As brands seek to bring humanity back into their marketing efforts, be prepared to incorporate video. Wistia’s State of Video Report (2022) says that many companies will be increasing their video budgets. And it’s no wonder. Two years into the pandemic and things still aren’t normal. Sure, events are slowly coming back, but it’s not like it was before. 2019 was a lifetime ago. And in the time since, it’s taken a human toll.
We’ve lost our ability to communicate effectively in the office, at company meetings, with clients, and with peers. Video marketing is now an essential piece of a thorough marketing strategy – not a nice-to-have.
“Across the board, there was a relatively modest budget for video last year, with most companies investing between 1-10% of their total marketing budget. However, in a year of record consumption, many businesses are looking to increase their budgets.” Wistia State of Video Report
Manufacturing Is Bullish on Video
Don’t let the Zoom Fatigue fool you, businesses and consumers alike have adopted video for brands! Would you believe that the top industry using video in their marketing is manufacturing? Yes! In their article, Wibitz says manufacturers can differentiate themselves through video. And don’t forget that we bond with people with our faces!
Though Clubhouse and Twitter Spaces along with Discord Audio chats seem trendy, the experience is dehumanizing. Sure you get to hear everyone’s voice – if they’re not muted. But that doesn’t mean listeners are connecting with one another – let alone with a brand. Connection is the key component to creating loyalty for brands – essentially, how you build a brand.
And don’t worry, we don’t think podcasting is going away – or blog articles for that matter. Meet your customers where they are is what we believe. It’s all part of how you meet your consumer where they are.
The FinTech Industry Builds Trust With Video
Wibitz also mentions the Finance industry is using video. This makes sense when you consider the number of tutorials and education involved in FinTech. Even more poignant is the need to build trust with the consumer in the financial services industry.
Building brand awareness may not be as difficult for JP Morgan Chase as it is for a new FinTech startup, but that doesn’t reduce its need as part of the marketing strategy. Once brand awareness is gained, it has to be maintained. In addition, you’ll need to create videos around your products be it business checking, a 401(k) plan, or credit repair services. That’s plenty of content to put on video to keep the Marketing Department quite busy.
What we feel is even more encouraging is the increase in long-form content. Wistia reports that 267,192 videos over 60 minutes were uploaded to their platform in 2019. In 2020, that number jumped to 729,207. In 2021, more than a million videos over 60 minutes were uploaded (1,045,520). People will watch live events, interviews, and webinars – if they’re helpful and useful.
Real Estate Thrives on Video
The Real Estate Industry thrives on video. It might even be conceivable to say that they couldn’t close houses in this climate without it. Certainly, during the height of the pandemic virtual open houses saved many transactions. It’s a wonder that in this market – even the low inventory – some of these listings sell by photos alone. (Have you seen some of the listings on Zillow? Maybe make your bed first, right?) But I digress.
Boosted encourages real estate agents to tell their stories, position themselves as an expert, as well as show properties. Property showings have a limited time for relevancy. Videos on how to stage your home, which renovations are with spending money on, or how to buy your first home are sticky. They’re evergreen. They’re an essential part of your brand story.
Livestreaming Is Here to Stay
Regardless of your industry, video tutorials, educational talks, interviews, and sales videos are in demand. Livestreams bring a sense of fear of missing out (FOMO) since people like to watch as it is happening.
Too many videos are indeed uploaded and bookmarked never to be seen again. But don’t let that discourage you. Publish, publish, publish. Don’t give up. Video marketing is sticky and the internet has a long memory. Rand Fishkin of SparkToro is a big believer in “creating episodic content that promotes itself.” And episodic content, by the way, is easy to keep going.
“It’s time to embrace live! Throughout 2020, marketers did a ton of experimenting with live video and virtual events. Experience producing these types of events will become a default for marketers moving forward. Whether that means being comfortable on camera or knowing how to best engage with viewers on a live stream, marketers will need to keep up with best practices and industry standards in this space.” Hubspot
Hapity Loves Video Marketing
Because we love vloggers, we love video marketing. We help bloggers – and small businesses – quickly publish video broadcasts from their smartphones to their websites.
What are you waiting for? Broadcast live to your WordPress website with your phone today!
A smartphone, a connection, and Hapity.