Now, every time you jump on Facebook or Instagram all you see are videos. This is where we are headed, not only as consumers but also as marketers. A common prediction is that video will continue to take over the digital world at a higher rate. We say “continue” because, let’s face it, it already has taken over.
Let’s take a look at how video marketing has grown over time:
But even if you’ve never experimented in this arena, video marketing doesn’t need to be scary. It can be as simple or as complex as you let it be. The choice is yours. So, let’s break down the whys, hows, and best practices of video marketing.
Tips For Creating Videos
1. Keep it short
Always keep in mind that your viewers have short attention spans and will most likely check out after a few seconds unless your video content is engaging. That brings us to our next point.
Do everything you can to grab viewers’ attention in the first 2 seconds. This will determine whether they stay and watch or move on. To do that, you have to keep your target audience in mind and why they may be watching your video content.
For instance, if you know your audience is wanting to know how to make a chocolate cake, don’t spend the first 15 seconds artistically showing clips of people eating cake. Instead, jump right in and deliver the content your audience wants.
3. Customize your video
Your videos should be customized to a specific audience. Don’t use one video to reach every one of your personas. Customize it to meet their specific needs! Let’s revisit our chocolate cake example.
If you have a persona who is a mom and another persona who is a college student, the angle you take for your “How to Make the Best Chocolate Cake Ever” video should be different.
In the video targeted to your “Mom Melissa” persona, you could include a mom and child baking the chocolate cake together. The title could also change to “How to Make the Best Chocolate Cake with Your Kids”.
Then for your “College Student Sam” persona, the angle could be “How to Make the Best Chocolate Cake in Your Dorm Room”. Same content; different spin.
4. Be real
Be yourself! People want to see who you are as a brand and what you offer. No gimmicks required.
Keep in Mind: Applications such as iMovie, Videorama, Quik, and Animoto help you piece together video clips, add a soundtrack, and create multiple effects for your videos. Remember, your video does not have to be professionally done! As long as it’s clean and clear then it will work.
Tips for Advertising With Video
5. Tell your story with and without sound
Did you know? 85% of video viewers watch content without the sound on. That being said, make sure you are adding captions so they can follow along by reading.
6. Add a call-to-action
Include a to let your viewers know exactly where they can go to find more information about your services. Otherwise, they will most likely just jump to another piece of video content without taking any kind of action.
Make sure your video can be viewed across all devices and all software. It should be optimized for mobile and desktop, as well as for both Apple and Android technology.
8. Mind your platforms
Use best practices when it comes to video length and content. 30-60 seconds is custom for Instagram whereas one or more minutes is suitable for Facebook. Also, if the majority of your viewers are watching on mobile (and they are), the shorter the better.
9. Embed your video
Use your video again and again! Embed it on your website and use it in blog posts to boost traffic.
10. Analyze correctly
Track the right metrics on your social platforms to see how the video is performing. Analyzing video marketing requires different metrics than “regular” ads, so make sure you use the correct and helpful.
Video Marketing for B2B
Video marketing is the future, and the future is here! We challenge you to step out of your comfort zone and create a 30-second video about your company.
Post that piece of video marketing on social media and your website and track how it does. How many views did you get, did you get any conversions? We can almost guarantee your reach will go up. Happy filming!
Video marketing? Check! Looking for more social media tips? Check out our free social media guide.
Leave a Reply