Marketing has come a long way. Or more precisely, new ways to catch people’s attention have come a long way.
With technology developing & society evolving, marketing has taken a completely different route these days. These days, the most effective and popular method for marketing is content marketing.
Let’s take a bigger step back from the bigger picture and see what content marketing is really about.
Content marketing is a strategic marketing approach. An approach focused on creating and distributing valuable, relevant, and consistent content to attract and keep a defined audience. And finally to drive profitable customer action.
In content marketing, you don’t directly pitch your products or services. Instead, you are providing content to your targeted customers to understand the need for it.
One best example of content marketing could be coke’s Dashain campaign. They started making coke bottles by labeling different relations titles like ‘Aama’, ‘Baba’, ‘Didi’ and all. In this campaign, coke was giving emotions as content to its customers rather than direct marketing of coke.
Well, if you haven’t seen or heard of this campaign, then you’ve probably been living under a rock. 😉
What makes content marketing ideal?
Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable. That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.
Specifically, there are 3 key reasons & benefits for enterprises that use content marketing:
- Increased sales
- Cost savings
- Better customers who have more loyalty
Video content was the winner in 2020. With everyone online during the pandemic, all types of video content gained massive amounts of exposure and views. Video revealed its potential towards marketing value to the people. And the people caught on!
Today videos have become the most popular and effective approach to content marketing. Video contents are available on every and any social media platform possible. Youtube, Facebook, Instagram, and TikTok, everywhere we go we see video content.
Not only that, even podcasters today are extending their reach towards video podcasts.
Some analytical statistics to show how much the growth video marketing has seen are as follows.
- 86% of businesses use video as a marketing tool, increasing slightly from 85% in 2020. This is the high point in a general story of video usage growing which can be traced back to 2016.
- 93% of marketers who use video say that it’s an important part of their marketing strategy. An increase from 92% in 2020, making this the highest percentage of any year since 2015.
- Perhaps most strikingly, 87% of video marketers reported that video gives them a positive ROI — a world away from the lowly 33% who felt that way in 2015.
This could well be attributed to a greater understanding of how to use video, as well as how to track and quantify its impact.
Power of Video Marketing
Okay, let’s keep aside these statistical numerical values. And lets ourselves witness the influence and power of video marketing.
Let’s take Facebook as an example. While going through the feed also we can see various Facebook ads. Not only that there are also video ads between the videos we are watching. I know that’s quite irritating but I was just taking reference for the power of video content.
Not only on Facebook but even on youtube and Tiktok, we can also see different video ads. This speaks to the power of video content these days.
Well, it’s impossible to use apps like youtube and Instagram without a video marketing advertisement. These video marketing advertisements are indeed a great way of marketing for the respective businesses but it’s also a career field for many people.
Even influencers are also generating income by creating sponsored video content. These sponsored videos market the product in the middle of their vlog. This technique does not make the users feel like they are viewing the traditional advertisements and are more likely to buy them.
Let’s take a reference from Mr. Foodie Nepal. I hope everyone these days knows about him at least social media users.
We see him posting videos of foods from different restaurants. And almost every time we feel like trying those foods. But many times (maybe not all the time) he is advertising the restaurant without making us feel like we are seeing advertisements.
Not only influencers, but even celebrities are in this league of video marketing.
Also Read: How people are making money online in Nepal?
Why video marketing?
Let’s start with the experts saying, ‘By the end of 2021, 80% bandwidth of internet will be videos.’
Your brand is not a stagnant strategy on a piece of paper, you must bring it to life. And video marketing gives life and a story to your product. It gains and holds the user’s attention.
Video lends electroshock therapy to flatlining marketing strategies and generates a pulse. Your brand evolves continually, and telling that story is important to keep your audience connected and bring in new viewers which could eventually become loyal customers.
Video does what text doesn’t. It creates an immediate, real and authentic route of interaction and connectivity with the audience.
Word-of-mouth is an age-old marketing tool because trust remains intrinsic among consumers. Consumers trust the experiences of others. Build that trust from the start by speaking directly to consumers through video to establish pure connectivity.
Around the world, 91% of consumers are likely to reward brands for authenticity and share the brand with friends and family. And 62% are likely to purchase from or show greater interest in purchasing from a brand that authentically expresses itself, a report from Forbes suggests.
Well, as I already mentioned earlier, by the end of 2021, 80% bandwidth of the internet will be videos, so are you creating one?