Video marketing is a growing trend that can take your brand to a whole new level. In 2017, videos will account for 74% of all online traffic. Not only is video important in defining your brand, but it is also important in keeping up with the latest marketing trends.
Length
The length of your video plays a big part in the viewer’s interest. Have you ever found yourself interested in an online video you came across, but once you click play you see the length reads 5 minutes? You most likely don’t want to watch the whole thing unless your friend swears that it’s the best 5 minute video of a puppy you’ve ever seen.
How do I know if it’s too long?
According to Visible Measures, 45% of viewers will stop watching a video after 1 minute and 60% by 2 minutes. It is essential to pay attention to the length of your videos. Test it out! Watch it a few times yourself and see where you may lose your attention span. Take note as to what you think the appropriate length is. Then have a few colleagues watch the video, pay attention to when they seem to lose interest. Once you do this a few times, you’ll see a pattern and can cut the length according to your results.
Content
Like any form of marketing, content is what makes or breaks a successful video. Not only do you need to have an appropriate length for your video to keep consumers interested, but you also have to have content that is worth watching.
What are consumers most interested in?
Comedy, news, and music are the most popular forms of video content. Consumers enjoy feeling relatable to what they’re watching whether it’s something for them to laugh at, debate about, or sing along with. The more relatable the better. Investigate your content and what message you’re trying to get across or what kind of product you’re trying to sell. Now picture yourself as the consumer, ask yourself what would interest me in watching this video? What videos have I have seen in the past that caught my eye and why? The more we understand our target audience, the easier it will be to create quality content for them to enjoy.
Engagement
Videos can be used on many different platforms, and it is important to understand which channels work best for your brand and your target audience.
How do I know which channels are best? Research, compare, create. The answer is ALL channels. Go ahead and research similar brands to your own. Research what your competitors are doing. Is it working for them? Which channel are you seeing the most engagement? Compare these similar brands to your own. What makes you different? What can you do better? Now you can research the three main channels that you should explore when sharing video content, which are Social Media, Email campaigns, and Website. What are the video requirements for each of these channels? What videos seem to be having the most traffic? Make sure to tailor your video edits according to each platform. For example, Facebook users are more likely to listen to a video with no sound, youtube viewer rate is only increasing, and email campaigns have a higher click rate when the subject includes the word “video.”
Quality
Quality is key. Stick with the trends but make them your own! We’re now seeing drones filming over our heads and attachments that allow your phone to turn into a fisheye lens – if you want positive consumer results, make sure you have hi-res, high-quality video content. Better technology calls for better quality in any business.
How do ensure my video content is quality?
Investing in a hi-res cameras and top editing systems will be beneficial to you and your brand in the long run. The more official and modern your content looks, the more engagement your video will encounter.
Credibility
In recent years it has been hard to tell what online content is credible, and what content is just bogus. It is important to release content that is factual to ensure consumer trust and interest. Not only do you want to sell them the best product, but you also want to provide them with accurate information that they can refer to. Educate before you sell.
How do I authenticate my content?
When you supply information in your videos make sure to always provide the source, that way viewers can take a look at the statistics themselves. Try to steer away from opinion, as it can mislead or change perspective of your audience.
