Video marketing isn’t a new term in digital marketing. However, it’s growing more in popularity as marketing teams try to find new ways to increase engagement among their followers.
Marketers want viewers to spend more time on their social media platforms, emails, and landing pages. One way to go about this is to upload videos to these channels.
In 2018, the number of YouTube viewers in the United States reached 192 Million.
Source: Neil Patel
With so many people choosing to watch videos online, marketing teams should start revamping their video marketing strategies.
What is video marketing?
Video marketing is a strategy designed and implemented by marketing teams to create, curate, and utilize videos as a means of marketing their product or services.
This can be done in any number of ways, but based on current trends, those choosing to amp up their marketing strategies have two ideal places to be: Facebook and YouTube.
YouTube for video marketing
YouTube has long reigned as the leader in video content. In fact, the number of viewers in the United States alone is expected to rise from 192 million in 2018 to 201.6 million by 2020.
From cat videos to valuable, educational lessons, YouTube has long been the place to go for uploading and sharing video content.
Once uploaded, individuals are able to share across multiple channels and even directly share the link of the video, which makes it easy to embed in emails and on websites.
Facebook for video marketing
With just over 2.32 billion monthly active users, Facebook remains the top social media platform amongst users. While YouTube is still king of video content, Facebook is quickly catching up.
Between pre-recorded/uploaded videos and live-streaming videos, Facebook now has a viewership of nearly 8 billion views a day, worldwide.
Although both channels would be well worth the investment, if a brand had to choose one for their video marketing efforts, YouTube is still the best platform, since it makes uploading content so simple.
How to measure the success of your video marketing efforts
Once marketers’ teams have taken the time to investigate both channels and pick which one is best suited for their brand and budget, there are several ways to measure the success of their video campaigns.
YouTube offers marketing teams the option to view a variety of different key performance indicators (KPIs) through their YouTube Studio.
They can choose to view analytics on their channel as a whole or pick specific videos to check the overall impressions, click-through rates, unique views, and more.
For those who choose to use Facebook as their primary video marketing platform, the social media giant also provides a variety of KPIs for marketers to monitor when determining the success of their video efforts.
Does video marketing really matter?
In a world of ever-changing technology, video marketing does indeed matter. People want easy-to-digest material made available to them, and video marketing is one of the best ways to approach this.
Sharing videos on your varying social feeds is a great way to increase engagement across all your marketing channels. However, did you know that you can implement them in your email marketing efforts as well?
With Campaign Monitor, we make it easy to add a video to your email campaigns, and we’ve put together an easy-to-follow guide to help walk you through the process.