Over the past decade, video marketing has created quite a buzz in the digital world. Brands of all sizes are venturing into video in an attempt to capture the attention of their target group. With video dominating one-third of all web traffic, it has rightly emerged as the preferred form of content. In the coming years, we expect that the importance of video will continue to rise.
It is in light of such a change that 81% of brands today leverage video in their marketing efforts. The fact that only 63% of brands used video marketing in 2017 is a testimony to the growing importance of video. As the rise of videos continues on an uphill path, creating just any content is not sufficient to entice the audience. To get the necessary engagement and response on your content, you need to have a detailed video marketing strategy in place. Here are some tips that will help you in the journey.
Understand Your Audience
Any successful video marketing campaign is built on the foundations of solid research. You must identify your target audience to understand the channels where they are likely to be present. You can then focus on creating content that resonates with your target group.
At this stage, you also need to set the goals of your video. While some video marketing campaigns aim to boost sales, others focus on driving awareness about a product. Knowing what to expect from your video will put you in a better position to plan the video. As a proactive measure, gather customer insights about the preferred video type before launching a campaign.
Establish Your Brand Identity in Videos
Unlike the conventional forms of advertisement, video marketing does not come off as a distraction to entertainment. In most cases, brands formulate their video around useful or entertaining content. Using product placement in a knowledge-sharing video is a good example in this regard. While these are acceptable ways of promoting your brand, try to incorporate branding in the videos.
When the audience enjoys content, they should know who is speaking to them. Use your logo, brand colors, and tagline to establish the message. Some video editor tools such as InVideo have dedicated intro templates. You can leverage these to get consistent branding in all your promotional videos. Studies show that consistent branding improves the impact of marketing videos by 20%. While it is a good practice to establish your video presence across multiple social media platforms, make sure the content layout is similar.
Have a Realistic Video Budget
Video marketing has high chances of appealing to potential customers and this causes brands to be tempted to invest a lot of money into it. Understand that there is no assured road to success, and you cannot automatically assume that a video will be a grand success. With proper planning, it is plausible to create high-quality content without spending a fortune.
To do that, you need to spend your video budget wisely. Quality video creation is possible in every budget. For example, brands that appeal to the GenZ audience can repurpose their YouTube videos into shorter content for Twitter, Instagram, or Snapchat.
Such content can substitute Hollywood celebrities in the commercials with Instagram influencers. However, if your marketing budget permits splurging, investing in high-quality video filming and editing will make it easier for you to capture the attention of your target group.
Optimize Your Video for Different Channels
To get the maximum viewer engagement, you need to tweak your content for the platform where you launch it. For example, Facebook prefers shorter video content with catchy captions.
In Twitter or Instagram, the choice of hashtags plays a crucial role in deciding video visibility. For video content on YouTube, you must wait for two weeks to refine the target audience.
The aspect ratio, preferred video length, and other parameters will vary in different platforms. For social media portals like Instagram, the video requirements for Feed videos will differ from that of Stories. In all such cases, you must walk the extra mile and make sure that the content is optimized for the best viewing experience.
Test Your Video
A/B testing is the best way to find out which elements of your video campaign are working for you. You can measure the success or failure of any video campaign by the five video parameters given below.
- The engagement rate of a video tells you the time spent by an average viewer on your content. This is an indication of the quality of your content, its creative message, and the choice of video length.
- The view count is an indication of the number of times a video has been watched. When a video is viewed for more than 3 seconds on Facebook, the platform interprets that as a view. For YouTube, the content must be watched for at least 30 seconds for it to qualify as a view.
- The play rate is the number of viewers who clicked the play button to watch your video. This is an important parameter and helps you gauge the performance of a video on specific platforms.
- When your viewers enjoy your video, they are likely to share it with their peers. The social sharing metrics tell you how many times the video has been shared on the different social media channels.
- The comments section of the video is an important metric. Feedback from the people who watched your content will give you useful insights into the performance of your video campaigns.
As a brand, you must be proactive in responding to the comments on your videos. Irrespective of whether the comments are positive or negative, you must be polite in your response. This makes the viewers feel valued and lays the foundations of a healthy business relationship.
With the above tips, you are now equipped to build your video marketing campaign. Understand that marketing strategies must be tailored to your brand. As you leverage the power of video to tell your brand story to the world, here’s wishing you successful marketing.