VIDEO-BASED MARKETING

Use the growing appetite for short-form videos to boost your brand

By our News Team | 2022

Videos are engaging, entertaining and, when produced effectively with a sound strategy in mind, can leave a lasting impression.

There’s a reason why TikTok and Facebook Reels are so popular, says Desirée Gullan, co-founder and Executive Creative Director at Africa-based marketing agency G&G Digital. 

It’s because these short-form videos are engaging, entertaining and, when produced effectively with a sound strategy in mind, can leave a lasting impression with consumers.

Video-Based Marketing

Photo by Szabó Viktor from Pexels

According to Gullan, research has found that more than 80% of consumers will make a purchase based on watching a brand or business video. And their appetite for visual content is growing, with many people now consuming around 100 minutes of visual content every day.

“Video marketing is a powerful way to connect with your existing and potential customers and has a direct correlation to increased sales. It all starts with creating video content that resonates with your audience,” she states.

How do you develop a suitable visual-content strategy for your brand? Gullan suggests the place to start is by looking at data from your social media platforms, email and website. This will enable marketers to better understand what content is getting viewed and engaged with — and then to do more of that.

“Let your existing customers or followers guide your content strategy and narrative style, and be sure to apply your insights in fresh and creative ways,” she advises. “It’s also important to front-load your key messages so that your investment is not lost on consumers’ limited time and attention.”

Gullan lists four additional ways to make video work for your brand:

1.Add video to landing pages

This enhances your search rankings and can increase conversions by 80%. Make sure that your video content tells the right story and conveys the right emotion. You can include strong calls to action.

2.Use video in email marketing campaigns

Research proves that including the word ‘video’ in a subject line substantially increases open rates, and that video can be more effective than text — especially for complicated subjects or where striking images are required.

3.Include influencers and customer reviews

Videos that include referrals and recommendations build trust and increase conversions.

4.Create shareable content

Produce compelling video content and your customers will share them. This opens your business to a greater audience who trust the referrals of their community.

“The extra effort that goes into producing strategic video marketing will get you a return,” Gullan emphasises.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.