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Across social media channels, there is an increasing appetite for video content. This is because videos are engaging, fun to watch, and easy to establish recall. From a marketer’s point of view, they can build a better connection with their customers, as the message excites the sensory receptors through interesting audio and visual aids.
Before we go on to discuss a few handy tips for your brands to conceptualize a video marketing strategy, let us learn about some interesting stats. Statistics suggest that videos have made its mark, and it is here to stay.
Let us see why:
- Mobile video consumption increases by 100% every year
- 59% of consumers say they would rather watch videos than reading texts
- 81% of businesses use videos as a marketing tool
- 92% of viewers watching video on their mobiles are likely to share it with others
- Social media posts with videos have 48% more views
- Over 1.9 billion people use YouTube
The above numbers speak for themselves and justify the importance of investing in creating powerful video content for brands.
Leveraging the Power of Videos on Social Media
Social media users are demanding video content not only for the purpose of entertainment but to keep track of their favorite brands. Social media has opened up avenues for marketers, both B2B and B2C, to be creative in delivering content and engage with their audience going beyond the text and image format. People stream videos on YouTube, Facebook, and Instagram and don’t hesitate to share an interesting watch with their social buddies. This means videos have twice the chance of reaching the newsfeed of a potential customer.
Video marketing strategy
Now that we have understood the positive impact videos can generate, let us find out how marketers can make the best use of it. Before jumping into action, one needs to put together a social media marketing strategy to channelize the potential of this medium.
Here are a few things to keep in mind while deciding on a video strategy for your digital channels:
Define the Objective
Video content is an extension of your brand identity and must be in sync with the overall marketing plan.
A few questions which need to be discussed to objectivize the strategy are:
- What type of videos would my target audience like to see?
- How can my videos generate traffic to my website or landing pages?
- How to make the video viral and increase the follower base?
- What platform would be best suited to showcase the video content?
- What kind of connection do I want to establish with the audience?
By defining the objective clearly, you get one step closer to mastering the art of video marketing.
Select the Best Video Message
Depending upon the social media campaign or theme of the month; you need to select the appropriate type of video to be featured. If you are running a campaign on creating awareness about a newly launched product, you might want to create a video that explains the product benefits, have a brand ambassador endorse it and even go live from the product launch event.
On the other hand, if you are running a campaign to thank the existing customers for their loyalty, you need to create a video showing gratitude and record a personal message from the senior management team.
To make the video content more impactful, there are different elements that can be added to the video. This intro maker gives the brand videos a more personalized feel. Also, a call to action button at the end of the video acts as a reminder for viewers to like, share, comment, and subscribe to your channel.
There are various free and paid video editor tools available to edit videos and add interesting filters to make them stand out. Some of these tools are; InShot, KineMaster, WeVideo, Magisto, and Quick.
Length of the Video
This is an important factor to consider. If you want your viewers to come back to your YouTube channel for more, they need to be constantly amused with high-quality videos. Videos that are too long, lose focus on the message and do not achieve the purpose. Content that is crisp, precise, and innovative is appreciated by the audience. The ideal length of video for different platforms is; 30 seconds for Instagram, 1 minute for Facebook, 45 seconds for Twitter, and around 2 minutes for YouTube.
Once the video goes live, it needs to be circulated across social media in a way that it reaches maximum target viewers. For videos uploaded on your YouTube channel, it is advised to follow a few SEO rules to achieve a better search ranking. This includes doing thorough keyword research, adding an appropriate thumbnail, choosing correct titles, and drafting an appropriate description. Cross-promoting videos from YouTube to other social networking platforms is also a way to reach out to a higher number of viewers. Marketers can also invest in paid advertisements and boost a video to grow its viewership and increase brand awareness inorganically.
Analyze Video Performance
Get details about how your video performed by gathering important statistical information. Parameters like engagement rate, viewership, link clicks, and streaming time help decipher whether the content met the viewer’s expectations satisfactorily. Based on the information shown by Google Analytics, you can focus on making video content that your viewers find interesting to watch.
The more your audience consumes your branded video content, the more trust they develop in your offerings. They also look up- to your business as a thought leader and feel pride in associating with your organization. Hence, achieving well-thought video strategies should be every marketer’s priority.