fbpx

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.

Digital Marketing

Digital Marketing

Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.

Read More »
E-commerce

E-commerce

E-commerce giant is yet another tech company that is finding the market increasingly tough. It has already cut 18,000 jobs.

Read More »
Customer Data

Customer Data

Survey finds 60% of marketing leaders believe collecting customer data while balancing privacy and customer value is now more challenging.

Read More »
Consumer Health

Consumer Health

It is not sufficient for consumers to want to decrease sugar intake. Brands should offer appealing products that help reduce consumption.

Read More »
Influencers

INFLUENCERS

Some influencers, themselves sufferers of an ailment, give well-intentioned advice. Others are paid to do so. The consequences are concerning.

Read More »
AMC News

AMC News

High-level Chartered Marketer (Africa) programme equips marketers to operate successfully in the continent’s complex and diverse markets.

Read More »
Email marketing

Email Marketing

Analysis of more than 10-billion bulk emails sent over three years finds a ‘landscape fundamentally reshaped’ by events.

Read More »