How to integrate Video into your Digital Strategy on a tight budget

It is the year of mobile videos in the marketing world, where it quickly picked up momentum and customers can’t go without their daily dose of digital videos. Time spent on smartphones has continued to increase, and according to marketing statistics, more than 75% of video viewing is mobile.

What does this mean for businesses? Clearly, it is time for businesses to incorporate video into their marketing and advertisement efforts. However, many simply don’t have the time or resources to be spending on video creation, and that can be a major roadblock on the quest for video. Luckily, nowadays businesses and marketers alike can get easier access points to video creation, options that not only help them stick to a reasonable budget but also help them adopt video rapidly.

Don’t adhere to strict definitions: These days the entire definition of video is changing, it is not just for long-form TV advertisement and 30-second pre-roll videos. Think about Instagram and Facebook Stories, Carousel, and Canvas, where videos are stringed together with multiple still images into a slideshow or a rotation. Additionally, visuals like cinemagraphs and boomerang clips also create the desired effect of video in that they grab consumers’ attention as they move.

Do keep it real: Businesses should bring in real content like behind-the-scenes footage that shows how a product is made or a simple product demo filmed with a smartphone. Consumers are more relaxed with the idea that videos don’t have to be a big production.

Don’t drag it out: Businesses and their brands must keep video advertisement short and snackable to ensure their message doesn’t fall on deaf ears. Consumers resonate better with brands that push out the short-form video over brands that adhere to long-form content.

Do play around: Automation enables businesses to test their campaigns and get insights into real-time events, seasons, holidays, and trends. The best-performing video ads will always be the ones that have the most relevance to consumers.

In conclusion, video doesn’t have to be done with a large and expensive production crew. Businesses, big or small, can utilize video advertisement, especially on social formats, like Instagram Stories.

The Power of Online Reviews

When consumers decide to make a big purchase, such as a new computer, a winter coat, or an all-inclusive holiday package, they usually start their purchase journey with checking the brand’s digital channels: a website, a Facebook page, or a blog.  They then move on to comparison shopping, to see how the product or service in question stacks up to the competition. Through this entire decision-making process, there’s a consistent factor at play that’s been shown to have a tremendous amount of influence over consumers, online reviews.

Whether it’s customer testimonials on a brand’s website, contributed influencer content on a brand’s blog, product reviews and ratings on comparison shopping sites, or chatter on social channels, today’s consumers care a lot about the experience other people have had with a brand’s products or services before making a big purchase decision. According to our marketing experts, 85% of consumers, aged 16 to 34, said they trusted verified reviews more than any other source of information. Furthermore, 64% of adults would gladly share a positive experience they had with a brand with other consumers while 57% would opt into sharing a negative experience through digital and social channels.

Consumers use the experiences of previous consumers to visualise the kind of experience they may have with a specific product or service. How can businesses utilise this valuable feedback to their advantage? They can start by simply asking their consumers. Employees can lead the incentive by explaining that their review will not only help you improve your own products and services but also help make a positive impact on other consumers who are shopping around. Go a step further by inviting customers to share a unique story about how the product or service positively impacted their life. Businesses should also interact further with customers by responding to their reviews. It’s important to let customers know that their views matter, even if the business disagrees with the views or cannot help solve the problem.

It is evident that online reviews are an integral part of the customer’s buying journey. Customers want to have a deeper connection with the brands they love. Online reviews may lead to a more meaningful relationship with your customers and should be integrated into business marketing efforts.

Contact Catch the Beat for more specialised social and content marketing services!