Video marketing: a new era

By Liniar’s Simone Sangha.

Video is one of the most powerful marketing tools when used correctly; its versatility and interactivity can add a touch of personalisation to your feed.

Did you know that video also has a much higher engagement rate than static images? With so many different ways to capture and share video, including fully immersive experiences, video is something you really should include in your digital marketing toolkit.

Technology developments mean we now have access to create live videos on a multitude of social platforms, 360º videos, and even the ability to personalise videos with interactive elements based on the viewer watching. Perfect to show potential customers your product range.

Did you know:

70% of consumers say that they have shared a brand’s video

72% of businesses say that video has improved their conversion rate

52% of consumers say that watching product videos makes them more confident in making online purchase decisions

These statistics illustrate the importance of incorporating video into your strategy in 2020, and there are many ways to gain competitive advantage through video if done correctly.

I have included three topics below to consider for your business

Going live. Live streaming has been popular across various platforms for a few years, but it’s only recently that businesses have started really embracing it. Going live is a way to encourage more engagement and can retain viewers’ attention for longer than pre-recorded videos. Live video can reach more viewers and creates that personal touch, with the ability to answer questions instantaneously. And viewers are more forgiving of a less-than-polished video when it’s live.

Search friendly. Google has recently added video previews to video carousels within its search results. This means that Google can now rank your videos on search, giving your website more reach and visibility.

I would recommend tailoring your existing videos to ensure they’re all SEO focused going forward. As this is a new algorithm, focusing on this now may give you a huge competitive advantage.

If you create a sitemap for videos, Google can fully index all your videos, giving you a greater chance of appearing in relevant snippets.

360º videos. 360º videos are one of the most popular ways to immerse viewers in your premises and showroom. Since the pandemic began, more and more installers are launching their own virtual tours, to show customers what they offer in the comfort of their own homes.

Many videos offer individuals the ability to control their own experiences. We’ve seen a significant rise in popularity in this for showroom tours and property viewings, and this looks set to continue post-Covid too.

Bonus tip. You can test different video campaigns or styles using a campaign URL which you can find at https://ga-dev-tools.appspot.com/campaign-url-builder/. Track these in Google Analytics and you will quickly be able to see which video style works better for your industry and demographic.