Video marketing is a powerful tool for business growth — video marketers get 66% more qualified leads per year. Moreover, 88% are satisfied with the ROI of their video marketing efforts on social media, Aberdeen Group statistics reveal. Consumers love video content and, for marketers, this medium is an effective way to capture attention, strengthen brand awareness, keep customers informed, and boost sales.

Be authentic

John Legere, CEO of T-Mobile, does a weekly vlog (“video blog”) on FaceBook live called #SlowCookerSunday where he chats, cooks, and shares recipes with his audience. By creating honest and authentic content, free from pretense and product-pushing, Legere has garnered a loyal fanbase — a whopping 2.3 million viewers each week. As a result, he’s also doubled his customer base, thereby demonstrating the power of authenticity in vlogging. By letting his personality shine, Legere has humanized his company, and customers now choose T-Mobile over the competition.

Create Accessible content

Receiving 1.5 billion visitors each month, YouTube offers a huge potential customer base to tap into. Whether you upload vlogs, interviews, ads, presentations, tutorials, or product demos, it’s important that your content is accessible to people with difficulty hearing. Roughly 15% of American adults aged 18+ report some trouble hearing. Adding closed captions to your video can allow hard-of-hearing or deaf viewers to consume your content. This simple act can widen your viewership significantly. There’s also the option to allow international viewers to translate your captions into foreign languages. Remember to include “[cc]” in the video titles.

Be consistent

Consistency is key to video marketing success. Since 2009, vlogger Jonathan Joly has prioritized consistency by uploading vlogs every single day. It took Joly many years to reach 20,000 subscribers, while he now gets roughly 100,000 monthly. “It was so important to lay that foundation and not be deterred by other people doing more videos or more views than me”, Joly tells Video Influencers. “I never had a plan to make a big viral video. I just wanted to be consistent. Don’t get the biggest audience in the world, get a quality audience. Instead of a huge inflated number of subscribers that aren’t watching your content, just have a small amount that will watch your videos subscribe”. So, if you prioritize consistency, you’ll garner a loyal audience that engages with your content regularly.

The main points to factor into your video marketing strategy? Authenticity, accessibility, and consistency. You’ll build an engaged audience, resulting in more leads and sales for your business.

Jennifer Poole,
Freelance Writer

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