How to use videos in your marketing strategy

01/10/2018
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Video are the basis for new content marketing strategies

The Video in marketing strategy is one of the most valuable opportunities in today’s landscape that companies should not underestimate or abuse. As with paid emails and advertising, videos should also be seen as real advertising campaigns. The famous TV commercials moved (and still move) huge numbers, millions of companies to grab 30 seconds of advertising during the most popular events of the season. In a way, in the world of the web everything is a bit different, we always use certain channels (You Tube, Vimeo, Facebook, Instagram), but thanks to the active interaction of users, our video will be rewarded by the comment and sub-function. In addition, you can choose the old way, such as advertising, or use other methods such as mini-series, comedy videos or real little scripts.

A lot of money was invested yesterday, and even if you could count on a certain percentage of the What to communicate and howpublic, you certainly could not say the same about the effectiveness and the achievement of the goal. The brand gained visibility, but did people like it?

Today, instead, everything has changed, the user is not interrupted by advertising but intercepted, or rather, he himself carries out the action of watching a video.

Today, instead, everything has changed, the user is not interrupted by advertising but intercepted, or rather, he himself carries out the action of watching a video.
But what do we understand by video? The most popular video channels are certainly the most important social media platforms such as Facebook, Twitter, Instagram, YouTube and Vine. Everyone has now understood the great value and opportunity offered by a few seconds of video, and for this reason all social media have updated their systems to make room for viewing videos and presentations. Let’s remember that at the beginning there was only YouTube, the other Socials came later and adapted. The picture says more than a thousand words and the moving picture can better explain the concepts and achieve a purpose.

I consciously used the term “moving pictures” because they are not only videos, but also pictures that are put together one after the other to convey an idea of movement, such as slide presentations.

If you are planning a video marketing strategy, the same rule applies as for social media, i.e. you have to decide in advance which basic points have to be considered:

  • What to communicate and how
  • Select the style, sound of the display
  • Integrate various solutions, such as live videos, so that viewers can also participate in small moments

The videos are distinguished by providing customers with a quick overview of a product or events and services without having to write a lot of words that, however exhaustive the explanation may be, cannot stand comparison with the reality perceived in a video. In less than thirty seconds, the customer receives the required information about a company through a short, visually appealing video.

Thanks to the continuous development of technological tools, it is not difficult with smartphones, tablets, cameras and applications to make good videos. We can use videos to:

  • Introduce the company
  • Present products
  • Make offers
  • Create web advertising series
  • Report on the work done
  • Report about the employees
  • Interview satisfied customers

Finally, the following: The most important thing if you want to make a video to share with others at the social level of the company is to think about what effect it could have, putting yourself in the position of users and wondering if you would share it with yourself. Is it enjoyable? Only thinking about these questions can be enough to find the right way, the rest are “just” stories.