Cisco has projected that by the year 2019, video will account for 80% of all global Internet traffic.
Today, Facebook sees on average 8 billion daily video views from about 500 million users. We know that online video converts better than any other content, and digital and video marketing clearly play a big role in achieving todays’ business objectives.
But, here’s the scary news.
Turns out, people are creating a lot of videos, but they don’t understand how to tie their video production to their desired goals, i.e. building social community, brand awareness, generating leads etc.
The good news is that’s exactly what we’re going to cover in today’s blog.
- We’ll review 9 important tips to remember when producing a video for social media, so that your videos are shareable and successful against your KPI’s (key performance indicators)
- Find out some of the best tools to use to create your videos and finally…
- How to repurpose your videos into as many as 12 other formats for distribution
Online video now accounts for more than 50 percent of all mobile traffic and 78 percent of people say they watch videos online each week.
After Facebook introduced videos that start playing automatically in people’s feeds earlier this year, video viewership increased exponentially. This combined with the explosive growth of mobile phones with powerful video cameras, tons of storage, and faster mobile networks to upload and watch videos, has only intensified the mobile video phenomenon.
Social media continues to drive the video phenomenon.
- In April 2016, Snapchat had 10 billion video views per day
- YouTube has over a billion users and everyday people watch hundreds of millions of hours and generate billions of views
- Over 200 million broadcasts were created on the Periscope platform in the past twelve months and 110 years worth of live video are currently watched on the platform every day
With all of this growth, it’s no surprise that the “2016 Social Media Marketing Industry Report” from Social Media Examiner found that 73% of marketers are set to increase their video usage on social media. Video is so “hot” that according to HubSpot, just using the word “video” in an email subject line boosts open rates by 19 percent, increases click-through rates by 65 percent AND reduces unsubscribes by 26 percent. Those are some pretty powerful statistics for just using one word.
How Live Video is Shaking Things Up
Now add into the mix “live video”, which is fast becoming one of the most important forms of content. The video streaming used by Periscope, Facebook Live and Blab, combined with the mobile first approach, is providing yet more access to consumers (and brands) because of the flexibility it provides in capturing and streaming live events as they happen no matter where they are taking place.
This ability to interact with audiences allows potential brands and advertisers to engage with consumers authentically and in real time and just serves to deepen the brand/consumer relationship.
9 Tips to Make Your Marketing Videos More Effective
Social media channels warrant their own style of video content. This is top of the funnel after all, with the goal of generating brand awareness and driving the audience back to your website. But remember, videos aren’t just for top of the funnel. Video webinars help move audiences through the middle of the funnel, while product demos help convert customers at the bottom of the funnel.
Also keep in mind that 85% of all Facebook viewers watch videos without audio. This is important to remember when producing your video. With that said, here are some other tips to keep in mind when you are creating your videos:
1.Keep your videos short (2 minutes or under) Remember, the human attention span has dropped to 8 seconds, which means that you need to make good use of the first 3-7 seconds of your video, because that’s when people will decide whether they will turn on the sound and continue watching or not. Add interesting visuals, and be sure to include closed captioning or graphics for those watching with the sound off.
2.Ensure your video is tied to your content strategy Understanding your business objectives, your target audience and the goal you are trying to accomplish with your video is critically important to understand prior to writing a script or picking up a camera.
3.Use Transcriptions Transcriptions can significantly help your SEO when utilized properly to improve indexing, usability and content quality. To unlock the content of your video, and make it available to search engines for indexing, include a transcription directly within the HTML of the pages where the videos are hosted.
4.Make them personal Videos provide a great platform for you to humanize your brand and show your personality. Be authentic and true to yourself and let your customers get to know you. Here is an example of a web series called “Snapshots”, where we sat all of the employees down in front of the camera and asked them a series of short, fun, interesting questions, so that customers could get to know the company and the people who worked there.
5.Use strong storytelling Sharing a story encourages people to share your content and give them something to talk about. There are many ways to tell stories in your company.
- Customer Stories – Feature testimonials and stories of customers sharing their experience about your brand. It builds thought leadership and an emotional connection between your customer and you.
- Fictional Series – Showcase your CEO or another leader providing guidance on leadership, management, business advice or a personal look at how they manage their business and personal lives.
- Documentary Videos – Create a documentary style video or series to tell true stories about anything related to your business, a project, a client, or a day in the office. These will require some creativity, good writing, graphics and storytelling to bring to life. While consulting for the Jane Goodall Institute, we produced a web series featuring the chimpanzees of Gombe National Park.
- Explainer Videos – Show how to use your product or service. Tasty, which produces “snack-sized videos and recipes you’ll want to try”, is the world’s largest video influencer with more than 2 billion views (across all social networks) in April.
6.Be Emotive Here is one of my favorites from Proctor and Gamble. It’s called “Thank you Mama, Best Job”. It has received over 2 million shares to date.
7.Focus on one message Don’t try to accomplish too much in one video. Stay focused.
8.Make sure to include SEO Do the keyword research to find out what people are searching for and include those keywords in your video’s title, description and tags.
9.Include a Call to Action (CTA) What do you want your viewer to do next after they finish watching your video? This should align with your content strategy.
Tools/Software to Use to Create Videos
There are many great tools and pieces of software to use to produce videos. As a former television producer, I use Apple’s Final Cut Pro, but here is a list of the 5 easiest video editing tools (thank you Buffer), if you are looking for simple easy to use platforms:
How to Repurpose Your Videos For Multiple Formats
Last, but not least, after you finish creating your video, don’t forget to repurpose it into other formats for distribution. One video can be repurposed into the following formats:
- Podcast on iTunes (stripped audio)
- Vodcast for iTunes
- Your blog
- For Medium
- On your website
- Your Facebook page
- Linked In
- Pinterest (grab an image and then link back to site)
- An animated GIF for social media
- An Instagram video and
- a Slideshare video
All of this additional content can be created from just one video. Then, most importantly, all of these social platforms can be “fed” with content and potential customers “touched”.
When it comes to online marketing, video is increasingly becoming a must have. It’s a tool for capturing the user’s attention and delivering a brand message in a memorable and meaningful way. Conversion rates run as high as 80% by putting a video on your landing page (according to Unbounce). And as video and mobile continue to infiltrate the market, video production is no longer confined to companies with large budgets. Anybody with an iPhone and a computer are “good to go”.
Make 2016 the year you launch your video marketing strategy. You’ll be glad you did.
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