VIDEO MARKETING
WHY BRANDS NEED
TO INVEST IN VIDEO
MARKETING
By Joyce Muthoni
W
e know that pictures tell
1000 words. The human
mind processes memories
and ideas in image form and not
in words. It is then no surprise
that video content offers the most
captivating form of communication
when one is trying to keep an
audience engaged.
Video marketing is one of the best
ways a brand can keep its target
market engaged with its products
or services. They stand out on social
media, giving customers quick
overviews of a product without
overwhelming them with text. In less
than thirty seconds, a customer can
get the information he needs through
a short, visually appealing video.
There are many developments in
technology that have made it even
easier to create fun videos at little to
no cost. Businesses can use their own
smart phone cameras or sign up for
a service that creates animated info
graphics.
It is important to carefully craft a
video marketing strategy in order to
maximize your reach. A good video
strategy should include the following;
Publishing Schedule
Social media managers schedule
posts for twitter and Facebook to
run consistently. The same should be
done for video marketing. Instead
of posting one video about a new
product, think of your campaign in
terms of a series. Ask yourself what
‘‘Video marketing is one of the best ways a
brand can keep its target market engaged
with its products or services. They stand
out on social media, giving customers quick
overviews of a product without overwhelming
them with text. In less than thirty seconds, a
customer can get the information he needs
through a short, visually appealing video.’’
84 MAL 12/16 ISSUE
kind of story you can tell that will
allow you to post in multiple parts
over the course of several weeks.
Once you’ve determined the content
of your videos, set up a schedule.
Space the videos out evenly, timing
them to lead up to a big product
launch or event. Continue to
strategize new video content that can
keep your brand fresh in customers’
minds long after that big date.
Short-Form Videos
Social media has revolutionized
the way online users communicate
with each other, with short, concise
statements trumping longer forms of
content. Micro-video apps shorten
videos to less than ten seconds,
making them ideal for sharing on
sites like Twitter and Instagram.
In this format, customers can quickly
view a message as they scroll through
their social media feeds. Brands can
quickly send a message that will be
seen by a larger audience, especially
on Vine and Facebook, where they
automatically play as a user scrolls
past.
With the emergence of micro
video apps like Twitter’s Vine and