By Sue Brady
If you haven’t jumped on the video bandwagon, it’s time. YouTube claims to have over 1 billion unique users per month. That’s one seventh of the world’s population! According to a Nielson study last year of brand marketers, 64% said that video content will dominate their strategies as they move forward. I’ve read in a number of places that the future of content marketing is in video.
Like other forms of content, video content needs to be relevant, compelling and engaging. Know your audience and how to talk to them, and know your video goals. It’s not enough to post your ad to YouTube and hope it catches on. Instead, think bigger:
- Produce short informational videos showing your product in action, or talking about various benefits of using it.
- Use tutorials.
- Show yourself as the expert in your industry so that when it comes time for a user to purchase what you’re selling, they’ll think of you first.
- Film some of your customers making positive comments about your product.
- Solicit content from your customers by having them upload their own videos.
Make sure your videos are interesting so that they’ll be watched. And don’t forget to include a call to action if appropriate.
Video has applications for both B2B and B2C brands. For one thing, there is a beneficial impact to SEO that shouldn’t be ignored. These 10 tips will help you optimize your video for local SEO. Video appears in Google search in a whopping 70% of the results (source: Searchmetrics).
Figure out the length that will work best for you. Shorter videos seem to be well received in the business world, though the length you decide on should be driven by your goals. Forbes Insight’s Report found that 47% of the C-Suite prefer videos to be 3-5 minutes in length. You do want your video to be long enough to convey your message, and if you think your target audience will watch a 10-minute how-to video, then don’t cut it too short.
Identify where you’ll be posting your video. YouTube is an obvious choice, but maybe a video would do well on your company’s website or blog. Or perhaps a video is appropriate on a pay per click or banner landing page. Consider your audience as you make these decisions. And don’t forget to make your video mobile friendly. 40% of YouTube viewing happens on a mobile device.
A long time ago, at the turn of this century, I worked for AOL and needed to show how easy and beneficial it was to sign up for a new program we were launching. I created a video to run on the AOL site that used animated graphics to demonstrate the ease with which our customers could enroll in, and use, the program. Over a million people did! Who knew I was on the cutting edge of a trend!?
In a recent post on humor, I mentioned the Kmart videos that went viral. Who doesn’t want that? But going viral doesn’t need to be your goal. Figure out what is, and get started. That’s the hardest hurdle to jump.