If the saying, “everyone hears only what he understands,” is true, then it’s critical that marketers help potential customers understand their products or services quickly. With this in mind, it’s heartening to know that 95% of video marketers feel the understanding of their product or service increased by using video. Additional benefits, like reduction in support calls, gaining new leads, and creating memorable content, are just some of the reasons why video marketing is only going to become more important in the year 2021.
The reality is, digital media is more a staple in our everyday lives than ever before. With 2020 bringing millions home to work and largely remain in their houses afterward, digital media of all kinds had eager eyeballs seeking to consume it. As in-person demos and hands-on, in-store experiences were deemed unsafe, businesses had to rely on marketing education videos and explainers to walk customers through the ins and outs of their products and services.
Eventually, the world will reopen and in-person will once again be viable for educational purposes. But the impact of video — its potential, its reach, and its results — means that your marketing plan for 2021 should include a video budget.
When potential customers can watch explainer videos on your product or service, 73% are more likely to make a purchase. Since consumers continue to rely on research prior to making a purchase, your educational video could be the make-or-break difference when it comes to lead conversion. But how do you make a useful, memorable educational video?
Engaging video content is essential if you want to stand out in an ever-increasing landscape of marketing education. There are many ways to create educational, entertaining, and engaging video content, but as always, you need to start with your user persona. This will help you narrow down which strategies will be most effective for your target demographic.
Zach Gresham, the president of Sparxoo Studios, recommends focusing your energy on a well-defined goal at the outset of a video campaign. “Making educational video content effective is all about understanding the audience’s perspective and interests before you go into production,” Zach says. “Pairing effective pre-production with a fun, informative, and concise video will truly create a great piece of content.”
Some of the new innovations in video marketing include interactive videos, where 360-degree views allow for richer, as-if-you-were-there user experiences — and boast an 85% video completion rate compared to regular video’s 58.2%. Similarly, augmented and virtual reality videos craft a memorable experience, and can be more shareable if users enjoy themselves. From drone footage to AI-driven video marketing that personalizes content, whichever new technology you choose to employ, make sure quality is your top priority, since this directly informs your credibility with consumers.
Pandemic phenomenons like learning how to bake sourdough bread, practicing and recording viral TikTok dances, and increased community engagement aren’t flukes of a bored population. These trends stem from an increased reliance on self-education through videos — in fact, over half of YouTube’s users say they visit YouTube to figure out how to do something they’ve never done before. Whether someone is looking to pick up a new hobby or stay fit while they’re stuck at home, there are educational videos they can access at their own convenience to help. This is one of the biggest benefits of marketing education to consumers — they don’t have to shoehorn in a demo or class to access resources. Users can learn on their own time, at their own pace.
Similarly, for businesses, the benefit of a resource page is that you can invest internally in educational materials, and continue to reap conversions long after their creation. By creating high-quality, evergreen educational videos about your product or service, you’re investing long-term in flexible resources that consumers can return to again and again.
The COVID-19 pandemic led to an increase in video and webinar consumption, but even as businesses reopen and people come together in-person again, these video habits will remain. It’s been estimated that by 2021, the average person will spend 100 minutes every day watching online videos. Make sure your business is well-represented so you reap the rewards and don’t fall behind.