In business, trends come, go, and come back. However, there is one specific marketing tactic that will always work, no matter the time of year.

The answer is simple: video.

Regardless of the latest trends or whatever new app pops up, video remains senior to everything in social media marketing.

For nearly 20 years now, ever since YouTube dominated the internet, video content has proven to withstand the test of time. But what makes it such a foolproof marketing tactic, and how is it a game-changer for businesses?

Why video is the marketing tactic that will never die

Whether pre-recorded or — even better — live-streamed, video creates an unparalleled connection. In other words, the people on each side of the screen experience the second-best thing to face-to-face interaction.

Nothing conveys authenticity like video content.

As a business owner, you get the opportunity to show up in front of your potential and long-time customers as a person. The living, breathing, vulnerable human behind a company, product, or service.

Instead of forcing a dry connection, video allows you to look someone in the eye and tell your story. And the story behind your brand is everything.

Even the most polished “professional” content in the world can’t create the same feeling.

Lucky for you, pretty much every top social media platform out there supports this format. Aside from a few exceptions like the Clubhouse app, these platforms want you to put out videos.

Take Instagram, for example. In 2022, the algorithm has been pushing Reels like crazy to keep up with TikTok’s domination. Same goes for YouTube Shorts.

Guess what I’ve been posting all year? Yep. Instagram Reels. TikToks. YouTube shorts.

At the same time, all three platforms mentioned above alert followers when you go live. And there’s nothing more genuine than showing up as your true, unedited self in an honest live stream in front of your customers.

How to leverage video marketing for your business

Now that you realize just how important video is as an evergreen marketing tactic, it’s time to apply it to your business.

So, here’s what you can do to make the most of the format to promote what you do:

  • Dominate the social media space with videos. Post often, set up a schedule, and stick to it no matter what.
  • Test out different approaches. Try conversational sit-down videos, product storytelling, even dance trends if that’s your thing.
  • Be of service to your followers. Provide a ton of free value without expecting anything in return, share your industry tips, and help your audience.
  • Make your content as interactive as possible. Ask questions, showcase your customers’ voices, and answer any concern they may have regarding your business.

Leveraging video is just one of the topics my executive team covers in-depth in our Marketing Execution Workshop. To get real results, you’ll have to mix video with additional marketing tools tools to achieve omnipresence.

To sum up, it’s easy to see why video is the most tried-and-tested marketing tactic in the book.

You can’t go wrong with it, and it provides endless creative ways to promote what you’re selling.

Be great and keep posting videos,

Grant Cardone


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