Why video should be your go-to marketing strategy
Surprising statistics: video viewing is exploding. The Cisco Video Networking Index predicts that video traffic will quadruple between 2017 and 2022. Video will account for 82% of Internet traffic by the end of that period, up from 75% in 2017.
“Video will be the primary marketing format for years to come,” says music industry insider Tim Gerst.
Gerst is the CEO of a marketing agency in Nashville called Thinkswell, and co-founder and chief marketing officer at Solo Music. With 16 years of experience in the music industry, Gerst has overseen several innovative campaigns for all aspects of the industry.
Ads on YouTube, Twitter, Facebook, and TikTok bring millions to these social media platforms every year. With video content king in today’s marketing space, Gerst says it’s high time to get to grips with creating it.
Here are three Gerst keys to creating effective video marketing content:
Create video content that captures a defined emotion. Based on country music videos, you could call Nashville the emotional image capital of the world. Gerst believes the power of video is rooted in its potential for emotional impact. “We are fed so much content that the graphics or images no longer interest us,” he explains. “Our minds crave stimulation. Video can create an instant emotional rush. It makes us laugh, makes us feel homesick, and has the power to make us cry.”
Generate unique and eye-catching video content that immediately grabs attention. Even on a shoestring budget, you can produce eye-catching content. Social media platforms prioritize video content and consumers spend the majority of their time there. However, simply providing a video is not enough. People absorb an overwhelming amount of content every day. Effective video marketing needs to stand out to grab consumers’ attention.
Understand that video content should be less promotional and more entertaining. “We’re in a scrolling world,” says Gerst. “If someone isn’t intrigued by the first five seconds of your video, they’ll keep scrolling. Every video needs a hook to attract viewers. After that, it can move on to the rest of your content,” he adds. Instead of focusing on sales when creating video content, Gerst advises marketers to focus on unique and creative ideas that incorporate a brand’s key message. “People don’t just want to know about your product or your event,” he points out. “They want to be entertained.”
Conclusion: Be consistent when creating video content. Consistency is key to successful marketing through video. To maintain a strong brand, Gerst reminds marketers to maintain consistent colors, fonts, and graphics across all video content. Some in marketing communication like to call it chromatic and graphic continuity.
Don’t just use words to say when videos will sell.