In an age marked by fleeting content and ever-evolving algorithms, companies find themselves at a crossroads, pondering, "What type of content should I be investing in to get the most bang for my buck?”
On a recent episode of Remotely Cultured, First Page Strategy's Founder, Jeanna Barrett, explored this question with Bridget Deutz of Greenline Marketing. The takeaway? Video content isn’t just expensive and highly produced anymore — and if your company isn’t focusing on video content, you’re missing out.
Video marketing is more than a trend — it will help you effectively reach your target audience. We go over the basics and give you practical tips to create great video content without breaking the bank.
The Rise of Video Content
There was once a time when video content was niche, left to video marketing agencies with big budgets and fancy equipment. But today, anyone, anywhere, can create video content — and they should. On average, people spend 17 hours a week watching videos online.
Without a video content strategy in your wheelhouse, you’re missing out on this lucrative market — allowing potential customers to ignore your tried-and-true blog posts and get the same information from someone else’s TikTok.
“The more time we all spend on our devices and on a screen, the more we crave that ease of accessibility to watch — or even read — a video versus scrolling and scrolling,” explains Bridget Deutz, agency founder and inbound marketing expert.
The Benefits of Video Content
In an age of instant gratification, video content provides an engaging and dynamic means to capture and hold the attention of audiences. Not only is it captivating, but video content also offers a plethora of advantages that make it an essential component of any modern content strategy.
Video Content Is Easily Shared
Think about every time you send or receive TikToks, Reels, or YouTube links to friends and family throughout the day. It’s a lot, right? Everyone loves connecting and engaging with each other online, and it’s just so easy to share video content. And it’s not just video-first platforms — sites like Facebook and Twitter are pushing more video content these days too, making it even easier for consumers to find and share your content.
Video Content Works for Remote Teams
With many companies opting to work remotely, it can be tricky to determine how to tackle video content creation from a distance. However, remote teams are reinventing the wheel, proving that distance is no deterrent to collaboration — or excellent, engaging video content.
Companies with teams dispersed across the globe are creating relevant video content that works by leveraging the power of user-generated content (UGC), utilizing easy-to-use platforms like TikTok or Instagram Reels, or stitching together diverse clips sourced from team members worldwide. This approach not only adds authenticity but also emphasizes that high production quality isn't necessary for success.
Video Content Builds Trust
Genuine human connection always trumps high-gloss advertising. Today’s consumers are savvy; they're looking for authenticity, preferring content that feels real and unfiltered. When viewers see real people, real reactions, and genuine experiences in videos, it creates a bond of trust. They can relate more to these organic moments than to the overt marketing strategies of old. This is great for you, too — that real, relatable, user-generated content is often less expensive than top-dollar advertising. This leads us to our next point…
Video Content Is Affordable
As FPS founder Jeanna Barrett mentioned in this episode of Remotely Cultured, the video creation bar has been lowered. Gone are the days when producing a video would set a company back by $10,000-$20,000. Today, everyone with a smartphone has the capability to shoot and share. Plus, brands can now repurpose existing assets and user-generated content, combining photos and short video clips into TikToks and Reels without a mammoth budget.
3 Tips to Nail Video Marketing on a Budget
With the shift towards more genuine and less polished video content, businesses can now experiment and explore without burning a hole in their pockets. If you're looking to harness the power of video without the high costs, we've got you covered. Here are three actionable tips to ensure your video marketing remains both effective and budget-friendly.
- Utilize Existing Assets: As Deutz mentions in Remotely Cultured, creating a TikTok or Reel from a collection of photos or short video clips is an innovative approach to creating video content without breaking the bank. This means using what you have, be it images or snippets, to craft engaging videos.
- Embrace Authenticity: Don’t stress about high production values. Organic videos, even those shot casually in a home setting, resonate with audiences — often more so than videos with high-dollar production. Embracing a genuine approach can often be more effective and relatable than a polished ad.
- Stay Updated and Adapt: Video content's ephemeral nature, particularly on platforms like Instagram and TikTok, allows for experimentation. Given content doesn't stay at the forefront for long, you can test different strategies and see what resonates best with your audience. It’s all about trial and error!
Embrace the Future of Video Marketing
The landscape of video marketing has evolved — and for the better. Video content marketing is more accessible and affordable than ever before, empowering businesses of all sizes to take advantage of this relevant, shareable strategy. By understanding and leveraging the benefits of video content, your business can effectively engage its audience, build trust, and maximize its outreach.
Want to keep this conversation going? Listen to Bridget Deutz on Remotely Cultured to help you craft a video marketing strategy that captivates, engages, and delivers results.
