If you’re looking to boost your business growth through 2022, you can’t go wrong with video marketing. The latest marketing stats indicate that videos will make up more than 82 percent of all consumer traffic, with 92 percent of marketers valuing video as an essential part of their marketing strategy.
But before you grab your recording equipment, there are a few steps to think through like:
- What kinds of videos do your consumers prefer?
- How will your video marketing fit within your overall content strategy?
- Where’s the best place to post your videos online?
You’ll learn a lot of this information by carrying out customer research. So while you’re sorting that out, let’s take a look at the most popular video channels for reeling in business in 2022.
It’s no secret that YouTube is one of the go-to places for video marketing. As a dedicated video platform with over 2 billion users, getting your videos on YouTube gives you the best opportunity of being found by new audiences.
That’s not the only advantage of YouTube. If SEO is on your 2022 to-do list, using YouTube is the ideal way to improve your link-building strategy. By putting a link to a relevant page on your site as the first line of text in the description box, you’ll encourage viewers to click and learn more about the topic. You’ll also encourage other sites to link to your video in their own content since it may expand on a topic they’re sharing with their audience.
Instagram and Facebook
Reels are perfect for capturing attention. Short, 15- to 60-second videos are long enough to attract your ideal audience while preventing overload — ideal for consumers whose time is at a premium.
Instagram also provides a stories feature, allowing you to highlight your business more informally. Snapshots of what happens behind the scenes help build curiosity and increase retention rates.
Facebook offers similar features to Instagram, but it’s more beneficial for paid ads. Facebook Business Manager gives you all the tools you need to target specific sections of your ideal audience.
Want to increase click-through rates, lower bounce rates, and keep your users on your website for longer?
Adding videos to your website engages your audience and builds the know, like, and trust factors. Videos are also more likely to rank higher on Google.
There are several places where video works best on your website:
- Capture attention quickly with video on your home page
- Product pages are ideal for explainer videos
- Build credibility by introducing your team with video on your About page
If you want your emails to stand out from the inbox crowd, you need to make them unique.
Adding video to your emails is a proven way of increasing your open rates, according to a study by Vidyard. More than 70 percent of respondents said video emails receive more opens, clicks, and responses than text-based emails.
What’s more, videos make people more receptive to your messaging. When given a choice between reading a text-based email and watching a video, consumers are less negative over video.
If you’re aiming to target a professional audience, LinkedIn is a great place to start. Videos are the most reshared form of content on the platform and get three times more engagement than text posts.
With over 610 professionals on the platform worldwide, it’s the perfect spot to get your content noticed.
Unlike YouTube, Video doesn’t run any ads, making your viewers less likely to skip your video halfway through.
You need to set up a business account to use all the features Vimeo offers, but it’s simple to use, and you can customize it to your brand.
Vimeo videos also tend to be higher quality than YouTube, and it’s easy to control who views your video content.
If you have a younger audience of millennials and Gen Z, TikTok could be the platform for you. With users spending an average of 52 minutes per day on the app, its marketing potential is enormous.
TikTok is a shift away from traditional marketing methods. Short, often humorous videos grab attention and attract followers. Create a video that goes viral, and there’s no saying how many new leads and followers you’ll generate.
Videos on Pinterest are more likely to inspire action from consumers than standard pins. In fact, research shows users are 2.6 times more likely to make a purchase after watching a video.
Video pins are also displayed at the top of the Pinterest mobile app search results, which is great for brand exposure.
Pinterest also helps increase your inbound links as your pins drive visitors to your brand pages.
Need to explain more complex topics as part of a blog post without putting readers off? Video marketing is the ideal way to keep your audience engaged and interested in your content.
If you’re highlighting product demos or how-to posts, adding a video into your blog post on Medium gives your audience clear audio and visual explanations. As a result, they’re more likely to finish your article rather than confusion leading to them clicking away.
Google My Business or Yelp
You may not think of these channels as suitable spots for video, but give it a go, and you’ll experience a heap of benefits.
If you want to show off your business’ unique selling points, a video can help highlight your value. Boost trust and credibility with videos of your team. Testimonial videos are another great way to build social proof on your profile page.
Add Video to Your Marketing Strategy Without Stress
It might seem overwhelming thinking about all the places to post your marketing videos. But don’t fret. You don’t need to post on all of these platforms — only the ones where your ideal audience hangs out.
Carry out some customer research and focus on building a video presence on the channels where you’ll reap the most benefits for your business.
Guest Blogger Profile
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, a corporate video production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.