The transition from viewing video content as a nice-to-have feature to recognising it as an essential part of marketing strategies marks a significant evolution in how businesses connect with their audiences. We’re already 4 months into 2024 - understanding the role of video marketing is more crucial than ever. So if you are aiming to stay ahead in the digital curve, keep on reading.
Why You Need Video Content in Your 2024 Marketing Strategy
Content remains king, but video content rules them all. Video now constitutes over 90% of global internet traffic (Toribio, 2024).
The Evolution of Video Marketing
- The Rise of Short-Format Videos
Without a doubt, video marketing is the most popular form of content marketing. Short-format videos, pushed by platforms like TikTok, Instagram, Reels, and YouTube Shorts, these platforms offer an opportunity for businesses to create bite-sized content that resonates with audiences, building a deeper connection in a fraction of the time.
- Advancements in Video Editing Technology
The improvements in video editing technology have really changed the game by simplifying the content creation process. These updates not only improve production but also ensure that businesses, regardless of size, can produce high-quality video content efficiently.
Check these out :
Adobe Premiere Pro
Features: A professional-grade video editing tool that offers a range of editing features, including multi-cam editing, 360 VR editing, advanced colour grading, and integration with other Adobe products like After Effects and Photoshop.
Best For: Professional video editors and filmmakers who need hectic, industry-standard software that can handle complex video projects.
Final Cut Pro X
Features: Exclusive to macOS, Final Cut Pro X uses a magnetic timeline that allows for flexible editing, automatic audio syncing, and advanced colour-grading tools. It’s optimised for Apple’s hardware, making it extremely fast and efficient.
Best For: Professional editors who prefer a streamlined workflow and fast rendering times, particularly those ingrained in the Apple ecosystem. My colleague Tina, says this is a five stars for sure.
Camtasia
Features: While it’s particularly strong in creating instructional videos, Camtasia also offers features like screen recording, a drag-and-drop editing interface, annotations, and a library of royalty-free music and sound effects.
Best For: Educators, marketers, and businesses that want to create professional tutorials, presentations, or promotional videos with ease.
iMovie
Features: Available for macOS and iOS devices, iMovie is straightforward and ideal for basic video editing. It offers a drag-and-drop interface, pre-set themes, and templates, and seamless integration with Apple hardware.
Best For Beginners and casual users who need a simple tool to create videos without a steep learning curve.
InShot
Features: A mobile video editing app perfect for quick edits on the go. InShot is particularly popular for editing social media videos, offering features such as trimming, speed controls, filters, and text effects.
Best For: Social media users looking to edit and upload videos directly from their smartphones. If you try this, also try CapCut!
Where to Begin With Video Marketing in 2024
Embracing the changes in video marketing and adapting your strategy accordingly can set your business apart. Here are practical steps to integrate video content into your marketing efforts effectively:
Embrace Short-Format Videos
Start by exploring short-format video content on platforms tailored to quick, engaging storytelling.
TikTok videos
Instagram Reels
YouTube Shorts
LinkedIn videos
Focus on one or two platforms at first - build your audience and provide solutions to their problems in short and to-the-point videos. This approach can help you capture your audience's attention quickly and effectively.
Use AI Editing Tools
Incorporate AI-powered video editing tools to increase the quality and efficiency of your video production process:
Green screens
Sound effects
Trending video templates
These tools can help personalise content at scale, ensuring a higher engagement rate.
Integrate Video into Your Overall Content Strategy
Video should not exist in isolation. Instead, it should be a core element of your broader content strategy. Consider repurposing existing content into video format to maximise your content's reach and impact, or consider adding video into your existing marketing strategy.
Refresh your blog posts by converting key points from your written blog posts into short video summaries or deep dives.
Boost social media engagement by transforming insights from your articles, reports, or infographics into eye-catching videos.
Revitalise your email marketing by incorporating video into your email marketing.
Create multimedia campaigns, having even just one small move element can increase watch time on your post.
Use video analytics to track engagement, view times, and viewer demographics. See what your audience likes and give them more!
Set Achievable Goals
Begin with realistic objectives, such as producing one short video per week, and gradually expand your video marketing efforts as you gain more confidence and expertise.
I really can’t emphasise enough how much video marketing could change the game for you. Remember, the goal is not just to keep up with trends, but to use them in a way that increases your brand's visibility and connection with your target market. If your team can’t hold a beat, don't jump onto dance TikTok (;)) - provide VALUE in your own way.
As you consider integrating video marketing into your strategy, our team is here to guide and support you through every step. From conceptualisation to execution, we offer marketing management services, including video marketing strategies tailored to your business's unique needs.
Connect with us to discover how we can grow your brand's digital presence and drive meaningful engagement in 2024 and beyond.
Written By: Reshoketswe Magagane