Digital video marketing saw a new phase while we were safely tucked inside our homes. The acceleration in the demand for digital marketing was at such a speed that every industry began its services online. When the demand for digital marketing increased, so was the competition among the companies for more catchy marketing. Here, video marketing became the key to a successful plan. 

“Social media sites and video go hand-in-hand, and most sites encourage video posting and sharing. The viral video opportunities are endless when you use the right strategies to create and post your videos online.”

Amy Porterfield

New decisions were to be made every day to deliver the audience something new every next day. It was a challenge, but this is how video marketing became the prime source of marketing in the whole world. While on it, here are a few things that the pandemic taught companies about smart video marketing and how to use it to our advantage.

Focus on the customers

It was a difficult task in bringing new customers for many companies during the pandemic. But the loyal customers never left their side. Thus while making videos and ads, companies and marketers focused on the customers the company already has. 

The economic downturn may have affected the sales, but if you show that you still care about the customers, they will return to you always. 

In the pandemic, the needs of the customers must also have changed. That should also be the focus of your videos. For example, all the detergent, soap, and disinfectant companies started advertising their product as ‘effective in protecting against coronavirus.’ By this, people knew that the product is worth buying and one can trust in it.

Not just these companies, network companies, fast food companies, and supplement companies also started advertising their videos related to the coronavirus.

While network companies like Airtel displayed that how they will help you connect with your loved ones via video calls or online payments, supplement companies claimed that their product can be built your immunity to protect you against the coronavirus.

Fast food companies like Domino’s video marketing was based on how they prepare their pizzas and other items with complete hygiene and how they will maintain a distance to deliver them.

Ola, Uber, and other companies like these also suffered a lot during these times. But when it was allowed for them to go back into functioning, their initial video advertisement is how they keep their vehicles sanitized and keep you and the driver separated by a curtain.

The digital video marketing worlds is Online

Every company shifted its business online. Most of the things started being delivered to your doorstep via online platforms and bookings. And thus, there was a huge spike in the number of online ad campaigns happening every day. 

There were new trends taking place, new songs becoming viral, new people were becoming famous. The most active platform during the pandemic was Instagram and then Twitter.

Even Facebook began video marketing during these times displaying how the world can help each other by expressing their problems or promoting their businesses on the platform.

Instagram introduced its new feature called Reels and since then you can watch every creator and company turning them towards setting a trend or the following trend via videos. 

Smart video marketing became very essential in these platforms. As there were pools of videos pouring in the platform, noting that algorithm, the videos needed to be catchy for it to gain engagement and popularity.

Other than being catchy, customer service and satisfaction were also demanded during these times. Since most people were suffering financially, they did not want their money to go in vain.

Whatever promise your video made, you need to fulfill that promise and show your customers that they can rely on you. Only by that, you will be able to beat the competition that the online platform started and retain customers.

Investing in Facebook digital video marketing Ads

Before the pandemic, most people were not engaging online. As mentioned earlier, when the pandemic started thus started online marketing competition.

To beat the competition, another thing that became effective was Facebook ads. It helps your ad reach the target audience effectively. 

You can promote the offers that you are offering during the pandemic or maybe even the price deduction you have done on your products. Facebook ads are very affordable and also help you to reach a good number of audiences in very little time.

If a thousand people are watching your video, at least half of them will remember that video and the name of your company. You just created several potential customers.

During the pandemic, Facebook lowered the CPM, which is the cost per thousand impressions, to support the local and small businesses that require attention and sales.

 By this, the videos that might not be getting much reach on YouTube will be on the screens of many Facebook users.

Thus pandemic also taught the video marketers to maintain social media consistency.

Make a video of everything

Even the smallest deals and offers need people’s attention. In the pandemic, everyone is waiting for one thing, offers. If your video is presenting an exclusive deal or offer for the viewers, then that will benefit the company as well as the customer. They will be able to grab the deal before it is over.

Put your video ad everywhere, YouTube, Facebook, Instagram, and even Twitter. 

The only thing that you need to remember is that the video should not be too long if there is not that much amount of engaging content in it. It will bore the viewer and will proceed to the next one in no time.

Experiment with content

All your audience is not the same. There is an age difference, gender difference, and even mentality difference. Some may like more professional content, while some may like entertaining content.

The younger generation is more into entertaining and educational content. They admire being attached to a video by humor or emotion. Where older people appreciate the information professionally and clearly. They do not like to wait for the main matter to arrive.

You need to present the content to all types of the audience to catch everyone’s attention. In this pandemic, it was one of the biggest tasks to make people get attached to the video to create engagement.

While many companies kept their video theme around the covid-19 situation, some took it out of the box. Optimism, positivity, nostalgia, and other themes like these were explored by the brands.

Other than the basic 15-30 seconds video ads, experimenting with 3-4 minutes videos also became a thing.

All in all, safety and protection from the virus became the widespread theme for everyone. It also got involved in the promotional videos of every festival promos, event promos, and even election campaigns.

Not every platform works

The last lesson we learned is that not every social platform works the same for digital video marketing. While YouTube is the platform for sole videos, people would not like to engage with videos on Twitter. If you put a 10-minute video on Instagram, people would not prefer to see it, but on YouTube, they may.

So goes with the promotion. If you are putting the video everywhere, do not promote it everywhere. Promote it on the platforms your target audience is.

So these were the lessons that the pandemic taught the companies for their video marketing strategy. Remember to keep exploring things while making and promoting the video, and it will create an impact.

Marketing during the times of pandemic is tough, however having the right message to be cascaded needs detail attention to the human emotions. We at Realmstudios work on scripts which help you to connect with your audience. Get in touch!