There are more videos online than ever before. The rise in social media use and apps means brands have never had a better opportunity to engage with customers by sending them a message straight to their smartphones and inboxes.

Video marketing looks set to be one of the biggest trends of 2020 (and beyond), so it could be a good time to start doing it for your business. But what do you need to know to do it properly, and how can you start introducing it into your business?

Personalisation is (still) king

This isn’t a new message, personalisation in marketing (and videos) has been around for a good while. What this means is that the content needs to appeal to customers, and tell them about products and services they’re interested in. An effective marketing video shouldn’t try and sell to someone – instead, it should show them how it can solve a problem for them or be useful to them in some way.

Be informative

Videos can be a great way of explaining things to customers, particularly if you want to clarify something complicated. And not everyone likes, or has the time, to read lots of words on a website. An explainer or ‘how to’ video is a good alternative. It can help with your site search engine optimisation (SEO) too, as people will stay on a page to watch the video.

Use data

To find out which videos got the most engagement or worked best, review all the available information you can. Test and learn which platforms your videos were viewed the most on, how much interaction you got and who responded the most positively. Once you’ve got all the data, you can work out what to do next time.

Videos can be long-form

You’ve probably heard that concentration spans are shrinking, so messages should be short and sweet. With video, this isn’t always true. Some brands are actively marketing consumers with content of 15 mins or more. Videos of this length can be just as effective as shorter ones, as long as they’re relevant and engaging.

Start with a DIY video…

You only need a phone and an internet connection to make a marketing video on platforms like Facebook Live and Instagram stories, so there’s nothing to stop you having a go at making your own. They can be a great starting point, and are inexpensive to make. They can help with personalisation too, as customers feel like you’re talking to them directly and showing your human side.

… move on to something more professional

There are lots of different types of marketing videos, from animated graphics with voiceovers, films with real-people (actors in some cases) and even 360-degree videos designed to watch while wearing a virtual reality headset. They might not all be right for your business, but a bit of research can help you find out which will suit your needs.

The benefits could be big

Whatever type of video marketing you choose, the return on your investment could be great. Brand engagement and recognition will increase, and you can send a message directly to customers, as well as bringing new ones onboard.