Video Marketing Minute: How to Use Video at The Top of The Marketing Funnel

Hi, welcome to the Video Marketing Minute. This week, we're talking about how to best use video at the top of the marketing funnel. This is part one of a three-part series covering how to use video throughout the entire marketing funnel. There's no denying that video is a great fit for top of the funnel marketing. With video being processed 60,000 times faster than text, it makes for a powerful medium to tell your story, especially for contacts who are strangers to your brand. Top of the funnel is a crucial stage for brands to not only gain the attention of their prospects, but to encourage them to take the next step down the funnel and capture their information. Video is human, making it the perfect medium for brands to communicate their message in a concise and genuine way. That's why we're outlining how to best use video at the top of the marketing funnel. First, use social video to draw viewers to long-form content. Social media is the ultimate top of the funnel tactic and is a great way to find new prospects. Social video is especially powerful because it performs better compared to just images and text. In fact, Facebook gets 8 billion video views per day, and organic Facebook posts with video have the highest engagement rate. Sharing teaser videos on social media is a great way to peak the interest of your audience and lead them to longer content on your website, such as a webinar or interviews with thought leaders. And in fact, our research shows that long-form videos receive 30% more engagement than short videos. By using video on social and driving users to lading pages that feature long-form videos, brands exponentially increase their opportunity to capture information and eventually move prospects down the funnel. Kate Talbot, content marketing consultant and author, stresses the importance of getting that first touch point through short and digestible content, then using long-form content to nurture context down the funnel. An example of this is how Comfo uses Instagram stories to drive signups for their webinars. Second, use videos on blog posts. People consume content in different ways, and by adding videos to blog posts, viewers can choose how to digest the content. In addition, videos make blog posts more engaging, keeping the viewer's attention longer. By using videos to increase engagement, it provides marketers with more and more data on that user's behaviour. Lastly, host videos on your website. Natively hosting videos with the video marketing platform can increase total marketing data by as much as 50%. Whether it's a webinar, thought leadership video or product video, it's important to eventually get users to your website where you can control the user experience. Along with increasing data, native videos can be customized to eventually capture the contact information of a prospect, who can then be engaged with and move down the funnel. How do you use video at the top of the marketing funnel? Tweet us at 23. And subscribe here for our next episode on how to best use video at the middle of the funnel.