A few years ago, no one thought video content would disrupt the way people interact with brands. Today, while static content in the form of whitepapers, graphics, blogs, and case studies still has a huge following, video content has become the king. And more and more brands have realized the value of embracing and using video in marketing.
In fact, according to CICSO, by 2020, videos will account for more than 80% of all consumer internet traffic. Additionally, the HubSpot in its State of Inbound Report calls video the leading disruptor. These two are good a reason why brands today need to embrace video. The rise of mobile, the ability to create engaging videos than ever before, and the diversity in content creation are the other reasons why the growth of video is not going to stop very soon. In fact, there are no signs video growth will slow down any time soon.
That said, and as brands rush to hone their video marketing strategies, let’s have a look at the dos and don’ts to keep in mind.
1. Make sure to entertain, educate, and engage
It is the goal of every marketer to create content that converts. That is great, but it is equally crucial to create content that engages. Asking yourself about some of the common questions in your industry, like what challenges do your target audience face, can help you create engaging videos.
These questions also come in handy when educating your prospects. Consider a case of Grammarly, where they use a video to educate their prospects about the value of using semicolon appropriately. Such a video can really give you an edge over your competitors.
Just keep in mind that video may be the first point of contact your target prospects has with your brand. So, make sure the content of any video you create will entertain, educate, and engage.
2. Promote success stories/Use testimonials
Not once success stories and testimonies videos have been used to take brands to the next levels. By simply packing your success stories and testimonies into videos, you can seamlessly build trust with your prospects. Here is a good example of a success story video.
3. Measure performance
Your success in using video largely will depend on your ability to measure the performance of your videos. Because if you don’t, it will be possible to make sound improvements and refine your KPIs. For example, you can measure views by location, view rate, attention span, and video completion rate.
4. Have clear Call To Action (CTAs)
What action do you want your prospects to take after watching your videos? It is crucial for you to direct them. A CTA comes in handy and helps you engage your prospects and boost conversion rates. Remember to add the right CTAs as not all will work for you.
5. Don’t forget to test your video length
The length of your video is a very crucial factor when determining the overall engagement. Shorter videos, two minutes, or less tend to have a higher engagement rate than those playing over two minutes. Often, as the length of a video increases, the retention rate tends to drop significantly over time.
Testing the length of your video over time can help you know which length works best for you. For example, you may find a two-minute video doing well on YouTube and a one-minute excelling on Twitter. Just don’t give up until you are sure of what length is ideal for your videos.
6. Don’t forget about the thumbnail
While video thumbnails provide previews of video content, many brands tend to overlook the value of including them. A good thumbnail can make a huge difference in your video marketing. Here are things that your thumbnail must accomplish:
- Look excellent on any device screen size
- Feature your branding
- Hint at the premise of the content
- Indicate the length of the video
- Hint at the premise of the content
- Compel viewers to click to discover more
- Prominently display the “play” button
7. Avoid typical pitch
While it may be tempting to use a video as a selling tactic, it is good to keep in mind that salesy videos can decrease trust and repel potential customers. Focusing on videos that explain how your services and products are of great value and leveraging storytelling tactics can stop you from creating salesy videos. Simply, strive to create videos that speak to specific emotions.