Startling statistics: Video viewing is going through the roof. The Cisco Video Networking Index forecasts that video traffic will grow fourfold from 2017 through 2022. Video will make up 82% of internet traffic by the end of that period—up from 75% in 2017.
“Video will be the primary marketing format for years to come,” says music industry insider Tim Gerst.
Gerst is the CEO of a marketing agency in Nashville called Thinkswell, and cofounder and director of marketing at Solo Music. With 16 years of experience in the music business, Gerst has overseen several innovative campaigns for all aspects of the industry.
Ads on YouTube, Twitter, Facebook, and TikTok make millions for these social media platforms each year. With video content as king in today’s marketing space, Gerst says it’s high time to become familiar with its creation.
Here are three keys from Gerst for turning out effective video marketing content:
Create video content that captures a defined emotion. Based on country music videos, you might call Nashville the emotion picture capital of the world. Gerst believes video’s power is rooted in its potential for emotional impact. “We are fed so many pieces of content that graphics or images no longer appeal to us,” he explains. “Our minds crave stimulation. Video can create an instant rush of emotions. It causes us to laugh, makes us feel nostalgic, and has the power to bring us to tears.”
Generate unique, eye-catching video content that hooks attention immediately. Even on a bargain budget you can produce eye-catching content. Social media platforms are prioritizing video content, and consumers are spending the majority of their time with it. However, simply providing video is not enough. People take in an overwhelming amount of content every day. Effective video marketing needs to stand out to catch consumers’ attention.
Understand that video content must be less promotional and more entertaining. “We’re in a scrolling world,” says Gerst. “If someone is not intrigued by the first five seconds of your video, they will keep scrolling. Each video needs a hook to grab viewers. After that, it can transition into the remainder of your content,” he adds. Instead of concentrating on sales when creating video content, Gerst advises marketers to focus on unique, creative ideas that incorporate a brand’s key messaging. “People do not just want to learn about your product or event,” he remarks. “They want to be entertained.”
Bottom line: Be consistent when creating video content. Consistency is critical to successful marketing through video. To maintain a strong brand, Gerst reminds marketers to keep colors, fonts, and graphics uniform across all video content. Some in marketing communications like to call that chromatic and graphic continuity.
Don’t just use words to tell when videos will sell.