Video marketing is one of the hottest trends in marketing today. While quality video marketing used to be only accessible to those with specialized equipment and big budgets, technology has transformed the landscape. Reaching potential customers using video is now possible for any marketer with a smartphone and access to the Internet.
Consumers are also signaling they want more video: 68 percent of consumers say they prefer to learn about new products or services via video, ahead of text-based articles (15 percent), infographics (4 percent) presentations and pitches (4 percent), and ebooks and manuals (3 percent). And as a result, marketers are taking note: 87 percent of online marketers leverage video content.
Top Video Marketing Skills
Given these trends, it’s no surprise that three video marketing skills are amongst the top skills in Upwork’s Q2 2019 Skills Index: Da Vinci Resolve (#2), social video marketing (#3), and motion graphics (#16). Let’s dive into these skills and how your business can leverage them.
#2 DaVinci Resolve
DaVinci Resolve is a “Hollywood-grade” video editor that combines 8K editing, color correction, visual effects, and audio post-production. DaVinci is currently being used across the entertainment industry, from movies like Rocketman to Ford commercials. DaVinci has recently grown in popularity by offering professional features at a variety of price points (including a free version), making it appealing for businesses who want to be able to produce a world-class video on a budget.
#3 Social Video Marketing
Video is a great way to boost results for your social media campaigns. Four of the top six channels where global consumers watch videos are social channels. YouTube leads the way as the world’s largest video sharing platform. (You might be surprised to learn that YouTube is also the world’s second-largest search engine, making it an important SEO play as well.)
Other social platforms are signaling that they want more video. Facebook, Inc. has put significant investment into video tools like Facebook Live, Facebook Watch, and Instagram IGTV, and recently announced changes to its News Feed algorithm to favor engaging, quality video. Twitter revealed that tweets with video attract 10x more engagements than tweets without video. B2B marketers should also take note: LinkedIn reported video posted on a company’s page is 5x more likely to start a conversation among members than other types of content.
#16 Motion Graphics
“Motion graphics” generally refers to putting graphic design into motion, usually combined with music and sometimes a voiceover. The brain processes images 60,000 times faster than text, and 90 percent of information transmitted to the brain is visual, which makes motion graphics a powerful way for marketers to explain complex ideas in a simple and engaging way. For example, an animated video featuring statistics would be easier for potential customers to absorb instead of a list of facts in a blog post or even a static infographic. A new website visitor is more likely to watch a short motion graphics explainer of the product’s key features than sit through a longer video walkthrough of the actual product. In fact, businesses say that their explainer video has helped them increase sales (81 percent) and drive traffic to their websites (76 percent).
4 Tips for Better Video Marketing
Is your business ready to invest more in video marketing, but not sure what’s next? Here are my top four tips for getting started:
1. Define your goals
While “going viral” sounds great, it’s rarely a viable business strategy to chase views. Instead, define the goal of your video, select your success metrics, and tailor the content to meet those goals.
2. Brainstorm content ideas
Map out your customer journey and think about the types of video content that would help support each step. A brand video introduces your company at a high-level to prospects who may not be familiar with who you are. A product or demo video shows prospective customers how your product works. How-to or educational videos teach your audience something new. Customer testimonials and case studies showcase how real people use your product. Advertisements outline a clear value proposition with a call-to-action.
3. Tailor your video to each channel
When creating videos, keep in mind that people watch clips on a variety of different devices. For example, nearly 50 percent of video content is watched on a mobile device, so consider square videos when posting to channels like Facebook and Instagram. Eighty-five percent of Facebook videos are watched without sound, so captions are a must. Length also matters; people might watch a two-minute video on YouTube, but you can only upload 30 seconds on Instagram.
4. Measure the results
View count won’t always give you the full picture. Make sure you have the right tools in place to measure your success metrics. You might measure the conversion rate for a video ad using a web analytics platform like Google Analytics or track awareness metrics like engagement (a sum of likes, comments, and shares) and impressions for a brand video on social media using a tool like Sprout Social.
If you’re looking for talent with one of these specialized skills, check out these searches on Upwork to started: DaVinci Resolve freelancers, social video marketing freelancers, and motion graphics freelancers. And check out Upwork’s Q2 2019 Skills Index to see all 20 skills from this quarter’s release.
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