Engaging and content rich, videos are quickly becoming the preferred medium for digital marketing. In recent findings by eMarketer, more than 50% of adults in the US watch online TV shows at least once a month. This shows the traction of digital video content and this trend is gaining momentum. People are biologically wired to pay more attention to visuals and the rich visual content delivered by video content is unmatched by any other format. In fact, viewers retain information much better after watching video content and increase their intention to purchase by 97%. Brand association increases by 139% after being viewed on videos.
Effectiveness of video content marketing
If there is anything brands can conclude from these statistics is that video content marketing is really effective. 93% of marketers already use video marketing; 66% use blogs and 44% use photography. If you are contemplating using video marketing or have already integrated video content into your content strategy, here are tips that could improve your digital marketing efforts.
Here is a recent survey by Hubspot showing the share-ability of video content compared to other forms of content.
1. Relevancy is key to video optimization for search engines
When you optimize a video for the search engine, the content matters greatly in terms of relevancy. Invite Google to rank your video content highly in searches for relevancy to your chosen keywords. If you are familiar with SEO for written content, then this will seem self explanatory. Make your company name or main keyword search terms visible in the title of your video. Make sure that all pertinent information to link to your company, and contact details can be found next to the video. Add external links to your Twitter handle or Facebook/LinkedIn page; if you have a recognizable logo use this to remind people that you are a brand. Some marketers forget to make their videos public or add the right URL to the video caption for links to their company website. If you are creating video content for YouTube, the Java script will prevent Google from crawling your video, however you can load a caption file. You can also annotate your video to contain the relevant keyword search terms.
2. Get the setting right for video content
Make sure that your video setting is in public, and not private. Once you have created a video, put it in a featured box or prominent position on your company landing page or YouTube channel page. There are settings to ensure that your video plays automatically, Once your video is on auto-play, viewers are more likely to watch. In the video description, add your company name and link to website; for videos on your website or anywhere else always make sure that the video description contain the keywords you want to be searched for. The setting needs to be visually appealing as well so clear out any clutter in the descriptions box, put texts in readable paragraphs and select an attention grabbing icon or thumbnail for your video.
3. Use video content marketing strategically
Video content marketing used correctly can make your brand message viral, or at the least gain more attention. Identify where you need video marketing and create content that is informative and relevant. The most popular video content include product demonstrations, lectures, information shorts, tips/how to guides, customer testimonials, peek previews of a teaching seminar, interviews, behind the scenes, case studies and creative shorts. Your content strategy should be very clear about how video content will further your goals towards growth. Getting more attention, more shares, more engagement and ultimately brand awareness are all goals for your video content marketing.
4. Think about how you convey your message via video content
Once you have figured where video content fits into your business, you should about how convey the message. Hiring the right actors, or filming the CEO are part of this decision making. Do you want your company to have a professional tone or a more relaxed, trendy one? Some video content needs to convey expertise, trustworthiness and authenticity. How will you convey these qualities in your video? If you are hiring a professional video team, communicate clearly with them about how you wish to convey your message.
5. Budget carefully for your video marketing
Professional video production is costly and no one gets their first video right. Even if you have the most advanced equipment and experienced team, there will be areas of improvement after you’ve shot your first video. Sometimes, ongoing video content is required, for instance you might need to shoot weekly interviews, behind the scenes or Q & A sessions. By budgeting carefully, you will be able to shoot more videos or amend any mistakes you’ve made previously through professional editing. Putting all your money into shooting one perfect video is a bad idea; your viewers will not remember you in the busy digital space, and your competitors will be churning out quality video content consistently.
6. Use video content you already have
Using footage from interviews or conferences is a great idea, because 1. It saves you time and money and 2. it has a better feel of authenticity. If there are archives of video media in your company, upload this as video content on YouTube or use snippets for your new video.
7. Informal does not mean unprofessional in video marketing
In an age of authenticity, candid video footage can make your viewers feel more connected to your company. If you do not know what material to choose, staff interviews, a day in the life footage, company office tours and footage from speaking events make excellent content. You can edit out any inappropriate language and behaviors before making the video content public.
8. Edit video content for maximum distribution
Maximum distribution is the name of the game when it comes to video content. Consistency and quality will get your video content noticed but maximum distribution will ensure that a wider audience can have brand awareness. Instead of using the same video for every video platform, you can edit the video footage so it can appear different-or make it into a DVD for training or customers to purchase.
9. Optimize video content across devices
Video content is consumed across multiple devices such as iPads, smartphones and tablets; you must make sure that your content is optimized for every screen and your own website is mobile responsive. If your video has call to action and other conversion rate optimization features then they must also appear prominently around your video for cross devices.
10. Use metrics to target your video content for the right audience
Keeping track of your viewing metrics will help you know:
How long your viewers watch your videos for
Which videos are watched most often
What times do most viewers watch your video
What device does your viewers use to watch your video content
What is the audience retention rate
How many viewers subscribed to your channel on YouTube
For metrics, watch time is far more important than number of views. Number of impressions are vanity metrics and what is more indicative of your content’s success is the number of shares, audience retention and subscriber rates.