The marketing teams enjoy producing very much and spend a lot of effort while doing it; Video marketing, which has a high reputation with the turnover it has brought to the brand and the Influencer, continues to rise day by day. Among other marketing methods, the visual advantages it provides, the method that is closest to the consumer's experience of using the product and the service, and the video method with today's technological possibilities are at the top of the marketing market. In 2005, when social media began to globalize, video marketing, which entered our lives first with music clips and then with TV/series content, and turned into a big market in the 2010s with the dominance of Influencers, created a huge economy. According to the latest data, the world's largest video social media network, YouTube, with 2 billion 600 million members in the world and 58 million in Turkey, uploads 400 watch hours of video in 60 seconds across the world. Recently, the majority of these videos consist of Influencer marketing studies. According to different studies, 90 percent of videos are fully watched at least once. The rate of those who watched the first 5 seconds is much higher than those who watched the whole video. At the same time, watching video marketing activities is among the most common actions in Turkey with the use of the internet exceeding 8 hours a day. Consumers definitely watch 2 Influencer marketing videos before buying a product. In the light of this information, the expert marketing team of Digital Exchange, which lists the methods that bring success to brands in video marketing, said, "It is possible to make significant gains with video marketing. But while doing this, it is absolutely necessary to follow the golden rules in video production.”
The Right Product and the Right Marketing Formula
Stating that the first step in video content production is to decide which product and service will be video marketing, the Digital Exchange Team said, “Brands have the idea that all their products and services are suitable for video. The important thing here is to guide professional teams and brands correctly. For example, the marketing activities of a holiday group must be done by video method. Because the quality of the room to be accommodated, the advantages it provides, the pool, sea, spa, massage, relaxation, food areas, nature emphasis can only be explained by video marketing. From this point of view, we can say that with the approaching tourism season, accommodation and tourism companies engaged in Influencer video marketing have started the season well.” Stating that there are Influencers who are experts in the field of travel and travel, especially on Instagram and YouTube, the Digital Exchange team said:
“Whether it is summer, winter or health tourism. There are influencers on social media, each of which specializes in these areas and is followed by the target audience. When brands do Influencer marketing, they make the mistake of 'who has the most followers'. However, here it is necessary to know the Influencer and to know in which field he works. Having Influener, an expert in the field of health tourism, for sea-sun-sand tourism may mean spending a significant budget and bypassing the target audience. For this reason, activities should be carried out with professional marketing teams that know Influencers.”
Past Report Method Should Be Applied
Stating that another method for success in video marketing is to know the sharing history and success of the Influencer, the Digital Exchange Marketing team used the following statements:
“After the brand that wants to promote a food, cosmetics or electronic product has decided on video marketing, the next question is which Influencer it will work with. Although all of the Influencers operate in the field of video marketing today, it is necessary to know how many of them are experts in the field of video marketing and their return to the brand is on the way to increase turnover and reputation. For this reason, there should be a document, an archive about the previous work of the Influencer. You will not find such documentation and evidence in many Influencers. They present the number of followers and the fees they will receive to the brand. The important thing here is the Performance Marketing Report on how the video marketing done by that Influencer has achieved.
- How many times has the video been viewed?
- How long did the viewers continue to watch in the first 30, 60 and 90 seconds of the video?
- How many social media shares were made about the video by the viewers?
- How many consumers entered the internet sales site of the brand given in the video or reached the market place during and after the video was broadcast?
- Influencer asked the consumer whether they made a purchase after the video with a survey and what answer did he get?
- What action did the closest competitor take after the video was broadcast?
Working with an Influencer or his agency for which this data is not available can cause loss of time, reputation and money for the brand. When doing video marketing, a Performance Marketing Report must also be requested.''
Published Channels Should Be Chosen Well
Expressing that only YouTube should not be considered for video marketing, the Digital Exchange Marketing Team used the following statements:
“Today, video marketing is among the most followed content on many social media channels.
- Feature of the content: Effects, audio and video programs used
- Who is present, that is, the identity of the Influencer
- Which product and service it promotes
- Obtaining the closest experience to the consumer's experience when using the product and service.
All these elements are important for video marketing. The published medium is also important. You can sign a video content that takes minutes on YouTube. You can tour a large hotel from start to finish. In Tiktok, on the other hand, it is necessary to make content that is shorter and includes the product, the brand's logo and the sales area from the first second. Among the busy agenda on Twitter, a video marketing that gives more importance to the visual that will attract the attention of the consumer can be preferred. In Reels on Instagram, video content can be made for the most watched categories, especially cosmetics, food and textile. Although LinkedIn is a business social media platform, video marketing activities can be carried out through the influencers here, explaining the activities to be held on special days and times, especially on holidays, and the activities that white-blue-collar people can go to.”
We Watch 2.5 Hours of Videos a Day
Emrah Pamuk, CEO of Digital Exchange, who stated that video marketing in the world is increasing, said, "Based on YouTube, 50 percent of the audience comment on Influencer marketing videos, and 45 percent show a tendency to buy." Noting that these rates have increased with the rise of video marketing on social media platforms such as Twitter, Facebook, Instagram, TikTok, LinkedIn, Pamuk said, “During the epidemic, the rate of video viewing in the world doubled and reached approximately 2.5 hours. As a result, video marketing has also been on the rise. This habit continues with the rise of online shopping. The consumer first watches the videos, then buys that product or goes to that health institution, hotel, repair shop. Therefore, a separate video marketing method for each shopping area has formed its language. The best professional agencies know this. The quality of video marketing today is not measured by using the best camera, montage, sound and effect, but by getting the best results.
Professional Methods for More Visibility
Emrah Pamuk, who stated that a product or service provides 10 more visibility with video marketing, shared the information, “Adding special videos to your site not only makes it successful in marketing, but also brings it up to 53 times more visibility in Google searches.”
Stating that video production is also directly related to website and marketplace management, Emrah Pamuk, CEO of Digital Exchange, said, “When all marketing activities are fully compatible with each other, there is no problem to achieve success. If you apply video marketing on every page of your internet sales site, the rate of staying on the site and shopping for the consumer will increase. Pamuk said, “73 percent of the customers who will buy a product prefer to shop when they see a video about that product. This shows the importance of video marketing. Because of the first five seconds rule, it is necessary to prefer videos that have the visual of the brand, what is being said, and directing to the sales site.”
Sosyal Medyada Paylaş
