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What Should Your Video Marketing Strategy Look Like in 2016?

Video marketing, in a nutshell, is using video to market your product. It’s a technique that has been gaining popularity over the past few years, with major brands now relying heavily on viral advertisements to promote their product.


Using a video marketing company has been proven to be extremely effective in brand promotion. According to one study, a web page with a video is fifty times more likely to show up on the first page of Google, which in turn increases the click through rate, conversion and your company’s Google ranking.


If you’re hoping to reach a wider audience this year, you can’t really afford not to be using video marketing. Don’t believe us? Just look at the statistics.



  • Email open rates increase by 19% when ‘video’ is used in the subject line.
  • Unsubscribe rates are reduced by 26% when video is used in an email.
  • Online video now takes up 50% of mobile traffic.
  • 54% of senior executives share work-related videos weekly.
  • 55% of people watch videos online every day.
  • 59% of senior executives agree that they’d rather watch a video than read text, given the choice.
  • Only 65% of viewers watch more than 3/4 of a video.
  • It’s estimated that 69% of consumer internet traffic will be taken up with video by 2017.
  • 75% of business executives watch work-related videos weekly.
  • 78% of people who watch videos online weekly.
  • 80% of senior executives watch more online video today than a year ago.
  • 81% of brands feature video on their website.
  • 93% of marketers use video for online marketing, sales and communication.



CEO of Animoto Brad Jefferson suggests that “injecting personality into a company’s online presence is what sets that organisation apart from the crowd. Video is the perfect venue to showcase the ‘you’ of your company.”


Smaller businesses thrive off their individuality, so developing a campaign that shows the viewer what your company is about, and who you are, makes them view you as a genuine team rather than a faceless organisation. This in turn makes them more likely to want to buy your product or use your services.

Adding personality to your business will only help it succeed. As Jefferson says, “you need to start thinking about video as a channel for making personal connections.



One of the beauties of video marketing is that it doesn’t always have to directly appear to be selling the product. If a video marketing campaign reflects the company ethos and appeals to the demographic, it can be successful without really appearing to sell anything. Case in point, the Dove Real Beauty Sketches campaign. This campaign aimed to show women that they were more beautiful than they originally thought, and has amassed 66.8m views to date.


Another great thing about video marketing, is that a sense of humour goes a long way. Whilst not every product may benefit from an advert as silly as Old Spice’s ‘Man on a Horse’ campaign, Old Spice reinvented themselves overnight and had people talking about them for the first time in years. The original video now has 57.7m views on YouTube, despite the original ad actually appearing on television. That’s right. People are not only seeing this advert and remembering the brand, but they’re actively seeking it out online.



Providing it’s done properly, adding a little bit of humour to your brand can go a long way.



For every successful video marketing campaign, there are dozens that don’t quite hit the mark. Here are five major mistakes to avoid when planning your video marketing campaign this year:


  1. Not Branding Correctly

It doesn’t matter if your video is the slickest, smartest advert anyone’s seen in years if they don’t actually remember what it was for. Making sure your logo, website and other key details are included throughout the video will make sure people recall what you’re selling.


  1. Making It Too Long

20% of online viewers will exit a video in the first ten seconds if it isn’t interesting enough. And the longer your video is, the less likely it is people will stick through it to the end. Try and fit in all the information you want to put across to potential customers in 60 to 90 seconds. Any longer and viewers might be put off.


  1. Focus on A Single Message

Want to let your viewer know what it is your company does? Great. How about telling them about your fantastic employees? Fine. Or is this video an invitation for potential new clients? Okay. Your video marketing message can be just about anything, so long as it’s focusing on just one central message.


  1. Not Using SEO

It’s all good and well posting on YouTube, but today it’s equally important to make sure your video is going to show up on search engines. Make sure you have a strong SEO strategy in place for your marketing campaign because it doesn’t matter how good your video is if no-one’s watching it.


  1. Expecting Immediate Results

It is equally important, however, that you don’t expect to go viral overnight. Sit back, relax and give your video some time to generate views. Soon enough you’ll be reaping the rewards.


So, hopefully now you can see that video marketing can help your brand reach a wider audience. Providing you stay away from the common mistakes too often made by small companies, 2016 could be the year that your company goes viral.

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