The Rise and Importance of Video Marketing in Your Multifamily Marketing
Reflect on the most engaging content you’ve encountered on social media lately. Which pieces left a lasting impression, prompting you to share or tag a friend?
The undeniable force behind these memorable moments is video content. Whether it’s an amusing pet mishap, an informative tutorial, or an innovative DIY project, videos have an unrivaled power to captivate.
U.S. adults, on average, dedicate six hours daily to watching videos, and this watch time has skyrocketed by over 270% in the past year. Research indicates that more than half (54%) of consumers want to view more video content from their favored brands or businesses. Remarkably, 86% of companies now leverage video for marketing, a significant jump from 63% a few years ago.
These striking statistics underscore the substantial potential of video content marketing, especially in the multifamily marketing landscape. Now is the perfect moment if you haven’t yet integrated a robust video marketing strategy.
Why Is Video Content Marketing Important?
Search engines love fresh and engaging content, and nothing fits the bill quite like creating videos. In today’s digital age, landing pages, blog posts, and other online spaces are instantly elevated when you include video. The type of video matters, too. For instance, an “explainer video” can help break down complex concepts, while a product video shines a spotlight on the unique features of your products and services.
With many video and social media platforms available, there’s never been a better time to experiment with video ads, live videos, and other video formats.
In our fast-paced digital world, consumers search for content that offers instant gratification. Videos perfectly meet this demand, enabling brands to encapsulate their core message in a short yet impactful format. When you add video to your marketing mix, it’s not just about visuals; it’s about building genuine relationships with your audience.
The art of promoting your video has also become more accessible and budget-friendly, thanks to evolving technology. Now, multifamily marketers can benefit from precise targeting on video platforms and receive in-depth analytics, making it an indispensable marketing tool. Plus, with the option to share videos widely, you increase the chances for potential customers to watch your video and connect with your brand.
Effective Content for Your Video Marketing Strategy
Understanding and integrating the importance of video within your multifamily marketing framework is crucial, but it’s just the beginning. Determining which video formats and styles align best with your business objectives can be challenging.
To navigate this landscape, here are some video marketing tips to optimize your strategy for the multifamily sector:
1. Live Streaming and Reels
Social videos are short, conversational clips explicitly designed for social media. From live streaming on Facebook to Instagram Stories, brands can cast a wide net around prospective customers and reel them in with captivating content. Given the transient attention span on social media, these videos should ideally be condensed, gripping, and under two minutes.
Embrace live videos, as these can be utilized for property tours, resident events, or Q&A sessions. Live interactions build authenticity and foster a deeper connection with potential residents.
2. Brand vs. Product
Brand videos offer a high-level overview of your company’s brand, mission, and style. This content can be clips of your office and showcase company culture, but it should not sell a product. You should consider a brand video as your mission statement.
Product videos, conversely, educate your audience about the benefits of your product or service. With this content, it is essential to highlight and explain customer benefits and not just the features.
Ensure you’ve added video components, landing pages, and promotional materials to your website. This enriches the user experience and positions your brand as current and responsive to digital trends.
3. Testimonials and Customer Spotlights
Customer spotlight or testimonials showcase one of your customers and how they benefited from your product or service. These videos offer a great alternative to your website’s traditional written testimonial.
At Criterion.B, we have seen word-of-mouth communication as a powerful force — especially when building brand trust. Trust is built organically by spotlighting real customers and narrating their positive experiences, making this a vital aspect of multifamily marketing. Your prospective customers will trust the opinions of your current customers more than they trust your website content, blog, or advertisements. Video testimonials are an authentic way to capture your customer’s feedback and potentially drive more multifamily leads to your business.
4. Trending Videos
As with all marketing endeavors, staying abreast of the latest video trends and innovations is crucial. Whether it’s new editing techniques, emerging platforms, or innovative content ideas, being in the know ensures your strategy remains competitive.
Trending videos leverage a trending or timely topic at the core, whether it’s a clip related to a holiday, an upcoming election, or just a hot topic within your industry.
For example, we developed a video on the importance of building buyer personas, featured during a panel discussion at NAA Apartmentalize. The clip was timely (for the event), trending (within the multifamily market), and relevant to all of our buyer personas. Watch the full video below!
5. Interactive Content
Interactive videos offer viewers a unique, participatory experience. You turn passive viewers into active participants by embedding quizzes, polls, or clickable links. This heightened engagement ensures better retention and provides invaluable feedback. In multifamily marketing, interactive content can virtually tour potential properties, allowing viewers to choose which areas of a residence they’d like to see or even select finishes and furnishings in real time.
6. SEO Video Marketing
Your video’s content is only as effective as its discoverability. SEO video marketing is vital. Ensure your video titles, descriptions, and tags are optimized with relevant keywords. Moreover, to make your content inclusive, provide subtitles or closed captions. This not only aids viewers with hearing impairments but also caters to those who watch videos without sound, which is a significant portion of viewers, especially on social media platforms.
Integrating these video marketing tips can further elevate your multifamily strategy, ensuring you reach a broader audience while providing engaging and valuable content. Remember, in today’s digital age, it’s not just about producing videos — it’s about creating videos that resonate, inform, and inspire.
5 Ways Video Content Can Drive Multifamily Website Traffic
With “doom scrolling” rising, capturing and maintaining a visitor’s attention on your website can be a significant challenge. However, integrating videos into your web content offers an effective solution. Here’s how:
1. Enhance Your User Engagement
Embedding videos in your blog posts or web pages can dramatically increase user engagement. Instead of skimming through a lengthy article, viewers can watch a video that summarizes or complements the content. This multimedia approach appeals to a broader range of learning styles — while some might prefer reading, others gravitate toward visual or auditory content.
2. Increase the Average Time on Page
One of the crucial metrics search engines use to gauge the quality and relevance of a page is the amount of time a user spends on it. A compelling video can keep visitors on your page for extended periods, signaling to search engines that your content is valuable. This can subsequently improve your site’s search engine ranking, making it easier for potential customers or readers to discover your content.
3. Reduce Bounce Rates
A “bounce” occurs when a visitor lands on a page on your website and leaves without interacting with any other part of your site. A high bounce rate can negatively impact your SEO ranking. Videos, with their innate ability to captivate, can mitigate this. By embedding a video, you’re giving visitors an additional reason to stay and explore, reducing the likelihood of a bounce.
4. Boost the Shareability of Your Site
Video content is inherently shareable. Visitors who find your video insightful, entertaining, or valuable are likelier to share it on social media platforms or with their network. Every share increases the potential for more traffic to your website, creating a virtuous cycle of engagement and discovery.
5. Improve Your Content Diversity
A diverse content strategy appeals to a wider audience. By embedding videos in your blog posts, you’re catering to those who prefer watching over reading. This diversity can make your website a go-to resource for information, ensuring repeat visits and consistent traffic.
Captivate Your Customers With SEO Video Marketing
While social media videography plays a crucial role, broadening your scope to include video across your website, landing pages, and emails is vital. Don’t limit yourself to just one type of video. From explainer videos detailing your amenities to animated infographics showcasing resident testimonials, diversifying your video formats can cater to varied audience preferences and increase engagement.
Delving into the benefits of video marketing reveals that it doesn’t just enhance engagement; it boosts SEO rankings, fosters trust, and increases conversion rates. Video marketing tips can help businesses optimize their content for SEO video marketing, ensuring their videos rank higher and reach a broader audience.
While the concept of branded video content’s immense multifamily marketing potential isn’t novel, its soaring popularity among consumers and its heightened significance to marketers certainly is. To stay competitive and resonate with your audience, harnessing this trend is no longer optional but imperative.