Video Marketing: How to Get It Right?


Video Marketing: How to Get It Right?

Video marketing is the new buzzword doing the rounds. But yet, there are so many apprehensions about using and creating videos or even having a video budget.

“It’s too expensive.” “I’m not sure if investing in videos will give me the desired results.” “I tried it. It didn’t work.” Statements you will hear all too often against video marketing. But let’s look at a few facts now that will put things into perspective.

  1. Social video generates 1200% more shares than texts and images combined
  2. Companies using videos enjoy 41% more web traffic from search than non-users
  3. 62% of consumers tend to have a negative perception of a brand that published a poor quality video
  4. Video on a landing page can increase conversions by 80% or more
  5. Businesses using videos grow company revenue 49% faster year on year than organisations without video
  6. Native uploads on Facebook now have 10x higher reach compared to shared YouTube links
  7. 62% Google searches include video
  8. Video drives 157% organic traffic from search engines
  9. 40% consumers state that video increases the chance of making a purchase on a mobile device

These are just some of the facts that strongly push the case for having a video marketing strategy in place. Here are a few tips to help you get your video strategy right:

1. Have something to say

Videos can turn into a pointless series of visuals if you don’t have something relevant to say. Let’s start with something simple – for example, your product. An easy product video about how it works, how can it benefit the user takes them one step closer to making an informed decision than reading through all that web content.

The decision to have a video needs to be one that has been thought through and matched with objectives – just like the rest of your marketing plan. It needs to drive awareness or help generate leads or engage.

2. Be original

Create a unique video style that is in tune with your brand identity and connects with your target audience. You can use different editing techniques, animation style or even have your logo appear a certain way. It would be to your brand’s advantage to have a video style guide to ensure brand consistency across video production, especially if you intend to use multiple vendors.

3. Three second rule

For videos to gain a view on social media, it needs to captivate the audience for at least three seconds. So, you have three seconds to woo a potential customer by grabbing attention, create a good brand recognition and a have a compelling story.

To marketers, this means the first three frames of the video become crucial and would be something that would require greater attention. For YouTube, it would mean having a good screen grab that is attractive enough for the user to click.

4. Silent views

Facebook videos are designed to play in silence till the user clicks on it to view it. So, the three-second rule needs to also ensure that the story is understood. Subtitles and captions come in handy here.

5. Call to action

Just like other campaigns, have a clear call to action for the video like a landing page for sign-up or for sharing the video.

6. Descriptions and details

The video description is of utmost importance as it helps improve your SEO rankings. So, be creative, add the right URLs and make the most of it.

7. Data

Web videos are longer and serve a different purpose than TV commercials. Running a TV commercial online won’t get you the desired results just like running your web video on TV will not help meet objectives. But, online videos help you in precious data collection about your target audience. Use these relevant insights to improve and up your video marketing game.

A good video marketing strategy is like being a great chef at a restaurant. You need to use all the right ingredients in the right manner to make the most of your dish. And if the dish turns out to be great, the customer or in this case the audience will keep coming back for more.

So, go ahead and create your own special dish.

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