Best Practices for Effective Video Marketing in a Social Media World
Over and over again, market research studies have demonstrated that video is the single best way to get your message across to consumers and build your brand online. YouTube is now the second largest search engine, with over one billion unique visitors every month, and video has been dominating Google searches as well; Forrester research has found that web pages containing video are 53 times more likely to appear on the first page of a Google search than web pages without video, and Marketingweek estimates that pages containing video make up 70 percent of Google’s top 100 listings for any given search.
In addition, video is now dominating in the social media world. Facebook has been working hard to promote videos, and if you’ve been watching your Facebook page stats, you’ll probably have noticed that your video posts consistently reach a much higher engagement rate than other types of posts.
Despite the many advantages that video production offers, however, creating an effective video campaign is not as simple as some may think. As we start to see more videos everywhere we go, web users are becoming more discerning, and it’s becoming increasingly difficult to stand apart from the thousands of other businesses out there who are also using video as a marketing tool. So in order to help you get the most impact out of your investment in video marketing, here are some best practices for creating videos that get noticed in today’s social media dominated world.
Invest in Quality
As viewers are inundated with more and more videos every day, they are becoming more and more discerning in how they respond to videos, especially when it comes to production quality. Poor quality video will simply not help you get noticed online, and it could actually hurt you more than it helps. By investing in quality production, you’re showing that you’re serious about your brand and what you have to say to the world.
Focus on Consistency Rather than Quantity
While quality should always come before quantity, it’s also important to remain consistent if you’re hoping to develop a following through your video campaigns. One-off videos can help you create some short term engagement, but won’t help you develop a lasting relationship with your audience. You don’t have to publish new videos every week, but it’s a good idea to come up with a consistent production schedule you know you can stick to. That way, people will come to expect your videos on a regular basis, and you’ll be able to start cultivating a real following.
Create Stories, Not Sales Pitches
The average North American is exposed to as many as 5,000 advertisements per day, and the last thing most of us want to hear is another sales pitch. If you want your video to be something people will watch and share, you need to make sure you’re telling a engaging story and not just trying to make a sale.
Come up with a Hook
On top of telling an engaging story, if you want your video to succeed on social media, you need to find a way to hook viewers into your story within the first few seconds of your video. As people scroll through their Facebook news feed, you want to make sure your video captures their attention before they get distracted by something else. Facebook videos now auto-play without sound as well, so it’s also important that you create a hook that works with or without sound. Consider using on-screen text, or focusing on stunning imagery within the first few seconds of your video to grab people’s attention.
Optimize for All Viewing Platforms
Last year, BI Intelligence found that 50 million Americans were watching online video on their mobile devices, while 15 percent of all online videos globally were viewed on mobile devices. If these trends persist, these numbers will continue to grow dramatically in years to come, so it’s important that any video you create looks and sounds great and plays easily, no matter how people are watching it.
Want to make sure you’re getting the most out of your video marketing efforts? Silverhouse can help you craft stunning, polished, and professional videos that will grab your viewers’ attention no matter where they are. Contact us for more information on how we can help grow your brand through video marketing.