{"id":323,"date":"2022-01-01T11:38:03","date_gmt":"2022-01-01T11:38:03","guid":{"rendered":"https:\/\/kennysoftstudio.com\/blog\/?p=323"},"modified":"2022-01-06T23:28:04","modified_gmt":"2022-01-06T23:28:04","slug":"what-is-video-marketing","status":"publish","type":"post","link":"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/","title":{"rendered":"What is video marketing? And 5 ways to leverage on it"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2022\/01\/What-is-video-marketing-1-1024x683.jpg\" alt=\"What is video marketing\" class=\"wp-image-334\" srcset=\"https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2022\/01\/What-is-video-marketing-1-1024x683.jpg 1024w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2022\/01\/What-is-video-marketing-1-300x200.jpg 300w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2022\/01\/What-is-video-marketing-1-768x512.jpg 768w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2022\/01\/What-is-video-marketing-1-1536x1024.jpg 1536w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2022\/01\/What-is-video-marketing-1-2048x1365.jpg 2048w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2022\/01\/What-is-video-marketing-1-446x297.jpg 446w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2022\/01\/What-is-video-marketing-1-150x100.jpg 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>what is video marketing<\/figcaption><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#To_begin_with_our_topic_of_the_day_what_is_video_marketing\" >To begin with our topic of the day what is video marketing?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#How_to_leverage_on_video_marketing_for_business\" >How to leverage on video marketing for business<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#1_Center_Your_Video_Around_the_Story_Not_the_Sale\" >1.&nbsp;&nbsp;&nbsp; Center Your Video Around the Story, Not the Sale<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#2_Define_Your_Video_Marketing_Goals\" >2.&nbsp;&nbsp;&nbsp; Define Your Video Marketing Goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#3_What_Kind_of_Video_Should_I_Create\" >3.&nbsp;&nbsp;&nbsp; What Kind of Video Should I Create?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#5_Most_Popular_Types_of_Videos\" >5 Most Popular Types of Videos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#i\" >&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#4_What_Style_of_Video_Should_I_Create\" >4.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; What Style of Video Should I Create?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#5_How_Do_I_Distribute_My_Video\" >5. How Do I Distribute My Video?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/kennysoftstudio.com\/blog\/what-is-video-marketing\/#Which_type_of_distribution_is_best_for_me\" >Which type of distribution is best for me?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"To_begin_with_our_topic_of_the_day_what_is_video_marketing\"><\/span>To begin with our topic of the day what is video marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Video marketing is the production of engaging videos around a marketing strategy that delivers business results. The perfect blend of storytelling and promotion that maximizes your marketing funds.<\/p>\n\n\n\n<p>Video and marketing go together like peanut butter and jelly.<\/p>\n\n\n\n<p>From traditional television commercials in the 1960s to today&#8217;s YouTube, Snapchat, Vimeo, and even Facebook Live, it&#8217;s no secret that video has become a staple of our everyday lives.<\/p>\n\n\n\n<p>While convenient and efficient for the consumer, video marketing provides marketers with an attractive, versatile, and extremely shareable medium to reach their audiences. In case you don\u2019t know In Nigeria, digital video marketing is a $135 billion industry. That means brands everywhere are realizing the value of video and investing in its creation and distribution.<\/p>\n\n\n\n<p>And, because of this growth, you\u2019re now behind if you aren\u2019t releasing branded video content regularly.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_leverage_on_video_marketing_for_business\"><\/span>How to leverage on video marketing for business<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>Now that you know what is video marketing and the prospect it holds for your business lets dive into ways you can leverage on video marketing for your business and increase sale.<\/p>\n\n\n\n<p>While going viral should never be the objective of your video marketing campaign (never ever!), the term itself has seemed to have taken off this year, exploded even\u2026<\/p>\n\n\n\n<p>Marketers, we\u2019ve been hearing lots of stats like these: 5 billion videos are watched on YouTube every single day, 1200% more shares are generated by social videos than text and images combined, videos on a landing page increase conversions by 80% and 80% of users recall a video ad they have seen online in the past month.<\/p>\n\n\n\n<p>Eek\u2026Well, if that\u2019s the case then you best get to grips with the best practices for ensuring your video marketing campaigns smash your objectives and propel your social media forward. Below we reveal some of our favorite tips to help you create compelling, inspiring and actionable online videos.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Center_Your_Video_Around_the_Story_Not_the_Sale\"><\/span>1.&nbsp;&nbsp;&nbsp; Center Your Video Around the Story, Not the Sale<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>There is a heap of sales clutter on the Internet that is actively annoying and repelling your customers. Don\u2019t let your brand be that guy \u2013 instead, your video should be centered around the story and not the sale. Remember: the same rules that apply for written content marketing apply for video marketing \u2013 concentrate on the value you\u2019re providing for your customers.<\/p>\n\n\n\n<p>Make the most of the emotive power of video by appealing to your consumers\u2019 needs and hidden desires. Scared you\u2019ll lose leads this way? You can always place a strategic and relevant call to action alongside a tracked URL at the end of your video (just make sure it fits into your overall story).<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Define_Your_Video_Marketing_Goals\"><\/span>2.&nbsp;&nbsp;&nbsp; Define Your Video Marketing Goals<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>In order to know whether you\u2019ve actually achieved what you\u2019ve set out to accomplish with your video marketing strategy, you need to set measurable goals.<\/p>\n\n\n\n<p>Content intelligence platform Conductor recommends defining marketing goals for both revenue and your brand.<\/p>\n\n\n\n<p>Revenue-based goals focus on things like increasing lead form inquiries while brand goals involve things like growing a higher quality email list, driving more blog traffic, or capturing Google answer boxes for targeted keywords.<\/p>\n\n\n\n<p>Brand goals can be just as important as revenue ones because they help position you for future success and often take into account qualitative feedback.<\/p>\n\n\n\n<p>Some common video goals include:<\/p>\n\n\n\n<p>Brand Awareness\u2014typically measured using brand recall and recognition, frequency\/quality of mentions, or video views<\/p>\n\n\n\n<p>Demand Generation and Conversion\u2014typically measured by lead count, impact on conversion rate, or influence on sales opportunity and pipeline generation<\/p>\n\n\n\n<p>Viewer Engagement\u2014typically measured by average engagement (also known as the average length of time viewers watched the video)<\/p>\n\n\n\n<p>How to Set S.M.A.R.T. Goals<\/p>\n\n\n\n<p>As with any kind of marketing goal, following the S.M.A.R.T. goal setting framework is a good place to start.<\/p>\n\n\n\n<p>Specific<\/p>\n\n\n\n<p>The goal should zero in on a specific aspect of your strategy. After all, saying you want to get more views is great, but what does it actually mean?<\/p>\n\n\n\n<p>Measurable<\/p>\n\n\n\n<p>The goal should be accompanied by a relevant key performance indicator (KPI) and metrics that can be used to measure its success.<\/p>\n\n\n\n<p>Attainable<\/p>\n\n\n\n<p>The goal should be something that\u2019s within reach of your department without \u201csandbagging\u201d (deliberately setting a goal that isn\u2019t a challenge for the team to reach). Try starting with a baseline and determining a desired increase (or decrease, as the case may be) from there.<\/p>\n\n\n\n<p>Relevant<\/p>\n\n\n\n<p>The goal should be relevant to your overall business objectives AND a good fit for the types of objectives that video is best suited to meet<\/p>\n\n\n\n<p>Time-Bound<\/p>\n\n\n\n<p>The goal should have a timeframe in which it can reasonably be achieved so that you can accurately measure how effective your efforts have been. While some goals can be tackled in a quarter or two, others may require a longer timeframe, like a year. Go one step further by breaking down your overall goal into weekly targets. That way you know what you need to be doing, every step of the way.<\/p>\n\n\n\n<p>An example of a S.M.A.R.T. video marketing goal\u2014one that is specific, measurable, attainable, relevant, and time-bound\u2014might look like this:<\/p>\n\n\n\n<p>We will increase time on page for key pages on our website by 15% this quarter by embedding relevant videos.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_What_Kind_of_Video_Should_I_Create\"><\/span>3.&nbsp;&nbsp;&nbsp; What Kind of Video Should I Create?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>Once you have your strategy laid out, it\u2019s time to think about the actual video you\u2019re going to create. Easy peasy, right? Well, not exactly\u2026<\/p>\n\n\n\n<p>Every type and every style of video has its own pros and cons. Some types might be better for you depending on your specific marketing goals, others are better if you\u2019re just looking to save some cash long-term.<\/p>\n\n\n\n<p>If you don\u2019t know the difference, you\u2019re not alone. That\u2019s why we\u2019re breaking down some of the most common types and styles of video, so you can get the video creation process started!<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Most_Popular_Types_of_Videos\"><\/span><strong>5 Most Popular Types of Videos<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>From brand videos to FAQs to instructional videos and more, there are almost countless types of videos you can make in conjunction with your marketing funnel.<\/p>\n\n\n\n<p>Despite there being so many, certain types of videos are better suited to meet your marketing goals. Once you\u2019ve got your goals strategized, you can start learning about how each video type differs and pick the ones that\u2019s right for you.<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li><strong>COMMERCIALS<\/strong><\/li><\/ol>\n\n\n\n<p>Commercials are brief, attention-grabbing videos that highlight your company\u2019s best features with a dynamic scene, beautiful imagery, or summary of exciting features, and end with a clear call to action. They\u2019re the most common type of video \u2014 you\u2019ve probably watched a ton on TV, streaming services, or video platforms like YouTube. Because their primary goal is to attract new customers, commercials are often broad in appeal and provide only the most important and relevant information a viewer might need.<\/p>\n\n\n\n<p>And, most importantly, they\u2019re memorable! They show off your brand in a way that sticks with the viewer, so if it\u2019s the viewer\u2019s first time being exposed to your brand, they won\u2019t soon forget it.<\/p>\n\n\n\n<p>Commercials are typically short, only 30 seconds to one minute long, and distributed via paid advertising online or on television. They\u2019re also great on your website or homepage, since they provide a general overview of your brand and encapsulate your brand mission in a quick and easily-digestible format.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>SOCIAL CONTENT VIDEOS<\/strong><\/li><\/ul>\n\n\n\n<p>Social content videos are short video clips created solely for social media platforms like Facebook, Instagram, Twitter, LinkedIn, and more. These are usually fun, playful, engaging, and designed to be shared. They can include lifestyle shots, a montage of scenes relating to your product or service, short interview sound bites or quotes, or just a beautiful shot of your product.<\/p>\n\n\n\n<p>If you haven\u2019t seen a commercial on TV, then you\u2019ve definitely seen a video on social media. Social videos can be almost anything and usually fall anywhere along the buyer\u2019s journey. Due to their fun, engaging nature and shorter length, they most often help engage potential and current customers.<\/p>\n\n\n\n<p>Try to keep social content videos under 30 seconds. Pay attention to aspects unique to social media, like muted autoplay and video looping; you can actually use these tools to your advantage by playing with silent audio and creating seemingly endless loops. Also take advantage of highlighting positive customer feedback in your social videos \u2014 this increases your credibility and spreads positive word of mouth.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>EXPLAINER VIDEOS<\/strong><\/li><\/ul>\n\n\n\n<p>Explainer videos are videos that teach your audience more about your company, brand, product, or service. Like social content videos, almost any video can be an explainer video, the only requirement is a focus on how your company solves a particular problem.<\/p>\n\n\n\n<p>Explainer videos are excellent introductions to your brand. They should quickly and efficiently explain what your company does and why that matters. Typically, under three minutes, explainers end with a strong call to action and offer a simple solution to a complex problem.<\/p>\n\n\n\n<p>Remember, these videos should always answer three main questions: What\u2019s your audience\u2019s problem? How will your product or service fix it? Why should your audience choose you?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Product Videos<\/strong><\/li><\/ul>\n\n\n\n<p>A product video tells your audience about your best-selling products or services and their top features. It shows your product in action and helps increase consumer confidence in your company or brand.<\/p>\n\n\n\n<p>Here, your main goal will likely be to attract new customers who are in the first stage of product research. You\u2019ll want to show off not only the beauty of your product, but its utility and necessity. You\u2019ll also want to highlight what makes your product better than the rest \u2014 since these new visitors are still doing research, you\u2019ll want to make sure your product video sets you apart from your competition.<\/p>\n\n\n\n<p>Product videos are usually about 30 seconds long and can be shared on your website, social media platforms, via email, or through paid advertising. Use high-quality production and great sound, whether it\u2019s music, dialogue, or voice-over, to communicate how amazing your product is.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>TESTIMONIALS<\/strong><\/li><\/ul>\n\n\n\n<p>Testimonial videos are one of the strongest types of videos you can make; they show past or current satisfied customers talking about their positive experience using your product or service.<\/p>\n\n\n\n<p>Honest personal feedback from a customer is stronger than anything you could say about your own company. According to a recent survey, 90 percent of consumers say their buying decisions are influenced by online reviews, so use these reviews to increase your brand credibility and convince your prospects to take the plunge.<\/p>\n\n\n\n<p>Customer testimonials are usually between 30 seconds and two minutes long and can focus on one happy customer or numerous. These videos are highly versatile, meaning you can publish them almost anywhere. You\u2019ll just want to make sure whoever you film is wholly authentic \u2014 a forced or fake-feeling testimonial could be more detrimental to your brand, so take some time to find the perfect person.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"i\"><\/span>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_What_Style_of_Video_Should_I_Create\"><\/span>4.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; What Style of Video Should I Create?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>Picking the right video type is crucial to your video\u2019s success, but so is picking the right video style. Style is a broader term that relates to your video\u2019s tone and messaging. It affects how your actual story is told \u2014 are you using actors? Graphics? Dialogue? Specific locations? Together, these elements create your video\u2019s style. Pick the right style and you\u2019ll draw in the audience that\u2019s most likely to convert.<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li><strong>LIFESTYLE<\/strong><\/li><\/ol>\n\n\n\n<p>A lifestyle video is any video that appeals directly to your target demographic, helping them visualize how your product or service fits into their way of life. Beautiful visuals, actions shots, and stunning imagery should set the mood and epitomize the lifestyle you want to associate with your product.<\/p>\n\n\n\n<p>This means working to create a specific look or style for your video. If your product is modern and sleek, you\u2019ll want a video with sleek, minimal design, plain backgrounds, and modern accessories. If your product serves a young, high-tech demographic, you\u2019ll want your video to showcase tech culture, young, smart actors, and functional utility. Think of your brand aesthetic and make sure your video follows that aesthetic.<\/p>\n\n\n\n<p>Lifestyle videos usually range between 30 seconds and two minutes, and feature locations that best highlight your product\u2019s exemplary features.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>MINI-DOC<\/strong><\/li><\/ul>\n\n\n\n<p>Mini-documentaries are less about your brand\u2019s visual aesthetics and focus more on expressing your company\u2019s core value or mission statement in a documentary-style format. This is usually accomplished through interviews with key company representatives, like founders, employees, or satisfied customers.<\/p>\n\n\n\n<p>To make a big impression, it\u2019s important your mini-doc keeps it short and sweet. You want to highlight excellent sound bites that tell viewers exactly who you are, all while maintaining their attention. While feature-length documentaries have enough time to develop a full, three-act story, mini-docs don\u2019t. They have to establish their story by quickly answering three crucial questions: what, why, and how. What is the focus of this video? Why should the viewer care about this? How does your subject work? This helps you get key pieces of information to your audience in a fun and interesting way.<\/p>\n\n\n\n<p>We recommend keeping mini-docs to under a minute, though they can be a little bit longer. Unfortunately, viewer attention span drops dramatically after the minute-mark, so try to tell your story as best you can in the time you have.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>NARRATIVE<\/strong><\/li><\/ul>\n\n\n\n<p>Narrative videos are probably the most recognizable style of video besides animation. They use classic storytelling elements, including character building, conflict, and resolution, to tell your brand story in an entertaining and engaging way. They create a journey \u2014 one your viewer can easily follow and relate to.<\/p>\n\n\n\n<p>Because their goal is to tell a story, narrative videos often work best top of funnel, when users are just learning about the problem they face and you\u2019re introducing your brand. Whether you tell the story of how your company came to be, the story of a frustrated customer finding you for the first time, or the story of a fictional hero character, your narrative should be memorable and help your brand stay on the mind of anyone who watches it.<\/p>\n\n\n\n<p>Remember, watching should be a fun experience, so make sure you have fun writing, producing, and sharing your video. Use heavy branding and remember your company\u2019s mission as you create it, otherwise the story can start to get away from you.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Animation<\/strong><\/li><\/ul>\n\n\n\n<p>Animated videos have the power to engage and captivate your audience like no other. Animation is an interesting style because it can be used independently of the content in your video; almost any type of video can be made in the style of animation. But animation is especially powerful when it comes to explaining difficult-to-understand concepts or technology.<\/p>\n\n\n\n<p>It\u2019s also great for combining with other styles. You can have a lifestyle video that uses animated graphics or animated cutaways, or you can use it entirely on its own. It\u2019s wonderfully versatile and spices up almost any video you create.<\/p>\n\n\n\n<p>Keep in mind that animation can be less costly to create (no equipment, less time on set, etc.) but can take much longer because of the technical skill per frame that it requires. Keep a pros and cons list handy before deciding whether animation is right for you.<\/p>\n\n\n\n<p>What Are the Three Stages of Video Production?<\/p>\n\n\n\n<p>Now you\u2019re ready for the big show. Your video strategy is set, you know what video goals you want to accomplish, and you know exactly the type and style of video that\u2019ll help you get there. You\u2019re ready to start the fun stuff!<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_How_Do_I_Distribute_My_Video\"><\/span>5. How Do I Distribute My Video?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>You\u2019ve got your amazing video and your entire team loves it. Now what? How do you actually get people watching it and sharing it? Well, that all comes down to distribution!<\/p>\n\n\n\n<p>Distributing your video on the right channels is essential for your video\u2019s success. Owned, paid, and earned distribution channels each have their own pros and cons, but using the right balance of them all can propel your video to new heights, spreading your brand awareness and converting users at every stage of the marketing funnel.<\/p>\n\n\n\n<p>Let\u2019s take a look at each of these in a little more detail.<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li><strong>OWNED<\/strong><\/li><\/ol>\n\n\n\n<p>Publishing your video across all your owned channels is probably the easiest way to distribute your video, and the one method that cannot be ignored. It includes every channel you own, like your website, PDFs, digital documents, email lists, ecommerce pages, apps, and more. These channels are the primary sources of information about your company and brand, so use every single one you can intelligently and with purpose.<\/p>\n\n\n\n<p>Here are some of the owned distribution channels you should use for your video.<\/p>\n\n\n\n<p><strong>WEBSITE<\/strong><\/p>\n\n\n\n<p>From your homepage to your ecommerce pages, put your video on as many pages as possible on your website; this will help not only drive more visitors to your site, but engage them once they\u2019re there. If you have more than one video, even better! This is the first place you\u2019ll want to start gathering video views \u2014 and probably the most impactful of all the views you\u2019ll get.<\/p>\n\n\n\n<p><strong>BLOG<\/strong><\/p>\n\n\n\n<p>No matter what your video is about, publishing it on your blog is a must. Home to informative, educational content, as well as more brand-specific marketing content, visitors will expect your blog to host any and all relevant product news you have to share. Better yet, if someone is browsing your blog, they\u2019re ready to commit time to your content. What better way to engage them than video?<\/p>\n\n\n\n<p><strong>EMAIL<\/strong><\/p>\n\n\n\n<p>Email is an easy way to reach those who\u2019ve already interacted with your brand or given you their contact information. A direct line of communication, you can embed your video in any newsletter, email sequence, automated email, or promotional email.<\/p>\n\n\n\n<p><strong>SOCIAL MEDIA (ORGANIC)<\/strong><\/p>\n\n\n\n<p>Social algorithms are increasingly prioritizing video content, so you\u2019ll want to make sure you\u2019re promoting your video numerous times on all your social media channels, including Facebook, Instagram, Twitter, LinkedIn, and more. Video generates 1,200 percent more shares than links and images combined, so this is a required (and easy) place to promote your video and reach a large audience.<\/p>\n\n\n\n<p>Because you own these channels, there should be no issue using them to distribute your video. With a simple website update or email blast, your video can be in front of more people, telling your brand story to those who most want to hear it.<\/p>\n\n\n\n<p>Get started today!<\/p>\n\n\n\n<p>Let the experts help you with video production at a price you can afford.<\/p>\n\n\n\n<p>Schedule a Free Creative Call<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>PAID<\/strong><\/li><\/ul>\n\n\n\n<p>Even a small advertising budget can pay off big.<\/p>\n\n\n\n<p>Paid distribution, or paying money for the distribution of your video via advertising, has become almost essential to the successful marketing of any video. Because most sites don\u2019t charge for the use of their services (think Facebook or content sites like Buzzfeed), charging for distribution has become their one way of earning money \u2014 meaning video creators like you sometimes have to pay more to get your content seen by a wider audience.<\/p>\n\n\n\n<p>But that\u2019s OK! Even a small advertising budget can pay off big, and with the right balance of paid and non-paid distribution, your video can reach exactly the right people.<\/p>\n\n\n\n<p>Here are a few paid distribution methods you should take full advantage of.<\/p>\n\n\n\n<p><strong>SEARCH ADS<\/strong><\/p>\n\n\n\n<p>Search ads aren\u2019t video-friendly just yet, but you can target high-volume keywords related to your product, service, or brand and create a landing page for your video content. Whether your goal is to educate about a certain topic or introduce your product, you can drive these high-traffic keywords to your page for a low cost per click and get huge returns.<\/p>\n\n\n\n<p><strong>SOCIAL MEDIA (PAID)<\/strong><\/p>\n\n\n\n<p>Just like organic posts, paid social media posts can spread your content far. Paid posts, however, allow you to target the exact type of person you want watching your ads. Organic posting is only shown to your immediate fans, but with paid advertising, your content can target all sorts of demographics, locations, income levels, interests, and beyond \u2014 ensuring only the people most likely to purchase from you actually see your ad.<\/p>\n\n\n\n<p><strong>NATIVE ADVERTISING<\/strong><\/p>\n\n\n\n<p>Native advertising embeds your video content onto a third-party website in a natural way that doesn\u2019t disrupt the user\u2019s experience. For instance, if you own a bakery and created a commercial about all the different types of cakes you sell, your video might be naturally embedded on a food website in an article about baking. This advertising is slightly more expensive than social or search ads, but have high returns thanks to the relevance of the content.<\/p>\n\n\n\n<p><strong>SPONSORED CONTENT<\/strong><\/p>\n\n\n\n<p>This is any form of content which was paid for, usually by a company promoting another company or brand. It is written in the style of the site publishing it, much like native advertising, but isn\u2019t actually an ad \u2014 it\u2019s a valuable piece of written or visual content meant to inform the viewer. Usually, sponsored posts get organically shared via social networks, too, so they get an extra push when it comes to distribution.<\/p>\n\n\n\n<p><strong>INFLUENCER OUTREACH<\/strong><\/p>\n\n\n\n<p>Influencer outreach is both a paid and earned type of distribution. Basically, you reach out to \u201cinfluencers,\u201d or social accounts or personalities with a lot of followers, to share or promote your content. They may do it for free, but the right influencer may need a bigger incentive. Work with them to create a video you\u2019ll both benefit from.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>EARNED<\/strong><\/li><\/ul>\n\n\n\n<p>Earned video distribution is one of the trickiest types of distribution due to its uncontrollable nature. Try as you may, earned media means you\u2019re essentially leaving this distribution up to chance, though there are some definite efforts you can make to push the needle a little further in your favor. Since earned media is totally free to implement, it\u2019s just a matter of putting in the effort and not being afraid to follow up.<\/p>\n\n\n\n<p>Though earned media can be a little unpredictable, here are a few ways you can increase your earned distribution efforts.<\/p>\n\n\n\n<p><strong>SOCIAL MEDIA<\/strong><\/p>\n\n\n\n<p>Social sharing is one of the simplest forms of earned distribution. It often happens organically, but you can encourage social shares by getting the ball rolling. Set up a schedule to post your video content from your corporate and personal accounts on every social channel you\u2019re active on. Send a private message to friends and family to do the same. If you know anyone in a related field or industry, make sure they share your content, too! Though it\u2019s not the best method, you can even incentivize shares by creating a contest or giveaway through an app like Rafflecopter.<\/p>\n\n\n\n<p><strong>PRODUCT REVIEWS<\/strong><\/p>\n\n\n\n<p>An easy way to get others to create content for you and talk about you is by sending your product to online reviewers, like YouTube influencers, or asking your customers directly to write or record their own reviews. This increases your brand\u2019s credibility (as long as the reviews are positive) and spreads brand awareness.<\/p>\n\n\n\n<p><strong>TRADITIONAL PR<\/strong><\/p>\n\n\n\n<p>Depending on your industry and the type of video you create, your video could benefit from more traditional types of publicity, like a press release or publication on a trade website. Working with a PR agency could be beneficial, but you could also reach out directly to site administrators on niche sites related to your field, like health and wellness sites, fitness sites, major food websites, tech sites, and more. Ask to be featured in their newsletter or send them your press release with a link to your video directly \u2014 the more official your campaign, the better!<\/p>\n\n\n\n<p><strong>INFLUENCER MARKETING<\/strong><\/p>\n\n\n\n<p>This covers any type of marketing done for free by an influencer, including shoutouts on social media, product reviews, endorsements, mentions, and more. Many influencers are willing to help you distribute your content in exchange for something, maybe a reciprocal mention, a trial of your services, or an ongoing relationship. Think about what you\u2019re willing to give for the promotion of your video. Depending on how much they can up your exposure, it just might be worth it.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Which_type_of_distribution_is_best_for_me\"><\/span>Which type of distribution is best for me?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>We can\u2019t say this enough: It all depends on your video goals and strategy.<\/p>\n\n\n\n<p>Ideally, you\u2019ll use all three distribution methods. You know your audience and hopefully you know how they\u2019ll respond to your video. Focus on the distribution method that\u2019ll give you the biggest return. If you\u2019re in the film industry, focusing more on paid distribution might be your best bet. If you\u2019re in the field of cancer research, earned media might be the way to go. Are you an entrepreneur that just launched your own startup? Spread word via your owned channels. It all really depends, so do a little research and see what fits your situation best.<\/p>\n\n\n\n<p>Owned distribution is always a must, though, since you own and have complete control over these channels. There\u2019s the lowest barrier to entry here and they also have the most opportunity due to how many different options for distribution you have. If one form of owned doesn\u2019t work, another surely will. And, if your goal is to capture leads, using your owned channels is especially crucial.<\/p>\n\n\n\n<p>Paid distribution is super important as well, but how much you can do will likely be limited by your cash resources. You\u2019ll want to think more strategically about where your highest-converting audience is and dedicate most of your budget there. And because there are so many different forms of paid advertising even within one single channel (Facebook has 11 different types of advertisements alone), you want to test every channel and every type of distribution method. Until you know which will give you the highest return, hold back on spending your entire distribution budget.<\/p>\n\n\n\n<p>Earned distribution, like owned, is free. You have relatively little to lose using it other than time and effort, but unlike owned and paid, the payoff can be drastically more unpredictable. From SEO efforts that boost your search presence, to building relationships with influencers you\u2019ve never met, you never quite know what your ROI will be \u2014 it can be enormous or it can fizzle to an end. But don\u2019t skip earned distribution altogether! Take a little more time to think strategically about which earned channels will help you accomplish your video goals.<\/p>\n\n\n\n<p>Don\u2019t wait any longer. Reach out to <a href=\"http:\/\/Kennysoftstudio.com\/Contact-us\" target=\"_blank\" rel=\"noopener\">kennysoft STUDIOs<\/a> let create that perfect video for your business.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSeGu8PpVuqSgczHgeQS7Gii0CxCIYO1ptif9oc_I342RstFHQ\/viewform?usp=send_form\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"378\" src=\"https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2021\/10\/nn-1024x378.jpg\" alt=\"video marketing agency\" class=\"wp-image-289\" srcset=\"https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2021\/10\/nn-1024x378.jpg 1024w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2021\/10\/nn-300x111.jpg 300w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2021\/10\/nn-768x284.jpg 768w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2021\/10\/nn-1536x568.jpg 1536w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2021\/10\/nn-2048x757.jpg 2048w, https:\/\/kennysoftstudio.com\/blog\/wp-content\/uploads\/2021\/10\/nn-150x55.jpg 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>To begin with our topic of the day what is video marketing? Video marketing is the production of engaging videos around a marketing strategy that delivers business results. The perfect blend of storytelling and promotion that maximizes your marketing funds. Video and marketing go together like peanut butter and jelly. From traditional television commercials in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":334,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"cos_headline_score":0,"cos_seo_score":0,"cos_headline_text":"","cos_headline_has_been_analyzed":false,"cos_last_analyzed_headline":[],"content-type":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[55,41],"tags":[28,30],"class_list":["post-323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beginners-guide","category-https-kennysoftstudio-com-blog-category-video-marketing","tag-video-marketing","tag-viral-video"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/posts\/323","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/comments?post=323"}],"version-history":[{"count":8,"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/posts\/323\/revisions"}],"predecessor-version":[{"id":335,"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/posts\/323\/revisions\/335"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/media\/334"}],"wp:attachment":[{"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/media?parent=323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/categories?post=323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kennysoftstudio.com\/blog\/wp-json\/wp\/v2\/tags?post=323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}