More people are working, communicating and shop online than ever before. In fact, according to the United States Census Bureau Annual Retail Trade Survey (ARTS), since the COVID-19 Pandemic, e-commerce sales increased by $244.2 billion or 43% in 2020, the first year of the pandemic, rising from $571.2 billion in 2019 to $815.4 billion in 2020. (Apr 27, 2022). Today more than ever, video content is the most powerful tool to have in order to compete in the digital arena. 

Video can help you capture the attention of your target audience

According to a study by Wyzowl, a video marketing company, 89% of consumers say that they've been convinced to buy a product or service after watching a brand's video. 91% of video marketers say that video has increased traffic to their website, 90% of marketers say video has helped them generate leads and 87% say that video has directly helped increase sales.

A study by Google found that 68% of YouTube users watch videos to help them make a purchase decision. In addition, 70% of YouTube users say that they have used the platform to learn about a product before making a purchase.

Video provides detailed information, showcases product features in action, and creates an emotional connection with viewers. A well-done video is more memorable than a still image. It increases the likelihood that viewer will seek more information about your business or product. Additionally, it provides an opportunity for the video to be shared with family and friends via social media.

So how do you get your target audience to find you in the first place?

To ensure your videos are discovered by your intended audience, consider the following strategies:

1. Understand Your Audience: Before creating any video content, it's essential to understand your target audience's demographics, preferences, interests, and behaviors. This knowledge will help tailor your videos to resonate with them.

2. Keyword Research: Just like with written content, keyword research is crucial for video SEO (search engine optimization). Identify relevant keywords and phrases that your audience is likely to search for. Include these keywords in your video titles, descriptions, and tags to increase your videos' visibility on platforms like YouTube.

3. Compelling Titles and Thumbnails: Your video's title and thumbnail are the first things your audience sees. They should be attention-grabbing, relevant, and accurately represent the content. A well-crafted thumbnail can significantly impact click-through rates.

4. Quality Content: Creating high-quality, engaging, and informative videos is essential. Poorly produced videos can turn viewers away, even if the topic is relevant to them.

5. Consistency: Consistency is key to building an audience. Establish a regular posting schedule so that viewers know when to expect new content from you. This consistency helps create anticipation and loyalty.

6. Promote on Social Media: Share your videos across your social media platforms, not only on YouTube or your primary video platform. Each platform has its audience, and cross-promotion can help you tap into different user bases.

7. Collaborations and Influencers: Partner with influencers or other content creators in your niche. Collaborative videos can expose your content to a new audience that might be interested in your content.

8. Email Marketing: If you have an email list, use it to notify subscribers about new videos. Email is a direct way to reach your audience and drive traffic to your videos.

9. Engage with Comments: Respond to comments on your videos. Engaging with your audience helps build a sense of community and encourages more interaction with your content.

10. Use Hashtags: If you're posting on platforms that use hashtags (like Instagram or Twitter), use relevant hashtags in your posts to increase discoverability.

11. Paid Advertising: Consider using paid advertising to promote your videos. Platforms like YouTube and social media sites offer options to promote your content to a specific audience based on demographics, interests, and behavior.

12. Optimize Video Descriptions: Write detailed and accurate video descriptions that incorporate your target keywords naturally. This not only helps with SEO but also gives viewers more context about your content.

13. Live Streaming: Live streaming can create a sense of urgency and encourage immediate engagement from your audience. Platforms like YouTube and Facebook allow for live streaming.

14. Content Diversity: Experiment with different types of video content, such as tutorials, product reviews, behind-the-scenes glimpses, and more. Diversifying your content can attract a broader audience.

15. Engage with Trends: Keep an eye on trending topics and incorporate them into your video content when relevant. Riding the wave of popular trends can expose your content to a wider audience.

Remember that building an audience and increasing visibility takes time and patience. Consistently providing value, staying engaged with your audience, and adapting your strategies based on feedback and performance analytics are key to long-term success with video marketing.