In content marketing, the most powerful way to deliver your brand message in a memorable way is through the use of video. People retain much more of what they see than what they read. Combine your words with video and you will create an even stronger correlation between the message and your brand.
If your company is struggling to increase its commitment to video content, this article will appeal to you. We’ve compiled a list of strategies that any video marketer can use to improve the effectiveness of their videos. How many are you already using? Which ones are left out?
#1. Use video for your social media
Social media is the best platform to make your content visible. Focusing on only one of them will limit the scope of the content. Consider the different platforms and analyze how video works best on each one.
A longer video works better on YouTube. Teasers and trailer-type videos generate good engagement on Facebook and Twitter. Short promotional videos work well on Instagram. Of course, these observations are very general. The final performance of the content will be subject to its own set of variables. Therefore, test splitting and metrics analysis are critical to success.
#2. Produce your own content
Wherever possible, produce content that is 100% unique and brand specific. Stock video will never be as effective. Today’s social media audience wants to be able to interact with brands and build a relationship. This is difficult if the brand is forced to hide behind the mask of someone else’s content.
The overall quality requirements of the video you produce depend on a number of factors, primarily in terms of the effect the video is intended to have on its audience. Direct sales videos, for example, should be professionally produced and presented in a high quality format. It’s also a good idea to get out the smartphone every now and then and download short, candid content for the enjoyment of your audience.
Most importantly, make sure you include enough brand-specific images to help viewers associate the content with your business. This step is necessary if you are presenting professionally produced content or more informal videos for your page.
#3. Optimize the referencing of your video content
Search Engine Optimization (SEO) is a key factor in the growth of your online content. The written copy for the video, as well as any content used to promote it, is important. It should include well-documented keywords that are relevant to the audience and the topic.
Searching for different keywords is important in video descriptions, blog posts, page META tags, etc. Basic keywords, long tail keywords, and keywords suitable for latent semantic indexing (LSI) are all necessary elements for good SEO.
If SEO is not your forte, it may be a good idea to work with a professional copywriter or freelance writing agency on scripts and supporting materials. Working with a professional blogger, scriptwriter or even an editor can make a big difference in the performance of the finished product.
#4. Encourage the sharing of your videos
Calls to Action (or CTAs) are another important element of content engagement that too many marketers neglect. Your audience is unlikely to do anything with your content beyond viewing the video, unless otherwise stated.
A simple call to action in the caption section of the message will prompt some viewers to click immediately. It is also strongly recommended to mark the end of each video script with a specific call that generates the expected conversion.
In a nutshell.
These strategies are far from being the only ones that exist when developing a marketing plan, but they are all essential to ensure good content performance. Don’t overlook any part of the process that determines how many people view your video or what they do afterwards.
The bottom line here is simple: if any of the above ideas are not used (or are under-used) in your video marketing efforts, it’s likely that the content won’t reach everyone. Consider all of the planning for your next video project and commit to incorporating some of the ideas we’ve recommended.