According to the Economic Survey 2021-2022, India has over 61,400 startups recognised by the Department for Promotion of Industry and Internal Trade (DPIIT), with at least 14,000 recognised during Fiscal 2022.
What does this mean you ask? It means that competing startups have an uphill task standing out from the competition. With only so many topics available for creating text-based content, generating organic results through this type of content marketing takes a lot longer. And it is easier for startups to get lost in the crowd. Enter Video marketing.
Unlike text-only content that requires time and research to create, short videos require relatively less effort and are more effective at holding viewer attention. For context, viewers retain 95% of a message when they watch it on video compared to a mere 10% when reading it in text form. If you want to learn more about how to get started with video marketing as a startup, we’ve got some ideas for you. Read on.
Create Video Series
Serialized content is a great strategy to create anticipation for your videos. With just one excellent video, you can ensure that the audience keeps checking back for the next installment. Let’s say you are a travel startup. instead of a one-off video, create a series of travel videos centered on different parts of the country. Make sure your viewers know the video is part of a series so they can come back to watch the next installment and new destination.
Experiment with platforms. For short-form content like how-to-videos, Instagram is a better option. For serialized content in the nature of the travel series mentioned above, YouTube will work better. The type, length, and platform will also vary based on your budget.
Influencer marketing is a great way for new businesses to make an immediate impact on the market. As a startup, using influencers in your marketing efforts adds instant credibility to your brand. The homegrown Indian brand MamaEarth is the perfect example of influencer marketing being used to grow business exponentially. The brand used a strategy combining extensive social media campaigns and heavy influencer marketing to scale its income 6.5x to Rs 110 Cr in FY20.
Keep in mind that influencer marketing carries with it plenty of minefields. Before approaching influencers to market your brand, make sure their viewership and overall content match your brand image. Make sure you avoid any red flags and avoid influencers who were involved in any recent controversies. Also key here is the budget. Big influencers may have a larger reach. However, as a startup, you may be better served spreading your budget over several small to mid influencers with highly engaged audiences to promote your products.
Aim for organic collaborations – maybe have them create a video specifically for your social media channels or a fun skit that utilizes their unique talents. Make sure you let the influencers craft videos that blend best with their voice.
For instance, you wouldn’t want a stand-up comedian influencer to do a boring voiceover video or a fashion influencer to show your products through a static presentation. You can, however, guide the results. Maybe consider asking influencers to provide videos to be upgraded by your in-house team using a video editor. This will ensure the videos have the best chance of reaching a wide audience.
Repurpose Text Content
If you are a startup that has so far focused on creating text content in the form of blogs to save your budget, you can easily transition the content to videos. Repurpose the best performing blog posts into easily digestible videos for different platforms.
You can even use that strategy to get more eyeballs to boring and static text-only content. Embed YouTube videos into static blog posts, add links to videos on other platforms, and last but not least track performance throughout.
Utilize Live Videos
As a startup, live videos are a great way for you to build an intimate connection with your audience. Of course, you can use influencer marketing to do that. But what if you don’t have a budget for that? An easy alternative is to use your business staff or leadership to demonstrate your product live.
Live videos also help build anticipation. Announcing a live video will encourage the audience to tune in out of sheer curiosity and they may even learn something that will sell them on your brand.
Webinars held on a particular date and time are other examples of video marketing ideas that startups can use to show the real, unvarnished side of their business. Let’s say you are a sustainable brand – do an Insta or Facebook Live to show the factory where your products are being created using sustainable methods or do an interactive Q&A for customers new to your brand to introduce them and answer critical questions.
Live Videos are also cheaper to produce than pre-produced and edited content. Using a video editing tool can add to the watchability of your videos. If you are pressed for time, adding in a few live videos will fill the gap when you are short on ideas for highly produced content.
Use Videos for Email Marketing
As a startup, you can also use videos in your email marketing efforts. Emails already have a high ROI and with the addition of videos, you can improve the click-through rate even more.
An easy way to do that is by adding videos in the email subject with a catchy additional title. This will also help with open rates. Embed videos from your brand’s YouTube channel, add links, include a static image with a CTA such as Click to See More, or just add a fun GIF. The possibilities are endless.
We hope these tips help you maximize the potential of your video marketing efforts. Keep in mind that the key to excellent results from video marketing is to combine it with an overall marketing strategy. Ideally, a startup’s content marketing, email marketing and even advertising campaign should work in tandem. Start with a plan, be consistent with your schedule, and results will definitely follow.
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