Warning: your video marketing strategy could be failing you without your knowledge.The video was a hot topic among marketers just a few years ago, offering new, untapped avenues of opportunity. It became a competitive advantage of sorts for companies exploring this new form of marketing versus their lagging competitors who had yet to recognize its benefits.Today, however, tells a much different story.It's no longer a question as to whether or not video works. Now, marketers are tasked with figuring out how to increase its benefits since more than 87% of online marketers are now using video content.That said, the way you've been using a video may no longer be as effective as it once was, and you may not even realize it.How can you know for sure?Integrating these five basic principles could provide your video marketing with the catalysts you never knew you needed.

#1 - Are You Earning Social Confirmation?

Have you ever wondered why sitcoms use a canned laugh track or other sentiments?This laughter is social proof that something is funny, sad, heartwarming, or otherwise emotional.When someone says something funny in a sitcom, you likely find yourself laughing along with the audience. You realize that other people have felt the same way you do when hearing jokes or seeing a touching moment.Having social proof helps to justify a person's actions regarding an uncertain situation.It's the same story with placing a tip in a jar with money already in it versus tipping an empty jar. We visit stores or restaurants with full parking lots because the high volume of customers validates their business.If you're not including moments of social confirmation in your videos, you're missing out on a chance to prove your worth.Social proof in video marketing could take several forms:Some companies mention the number of customers they've served or the number of products they've sold.Others may ask you to join their 200K followers by subscribing to the channel.Another technique is to include testimonials from customers, either in interviews, short appearances, or text that appears somewhere in the video.The idea is to show your viewers that other customers have enjoyed what you offer. Others will be more encouraged to achieve the same results for themselves.

#2 - Is Your Video Marketing Consistent?

No form of marketing is successful without consistency.People like to see some form of regularity from a company. It helps to build trust and stability.Demonstrating inconsistency can allude to indecision and skepticism. It doesn't help customers build trust with your brand. It can also ensure you miss out on key brand-building opportunities.You don't have to stick with the exact same video format each time, but there should be some consistency within your videos to help people trust your company.For example, you might brand each video the same way with an introduction, tagline, image, video host, or other identifiers.

#3 - Are Your Videos Relatable?

Every member of your audience has 86,400 seconds each day to spend how they wish. Why should they choose to share some of that time with your content?They won't if they can't relate to what you're saying.People want to watch videos that reflect their lifestyles, needs, desires, and thoughts. It's not just about speaking the truth, but rather knowing how your audience feels and being able to connect with them through those emotions."Truth Bomb Mom" Kristina Kuzmic has perfected this art, despite the fact that she's one of the hundreds of video bloggers who cater to parents with young children.Kuzmic doesn't just talk about generic trials of parenthood. She demonstrates them in her videos using personal experiences and spot-on storytelling. Her tales relate to parents experiencing the same situations, bringing up ugly truths, and dishing out details most people are too afraid to speak.It's this type of nitty-gritty that has worked well for Kuzmic and other brands looking to appear more human than corporate. Your audience members are human, after all, so share experiences and information that's not just honest, but also empathetic.

#4 - Do You Present Rare Content?

Supply and demand apply to video marketing. The less supply of a particular video subject, the more demand there is for that video.Unique content is becoming more scarce every day. You can find a video (or several) for just about anything. A staggering 300 hours of videos are uploaded to YouTube on a daily basis.How do you compete?It's not easy, but it's not impossible.If your product is one of the few of its kind, make sure you let people know about it. Psychology shows that the rarer something is, the more people tend to want it.If you're producing a video whose subject matter has already been covered in-depth, opt for a unique storytelling style.YouTube sensation Casey Neistat is the master at video storytelling. Before he became a YouTuber, he was a cinematic creative. His filmmaking skills are reflected in each video he makes to give his content a noticeable edge.For example, Neistat has been known to begin a sentence or idea in one location and finish it in another.Remember, how you convey your ideas is just as important as what you say.

#5 - Is There a Demand for Your Content?

Producing scarce content isn't enough. There also has to be a need for it.To find out what your viewers "need" from you, look at what they're asking you.What questions do you hear most often? Why do people contact you?Some of the best videos are the ones that solve problems. Videos can help simplify complicated processes or ideas by showing people how something works.Check your website FAQ, social media channels, and feedback forms to get inspiration that comes straight from your customers.

In Closing

Video marketing experienced significant growth in 2017, and its future stretches as far as the eye can see. Video isn't going away anytime soon, so it's either embrace it today or regret it tomorrow.Are you ready to put these five principles of video marketing to work for you? Contact us today for a free quote.