In our previous blog, Why a video strategy is important to grow your business or NPO, we looked at some compelling reasons why every business needs to include video marketing in their business strategy.
We also outlined the most commonly used and effective types of video marketing.
In this Part 2. we dive straight into some important pointers often overlooked when creating videos for marketing.
For more, great video-related tips check out Good Reads list at the end of this blog.
Video Marketing Secrets
1. Focus on the story not the sale or call to action
It is now well documented that millennials (Gen Y) and Generation Z do not like being sold to in the conventional way. This makes up 40% of the consumer market.
Add to that the amount of digital clutter we all face daily, online and it’s not hard to understand why a hard sell tactic is not advisable.
Just like written content marketing, the same rules apply to video marketing, which is to focus on the value you’re providing for your customers or donors.
This does not mean one should omit a call to action. It simply means create the story, get your viewer engaged and then present the value proposition.
2. You have 10 seconds to make an impact
Ever browse YouTube?
Notice how some video adverts at the start get to the point within the limited time before you can bypass the advert?
Well, similarly, your video needs to get to the point and quickly by managing expectations from the outset (within the first 5 to 10 seconds).
Your video should immediately convey its value and answer “why should I watch it?”
3. Don’t be boring!
This may seem like a no-brainer but if you want your business or campaign’s marketing video to be successful, you need to trust your instincts.
This could be by adding humour, drama, emotive storytelling or even something more risqué, depending on the market.
There are a lot of by-the-book videos out there getting safe, average results.
We’re not suggesting outright comedy, but adding an entertainment value, where possible, will go a long way to notching up those views.
4. Make your videos mobile-friendly
According to YouTube, mobile video consumption increases 100% every year!
A simple way to convince yourself of the importance of mobile is to look at the analytics of one’s website. You will soon see just how much traffic that is.
Latest statistics reveal that 53% of all website traffic is now on mobile.
5. SEO optimisation and a stimulating title
The title of your video should be stimulating, eye-catching and provoke interest to grab a viewer’s attention. The same applies to your choice of thumbnail (static image).
This ties directly in with SEO because it is important to use relevant keywords in a title so that the video is more likely to show up on the search engines when viewers search for the topic.
Google loves video content so remember to include an SEO-optimised and well-written description that is tagged with relevant keywords to help boost the video’s SEO.
It is forecast that by 2020 online videos will make up more than 82% of all consumer internet traffic which is 15 times higher than it was in 2017. (Cisco)
Our third and final blog on video marketing will dive deeper into the planning stages in creating video for your business such as story-boarding and more.
Drop us a message via the contact form below if you would like to know more about the services we offer (including video creation and strategies).
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