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4 Ways to Incorporate Video into Your Marketing Plan

If you’re in the marketing world (and maybe even if you aren’t), you’ve heard the phrase the age of video” more than once. Blogs, articles and yes, videos, have emphasized the benefits of video marketing and why you should implement a video strategy into your marketing plan.

And honestly, we agree.

There’s no arguing with the statistics. When data shows that a video embedded in an email gets a 200-300% increase in click-through rates, you’re going to want to get in on the trend.

But what seems to be missing – or just skimmed over in the blogs, articles and breakdowns – is that there are multiple types of video to explore. Especially if you are a small business with an even smaller budget, the idea of implementing a video strategy full of production assistants, lighting and storyboard meetings can seem overwhelming.

So, we’ve pulled together four different types of video and a few simple ways that you can create those videos to help boost your performance on social and increase click-through rates on your emails or links. Whether you incorporate one type of video or take a crack at all four, do what suits the needs of your business.

  1. Animated Graphics

This is by far the most skipped-over and underrated form of video because it’s literally so simple. Animated graphics are the popcorn of the video world because they tend to be short, bite-sized videos that offer tidbits of information. Example here

You simply start with a static image and add some type of movement to it. Think text that fades in, a background color that changes, an icon that scales up or a shape that tilts back and forth. Simple, uncomplicated movement that doesn’t distract from your main message or image but adds to it. These can be created as a .gif, but for the sake of the social algorithm gods, we suggest converting it to an .mp4, which you can easily do with an online converter.

You can create your own animated graphic using GIF sites such as giphy.com. Another great resource is Canva, which allows you to create social posts that you can animate and download it as an .mp4. Best of all, it’s free with an easy account setup.

  1. Motion Graphics

A motion graphic is a step up from an animated graphic and usually involves animations that are more complex or sophisticated than what you see in a typical animated graphic. It’s a great way to create video content on a budget because you don’t have to pay for talent and equipment or spend time scouting locations, etc. This is a good place to use stock footage or branded imagery paired with targeted messaging. Storyboarding your concept ahead of time will help the video be more cohesive and streamlined – we like to think in the terms of slides. Slide one – Intro screen, Slide Two – Message One, etc. Typically, a motion graphic video should be between 15-30 seconds long, but some educational style videos may go longer in a step-by-step format.

Another star for Canva as a free resource – they have a ton of video templates where you can switch out text and imagery to work for your brand. The downside is the default template is 1920 x 1080, so if you need vertical or square videos, you have to bump up to a paid account to be able to resize.

  1. Short-Form Videos – TikTok, Reels, Stories

Let’s skip to the good part: Short-form videos hit the marketing world and obliterated most of what we thought we knew about video marketing. No amount of planning, curating or strategic use of trending audio can predict what will sink and what will soar. What we DO know is that the social algorithms love the use of in-app video. Your account is automatically going to get a boost if you implement the use of Reels, Live or Stories, especially if you aren’t using them currently. However, they really don’t like crossover, so try to limit the use of cross-posting from one platform to another. Another tip: While we know your brand is everything to you, these short-form videos do better when they appear to be an everyday post shared by friends. Surprisingly enough, the more branded your Instagram Story content looks, the poorer it performs.

Another plus to this type of video: Everything you need to create one is right on your phone in the app you already have downloaded. All you need is some creativity and the confidence to be OK if you come across a little silly. Just be careful that you aren’t so focused on “going viral” that you lose your brand in the process – stick with what works for you and not the masses.

  1. Curated Video Content

The most typical form of video marketing, curated video content is tried and true. While this type of video strategy can involve the need for a large budget, there are also lots of ways to pare down and still have high-quality content at the end of the day. The age of the pandemic has decreased the expectation of highly polished editing and situations of perfect lighting. We are moving into an online world where users want to see authenticity in the brands they follow. A little more reality in the Instagram vs. reality question. Since most phones these days have cameras as good as a base model DSLR, a gimbal or tripod and a decent microphone could be a great investment to your brand arsenal. You could be a one-person production team!

 

Hopefully within these four options, you can find a form of video marketing that works for you. If you’re looking for inspiration or are just curious about the types of video work we’ve done in the past, check out our YDM Studios page.

 

We do realize that what comes easy to some doesn’t come easy to others. So, if you’re looking for a more targeted approach to implementing video strategy or would like a more experienced hand working on the graphics or videos that you plan to post, give us a quack. We would love to hear everything about your company and what makes you passionate while brainstorming some ways that we can use video to accomplish your goals and dreams.