Investing in a Video Marketing Strategy for 2024 – A Comprehensive Guide for Marketers

Introduction

Video in marketing is hardly a new phenomenon, but the extent to which it continues to permeate, resonate & evolve in the digital landscape in 2024 is nothing short of incredible. The following are some of the things you should consider when formulating your Video Marketing Strategy in 2024.

Investing in your marketing strategy is essential, and keeping an eye on the latest video trends & best practices will help maximise your potential ROI.

Why Video Marketing is Crucial in 2024

Audience Engagement: Video content retains audiences better than any other type of content. It’s the closest one can get to a face-to-face interaction, creating a sense of personal connection. You can communicate a brand identity & messaging in a matter of seconds.

Conversion Rates: According to HubSpot, including video content on a landing page can increase conversion rates by up to 86%. As a marketer, video on a landing page is practically an open goal for getting more people interested in your product and talking to your business.

Enhances SEO: Search engines love new and engaging content. Videos not only improve your website’s SEO but can also substantially increase the time spent by visitors on your site. Video transcripts, when used appropriately, can also be a real boost for SEO. Remember, Google can’t “see” your video, but it can go a long way towards working out what it’s about with a transcript!

The Short Form Video Phenomenon: The rise of short-form video platforms like TikTok has cemented the importance of video content. The platform garnered over 1 billion monthly active users in 2021, a number that has continued to grow.

Technological Trends to Consider in your Marketing Strategy

AI-Driven Personalisation: Artificial Intelligence has made it possible to customise video content for individual users. Imagine the effectiveness of showing auto-customised versions of the same (professionally produced) video to different audience segments.

360-Degree, Virtual Reality (VR), and Augmented Reality (AR) Immersive Videos: The trend for creating immersive experiences is growing in certain sectors. For instance, if you’re a travel company, showcasing a 360-degree video of a destination is far more compelling than traditional video or images. Immersive VR & AR videos can also help with accessibility by allowing visitors with additional accessibility requirements to virtually visit a location & assess it, before physically heading out.

Best Practices for a Robust Video Marketing Strategy

Focus on Storytelling: Instead of just showcasing your product, aim for a storytelling approach. Create scenarios where your product or service solves a problem, and illustrate to the viewer how it will help them achieve their goals.

Metrics that Matter: Move beyond just tracking views and likes. Look at engagement metrics like watch time, click-through rate and conversion rate. Look at testing different video thumbnails to see how subtle tweaks can help drive a wider audience to your content.

Accessibility: Ensure your video content is accessible to everyone by adding captions as sidecar (e.g ‘srt’) files & and ensuring mobile-responsiveness.

Fettle Digital – Your Expert Video Marketing Strategy Partner

Investing time in planning a well thought out video marketing strategy is essential for any marketer aiming for real engagement & measurable results.

Effective video marketing is not a one-time effort; it requires planning and ongoing commitment to work. But if you get it right you should get more likes, shares & comments, and ultimately more interest in your brand.

Get in touch and we’ll look at your current Video Marketing Strategy & help you to explore the best options available!

As well as filling out our Contact Page form, you can email us at hello@fettledigital.co.uk