Video Can Humanize Your Brand in 2022 & Various other Insights from Wistia’s CEO

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One of the main items we’ve learned throughout the COVID-19 pandemic when it comes to how people consume content is that they desire to be entertained in different ways.

Consumers wish the convenience of having the ability to consume content exactly where they spend the most time, and on their very own terms. If your brand doesn’t give customers this option, then if you’re missing out on a big portion of your audience — that’s where the powerful tool of video clip comes into play.

Within our recent 2022 State of Video Review, we found  that individuals were watching more videos than ever before in 2020 as many spent extended periods of time at home due to the pandemic. But even more shockingly, because the world opened up plus employment rates increased, consumers watched also a lot more   movie content.

With all this talk about video clip, you may be wondering a few things: What duration should my video clip be? How do I produce videos that stick? And where must i promote my movies?

In other words: Elaborate the best video marketing strategy for 2022 plus beyond?  

HubSpot Blog Analysis surveyed 518 movie marketers in the Oughout. S., Germany, France, Japan, Australia, and the U. K. to discover more on their goals and strategies going into 2022. Let’s dive into what you need to know so you can make your next, or even first, video strategy a success.

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What is the optimal length of the marketing video?

Short and sweet is generally the safe strategy — especially if your company is simply starting to use movie. According to 36% of video marketers, the optimum length of a marketing video is one to three minutes .

optimal marketing video length according to HubSpot research

If you’re new to video, starting with short-form videos will help you get a feel for what when calculated resonates with your audience and where you can add probably the most value.

Consumers are inundated with videos, so it’s critical to make meaningful content which can be consumable within a couple of minutes. Shorter videos are great for establishing an initial connection where you can introduce your own brand or product. For instance, a sharp video showcasing an item feature can construct interest and concern before a product start.

We know that time, resources, and price are three major barriers to creating movies.

The solution? Shorter videos — they may be less time-consuming, perfect for various platforms (such social media), and typically cheaper to create.

Short-form movies lead in utilization (58%), ROI, leads, and engagement. Therefore , if you’re looking to get more bang for your buck, then smaller videos are the way to go. In fact , 83% say the optimal length is under 60 seconds . optimal length of short-form video hubspot research

Believe it or not, lengthier videos are also increasing. With more brands intending to create original top quality series, product-specific demonstrations, case studies, and customer stories this year, it’s important to find what works best for your company plus audience.

What people are willing to view is correlated in order to how connected they may be to your brand or video topic. Avoid underestimate how much time someone will spend with your brand.

Those who want to learn more about your organization or product will do so through long-form video content, like a webinar.

Yes, shorter video clips will be the most leveraged form of video this year, but don’t get creating long-form video clip content completely off the table.

Which social media stations should your content live on?

Most B2B marketers often don’t take a video-first approach with regards to their social media strategy.

But here is why you should.

Social networking is the top channel used to share marketing movies (76%)   and has the biggest RETURN ON INVESTMENT by far. Incorporating video clip into your social media technique differentiates your brand name and can bring your own brand’s story to our lives in ways that some other content can’t.

So , what social platform(s) should you make use of? Begin by identifying your business and marketing goals. Once you have those established, nail down your strategy by figuring out how video may meet those objectives. This will help give your video strategy the framework and figure out which social media funnel can tell your tale.

For example , whilst Instagram is the best social media platform intended for ROI, engagement, and lead generation for marketing and advertising videos, that doesn’t necessarily mean it’s right for your own brand. Figuring out what social platforms to utilize depends on whether your own brand is B2B or B2C, and exactly what type of video you wish to create.

Client stories or case studies might do really well on a squeeze page, whereas company culture videos would perform really well on LinkedIn.

For B2B, LinkedIn and Tweets – my personal favorite social channels – are excellent places to start. You might gradually incorporate some other platforms into your social media strategy, but if you are not engaging on LinkedIn and Twitter, then you’re missing out on a big opportunity.

For anyone who is B2C, you should be on Instagram, TikTok, plus Facebook.

Do video internet marketers create videos in-house or with an company?  

Have got I convinced you yet that your brand needs to start using video? If your answer is usually yes, you may be asking yourself if you should try and make videos yourself or even hire an agency.

While nearly half (49%) of video internet marketers create videos both in-house and with an agency , it can be challenging to figure out what route you should take.

do marketers create videos in-house according to hubspot research

Should you be thinking about doing video clip in-house, you need to determine what types of video and how many you want to make for your business.

Maybe you want a video that answers common questions or one to onboard new users. These types of videos don’t at all times need the flashiness of a branded collection. Doing videos in-house can help save you money and empower your team to get involved. And, there are definitely many DIY resources  to help you create video in-house.

You may even have employees who have video experience and may help pitch within. HubSpot’s report found that 69% of video marketers own their video equipment .

do marketers rent video equipment or own according to hubspot Additionally , we found  that most companies use their own in-house video professionals to create video articles on a weekly or even monthly basis. Others rely on a mix of skill, calling on freelance help and video manufacturing agencies to complete the gaps.

Agencies that focus on marketing videos are certainly worthwhile a great way to create an array of public-facing video content. Zeroing in on an part of your business where movie can make a big sprinkle will help the company tailor a video technique that meets your goals.

We suspect that companies are going to invest more of their particular time in creating in-house videos in the coming years — several of these videos will be created by people in whose job isn’t purely focused on video.

Whether it’s someone on your own design team developing a product tutorial or your CEO leading a webinar, you will see an uptick within businesses that influence internal resources to make their video content. The good thing is that there is countless video editing software program that your company can use.

According to HubSpot’s Blog Research, Adobe Premiere Pro (36%) and iMovie (18%) are the most popular video clip editing software, yet you’ll definitely want to explore all your options.    

best video editing software according to hubspot research

Considering doing more in-house video content? Be sure you have the right amount of people helping with your movie content.

Nearly all marketers (45%) have got two to 5 people on dedicated video marketing teams; with another 37% reporting six in order to 10 on a devoted video marketing group, and 15% confirming 10 or more employees on a video marketing and advertising team.

Could is dependent on your company and where you are in your video journey, it is necessary that you have a solid in-house team that can handle the amount of video that you intend to put out right now there.

How do you create better movies?  

The most important factors for creating an effective marketing movie are effectively promoting your video (36%), taking viewers’ attention within the first few seconds (36%), and keeping your videos short/concise (33%) .

All of marketers want their own videos to be successful — but what your audience takes away from the video content is probably the most important.

most effective factors for creating video content according to hubspot

As an example, let’s say your video isn’t getting enough clicks. You need to put your self in the consumers’ shoes and figure out why these people didn’t engage with your video. More instances than not, these people aren’t getting what they expected.

To resolve for this, you’ll want to make sure your video thumbnail is encouraging people to click your movie. Your thumbnail offers a first impression of your video, so be sure you use it to tell potential viewers what your video is about.

Interest wanes since viewers get sidetracked or realize it isn’t for them. The easiest method to grab the attention of viewers is to hook them the moment the video starts. For example , the John Wick: Chapter 3 – Parabellum trailer tells audiences the title of the movie within the initial few seconds rather than conserving it to the end.    

You also need to strategy video creation just like how a journalist produces a news write-up — where the first line is the whole crux of the story — rather than approaching a video as a movie. It’s often better to place what consumers have to know upfront.

Once you’ve created a dynamic video that grabs viewers’ attention, it’s time to start thinking about advertising. While the most effective movie promotion strategy will be promoting on social media marketing (63%), there are other efficient, and fun, methods for getting the most out of your video clip.

future of video according to wistia cofounder

Placing videos in unexpected places

Actually click a link plus wind up on a 404 error page? This could be frustrating for the customer, but use this as an opportunity for your brand name. Making your 404 pages friendly plus helpful to avoid deterring potential customers can go a long way. Add videos to pages to help manual viewers back to the primary page and emphasize your products within a non-intrusive way.

Creative looping video clips or videos associated with team mascots will help customers feel connected to your brand. When you have ever found yourself on the 404 error page on the Wistia web site, chances are you have seen our team mascot Lenny:

wistia 401 page leading to a video Email signatures are another great spot to add videos. Adding video to your employees’ email signature can definitely make your brand name memorable and can catch the attention of new clients.   A customized video connecting them to your brand in an email signature can really go a long way within building trust and loyalty.

What type of videos can brands start making in the future?

Video articles showcasing your products/services is the most leveraged type of content and has the highest ROI, according to 66% of those who use it.   Content that displays your brand’s  ideals is the second the majority of leveraged type of video content. With this in mind, you have to figure out how you want to show your brand inside the content.

Would you like it to be relatable? Would adding a nostalgic element to your video add worth? Asking yourself these questions will help kickstart the video process. Trendy, amusing, and interactive articles all have higher ROI and can improve engagement.

Nostalgic content and user-generated content (UGC) regularly rank in the least well-known types of video content, though nostalgic articles will still notice 19% of video clip marketers using it the first time this year, compared to 3% for UGC.

Let’s face this, millennials are becoming the decision-makers. Marketers need to focus on incorporating psychological elements into the content material they produce. Topics that harken returning to millennial youth, such as Saturday morning cartoons, is a great way to instill nostalgia and psychologically connect with viewers.

future of video according to wistia ceo

What comes next?

When you make a video plus feel confident, you might have the power to make a lot more. As companies spend money on video, I predict they’ll put out more short, authentic, market, and relatable content material. Why? Because this type of content is what customers crave. Video helps you to humanize your brand and makes consumers feel like they can connect with you.

Manufacturers need to figure out how to not only educate, but also entertain. With so many brands competing for viewers’ interest, it’s up to you to help keep people coming back for your brand. With the right video strategy, you can achieve strong, enduring relationships with your target audience.

Discover videos, templates, tips, and other resources dedicated to helping you launch an effective video marketing strategy. 

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