When it comes to marketing, video content reigns supreme. While there’s always a place for text and images, humans are naturally drawn to moving pictures, which is why video marketing is so effective. In fact, users retain 95% of a video’s message, meaning that they’re much more likely to pay attention.
But, while video marketing is helpful, not everyone knows how to create compelling content within this medium. Fortunately, we’ve compiled a list of seven tips to improve your video marketing strategy. Here’s what you need to know.
1. Start Strong
Did you know that the average person’s attention span is only eight seconds? So, if you don’t capture that attention within eight seconds, a user is more likely to skip your video and go onto the next one.
But, how can you make an impact in such a short time frame? The best option is to tell the viewer what the video is about and what they can expect from watching it. Don’t worry about spoiling your content – being upfront and honest is much better than burying the lead. This way, the viewer can decide right away if they want to continue watching or not.
2. Keep it Short
For the most part, viewers won’t want to sit and watch a 10 or 15-minute video. That said, if your content is compelling enough to hold one’s attention for that long, feel free to go the distance.
Overall, what matters is the type of video content you’re producing. There is no “right answer” when it comes to length, but make sure that your videos don’t feel like they’re dragging on. Even if you hook your viewers immediately, the trick is holding that attention for the length of your piece.
One strategy to consider is cutting different versions of your video for various platforms. For example, if you post to TikTok or Snapchat, you want your content to be a minute or two. However, posting to Facebook or YouTube means that you can upload longer segments. Having different edits allows you to maximize your marketing potential for each video.
3. Personalize Your Content
One crucial component of any marketing strategy is to focus your attention on a single customer rather than a broad demographic. Buyer personas are highly valuable because they allow you to connect with your users much more easily. If your videos are generic and bland, no one will pay attention. However, if they address specific needs, they’ll get much more traction online.
Before shooting any footage, you’ll need to ask, “what’s the purpose of this content?” Some answers can include:
- Brand Awareness
- Product Promotion
- Informational Content
Once you determine the goal of your piece, you can align everything to meet it. In many cases, companies will produce videos without any objective in mind, making them far less captivating or valuable.
4. Don’t Forget About Branding
Regardless of the purpose of your piece, you should make sure that it’s branded effectively. Technically speaking, anything you promote can help with brand awareness, ensuring that you can build a bigger and more loyal audience.
That said, you don’t want to go too far with your branding, either. Showing your logo at the beginning and end of the video reminds viewers who you are so that they’re more likely to pay attention to what you have to offer. Also, make it easy for users to visit your website or landing page by embedding links whenever possible.
Speaking of links, don’t forget about search engine optimization. Keywords are crucial if you want your content to get discovered organically, so utilize them effectively when uploading and promoting your piece.
5. Tell a Story
One significant mistake that many companies make is creating videos that are too “salesy.” While your goal might be to sell a specific product, you need to make the content much more engaging. It’s not enough to promote the features and benefits of your items – you need to show why your products are valuable.
An easy way to incorporate storytelling into your video content is to focus on a specific problem and how your product can solve it. This way, viewers can visualize themselves in that situation, making them far more likely to buy. Did you know that 84% of users said they’d purchased a product because of a branded video?
When crafting a story, don’t forget the core components of storytelling. There should be a beginning, middle, and end. Don’t worry about complex narrative devices or act structures – you’re not producing a Hollywood blockbuster. Instead, keep it simple and deliver a satisfying conclusion.
6. Optimize for Mobile
These days, far more people are consuming content on mobile devices than ever before. Up to 62% of users in the U.S. say that they watch videos on their phones, so you have to adapt accordingly.
But, what does mobile optimization mean for video marketing? Here are some tips:
- Closed Captioning – Most people won’t have their volume at full blast, so you have to make it easier for them to follow along. Closed captioning software makes it easier for viewers to retain information.
- Visuals Over Sound – Up to 92% of users watch videos with the sound off, so you have to rely on visual communication. If your video is just someone talking, it’s harder to capture attention.
- Simple Graphics – Smaller screens mean that viewers won’t be able to see too many details. Don’t overload your video with background elements.
7. Include a CTA
Finally, if your video marketing is designed to achieve a specific goal, don’t forget to tell your viewers what it is. A call to action is crucial because you want to spur your audience to do something with that information. Examples of CTAs can include:
- Sign up for an email list
- Click a link to a landing page
- Buy a specific product
Remind viewers of the call-to-action within the video and post it in the description. Overall, the easier it is for someone to follow through, the more likely they’ll do it.
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Video marketing is challenging to get right, even if you know what to do. Fortunately, you don’t have to do everything by yourself – let us help! Contact us today to see what we can do for your brand.