Video isn’t simply a marketing trend— it should be integral to your marketing strategy in 2020
Video is a powerful tool. Numerous studies show that video is now one of the most important marketing tactics in the today’s world; and that’s not changing anytime soon.
That’s because it’s so incredibly effective. Here are just a few statistics to explain just how impactful videos can be when incorporated into your marketing plan:
- Including videos on your landing pages can increase conversions by 80%.
- 92% of mobile video consumers share videos with other people.
- 5 billion videos are watched on YouTube every single day.
- 1200% more shares are generated by social videos than text and images combined.
- 52% of marketing professionals worldwide name video as the type of content with the best ROI.
- Marketers who use video receive 41% more web traffic from search than non-users.
Why are all these statistics so important? These numbers prove that if you aren’t using video marketing, you’re likely falling behind your competitors. But creating videos does not have to be difficult! For most videos, the simpler the better. Having engaging and authentic content is what really matters to your viewers.
Once you develop a concrete video marketing strategy aligned with your objectives, there are a few tips and tricks you can use to increase your video’s effectiveness.
Here are six research-backed tips to take your video marketing efforts to the next level.
1. Tell a Story
The best videos consist of stories that reel you in and keep you on the edge of your seat until the very end. Video marketing should be no different.
Incorporating stories into your videos is a great way to improve viewer engagement. Rather than stating facts like your company’s name, mission, and services, look for ways to turn that information into an enjoyable story that viewers will connect with. And be sure the storyteller is pleasant, enjoyable, and credible.
As part of your story, focus on adding value to your audience’s lives by providing actionable advice, recommendations, and ways you can help them, instead of just telling them what product or service you offer.
For example, you can detail a real instance of how your product helped a customer who was struggling to find a solution to a specific problem. Explain how you were able to help them solve the problem and how you took a burden off their shoulders. This is the type of video viewers will connect with. In fact, research suggests that nearly 80% of people prefer brands that tell stories as part of their marketing.
So, leave the product pushes for other forms of advertising, and use your videos to build relationships and relate to your customers. The more connected they feel to your brand, the more likely they’ll buy from you.
2. Optimize Your Videos
There’s a wide variety of tactics you can employ to ensure your video gets found easily by search engines. So, before you share your video to any sites or social platforms, you should make sure it’s optimized when you upload it. That way, when people search for keywords that are related to your video’s content, you have the opportunity to show up in the search results. Here are the three best ways to optimize your videos:
Your video’s description is key to helping you show up on Google. Use keywords, links, and calls to action, and make sure the description includes a full explanation of your video
Think of a unique, relevant title for your video that uses keywords that describe what your video is about.
We recommend taking advantage of video tagging, which determines the relevance of your videos and groups similar videos together. This will help your video appear as a “related video” when viewers watch similar content.
3. Use the First 10 Second Wisely
Twenty percent of viewers will click out of a video within the first 10 seconds. That’s why we recommend making the first 10 seconds intriguing and straightforward. You want viewers to know exactly what your video is about, right from the very beginning. You don’t want to lose them because they aren’t sure if you’re video actually covers the topic they were searching for.
For example, say someone is searching for a video showing how to use a fishing pole because they are in the market to buy one for their spouse. Well, you sell fishing poles and have a video that specifically details how to use a fishing pole. Perfect, right!? Wrong. The first 15 seconds of your video only shows footage of a docked boat with some fishermen boarding. You have likely just lost that viewer because your video did not show anything remotely intriguing or any fishing pole mentions or footage. That’s an easy way to lose a viewer who could have potentially become a customer.
Instead, within the first 10 seconds, try sparking your viewers’ curiosity, using humor, inspiring them, asking questions, using teasers, etc. to get their attention from the onset. You should make it a goal to give your audience the assurance that your video is worth their time.
4. Create Effective Thumbnails
When you upload a video to YouTube, you are given two or three options for thumbnails you can use. But there is also the option to upload your own. Don’t be lazy and take the easy route of just using one of their provided options. Get creative and make your own; the short amount of time it takes to make an eye-catching thumbnail will pay off big time.
It’s important to create a memorable thumbnail because it’s the first thing about your video that gets noticed. When people are on YouTube or any social media platform, they might scroll right past your video if the thumbnail doesn’t grab their attention. So, why waste valuable resources to create an awesome video just to have it go unnoticed due to a basic, boring thumbnail?
To create an effective thumbnail, utilize an image from your video that will intrigue your audience and make when want to watch. For each video you make, consider how you can best design your thumbnail to draw people in and make them click play.
5. Create a Schedule
Instead of creating your videos as one-offs, think about creating a series of videos that will be part of an overarching campaign. This will keep viewers engaged and coming back for more, as they will be expecting new videos. You can also space your videos out over time and use them to lead viewers up to a new product launch or exciting announcement.
Once you’ve determined the content of each video, create a schedule for when each one will be published and where it will be shared. Sticking to this schedule will help you maintain consistency and encourage your audience to come back for more videos
As you continue to share new, interesting videos and maintain your posting consistency, you will start to establish your business as a leader in your industry.
6. Include Calls-to-Action
Many companies forget one vital part of any good marketing video – the call to action. There are plenty of ways you can do this without sounding too “salesy”. It can be as simple as saying, “If you liked this video, be sure to follow us on Instagram @bobsfishingpoles or check out or website at bobsfishingpoles.com.” Or, you can include text in your video that links to your website and invites viewers to click to learn more. You can even encourage them to view your catalog, start a free trial, give you a call, subscribe to your blog, etc.
While viewers might enjoy your video, they may not know what do to or where to go once they’re done watching if they want to learn more about your company. Including a call to action is an easy way to convert these viewers into engaged followers – or even into customers.
Onward and Upward
Remember, the objective for your video marketing campaigns should be, first and foremost, to inform and educate your target audience and established yourself as a trusted and valued resource. In doing this, you will build brand awareness, expand your reach, and ultimately, increase sales. But it takes time and effort, so just be patient, and you’ll reap the rewards of video marketing!
If you are interested in Tribe Video sign up for your FREE 14-Day trial today and start creating professionally branded videos from any device.