Utilising video is crucial for any model trying to have interaction potential shoppers. In this piece, Anna Ji, Head of Product at international video modifying platform Clipchamp, outlines the important ideas for enhancing your video content material.
Brands want a video advertising and marketing technique — this concept isn’t new. What is new is how necessary video has turn into on each advertising and marketing platform and channel, as the way in which individuals eat content material continues to evolve.
Studies point out that greater than 50 per cent of shoppers wish to see movies from manufacturers, greater than another sort of content material. And we solely want to have a look at findings, corresponding to 45 per cent of individuals watch over an hour of Facebook or YouTube movies per week, to recognise video’s ever-growing affect.
As static content material is now not sufficient to drive outcomes for companies, entrepreneurs are investing appreciable time into constructing and refining their video advertising and marketing methods. For these entrepreneurs new to the video advertising and marketing scene, listed here are some important do’s and don’ts to think about as you get began.
DO #1: Trial a video-editing software
Many entrepreneurs carry unfounded assumptions about how a lot it’s going to value the enterprise to start out investing in producing video content material.
Incorporating video into your advertising and marketing technique doesn’t require you to spend the massive bucks on an expert videographer, there are a variety of video-editing instruments out there that simplify creating and modifying your personal content material.
If you’ve an iPhone or Android smartphone from the previous few years, then you’ve sufficient to start. HD cameras are additionally efficient, and with a tripod in hand, you’ve greater than sufficient to start out producing.
You can at all times purchase a lens that attaches to your smartphone to get a greater angle too – as these typically are available in kits, you possibly can adapt the lens to your filming setting.
DO #2: Educate, entertain & have interaction
Branded video content material could be the first level of contact your viewers has with your online business, so first impressions are every thing.
As we’re hardwired to have interaction in storytelling, it’s a good suggestion to focus your movies in your model’s narrative the place you possibly can, fairly than on promoting your services or products.
Your enterprise’ spokesperson needs to be real and clear as this communicates that your model is genuine, subsequently showing extra trust-worthy.
In reality, movies recorded by CEOs themselves holding the digicam are sometimes perceived higher by clients as a result of they aren’t pretending to be flashy or notably fancy. You don’t have to be a educated video host, you simply have to be your self.DO #3: Include a name to motion
Too typically, manufacturers overlook to incorporate a transparent name to motion of their movies – a small but important tactic in your total video technique.
Once your target market has engaged along with your video content material, it’s necessary so that you can direct an motion.
Should they go to a touchdown web page to be taught extra about your online business, request a session, or watch one other video?
A transparent name to motion supplies closure and lets you drive larger buyer engagement, which may result in larger conversion charges.
DO #4: Track your outcomes by means of analytics
A forecast and traits report from Cisco states that video will account for 82 per cent of all IP visitors by 2022.
This is why it’s elementary to evaluation and measure the success of every of your movies to make sure they attain your viewers in probably the most impactful manner doable.
You can do that by means of analytics and metrics, together with view and play charges, video completion charges, views by embedded location, social shares, conversion charges or affect on income.
DO #5: Caption your movies
Nowadays, practically 85 per cent of cell movies are watched on mute with captions.
Why? Because client viewing habits are extra agile than ever earlier than; assume commuters on public transport, workplace employees, or anybody listening to Spotify whereas scrolling by means of video feeds.
Clear and concise closed captions are a vital ingredient for a model’s video success because it not solely supplies accessibility for these with listening to impairments and language limitations, however it makes viewing content material less complicated for all viewers.
DON’T #1: Focus an excessive amount of on going viral
Plenty of manufacturers appear to treasure the concept of their video “going viral,” however typically an excessive amount of emphasis is positioned on reaching this, even when it doesn’t make sense commercially.
Hits or video views are sometimes used to measure success however, from a advertising and marketing standpoint, this isn’t at all times the easiest way to outline success.
A well-targeted video might see simply 5,000 hits and herald $10,000, whereas one other video might rack up thousands and thousands of hits however solely herald $1,000.
Consider whether or not a viral video would go well with your online business. For instance, a video produced for a small-town vehicle restore store is unlikely to result in an inflow of enterprise, even when individuals across the globe see it.
DON’T #2: Make your movies too lengthy
When it involves figuring out the general engagement out of your video, the size performs a key function.
According to Wistia, movies which might be two minutes or much less have a better engagement charge. If the video is over two minutes, the retention charge drops noticeably over time.
The size of your video also needs to fluctuate relying on the platform you’re posting on. For instance, a two-minute video is appropriate for YouTube and Facebook, however needs to be shortened for Instagram and Twitter.
Note: Shorter movies are excellent for consciousness and engagement. Longer movies are finest for driving conversations and offering insights.
DON’T #3: Restrict your movies to at least one platform
Cross-platform strategising has turn into essential for video syndication, gone are the times when you possibly can copy and paste one video onto all social media platforms.
If the content material is tailored for every platform, it can have a a lot larger probability of engagement and turning buzz to enterprise than a one-size-fits-all advertising and marketing method.
DON’T #4: Forget branding
Even if the first goal of your video is to promote a services or products, it’s best to at all times take the chance to attain and solidify model recognition.
For occasion, you possibly can edit your video to incorporate an overlay of your online business’s title in addition to its brand, slogan and different model components, because it continues to generate views.Something to notice — the primary eight seconds of a video is the place you’ll both seize or lose your viewers’s consideration, so don’t begin it with simply your brand: your viewers will scroll on earlier than the true video even will get began. Instead, embody your brand subtly, in a nook all through, or let your video fade to black and embody your brand on the finish.
