It’s pretty hard to get through a day without watching a video in some shape or form – billions of videos are viewed daily, and I don’t mean the ones that we had to rewind (warning: getting that joke may reveal your age). Technology today has given us devices that fit in the palm of our hand that allow us to walk around viewing short videos, watch entire films and binge TV series! But video has not only helped to entertain us, but it has also played a vital role in marketing for decades, and it continues to this day. Now with more platforms and channels available, it is now easier than ever to view all kinds of video. The pandemic saw a massive increase in online media consumption – a HubSpot survey revealed that up 96% of consumers were watching video content. There has never been a better time to incorporate video into your marketing strategy.
WHY USE VIDEO?
Social media has become an effective tool for marketing and with solely video platforms like YouTube, TikTok and Snapchat, it has been even easier to incorporate video into your strategy. Instagram and Facebook have seen video’s popularity and are quickly adapting, creating more ways to consume the content and advertise using it. Even Pinterest can boast that a billion videos are viewed on their platform daily! Including video in your strategy can generate more leads and customer conversion; it can increase audience engagement and form connections; boost your SEO; increase your page quality and the amount of time people spend on that page. Videos are easy to share and digest – they are also very cost-effective to create. Sometimes all you need is a smartphone; most of which have the capacity to be film in 4K. So how do we use it to market our business?
Let’s start by looking at the different types of videos that you can make to suit your marketing campaign:
- EXPLAINERS – these videos are often used for education. Ideal for giving instructions or demonstrations as to how a product works. Videos showing your product in action can help customers with their purchase decisions.
- PRODUCT REVIEWS – this can be ideal a brilliant form of free advertising. Find an individual within your industry and allow them to review your product through their own page. This can be appealing to someone who may be looking to boost their own social profile.
- INTERVIEWS – host Q&A sessions with guest speakers or influencers. Conducting interviews can increase feelings of trust within your brand.
- LIVE VIDEO – Introducing a real-time effect can allow you to connect directly with your target audience and add a personal dimension.
HOW DO YOU MAKE THE RIGHT VIDEO?
It is easy to make a video, but it can also be easy to make a bad one. So, how can you ensure that the video you make is going to be eye-catching and engaging? Here are some quick Do’s and Don’t’s to get you started:
- Plan your strategy; focus on your target audience. There is no point making a video if your demographic is least likely to watch one – maybe they do not have access to a smartphone or a tablet. Think about what type of video you want to make: educational or entertainment? What are you hoping for this video to achieve?
- Make sure that your lighting and audio are of a high quality. If your video does not sound or look the part, then your audience will keep on scrolling.
- Be aware of the length of your video. Try and keep them concise. Long videos are more likely to make people switch off or scroll on.
- Authenticity is vital. Making your content relatable can increase brand trust.
- Include your call to action, e.g., “subscribe to our channel” or “share with your friends”.
- Make sure that your video is available to watch on both mobile and desktop platforms.
- Don’t aim for your video to go viral. Videos achieving viral status happen naturally, so try not to push it.
- Don’t restrict your video to the one platform – YouTube is the obvious choice, but also look to sharing your content across all social media: Facebook, Instagram, etc.,
- Don’t assume that everyone who watches your video will use the audio. Include closed-captions and increase your video’s accessibility. After all, 85% of Facebook videos are watched without sound.
- Don’t look at what your competitors are doing – you may have entirely different goals; their video may not be successful!
If you are thinking of adding video to your strategy, get in touch and see how we can help.