Video marketing is constantly changing and evolving. From entirely new platforms to the specific types and styles of video content that is trending from one moment to the next.

In this article we’re breaking down exactly what you can do to ensure that your content is relevant, sharable, and will stand the test of time.

ENGAGE

Connection plays a vital role in marketing and sales. And when it comes to digital connections, it’s not something that tends to just happen naturally. It requires effort. Good marketing evokes emotions. It makes people feel and think and act. So when you’re trying to elicit an action digitally, why wouldn’t you want to use every tool at your disposal to do so.

Things like audio, visuals, colors, typography, showing faces; all of these video elements are able to engage peoples senses and make them feel connected in a way that sometimes just words or pictures can’t.

The more your audience feels connected to you and your content, the more likely they are to engage with it, like it, share it, comment on it. Which leads to more engagement sand opportunities for you to connect deeper with your audience.

EDUCATE

Content creation needs to be a two way street. Or at least it does if it’s going to be successful. Meaning, the content you release to your audience should provide some sort of value for them.

Educational video content has always been in demand, but we’ve seen a surge in it’s popularity recently with the rise of TikTok and short educational video content, or edutainment. People are turning to these streaming platforms in droves to be informed and learn new things –all from video content. And it’s having a huge impact on people’s decision making and spending habits. The hashtag #TikTokMadeMeBuyIt or #LearnTok says it all.

The best way to lean into this video content trend is to find authentic ways to educate your audience while highlighting what your business can offer. Some brands that are doing this very well are….

The Washington Post

@washingtonpost Our reporters at #COP26 ♬ original sound – We are a newspaper.

Etsy

@etsy The detail on that candle hand

#springdecor #spring2022 #handmadedecor #floralarrangement ♬ original sound – Etsy

Google

@google THIS EXISTS 😱

Save this tip for your next essay. #TipTok #GoogleDocs #School ♬ School introduction 5A Everyday, research, study, intellectual education, plain(884329) – RE:MUSICA

ENTERTAIN

No, we’re not talking about comedy sketches or trick shot videos. When we talk about creating entertaining video content for business, we don’t mean that you should be creating content strictly for the purpose of entertainment. What we mean is that if you’re producing video content, it should never be assumed that it is going to turn out boring. Ever.

We say it all the time. No business is too boring for video. Whether you’re developing a training video, a product demo, a property walk through, anything you wouldn’t naturally associate with entertainment; your audiences amusement should still be at the forefront. Because why should anyone settle for uninteresting content?

Even relatively simple elements, like music, lighting, and transitions can add major entertainment value. And at the end of the day, the more interested your audience is, the more likely they are to pay attention to you and keep you front of mind.

SHARE ON SOCIAL PLATFORMS

This might seem obvious. But we’re not just talking about pressing post on a video. There is SO much strategy that goes into social media marketing. So if you really want to amplify your brand your brand, it’s a game you have to play.

The most successful branded organic content is content that is widely sharable. But we don’t just mean the content itself. We’re talking about the little details that are often ignored with social media marketing. For instance, say you produce an educational video that you’d like to share on your social channels. Have you optimized the content specifically for each platform? Do you have a vertical version of the video for Instagram, and maybe a longer form of the video for YouTube? Are you adhering to the best practices for hashtag usage on each platform, and caption restrictions? These are all things to consider before just creating and posting.

So, yes, it’s important to share your content on social media. But if you really want it to make an impact and allow your content a fighting chance to actually market your brand, you’ve got to apply some strategy.

Did You Know: Creating and sharing your video content through vertical videos actually increases a video’s success. 90% of vertical videos have a higher watch completion rate compared to horizontal ones. And you can reach 58% more people with vertical branded video content. One of our favorite formats is Instagram Reels. Give it a try!

EXPLORE NEW KINDS OF CONTENT

The minute you feel stagnant in your content creation is when it’s time to start finding ways to shake things up. We know it can be comforting to fall into routines and keep pulling from the same bag of tricks, especially if it’s working. But what’s dangerous about staying put is that others are moving forward. And you don’t want to get left behind.

Video content trends seem to be shifting from minute to minute. But we look at that as a positive. Right now is the time to test new methods, try new things, and see how your audience responds. Try out Instagram reels, start up that TikTok account, look into the different kinds of videos that are becoming popular and find ways to incoporate them into your marketing strategies.