Video Marketing—“Have you seen the one about….”


How many videos have you watched (and shared) this week on your phone, tablet or computer? Be honest. That one about animals reacting to music counts.

You’re not the only one. Videos dominate social media. Platforms like YouTube,  Instagram and Facebook are dedicated to the trend – helping customers, influencers and the general public follow your business. In fact, Facebook surpassed YouTube a couple of years ago for most videos promoting brands!

The fascinating thing about video marketing is that as long as the content engages and entertains, the audience doesn’t see it as advertising—or it they do, they don’t care. They watch it, they share it, they help it go viral anyway!

In short, consumers LOVE videos:

  • According to WordStream, social video posts generate a staggering 1200% more shares than text & image posts combined.

  • According to a study conducted by Wyzowl, 83% of the people they asked said they would share a branded video if it contained information that might be of interest to their friends.

Creating the strategy

A video strategy should make sure that what you create is tailored to the needs of your audience. For example, a video campaign might be designed to raise a social question on the mind of this particular demographic, or just provide pure fun, reflecting the brand of the product you are promoting.

Like all good marketing, videos that go “on and on” about a product benefit are much more likely to get “clicked” off than those that draw the viewer in with social and emotional benefits.

But what if what we’re selling isn’t that interesting?

EVERYTHING can be made interesting on video—you just have to find some aspect of your company or your product to show off, and then figure out a way of telling a story with a human element.

This works particularly well for technology companies looking to promote brand qualities of innovation and cutting edge science. Take a look this footage shot by General Electric (GE) about research being done inside an active volcano, cleverly done in a video Snapchat story. If you correlated General Electric appliances with white-haired executives as we did, this is a perfect example of video usage as they managed to shift consumers opinion by showcasing the company’s advanced technology.

How To’s still top the list

One of the most popular formats is “how to” videos, with instruction on how to get the most out of everything from “How to make a Big Mac” to “How to create a 3D Terrain with Google Maps and height maps in Photoshop”. For both B2B and B2C brands, how to’s provide true customer value while reinforcing a brand. They are one of the top kinds of videos shared, and can be tailored to suit every target audience (I mean, how many people out there want to create height maps?—apparently over 3 million!)

The more you know about your audience, the easier it is to create videos to find more people just like them. In marketing terms, we call this data “look-alikes”.  Have some fun. Spread some inspiration. Go ahead, draw some attention to your brand and yourself!

All this being said, if making videos doesn’t sound like this is your cup of tea, Maguire Marketing Group can help.

Maguire Marketing Group is your full-service marketing partner, whether you need a specific service, or a go-to-market plan created and executed, we have the right team to get you where you want to grow. Every marketing dollar is focused on attaining the largest return for each of our clients by ensuring that we match the right customer journey to your business.

AND if you know exactly what you want in video and don’t need our marketing help, we have two videography agencies that we think are just awesome: Storia Photo + Video and MD Media Inc.