Video marketing is undoubtedly on the rise and many studies are frequently published revealing its potential “power” and effect in future marketing campaigns for brands of all sizes. People love to watch video – research suggests that visual information is processed by the brain 60,000 times faster than text is! Every year, YouTube registers a 60 per cent increase in the number of hours that people spent watching video. Every single day, 100 million hours of video are watched on Facebook.
So you want to make a video? Great. (We love them too – you can see one of our 1st videos here!) The challenge — with all creative content however is how to attract the maximum possible engagement and get noticed. Video has become increasingly central to all digital campaigns, across most platforms. With that in mind, here are some tips to ensure that your videos are viewed, produce value, engage your audience and will allow your investment to produce better and more measurable results.
- Purpose of your Video
Deciding what behavioral change you want to create in your audience should preempt any initiative, including video. Production elements like style, budget, content type, duration, and distribution are all determined after answering this question.
Video can serve a range of goals, including entertainment, engagement, affinity, awareness, and education, but no single video can meet all goals at once. It’s important to pick a specific goal for your video and your audience, and develop creative that advances you toward that goal.
- Video details (Title, Length, Audio)
Small details can be crucial in terms of the first impression your video makes. Remember, in order for your video to get seen you first need to get viewers attention with a catchy, pragmatic and descriptive title. What is more, an overly long video can deter users if the content is not well linked and equally a very short video could also not convey your ideas and goal successfully. Last but not least audio is a big part of video so make sure whether you are using a voiceover or just a song, it needs to be easy to the “ear” and also easy to remember.
- Be creative
A common error I have seen is people spending all their budget and time on their video production and content biut not planning ahead on how they are going to promote their video to the masses and attract as much engagement as possible in a hugely competitive market. YouTube is the world’s second largest search engine, which makes it easy for your video to get lost in the mix. If you’re going to invest in a video, make it discoverable.
Most of the “viral” videos on YouTube — the ones with millions of views — were successful as a result of a mix of paid and earned media. Moreover, your distribution plan can (and should!) influence the type and style of your creative as you plan.
An online video program should include social as well as paid media and being able to attract bloggers or influencers is also a good tactic to include in your PR efforts. Be determined and promote your video as much as you can through your personal profiles and add a link on your site or blog too.
- Placement and Strategy
So you have this great video. Now what? You know who your audience is, but where are they? What media are they consuming, where and how are they consuming it, and most importantly, how can you get your video in front of them? By using data from your website and research you have to aim to attract your audience through out the full possible time. Remember videos have an end date and hence exploiting its potential as fast as possible and hopefully assisting it in becoming viral is crucial. Highly targeted reach and scalability should be the main goal. The process begins when proprietary first-party data is aggregated, analyzed, and compared with third party data and then refined. Detailed analytics should be provided and analyzed to ensure that your campaign is delivering.
- Platform Customisation
One size does not fit all. In fact, it’s the opposite. Audiences are savvy and are increasingly rejecting content that’s repeated in the same style and format in all platforms. Online video needs to be customised per platform as it also offers unique advantages. For example live video and ads on Facebook work completely differently on Twitter and Instagram and Snapchat offer totally different formats, styles etc to the above. Each video needs to be curated to the platform and audience it is assigned to attract.
Conclusively, you have to crucially remember – the concept and execution are equally important. Finding a reliable partner that will guide you through the labyrinth of video production for the web will be one of the essentials for reaping the fruits of your labour.