We have seen a dramatic growth in the use of video content over recent years. As we are all working our way out of the clutches of the COVID-19 pandemic we will see that 2020 will be no different. In fact, it will play an even bigger role as more and more organizations decide to operate remotely.
Benefits to Your Bottom Line
If you haven’t used video content in any of your marketing, now is the time to implement it. The popularity of video has risen along with the profitability of those organizations already maximizing its potential. Video leads to increased web traffic, lead generation and conversion rates. The stats speak for themselves as we see up to 90% of businesses using video and around 80% sharing video content through social media channels.
If you are already using video in your marketing, don’t stop. In fact, it’s time to create even more content. Brands are posting new videos to YouTube multiple times a week. It’s ok if you can’t reach this volume initially, but regular posting and sharing of your content on social media networks will result in more chances for your product/service to be seen and recognized. This is essential in a saturated market.
It is important, however, to maintain a high quality of content over quantity. It’s far better to have 5 highly finished videos than 50 sub-standard ones. You want to have viewer interest and retention as well as maintaining your brand messaging.
Do Your Research
Take a look at your competitors and assess what they are doing and putting out there. Don’t replicate their videos, look at ways you are different and build your content around that. Do some research and if you find that your niche is filled with similar videos, try to do something different to set you apart from your competition.
The frequency of which you post videos to YouTube, Facebook and LinkedIn is important but this doesn’t mean you should copy what they are doing.
Depending on your brand, you might want to consider creating content that leaves the viewer waiting for more. This way you can build a series of videos such as demonstrations or how-to’s in a series that leave the viewer wanting to find out more. A series of videos will keep your audience engaged in the long term. The best way of doing this is to focus on a particular area of your business/operation and build a series around each one. Use the same format such as regular presenter(s), location, backgrounds, music and graphics etc. to build on the familiarity. For cost-effectiveness you can produce several of these at one time and then schedule the posting of them at regular intervals. This will ensure the quality and continuity of each video.
Silence is Golden
Nowadays it is commonplace for videos to have no sound as people are watching more videos with their audio muted on their device. This can be because they are watching late at night in bed, at their place of work, or sitting on public transit with no headphones. Your videos should be accessible to everyone, so if your videos have sound then maybe consider adding captions or titles on screen. Your key information can be reinforced with the use of animated text on screen. This is a creative way to deliver your message and keep the viewer engaged.
There are so many video outlets available to marketers these days and choosing the right one for your brand message is daunting. You may find that you need to capitalize on the different audiences of each one and this brings with it the issue of formatting your videos to fit the constraints of each channel. For instance, Instagram uses square content for its main feed and vertical for IGTV and Instagram Stories. Facebook can use either 16×9 or square video, as can Twitter and LinkedIn. You will need to plan ahead and decide which works best for you and your marketing plan. You want your viewers to have the best experience no matter what device or platform they are viewing on.
Now is the time to ramp up your video marketing and position your organization for 2020 and beyond.
If you would like to arrange a free consultation on how we can help you with your video marketing needs, then call Andy Holt on 780-907-1445. This can be conducted via Skype, Zoom or a simple telephone call.
Visit our website for more information: www.asquaredcommunications.com
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