If you're here, you probably already know the importance of video marketing in today's digital world. Companies can no longer depend on just text posts or images to engage audiences and build an online voice.
The audience today is so indulged in live streaming, 360-degree video content, and more; such that the basic social media posts are 'boring' for them. Hence, it can only mean one thing - brands all over the world are developing strategies to include video in their marketing plans and invest in its production and promotion.
The shift in video content growth on social media has been very drastic. Around 53% engages with a brand after watching their video on social media. So, if you're not consistently pushing out video content, you are lagging behind your competitors.
But if you're someone who has never created a video before, getting started can be complicated. That's where we come in! Here’s what you need to do -
Strategies to Create Effective Marketing Videos
From advertising budget to timelines, to production, and more - a great strategy ultimately guides your every step. So, developing an effective one should be your first step for effective video marketing.
1. Start with- The Objective
The first step to developing any strategy is outlining your goals. Since there are so many aspects involved in developing a content strategy, identifying goals helps in bringing them together and nailing the strategy.
For instance, if your goal is to build brand awareness, you'd want to produce videos according to the type of content users in this stage consume.
It is also essential for you to define your goals. It depends on which stage of the marketing funnel you want to target. If you want to attract new users or build an online presence, you'd want to create awareness stage videos. If you want to build an engaged network, go for consideration stage videos. And if you want to convert more prospects into paying customers, create decision stage videos.
Learn more about video marketing in each stage here.
2. Next - Find your Target Group
Finding your target audience is a crucial step towards building a strategy. If you produce a video without a specific target group in mind, it is likely to fail.
For efficiently identifying the target audience, you should create buyer personas. If you already have one, great! If you don't, you can easily create one by listing down details about your target group like age, sex, location, demographics, parents, etc. With your buyer’s persona outlines, you’ll know exactly who your target group is.
To finalize your target audience, ensure you have the following figured out the 3 W’s:
Who your product is for — this will be your buyer’s persona.
What the objective of your video is — this will be where they fall within the marketing funnel.
Where your target group spends most of their time — this will inform your distribution strategy.
With these questions answered, you’ll know not only who your target group is, but how to attract them, as well.
3. Set Your Brand Voice - The Story You Want To Tell
Deciding what story you want to tell through the video can be overwhelming. You’d want to outline these elements, which serve as a framework of the story.
Protagonist with an Objective – This person should align with your target group.
Disagreement – This is your customer’s problems.
Hunt – This will be how you introduce the product.
Resolution – Your products ability to solve problem discovered from the hunt
These elements of the story should take the audience on a journey — one that should align with your brand goals.
Also, think about the emotion you want your story to impart on the audience. Do you want them to smile? Should they feel sad or angry? Whatever emotion you want the audience to have, think about that as you write your video framework.
4. Keep Creative Requirements in Mind
Since your strategy is based on your long-term business objectives, it makes your marketing efforts more fruitful.
With every social media post, you are a step closer to achieving your business goals. And who wouldn’t like that!
Developing Video Distribution Strategy
Video content is a great alternative for you to increase online visibility, brand awareness, and boost your site’s SEO. As a result, you will enhance sales. It’s one of the most engaging formats you can follow. And it’s growing at a significantly fast speed.
Among the broad range of videos, some specific types are simpler to distribute, due to their value
Why is Video SEO important?
Websites with videos perform better than websites that don’t - because search engines prioritize them. Ultimately, the search engines want to do a fair job, so if they see a website engages users, they’ll rank that site higher.
Although various other things can also help improve your SEO, video specifically helps:
Increases your click-through rates.
Including video drives a 157 per cent increase in organic traffic from SERPs.
Lowers the bounce rates.
Generate quality backlinks.
Learn how you can optimize your videos for search engines here.
Video Distribution Across Channels
To maximize the returns of your video distribution strategy, consider promoting your video across various channels. Pick out the ones for your business goals and marketing goals.
To begin, you have to understand that you can go for organic channels, or for paid channels (or a mix of both).
Although there are many channels to consider, below are some of the platforms that are every marketer's highest priority:
Facebook has over 2 billion users, and 50 million businesses and only a small section of those businesses are doing anything with video content.
A study found that Facebook videos perform 109% % better than YouTube videos.
So, Facebook videos generate vast opportunity to get your business in front of a highly targeted audience. Facebook video include sponsored and boosts, paid advertising, Facebook Live, etc.
Some of the best Facebook Video Practices -
Make your brand easy to remember by using specific colours, themes, company logo and graphics
Plan for subtitles or text boxes as most people watch videos on mute
Ensure the framing, dimensions are mobile optimized.
Format: .MOV or .MP4
Aspect Ratio: 16:9
Resolution: 720px minimum
File Size: 2.3 GB maximum
Maximum Length: 120 minutes (Facebook)
Thumbnail Image: 1,200 x 675 pixels,
Thumbnail Ratio - 16.9
Caption: 2,200 characters max
Sponsored Instagram videos generate 3x more comments than sponsored images? Moreover, 35% of Instagram users post/view stories which has been beneficial for a lot of companies. Generation Z is actively using this portal for product reviews which has given eCommerce a forward push.
Instagram video include paid ads, organic video sharing, IGTV LIVE and story.
Here are some best video practices for Instagram:
Create visual story-telling videos for Instagram as the sound is always a hurdle with auto-play selections.
People don’t prefer to read, they also don’t usually hear videos on their mobiles. The solution? Ensure your descriptions are short, precise and entertaining.
Make sure the framing, dimensions are mobile optimized.
Landscape Video: 600 x 315 (Min Resolution).
The aspect ratio is 1:91:1.
Recommended video formats are MP4 and MOV.
Max video size is 4 GB.
Max video length is 60 seconds.
Video max frame rate is 30 fps.
YouTube has 1.9 billion+ active users every month. And is the 2nd biggest search engine - after Google. Since only 9% of small-scale businesses are using this platform, the scope of opportunity for you is very high!
YouTube is a great platform to build brand awareness and drive targeted traffic to your marketing campaigns.
YouTube video include paid ads, organic shades, LIVE streaming.
Here are some best video practices for YouTube -
Avoid overdoing your SEO efforts when distributing onto YouTube.
Test out which formats perform best for your videos.
Always transcribe the videos.
Learn more about social media channels and what’s the best distribution strategy for you today.
6 Key Tips To Maximize Your Video Marketing Efforts
So far, you have your marketing video ready and have already finalized the distribution strategy. But before you start implementing it, understanding a few key things can help you maximize the effectiveness of the video marketing campaigns.
Select an engaging thumbnail - Thumbnails are the featured image of your video. They are also the very image that attracts users to your video. Since the human brain consumes visual content faster than text, an average user will always look at your thumbnail before they read the headline. Keep your thumbnail visual quality high and include engaging elements like stickers, emojis, 1-2 word text, etc.
Choose the right video hosting platform - You can find many alternatives for video marketing: YouTube, Vimeo, Wistia, etc. You need to assess your end goal and accordingly choose the platform. For instance, some video hosting platforms offer great analytics options; while others offer a highly engaged network. You need to evaluate which platform can help you achieve your business goals.
Include an engaging CTA - Every piece of content that you produce must have a specific call to action (or CTA). It helps the user understand what they should do next. Always include a short and emotion-driven CTA at the end of each video that you produce. This will also help measure the effectiveness of your strategy.
Draft an attractive headline - Ensure you select a compelling, engaging and descriptive headline for your video. Keep it short and simple. It should be relevant and represent the content of the video.
Research the keywords and tags - Evaluate which keywords come up often in your niche and include them in the headlines and tags. That's how your prospects will find you on the search bars of various platforms.
Focus on the platforms where your target audience is - Not every channel is beneficial for every business. Since the type of audience is different on each platform, its effectiveness varies with the type of business. You should always research which platform your target audience uses and focus your marketing efforts to those platforms.
Following these tips can help you enhance your marketing efforts and enjoy maximum returns from your video strategy.
A successful marketing campaign is defined by the returns it provides. For instance, if your goal was to attract people to your business, a significant evaluation metric would be to count the number of leads generated.
Similarly, you need to set specific metrics for every marketing function if you want to accurately calculate returns.
Learn how you can measure accurate returns here.
It’s not just about producing a great marketing video. After creating it, you have to look for the best channel and platforms to promote it on and efficiently use your time, energy and money invested in the process.
What strategies do you use for maximizing your video marketing efforts? Share with us!