What you need to know to get started
Video marketing describes the use of video content to promote or inform audiences about your brand and products. Brands can use video across a variety of digital channels and formats, including their own website, social media marketing, programmatic advertising, and more.
In this guide, we’ll help you understand the basics of video marketing and how it can benefit your brand. We’ll also introduce you to the Amazon Ads solutions that you can use to get started with your video marketing strategy.
The importance of video in marketing is widely acknowledged by marketers. Statista surveyed over 8,000 marketing leaders in June 2021 and found that pre-produced video was the leading digital consumer engagement tactic worldwide. Not only do 81% of respondents use pre-produced videos in their digital marketing, but another 13% said they are planning to use them. The next most-used tactic was livestream video, with 73% respondents currently using, and another 19% planning to do so.
One of the main reasons that video marketing is so important is that video is a popular medium among audiences. Two-thirds of consumers say they would rather watch a video to learn about a product or service than read about it. In the first half of 2021, video was the largest single source of Internet traffic worldwide—53.7%—with social a distant second at 12.7%. Marketers need to share their messages where and how consumers will see them.
1. Expand your potential audience
Video content can appear to consumers on any number of channels, whether they’re streaming movies, visiting a product page, or sharing social media posts—so you have potential viewers everywhere.
2. Capture viewers’ attention
Video content is a rich medium, offering motion, colors, music, and other sound, and can stand out against text and still images. Attracting attention can provide strategic benefits, such as helping customers discover your brand.
3. Create compelling content marketing
Video marketing doesn’t only mean ads—it can be a great way of offering valuable content that brings audiences in another way. BeaverCraft, a European manufacturer of wood-carving tools, discovered the power of content marketing when they offered content that taught viewers about wood carving, including educational YouTube videos. The educational content ended up driving more customer engagement and sales than the rest of their marketing channels, prompting them to create more—and ultimately increasing their sales. Creating video content that people want to see can- generate more organic traffic to your site and become a great tool in your SEO strategy.
4. Showcase your brand and products
Explainer videos can help you express your brand story and product benefits in ways that text and images alone may not. Creating videos that show your product in action can help shoppers see how they might use it. Video can also help you offer a behind-the-scenes look at your company to show instead of tell the story of what drives you as a brand.
The specifics of creating your video marketing campaign depend on the types of videos you make, and the marketing channels you use (see the final section for examples of video marketing and advertising solutions available from Amazon Ads). However, a few universal tips can help guide you as you develop your campaign strategy.
Know your goals
Before you dive into video production, think about the purpose of your video. Setting your campaign goals up front will help determine your video content—should it be promotional, educational, persuasive, exciting? Make sure you understand what your video needs to accomplish.
Define your audience and message
It is important to understand your audience in order to send the right message and achieve your desired campaign goals. Know what you want your video marketing campaign to say. Look to your audience—their interests, their needs—to guide how you say it. For example, to promote brand awareness, create eye-catching explainer videos that not only introduce your brand but make it memorable to viewers.
Use high-quality visuals and audio
Your video production doesn’t necessarily require a huge amount of resources. It’s more important that the quality of your video file is good, with clean, clear images and sound. Your viewers may be using devices as large as a TV or as small as a mobile phone, so make sure your visuals are easy to see.
Make sound optional
Music and narration can make a video more compelling or effective, but don’t assume that your viewers will be listening. They could, for example, be on a mobile device in a public place and watching on mute. Use closed captions and easy-to-read on-screen text so viewers can follow along without sound.
Don’t overestimate viewers’ attention
You cannot control how long audiences view your video. Err on the side of being brief. The first few seconds of your video content should be attention-getting and contain the most important information.
Make sure viewers know what to do after they finish the video
A good video marketing campaign should provide viewers with a clear call to action, such as giving them a link to purchase a product or telling them where they can find additional relevant video content.
Statista projects that the number of Internet users who watch streaming or downloaded video at least once per month will reach nearly 3.5 billion worldwide by 2023. Not only is the number of digital video viewers continuously increasing, but so is the amount of time spent watching videos. In the US, adults spent nearly 2.5 hours (149.04 minutes) with digital video content per day in 2021; this number is expected to grow to 162.52 minutes in 2023.
Advertising spend is rising alongside viewers and viewing time. In 2022, US advertisers will spend $24.35 billion on video in social media marketing (advertising that appears on social networks), up 20.1% year over year. US advertisers will also spend $62.96 billion on programmatic digital video this year, up from $52.17 billion in 2021.
If you’re interested in creating video marketing campaigns, Amazon Ads offers several different video solutions for you to choose from.
1 Wyzowl, The State of Video Marketing, 2021
2 Sandvine, Global Internet Phenomena Report, 2022
3 eMarketer, Time Spent with Digital Video, US, January 2022
4 eMarketer, US Social Video Advertising, January 2022
5 eMarketer, US Programmatic Video, January 2022