In 2016, video marketing has become a vital part of every marketer’s social media strategy. From just-founded brick and mortar stores to universities and big brands, everyone is jumping on the visual media train.
And with good reason too.
900 million hours of video are viewed each month on YouTube (the Google-owned platform is also the second biggest search engine on the web) and Facebook gets 1 billion video views a day. Video marketing can lead to 80% higher conversion rates on landing pages, 90% of consumers say that viewing video is an important part of their buying process and 92% of mobile video consumers share the video with others (via HubSpot).
The point is, video marketing can no longer be ignored. To help you jump right into the world of visual media, we’ve put together this list of 14 effortless marketing tips that anyone can use.
What is the Best Video Length?
According to Wistia, the shorter your video is, the better. Many viewers decide whether or not they are going to press play on your video based on its length alone, making the metric all the more important.
The video length that gets the highest amount of views is 0-30 seconds (80% of views), with the percentage being between 80% and 60% right up until videos hit the five minute mark. Different videos will need different times especially with some platforms (e.g Vine) having different requirements, but you should consider whether the information you’re putting into the video marketing can be useful and if there is a more concise way of getting your message across.
Headlines and Thumbnails:
In addition to the video’s length, two crucial factors in whether someone will watch a video or not are the headline and thumbnail attached.
A video titled ‘behind the scenes’ is likely to get less views than ‘behind the scenes of ACME Corp.’ based on the fact that people may be searching for ‘ACME Corp.’ but they may not be searching for ‘behind the scenes.’ Thumbnails also need to be eye-catching and bold (if possible), so consider polling a few options with colleagues before hitting publish.
Is the Info Best-Suited for Video?
Not everything is suited for the video format (e.g a cut and dry product announcement) so think about how you can provide value (e.g a product announcement with a demonstration) so that you don’t waste the viewer’s time.
Always Include a Call to Action:
Once you’ve got your viewer’s attention, make the most of it. If your video has managed to impress, entertain or achieve its intended purpose in general, then get the user to take the next step by including a call to action (CTA) in your video.
This CTA does not necessarily need to be ‘buy my product right now! Immediately!’ but you should use the opportunity to get the viewer to subscribe to your channel or to follow you on various social media sites.
Sound and Video Quality:
If you want viewers to stick around and watch more of your videos, then audio and visual quality are also important considerations.
Would you watch a television show that sounded like it was happening in an echo chamber? Would you watch a show that’s so blurry it looks like it has been recorded with a stick of butter? No and no.
The videos that you make don’t have to look like a Hollywood production, but failing to have decent sound and video quality is a surefire way to turn viewers off.
Other Top Tips for Video Marketing:
- Subtitles: Make sure that your videos are inclusive by including a subtitles option (Closed Captioning on YouTube) in all of your videos. Even if you can only put together subtitles in one language, those who are hard of hearing or have poor eyesight will appreciate it.
- Live Video Marketing: Recently, both Facebook and Twitter (with its live-streaming app Periscope) have embraced live video in a big way and perhaps you could too. Use live-streaming to offer an authentic look at what you and your company do.
- Instagram and Snapchat: Don’t have time for a live-streaming session? Snapchat and Instagram Stories can also be a daily video archive, giving viewers and consumers another chance to see behind the scenes of your business.
- Feature your Video Marketing: Finally, don’t forget to feature your video! On Facebook, you can put a video in your ‘About’ page, on Twitter you can tweet about your video and then pin it to your page and on YouTube you can also list several videos under ‘What to watch next.’