Organic & Paid Video: What You Need to Know in 2019
Video marketing is essential in today’s digital landscape. While video has always been important, it’s importance has increased with video content consumption skyrocketing. Video used to be a single component of a comprehensive campaign. Nowadays, video marketing should be seen as an integral component of a comprehensive marketing mix utilized on every platform. Organic video marketing encompasses the traffic brands that are able to get organically without paying for it. Whereas, paid video marketing targets a specific demographic or sub-group in order to convert them into a lead or customer — it’s a video placement on a feed that you pay for. Below, we will be going over some of the different aspects of each distribution strategy in more detail.
Organic Video Marketing
Where organic video marketing really shines is on social platforms. This is why organic video marketing is such a good opportunity for brands to leverage on the various social platforms listed above. YouTube’s platform itself is one of the best places to post videos to gain traction organically. Not only is YouTube the current number one most visited website in the world, but it is easily one of the most shared platforms. By posting a video on YouTube and even Facebook, you will be able to increase the number of organic views you get because videos are inherently more likely to be shared than any other form of content. This is especially true among mobile users. In fact, according to eMarketer, 92 percent of mobile video consumers share videos with others, and 86 percent use either Facebook or YouTube to do so .
When it comes to landing pages, organic video marketing can be very effective. Landing pages themselves are inherently optimized to convert traffic. Therefore, by optimizing a landing page for targeted keywords and phrases, you should be able to attract buying customers to your page. Video is said to convert at a much higher rate than text-based content. In fact, according to the Aberdeen Group, marketers who incorporate video in their campaigns end up boosting conversion rates by 34 percent .
Paid Video Marketing
Paid video marketing is one of the best ways to ramp up your marketing efforts. It’s a good option to leverage in your business because it allows you to effectively target your ideal customer and prospective customers that are most likely to convert. Because YouTube, Instagram, and LinkedIn have so much information on their users, you will be able to use their data to run specific campaigns that utilise specific messaging. It’s also a great way to boost your audience and to get new traffic to your website or landing page. It is one of the most effective ways to actively attract and acquire new leads for your business. However, when engaging in paid media approaches you’ll need to optimize your campaigns and your ad expenditure. Without proper optimisation, you could find yourself spending more than you might have envisioned on each campaign.
Paid Video Marketing Through Facebook
Facebook video ads are Facebook advertisements in video form. Because video consumption is at an all-time high, it is one of the more effective ways to target prospective customers. Facebook video marketing should be utilized by every business because it is a great way to engage an audience and to attract a brand-new audience. It is also a good way to leverage increased exposure to assist in other marketing campaigns. Running these types of paid ads on Facebook offers unlimited potential because of the ability to define your audience, budget, and schedule. Because of the level of control you have over your ad spend, it will enable you to really maximize the conversions you are able to make and the returns that you will be able to get out of it.
To get the most out of your videos that are posted and paid for to promote to the Facebook audience, you should look to make the videos short and concise (6-sec to 15-sec). Having your videos get to the point as quickly as possible is key, considering the decreased attention spans of consumers. Along with this, you want to utilize CPM bidding rather than Cost Per Click to ensure that your videos are on autoplay as the majority of the Facebook userbase goes through home feeds at a very quick pace, and it can be difficult to gain and keep their attention.
Overall, video marketing is one of the most important components of a highly effective digital marketing mix. Nowadays, more consumers than ever before are actively seeking out video content. Therefore, you want to be heavily investing in your own video marketing efforts. However, you don’t want to focus solely on organic or paid videos. Rather, you want to combine both organic and paid video marketing strategies in order to cover all basis. By leveraging organic traffic that you are able to get from the videos you create and share, you should be able to decrease customer acquisition costs. By leveraging paid videos in your marketing mix, you should be able to maximize brand exposure, generate new leads, and really gain significant market share within the respective marketplace. Video is the single most important form of content for marketers and business owners to create and share as they are high converting and generate the most engagement.
Key Aspects of Successful Video Content Marketing
Now that you know how to use different platforms and social media channels to promote your video content, you want to focus on some specific factors that are crucial for a successful video content marketing campaign.
Below are some of the components you will want to adhere to as part of your ongoing marketing strategy, and hopefully, they will help you achieve optimal success.
1. Understand Your Audience
If you want your video content to be hit, you should take some time to understand your audience and their needs. You would want to explore all possible ways (both creative and traditional) to connect with your audience and understand what they would expect from your channel in the future.
Now that you have hundreds, if not thousands, of suggestions from your loyal viewers and readers, you would want to set your goals regarding what you really want to achieve with your video content.
Do you want to generate traffic or draw attention to your brand’s services or products?
Do you want to take advantage of your video content and recruit the best among the best professionals in your field?
Regardless of what you want to achieve with your videos, it’s critical for you to spend a certain amount of time defining your goals, as it not only helps you measure the performance of your video accurately but also gives you an overview of what and how your viewers respond to your content.
After you’ve spent days creating your super-targeted video, it’s time to reach your readers and viewers and let them know that you’ve considered their suggestions and have something interesting for them to watch. Use multiple channels outlined in the previous sections to generate traffic to your videos and achieve your desired goals.
The above article was written by Michael Pirone at Vidico.