There’s one major question you have to answer before you can create a compelling piece of video content… and that question is “why”? Why are you creating this specific piece of video marketing? And why should people take time out of their busy days to give it a view, like it or share? Once you clarify both your intention for the content and the incentive for customers to engage with the piece, you’ll have a better idea of how to hone in on specifics with your script and setting. Keeping this in mind, HubSpot reports that 81 percent of businesses use video in their marketing strategy. This isn’t a coincidence. Video is the easiest way to explain a new product or concept and it reaches customers more directly than blogs or podcasts alone.
Of course, video content can also be quite daunting to create when you’re first starting out. So, without further ado, here’s how to hone in on your video marketing goals and invest accordingly.
Give Them a Glimpse of Your Wares
Video is the future of content marketing and customers prefer video to traditional marketing methods. In fact, Hubspot reports that when both video and text are available on the same page, 72 percent of viewers will watch the video to gain insight about a company or product. However, just like a blog or podcast, your video should still have information to get across, or a message to convey. When you’re gearing up to shoot your first marketing short, think along the lines of the “why” that we talked about earlier: Why are you creating the video and why should customers care? Keep in mind that most video content will fall into 1 of 2 categories. Knowing which the vid you’re making falls into is key to investing the right amount of time and resources into each piece:
- Ephemeral or short-term content – This content is made to go in your Instagram Story, be streamed on Facebook Live, or grace your social media profiles for a limited amount of time. Since ephemeral content usually promotes a specific event, employee, or product, it represents a lower financial investment for your company and can be created more often.
- Lasting content – This is the high-caliber stuff that you’re going to embed in your website, or pin to your homepage. You will invest more resources into lasting content, since you’ll use it to promote your brand for 6+ months. In many cases, videos that fall into this category will be evergreen and not hinged on a specific trend or event.
Don’t Go Overboard on Audio
Facebook found that 80 percent of viewers have a negative reaction to loud video ads coming on when they don’t expect it. This means that a lot of the money that companies are putting into their ad campaigns are actually having an adverse effect on their customer’s perception of their brand. Nobody wants to be assaulted by a hollering salesperson when they’re innocently scanning the web… and that’s not how you want to introduce your brand to a new audience. So, keep it classy and relatively quiet to avoid incensing potential customers. While we’re on this topic, it’s important to realize that many of your potential customers will view your content either at work or via mobile device. In fact, Hootsuite reports that 85 percent of videos are actually watched without sound. To reach the bevy of potential customers who will watch your video sans audio, be sure to include subtitles on every video you create.
Make it Move with Social Media
Even the best video content on the planet will waste away on your website if your marketing team isn’t doing their due diligence to stream and promote it. Remember this: Customers need a good reason to take time out of their day to tune in to your branded content and a large piece of the marketing puzzle comes down to sharing content at the right time. Your marketing team needs to be well-versed on how to leverage each social platform to get the most from your investment in content. If your goal in creating content is ultimately to get more traffic – and, ultimately, customer spend – to your physical or online store, make sure that each blog or social media posts ends with a call-to-action that directs customers to the products, people, or events that you feature in each marketing vid.
Creating a great marketing video starts with being able to answer the “whys,” so make sure you have your intention and the customer’s incentive in mind when creating your script. Also remember that sharing the video on social media is what makes the magic happen for your company’s bottom line, so be sure to stream your stuff regularly across all of your business’s social platforms!
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By Jasmine Glasheen, RetailMinded.com