Video is a tool for capturing the user’s attention and delivering a brand message in a memorable, entertaining and engaging way.
When it comes to content marketing, the role of video is becoming increasingly clear. Today, more than ever, marketers who are on their A-game have realized that video marketing has a major role to play in their content marketing strategy. It is a tool for capturing the user’s attention and delivering a brand message in a memorable, entertaining and engaging way.
If your marketing strategy does not include incorporating video into the content marketing mix, it is a must for 2017. The following information will provide some background on why video is an integral part of any successful content marketing strategy and also provide some useful tips as to best practices for doing so.
Is there really a market for videos?
Consumers are watching more videos, more frequently than ever. According to comScore, in 2015, over 45% of internet users viewed at least one video per month, and the average user is exposed to an average of 32 videos per month. The numbers keep growing; now the average number of consumers who watch videos each day is over 100million. It is also predicted that by 2017, video marketing will account for 69% of all consumer traffic, mobile video ads will grow 5 times faster than desktop and landing pages with videos lead to 800% more conversion.
Note: The key takeaway here is that video is no longer an optional part of a comprehensive content marketing strategy, it is crucial!
How to hit the bull's eye with video marketing
Now that it’s clear on how important it is to include video marketing as part of your marketing strategy going forward, let’s look at some techniques for making your videos more effective in driving brand awareness, lead generation, and online engagement.
A previous study shows that marketers have a maximum of 10seconds to grab user’s attention in a marketing clip. The hurdle to overcome here is short attention span which plagues more that 80% of the audience. Furthermore, 20% of users will click away from the video in 10 seconds or less. Then, by the 2-minute mark, more that 60% of viewers will click away. These numbers seem to hold true irrespective of the video duration. To beat the system, you need to;
- Keep your videos to less than 2mins (breaks it into bits if it’s more)
- Let your core message be in the first 10seconds of the video
- Make it interesting enough to encourage them to watch it till the end.
Content Quality (Don’t be boring)
As with all other forms of content used in the marketing, quality matters a lot. Videos that are pure marketing skit don’t spread, Never! So what does your audience want? They want to laugh, they want to feel enlightened, they want to be pulled out of their boring 9 – 5’s and forget about their realities. So your video has to;
- Solve a problem or provide new or useful information
- User-friendly (easy to share, embed and find if possible subtitle)
- Use Interactive elements to create engagement (other video links, surveys, or CTA’s)
This is a very crucial part of your video marketing strategy. Since you’ve spent a great amount of time, energy, and resources creating a video for your audience, you have to make the most of it by optimizing it for search. Well optimized and relevant videos can deliver traffic over a long period of time. How to optimize videos for search includes;
- Using transcriptions (include a transcription directly within the HTML of the pages that the videos are hosted on. This will also benefit users who are unable to watch it or listen to the audio.)
- Host videos on your own domain
- Allow Embedding
- Use keywords
- Create catchy titles
- Detailed descriptions
- Use tags
- Use sitemaps
Now that you have all that cleared, your video needs to be seen by the maximum audience possible. To do this, you have to use maximize the use several platforms to distribute your content. YouTube used to be the giant of video distribution but that has changed. One of the major trends to note in video distribution is YouTube’s declining market share. Marketers are now opting to upload their videos directly to Facebook, rather than publishing them to YouTube and sharing the links on Facebook.
Facebook’s organic play is one of the major reasons for the spike in reach and view rate. While YouTube “True View” gives more quality reach because only users who are interested will watch till the end.
In conclusion, for Video marketing to work, it has to grab user’s attention before anything else. A task which is very difficult and almost impossible because of people’s short attention span and more brands are competing for the limited attention time. To be ahead of the curve, you most think in a two-phase model;
- First, entertain your audience to grab their attention
- Second, turn to your advertising need by providing a relevant information or subtle sales pitch.
If you aren’t using video in your social media marketing yet, you should be. A third of all online activity is spent watching videos which increase engagement, conversion and awareness rate by over 100%.