The Power of Video Marketing and How to Use It

“ Video can show you something (like an instructional video on YouTube), take you somewhere (like a culture video you show prospective employees) or introduce you to somebody (with a testimonial or any other time you’re relying on personal credibility).”

-business2community.com

Here’s a short overview of what you can expect in this blog The Power of Video Marketing :

  1. The Plan
  2. Resources
  3. Content
  4. Length
  5. Calls-to-action
  6. Video feedback
  7. Platform
  8. Optimization
  9. Promotion
  10. Analytics

 

Importance of video marketing:

Video marketing in 2017 is not merely a trend but the primary way content is consumed by millions of people every day. It fills up the news feed of every major social media platform from Facebook to YouTube, Instagram, Snapchat, Twitter as well as news and information sites. It is now rare to find a piece of news content bereft of an accompanying video.

Staying ahead in the game with video marketing is important for all modern marketers-

Source : vimeo.com

  • Over 8 billion videos or 100 million hours of videos are watched on Facebook every day (TechCrunch, 2016)

  • More than 500 million hours of videos are watched on YouTube every day (Business Insider, 2016)

  • Searches related to “how to” on YouTube grew 70% from 2014 to 2015 (Google, 2015)

 

For consumers, video is :

  • The easiest content form of content to understand
  • The most engaging form of content

For marketers, video can lead to :

  • An increase in web traffic
  • A boost in conversions (Landing pages with videos can increase conversions by 80% revealed a study by eyeviewdigital.com. Visually engaging content makes people stay longer on pages

How to do video marketing right:

Is there a formula for a successful video marketing campaign? Should you ape what other brands have done with their viral videos? Should your video always be funny or political or push a social cause?

Getting the angle right is crucial. An online audience today is like a monster that can carry you to fame by taking your video viral or drown you in the ocean of bad content where slander lasts forever.

Elements to consider:

 

  1. Your plan:

While considering video in your marketing plan, consider :

  • Your company’s brand vision and guidelines
  • The goals you wish to accomplish with your videos
  • How you want the videos to make your customers feel
  • What your target audience really care about-product prices, promotions,new trends, product tutorials,industry updates?
  • How much time and resources you can dedicate to your video marketing plan
  • The metrics by which you would determine success of your video content

 

  1. Resources:

Gather the logistics required based on your video marketing plan.

Equipment:

“Before you make a huge investment, we suggest that you  start out with point-and-shoot cameras, webcams or phone cameras to test how your audience reacts to the video qualities.”

Before you make a huge investment, we suggest that you  start out with point-and-shoot cameras, webcams or phone cameras to test how your audience reacts to the video qualities.The format of your video is hugely important here to decide this -the more informal the format, the more standard the equipment can be.

 

Human resources:

The minimum requirement for a video team would include a video editor and video content director/producer.

 

How do you decide how many people you  need?

If your plan includes shooting people in your videos, you may need additional roles such as camera operator and light director, audio technician, etc. however, if your plan calls for production on a much smaller scale, some of these roles may call for multitasking within the existing video team. However, a larger team with specific roles allocated generally leads to a smoother outcome.

Getting a video online is not an expensive activity today. Anyone today can shoot a professional-looking video with equipment that does not cost a lot. If you are looking for more professional grade equipment, renting v. buying is a good option.

 

  1. Content:

The main thing to remember, of course, is that like all online content-if you don’t get it right, it can last forever on the internet. Think of this when you plan and create your next video. Ensure that it will stand proudly through time.

Also,

Don’t sell – Aim to educate and entertain v. selling.

The hook-The first few seconds are crucial. Your video should hook viewers to watch the entire video through to your end slate with your call-to-actions. A good idea would be to announce that a contest would be held at the end of the video based on content shared through the session.

 

  1. Length:

In short, the shorter the video, the better. Online attention spans are smaller so a short, crisp video with great content will be a winner. You can also test versions of a video with different lengths to see how well each performs with your target audience.

 

  1. Calls-to-action:

Based on the goals in your plan, insert a call-to-action such as shares, likes, subscriptions etc. This can be added at the end or strategically inserted in the middle of the video. Just make sure not to bombard viewers with large, distracting CTAs.

 

  1. Video Feedback:

How good your call-to-action is would play a huge role in the amount of eyeballs your video will  garner. On Facebook for example, you can encourage viewers to react to a video with ‘love’ or ‘wow’ if they really liked it. On platforms such as YouTube, you can make use of elements such as Cards to create a poll to garner deeper feedback to the video. We’ll also share a list of analytics that can help you garner the video’s success.

 

  1. Platform:

Video does not necessarily work the same way on each platform. Tailor your strategy for each platform such as Facebook, YouTube, Twitter, Instagram etc.

 

  1. Optimization:

Once your video is ready, make sure you upload it to YouTube to boost your search engine ranking. Add the right keywords to your title, description and tags. Insert a transcript for your video if possible.

Video search has an exciting development with the new Google Cloud Video Intelligence API. The API lets you tag the video’s individual objects inside a video including text, emoticons, characters, location etc. The API, in short, will let users search for every moment within your video file.

The Google Cloud Video Intelligence API in action

 

  1. Promotion:

Use social media: Once your video is ready, use other channels such as  blogs, links on SlideShare, etc. to promote your content.

Use snippets: A good idea would be to take snippets of the main video and share it for more reach.

Adapt to each platform: Each platform will require a different strategy to increase your video’s views. For example, you can encourage subscription on YouTube by adding a card which prompts users to enable the ‘bell’ on YouTube to get notified whenever your channel uploads a new video. Facebook allows you to add a short video as your cover image.

Be a comment-ninja! You should closely monitor all comments made about your video and respond accordingly. Reach out to those with stronger reactions (both positive and negative) to start meaningful conversations.

A video card added to our TechTalks video

  1. Analytics:

While metrics like views, likes, comments, shares are visible signs of a videos reach and success/failure-for a business, the metric below will give you greater insight into how well your video is really being received:

  • Percentage of video viewed
  • Subscription growth (from the time of your video release)
  • Conversion data – e.g.-Usage of unique coupon codes shared at the end of a product video

 

We hope you enjoyed this post “The Power of Video Marketing and How to Use It”. Let us know if you’ve included ‘video marketing’ in your content plan or plan to start soon!