Video marketing has become one of the highest engaging avenues for building customer engagement and driving crazy campaigns.
Be it animated videos, CGI, short films, demo videos, webinars, podcasts, short videos, live streams, and whatnot! Every video type has its audience and influence. The reason for the boom of video marketing lies in its accessibility, adaptability, and human touch that connects the viewer to the content presented.
According to EY’s estimates, the Indian M&E sector continued its growth trajectory; it grew by INR173 billion (8.1%) to reach INR2.32 trillion (US$27.9 billion):
► While the sector was 21% above its pre-pandemic levels, television, print and radio still lagged their 2019 levels
► While television remained the largest segment, we expect digital media to overtake it in 2024
► We expect the M&E sector to grow 10.2% to reach INR2.55 trillion by 2024, then grow at a CAGR of 10% to reach INR3.08 trillion by 2026
Let’s look into more about video marketing in this blog.
What is Video Marketing?
Video marketing leverages various types and formats of videos and distribution to promote brands, support causes, and build awareness about a product. It predominantly uses storytelling to make it interactive for an enhanced audience experience.
Why is it important?
It is found in a recent study that consumers prefer learning from a video about a new product or a service rather than reading tedious manuals. Visual ads have to be engaging and should invoke emotions that will capture the attention of a wide audience. Brands can leverage the growing popularity of video consumption and the platforms supporting various formats. For instance, Surf Excel’s commercials have a very emotional touch to them and their tagline “Daag Ache Hain” is portrayed beautifully.
The strategy behind the campaign was to enhance the brand’s appeal by shifting from a focus on product features to creating an emotional connection, moving away from the increasingly dull and monotonous product-based messaging.
Developed by Lowe & Partners Worldwide, the campaign featured the tagline ‘Dirt is good,’ celebrating the fun children have while getting their clothes dirty. With a budget of $88 million, the campaign initially launched in Europe and made its debut in India in 2005.
How do you use Video Marketing effectively? 5 Brands Use Cases
Video marketing has various types, including brand videos, demo videos, webinars, live streams, expert interviews, personalized messages, social media videos, and how-to tutorial videos, behind the scenes. Each one serves a different purpose and can be tailored to specific audiences according to their preferences.
To stand out and resonate with consumers, brands should diversify their video content, incorporating various elements like live actors, music, and animations.
The ability to convey emotional and non-verbal cues through visuals helps humanize brands, turning casual followers into loyal advocates and boosting engagement. Investing in video advertising can significantly enhance social media interaction and overall growth, with 93% of companies gaining new customers through social media videos and 63% reporting high ROI. Brands should integrate videos into a comprehensive marketing strategy, balancing in-house production with professional services based on their budget and needs.
5 Brands use cases that have excelled in Video Marketing
- Cadbury’s iconic ad links the joy of celebrating cricket with their core message, Cadbury is synonymous with celebration.
2. Canva’s latest campaign “Dil Se Design Tak” in India.
3. Ford’s Iconic Men’s Only Edition commercial.
4. Coca-Cola’s latest commercial showing it’s 96-year-old long relationship with Olympic Movement.
5. Airtel’s Iconic Friendship Day Campaign Commercial.
Benefits of Video Marketing
- Immersive and Engaging Experience for your viewers
Video ads are a visual treat to the viewers and give an immersive experience to them, grabbing their attention for a longer time. This in turn increases the chances of delivering brand communication effectively. Video marketing allows the brand to tell a story in a compelling manner using different elements like sound, visuals, and motion that can evoke emotions enabling the audience to connect to the message in the commercial.
- Recognition, Recall, and Retention
Visual advertising plays a crucial role in enhancing brand awareness, recognition, and retention. Initially, it helps build awareness as viewers become familiar with the product through repeated exposure to the ad. This repeated viewing reinforces brand presence, leading to better recall when a person remembers the brand with even a slight prompt. Ultimately, effective video marketing ensures that the brand remains top-of-mind, reinforcing long-term retention.
- Easy to share and access
The primary means of consuming multimedia nowadays is mobile and have easy access to major platforms and resources. In a report by EY, it is estimated that active screens will grow to almost 1 billion by 2030, of which 240 million will be large, and 750 million will be small phone screens. Visual ads are mobile-friendly and the shareability feature of these ads aids in expanding the reach organically. Bringing video marketing to the overall marketing strategy empowers brands to bring engaging and interactive experiences, drive brand awareness, and optimize revenue growth.
- Improved SEO and rankings
Video content keeps visitors on your page for a longer duration, increasing consumer interest and engagement. This can draw more traffic to your website and improve your SERP rankings proving advantageous to your SEO strategy. Videos can be an aid to the text content breaking the monotony with engaging visuals and audio elements. How-to and product demo videos are great, to begin with, due to the keyword title advantages.
- Builds brand trust and loyalty
Multimedia marketing enhances brand value and loyalty by forging emotional connections through compelling storytelling and consistent branding. Authentic content, such as real customer testimonials and behind-the-scenes footage, builds trust and reinforces a relatable brand image. Engaging and educational videos add value, boosting customer satisfaction and encouraging repeat interactions. Moreover, as consumers increasingly turn to YouTube for product reviews and recommendations, high-quality content can directly influence purchasing decisions. Shareable videos also expand reach and strengthen brand reputation, leading to deeper customer loyalty and a more enduring brand presence.
The view ahead…
Video marketing has revolutionized how brands engage with their audience bringing versatility to your marketing strategy.
At Spinta Digital, we work with brands to strengthen the visual aspect of your brand and drive impactful outcomes. Looking to delve into video marketing and enhance your brand awareness? Our tailored video strategies are designed to meet your unique needs. Take your brand to the next level with dynamic video content.
