“Online video is the Swiss army knife of internet marketing. It really can be used all over the customer lifecycle, whether it’s customer service, marketing, or even recruitment.” - Mark Robertson

What is Video Marketing?
Simply put, it's creating videos to promote and market your brand, product, or service. These videos are used to promote and market your products or services, engage with your audience, and increase your digital presence. It has grown to encompass everything from explainer videos and tutorials to testimonials and live streams.

Video marketing has evolved and grown from traditional TV commercials to include a broad range of online formats. Platforms like YouTube, Instagram, and TikTok have revolutionized how businesses reach their audiences, making video content more accessible and effective than ever.

Throughout the blog post below, I've added a few examples of video marketing from the pet industry. You'll notice different formats and a range of production levels--from DIY with text overlayed on b-roll to animation and professional videography for a cinematic approach.

Why Video Marketing?

The Rise of Video Content
With the increasing consumption of video content, it’s clear that video is a dominant force in digital marketing. 

Key Statistics and Trends in Video Marketing

• 87% of businesses use video as a marketing tool.

• 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media.

• Video marketers get 66% more qualified leads per year.

• 96% of people have watched an explainer video to learn more about a product or service.

• People also like to share videos – they are shared 1200% more than links and text combined.

• 76% of internet users find information about brands and products on social media platforms.

Understanding Video Marketing

Types of Video Content: Explainers, Tutorials, Testimonials, and More

• Explainers: Videos that explain how a product or service works.

• Tutorials: Step-by-step guides on using a product or performing a task.

• Testimonials: Customer stories and experiences.

• Behind-the-Scenes: A look at the people and processes behind your business.

The Power of Video Marketing

Emotional Connection and Engagement
Videos can evoke emotions and create a deeper connection with your audience. They provide a face and voice to your brand, making it more relatable and engaging.

Enhancing Brand Recall and Recognition
Videos help in improving brand recall. Studies show that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

Key Benefits of Video Marketing

Boosting Conversion Rates and Sales
Video content can significantly boost your conversion rates. Including a video on your landing page can increase conversions by 80%.

Improving SEO and Online Visibility
Videos can dramatically improve your website’s SEO. Websites with video content are 53 times more likely to rank on the first page of Google search results.

Building Trust and Credibility
Videos build trust and credibility with pet parents. They allow you to showcase your expertise and provide value to your audience, fostering a sense of trust in the people behind your brand.

Getting Started with Video Marketing

Defining Objectives: Awareness, Engagement, Conversion
Identify what you want to achieve with your video marketing efforts. Common goals include increasing brand awareness, engaging with your audience, and driving conversions.

Create Unique Content

Aim to produce content that is both informative and entertaining. This approach helps you differentiate from competitors and keeps your audience engaged. By offering valuable information in a captivating way, you establish your brand as an industry authority and a trusted source. This encourages viewers to engage with your brand more frequently in the future.

Aligning Goals with Overall Marketing Strategy
Ensure that your video marketing goals align with your overall marketing strategy. This alignment will help you create cohesive, recognizable and effective marketing campaigns.

FAQs

Q: How often should I post videos?
A: Consistency is key. Aim to post videos regularly, whether it’s weekly or several times a week, to keep your audience engaged.

Q: What type of equipment do I need to start?
A: Start with basic equipment such as a smartphone, tripod, and an external microphone. As you grow, you can invest in more professional gear.

Q: How do I measure the success of my video marketing efforts?
A: Use metrics such as views, engagement (likes, comments, shares), conversion rates, and ROI to measure your success.

Conclusion

Video marketing is a powerful tool for entrepreneurs in the pet industry. By understanding its benefits and learning how to create effective videos, you can enhance your brand’s visibility, engage with your audience, and drive sales. Start by setting clear goals and creating content that resonates with your audience, and watch your pet business grow.