Don’t be left out or left behind.
With the always-shifting nature of online popularity, it’s probably not surprising that video platforms change rapidly. In 2019, 85% of businesses were using video as a marketing tool and 92% of those marketers credited video as an important part of their marketing strategy. With everyone online and trends changing quickly, you don’t want to be left out or left behind by not being on top of your video marketing strategy.
As the newest video sharing app on the block, back in 2019, TikTok was largely an untapped market for businesses. Now, with 689 million active users worldwide (not including the 600 million active users in China alone) — and 2.5 million users in Australia — spending an average 52 minutes per day on the app, more and more businesses are taking the plunge into the new platform. There are plenty of ways to reach younger audiences through TikTok, by producing original content, getting involved in challenges, and paying for advertisements or influencer marketing.
Focus on consumers.
Videos are a huge part of how today’s consumers make decisions, making them a great way to position your business, product or service as one of choice. If you want potential customers to imagine themselves engaging with your brand, you have to create video marketing content from their perspective. Ask yourself what they would want, then deliver it.
One thing consumers want is explainer videos, with studies showing that short and concise DIYs, how-to clips and other explanatory product videos help customers feel more comfortable with their buying choices. If done right, this kind of content can educate, entertain and advertise all at the same time.
As well as increasing sales, video can help with customer service and reduce support calls, while B2B marketers can use video to share product information, increasing leads and conversions.
Take it live and vertical.
There are a lot of different video formats to choose from, depending on the platform. It’s best to present content in the most convenient format for your audience — as most people view content vertically on their phones, more and more marketers are producing vertical videos. Plus, vertical videos tend to have a 90% completion rate, holding an audience’s attention all the way to the end.
In 2019, 57% of marketers were using live video — in a world before COVID-19 sent all of our classes, conferences and events online. If you’re not already taking advantage of livestreaming on Zoom, Facebook, Instagram or YouTube, it might be time to see if it’s right for you.
Keep things short, sweet and silent.
Silent films are really making noise. On average, 85% of all Facebook videos are auto-played silently as users scroll through their feeds, so ensure your visual component is dynamic. If you’ve got to communicate narration, interviews or dialogue, clear, bite-sized subtitles are best.
People also don’t want to waste time with long descriptions, so it’s important to keep content under two minutes. Half of all videos are 0–60 seconds long, and some are as short as six seconds. These bumper ads are a cost-effective way to increase brand awareness.
Finally, think about how your video content adds to how your brand is perceived. At the onset of the pandemic, businesses had to swiftly assess what they were sharing. Video ads for events and overseas adventures quickly became both irrelevant and insensitive, while helpful gardening videos or cooking workshops on Facebook Live were incredibly popular. Marketers have had to keep on top of the events of the day as cities go in and out of lockdown and COVID restrictions evolve. Always remember the context of your content and stay positive.
Boost your SEO.
Just like a blog post, video SEO is important to getting your content seen. Having quality videos embedded on your website can increase traffic and encourage visitors to spend more time engaging with your content — which will boost your search engine rank. Studies show mentioning the word ‘video’ in your email subject line increases the open rate by 19%, while landing pages with video can increase conversions by 80%. Remember to include a call to action in your video to encourage audience interaction.
To optimise the video itself, include targeted keywords in the title and meta description, select an engaging thumbnail image and insert transcripts for your videos. Upload videos directly to social media rather than embedding links to other platforms — this makes sure they auto-play and are prioritised by the Facebook and Twitter algorithms.