How To Use Video Marketing In Kenya To Grow Your Business – Complete Guide
Looking for a comprehensive guide to video marketing in Kenya? You’re not alone. Globally, 79% of marketers who aren’t using video plan to build a video strategy in 2022. Video production in Kenya is more cost-effective and easier to accomplish than ever. Today you can shoot high-quality 4K video, even with your smartphone. However, between strategy, equipment, and editing software, video marketing is still fairly complicated. Read on to learn everything you need to know about how to use video marketing to grow your business in Kenya.
How to use video marketing to grow your business in Kenya
Essentially, video marketing is using videos to promote your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.
Importance of video marketing in Kenya
Approximately, Kenya has 23.35 million internet users as of January 2022. Of the 23.35 million internet users, 11.35million are active social media users with almost 10 million being active Facebook users, 9.3 million being active YouTube users, and 2.5 million being active Instagram users.
With that said, these platforms report that video content has approximately 10X more reach showing that video content is the way to reach these 23.35 million Kenyans online.
Here are 4 other reasons why video marketing should be part of your digital marketing strategy.
- Video content marketing encourages social shares
Video sharing significantly exceeds the amount of text information and photos distributed all over the Internet. According to rough forecasts, 80% of all materials posted on the Internet will be compelling videos in 2022.
- Online video marketing improves SEO and boosts conversions and sales
31% of marketers add videos to improve SEO. Websites see a search engine boost when they add video because it increases page quality and the time visitors spend on the page. More than 60% of marketers say their customer acquisition cost has gone up. Additionally, 83% of video marketers say that video helps them generate leads.
- Social media video marketing appeals to mobile users
Mobile users are a driving force for video consumption today.
According to a Statista, 77% of those surveyed use a mobile or tablet to watch online videos. Also, Facebook says it’s 1.5x more likely for people to watch a video every day on a smartphone than on a computer.
- Video marketing is great for educating and building trust
According to Hubspot, While 91.9% of users are happy to watch any type of video, 31.3% want how-to videos and another 29.8% want educational videos. Video content also fosters trust. According to Forbes Magazine, the growth of influencer marketing globally is expected to be worth $15 Billion by the end of 2022.
Types of marketing videos
There are seven types of marketing videos that you can use to grow your business in Kenya. These will range from storytelling videos like testimonials and company videos to more straightforward selling videos like ad videos.
Types of marketing videos include
- Explainer videos
- How-to videos
- Educational videos
- Testimonial videos
- Company videos
- Product videos
- Ad Videos
Creating a video marketing strategy in Kenya
Create a Video Marketing Strategy for your business in Kenya in 6 simple steps.
- Choose your target audience and find out where they spend their time
The popularity of video and user-generated video content means that you need to target a specific audience with each video. If you don’t already have strong buyer personas, start creating them now. If you already have a set of buyer personas, have updated research on where they spend the majority of their time.
2. Connect with stakeholders to align on a plan for the video
There are typically a lot of players when making a video. This depends on the type of video being produced. Create a questionnaire using Google Forms or SurveyMonkey and pass it along to the stakeholders of the project. This way, you can have all their responses in one place.
3. Set a timeline and budget for your video
It’s important to have a clear timeline for every step of the process and plan for occasional delays. Even a small video production relies on the skills of many different people. therefore, you want to make sure that even with unexpected challenges and changes you can still deliver your video on time.
4. Choose the best platform to distribute your video
Think about your core video distribution channels before video production begins. Why? Because different platforms have different video formats and different ideal video lengths.
Factors to consider while choosing the platform to post your marketing video:
- Average view time
- Size and sound limitations
5. Develop messaging and choose the right types of video for your personas
Create your video message to suit the targeted persona. Different buyer personas will respond to your product offering packaged differently in your marketing videos. Therefore, each persona should have its own video where applicable.
6. Decide which metrics you want to track and how you will measure success
Video marketing metrics for success will differ depending on the main objective of creating the video.
We’ve classified some of the essential metrics based on where your ideal viewer falls within the marketing funnel.
- Unique Users
- Awareness Lift
- Ad Recall Lift
Creating and distributing digital video content to grow your business in Kenya
How to create video marketing content in Kenya
Creating a digital marketing video in Kenya can be as simple as pressing ‘record’ on your smartphone given your smartphone can film at least 1080p. It can also be a high-production project that tells a complex and compelling brand story.
Need a place to start, here is a simple yet comprehensive video marketing checklist.
Video marketing distribution
When it comes to video distribution YouTube and Facebook are the platforms of choice. Updates to Google’s advertising resources indicate that YouTube had 9.29 million users in Kenya in early 2022. This figure means that YouTube’s 2022 ad reach was equivalent to 16.7% of Kenya’s total population at the start of the year. To put those figures in perspective, YouTube ads reached 39.8% of Kenya’s total internet user base in January 2022.
Facebook’s ad reach in Kenya was equivalent to 17.9% of the total population at the start of 2022. It’s also helpful to know that 6.7 % of the “eligible” audience in Kenya uses Instagram in 2022.
Tracking and measuring digital marketing video success
While videos that go viral are great, views aren’t the only metric that matters. Each metric has to contribute to the company’s bottom line to ensure a positive ROI.
With that said there are seven video metrics that’ll help you track the success of your videos.
- View count
Your view count is the total number of people who have viewed your video. It’s important to keep in mind that these are measured differently across different platforms.
Here’s how the major platforms measure a view:
- YouTube: Someone watches your video for 30 secs
- Facebook: Someone views your video for 3 secs (same for Live videos)
- Instagram: Someone views your video for 3 secs; Live video views count the second someone joins the broadcast
- Twitter: Someone views your video for 2 seconds with at least 50% of the video player on their screen
- LinkedIn: They have the same policy as Twitter: 2 seconds with at least half the video in view
- TikTok: A video view counts as soon as your video starts playing in someone’s feed
Video engagement shows how the target audience perceives your video marketing content. Video engagements include comments, shares, clicks, and likes that your video content generates.
- Play rate
An important metric for landing pages with embedded videos. This KPI tells you how many people actually clicked play to start watching your video. This is different from scrolling down a feed with auto-play because this metric requires action
- Watch time
Watch time is the total amount of time that people have watched your video. It’s added cumulatively and also includes replays. This KPI helps you understand if your video content is resonating with your audience. A longer watch time means people are enjoying the video, while a shorter one means you may have missed the mark.
- Social shares
One of your main goals for video content should be social shares. Shares widen your audience, increase brand awareness, and potentially bring in new leads.
- Clicks and click-through rates
Important metrics for a video ad campaign with a CTA button. The number of clicks and click-through rate is going to be one of the main KPIs that you need to measure. The goal with campaigns like these is to get as many relevant people as possible to click from your video to your landing page to learn more about your product or service.
The last major KPI you need to keep an eye on is conversions. In a video ad, conversions measure how well your video persuaded viewers to convert into a lead or customer. With more marketers and business owners in Kenya leaning into video marketing to grow their business you shouldn’t be left behind.
Using video marketing to grow your business in Kenya should now be easier with this comprehensive guide. However, if you need assistance we are here to help. Click the button below to get started.