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Video Marketing
Video Marketing vs. Video Advertising: What’s the Difference?
When it comes to promoting your business through video, the terms "video marketing" and "video advertising" often get used interchangeably. While they share similarities, they’re not the same. Understanding the difference is key to building a strong strategy that leverages platforms like YouTube, OTT, and CTV effectively. Let’s break it down:
Video Marketing
Video Marketing is a powerful digital marketing tool that uses video content to promote your brand, product, or service, with video consumption surpassing TV viewing year-over-year. It's clear that video marketing is a great strategy to increase your audience engagement and brand.
Key examples of video marketing include:
- YouTube Channels: Create educational or entertaining videos to establish your brand as a leader. Examples include tutorials, behind-the-scenes content, or customer testimonials.
- OTT Platforms (Over-the-Top): Distribute content like long-form documentaries or branded series to streaming services like Roku or Amazon Fire, connecting with viewers in a more immersive way.
Video marketing is about creating meaningful connections with your audience over time and building trust that leads to loyalty.
Video Advertising
Video advertising is a targeted approach that focuses on using video as a direct promotional tool to drive specific actions, such as making a purchase or signing up for a service. Unlike video marketing, video advertising often involves paid placements designed to reach a specific audience quickly and efficiently.
Popular examples of video advertising include:
- YouTube Ads: Skippable or non-skippable ads that play before or during videos. These are perfect for raising brand awareness or driving traffic to your website.
- CTV (Connected TV): Deliver highly targeted ads to audiences watching streaming content on devices like Smart TVs. With precise targeting capabilities, CTV ads ensure your message reaches viewers most likely to engage.
- OTT Advertising: Use platforms like Hulu or Peacock to place ads directly in streaming content, reaching a cord-cutting audience that no longer watches traditional TV.
Video advertising is all about driving measurable results, whether that’s clicks, views, or conversions.
CTV vs OTT
If you’ve heard the terms CTV (Connected TV) and OTT (Over-the-Top), you might wonder how they’re different, or if they’re just two ways of saying the same thing. While they’re closely related, they’re not the same. Let’s break it down in a simple way to help you understand how each one works.
What is CTV?
CTV, or Connected TV, refers to the devices that connect your TV to the internet for streaming content. This includes Smart TVs that come with built-in streaming apps and devices like Roku, Amazon Fire Stick, Apple TV, or even gaming consoles.
Think of CTV as the “hardware” that makes streaming possible. For example:
- Watching Netflix on a Smart TV.
- Using a Roku device to access YouTube.
- Streaming Hulu through a gaming console like PlayStation or Xbox.
For advertisers, CTV is a fantastic way to deliver ads directly to viewers on their big screens at home. It feels like traditional TV ads but comes with the added advantage of precise digital targeting.
What is OTT?
OTT, or Over-the-Top, is all about the content you watch. It refers to video and streaming platforms that deliver content directly over the internet, bypassing traditional cable or satellite services.
Examples of OTT platforms include:
- Subscription Services: Netflix, Disney+, and Amazon Prime Video.
- Ad-Supported Platforms: Hulu, Peacock, and Tubi.
- Free Streaming Apps: Pluto TV, Crackle, and others.
OTT is “platform-agnostic,” meaning you can stream it on almost any device, your Smart TV, tablet, smartphone, or laptop. It’s all about how you access the content, no matter what device you’re using.
5 Reasons why video marketing is Important
People are watching more videos now than ever before, and in response, brands are continuing to increase their investments in video to engage audiences. To keep your business competitive and your brand in consumer minds you must utilize video marketing in the most effective way possible.
Below are five reasons why video marketing is important:
- Increase Conversions
People love watching videos, and they work wonders for turning browsers into buyers. Whether it’s a product demo that shows exactly what your product can do or a testimonial from a happy customer, videos have a way of building trust and making it easy for people to say, “Yes, I need this!”
- Help with SEO strategy
Search engines are big fans of videos. Adding videos to your website isn’t just a nice touch, it’s a smart strategy. They keep people on your site longer, which search engines see as a sign that your content is worth promoting
- Boost Social Media Engagement
Videos are the life of the social media party. They stop the scroll, grab attention, and spark conversations. Whether it’s a quick tip, a funny moment, or a heartfelt story, videos make your audience want to engage with likes, comments, shares, and maybe even hit that follow button.
- Reach a Wider Audience
If you want to get your message out to a wider audience, video content is the way to do it. From TikTok to YouTube and everything in between, video content travels fast and far. No matter where your audience is online, a great video ensures your brand gets in front of them with the right information.
- Connect with customers
People buy from brands they trust, and video marketing is one of the best ways to build that connection. Whether it’s a behind-the-scenes look at your team, an inspiring customer story, or even a simple hello, video helps you show the human side of your business. It’s like inviting your customers to get to know you, and that kind of authenticity builds loyalty that lasts.
Different Types of Videos for Marketing
Different types of videos serve different purposes, and each has its own magic when it comes to engaging your audience. Let’s dive into some options and what makes them so effective:
Explainers
Explainer videos are all about breaking things down in an easy to understand way. They take complex ideas, simplify them, and make your audience think, “Oh, that makes so much sense!” Whether you’re showcasing a product or explaining a service, these videos are perfect for teaching and selling at the same time.
Product Demos
If you want people to fall in love with your product, show them how it works. Product demos bring your product to life by showing off features, benefits, and why it’s worth it. It’s like giving your audience a personal test drive, minus the pressure.
Customer Testimonials
Nothing builds trust like hearing from happy customers. Testimonial videos let people share their stories about why they love your brand. It’s honest, relatable, and incredibly convincing, perfect for turning skeptics into believers.
Behind-the-Scenes Content
Want to show the human side of your business? Behind-the-scenes videos are like an open door into your company. Whether it’s a look at how your products are made, a day in the life at your office, or some team bloopers, these videos make your brand feel authentic and relatable.
How-To or Educational Videos
People love learning, and educational videos are a great way to teach them something new while subtly showing off your expertise. Whether it’s a quick tip, a tutorial, or a step-by-step guide, these videos build credibility and keep viewers coming back for more.
Social Media Snippets
Short, snappy videos are made for social media. These are the kind of clips that grab attention while someone’s scrolling through their feed, think fun, creative, or emotional moments that are too good to scroll past. They’re quick to make and pack a punch.
Brand Story Videos
This is where you get to share your “why.” Brand story videos let you connect with your audience on a deeper level by telling the story of who you are, what you stand for, and why you do what you do. It’s about creating an emotional connection that sticks.
Ready to Elevate Your Brand with Powerful Video Strategies?
Don’t let your message get lost in the noise. Whether it’s creating engaging video marketing content or launching targeted CTV and OTT ad campaigns, Salem Surround has the tools and expertise to help you stand out.
Let’s turn your vision into videos that captivate, connect, and convert. Contact Salem Surround today to start building a video strategy that drives real results!
