Like it or not, content is king when it comes to digital marketing. In fact, it innovative, creative content has dominated the marketing industry for several years now. Valuable, interesting content will demonstrate your expertise and can even turn prospect into buyers.
In today’s web-driven world, you need to start communicating differently if you want to reap the reward of good quality content. You need to create the type of content your audience wants to consume. In recent years, there has been an explosion of growth in video on social media. In fact, videos are one of the fastest growing types of internet marketing content today.
According to studies, video content has higher engagement rate than any other type of content. If you want to capture the attention of your target audience, we encourage you to use video content to grow your social presence.
Here are some tips for using video content in social media.
Tell a story
In an age where everyone owns a smart phone, almost anyone can create a video. As a business owner or online marketer, you need to set yourself apart from these amateur video makers. One way of doing this is by telling a story.
Telling your brand story through video is one of the most effective ways to communicate your brand. A story that is told through aural and visual means is ideal for spreading your brand message. Stories help us empathize and create long lasting emotional connections. They allow you to convey your brand’s personality while appealing to the emotions to the viewers. When creating a video, make sure that you tell concise but relatable stories.
Shooting a video for the sake of updating your Instagram page or Youtube channel won’t get you anywhere. In order to get your desired results, you need to concentrate on quantity vs quality.
Just because you have the budget, it doesn’t necessarily mean that you’ll get the results you want. Your video will be judged based on production quality, style, presentation, and the content. In a saturated world wide web, you need to maintain a certain quality standard. Otherwise, your videos easily get lost in the sea of content.
Your knowledge skills and expertise are powerful gifts that need to be shared. Focus on giving away knowledge. Educate your viewers, share industry-related news or offer advice that can help solve their problems. Create content with your audience in mind. Know your audience and find out what topics will capture their attention.
Keep it short
According to studies, humans have a shorter attention span than a goldfish. In fact, researchers have found that most people tend to lose concentration after 8 seconds. With such a short attention span, getting people to sit through your video would be a challenge. As such, you need to get your message across fast.
Shorter videos are easier to create and allows you to enjoy significant cost savings. Plus, they are easier to consume. Hence, it has more viral potential. When creating videos, try cutting it down to 2 – 3 minutes. Get rid of everything that is unnecessary and keep messages short and sweet.
During the first 5 to 10 seconds into the video, you should tell and show your viewers why exactly they should keep watching. Be clear and give them a reason to stick around. Remember, getting people’s attention is different than holding their attention.
Use attention-grabbing thumbnails
In today’s digital world, businesses are vying for the attention of their target audience. According to studies, 100 hours of video content are being uploaded every minute on Youtube alone. That’s a lot of competing videos you need to standout against. An attractive, attention-grabbing thumbnail is a must to attract more viewers.
A video thumbnail works similarly to a book cover, especially on YouTube. It is the first thing people see when they come across your video. It gives people an initial impression of your video. The more interesting and eye-catching your thumbnail is, the more people will click through your video.
Since thumbnail images are tiny, you need to make sure that it looks good on a variety of screen sizes. Stick to a consistent image style, especially when your building a brand. Don’t forget to embed your log on the bottom-left corner of your thumbnail. Ultimately, choose a video thumbnail that reflect what the video is about.
Good quality audio is a must
Most people judge a video based on the quality of the visuals. But what they fail to realize is that videos have two significant elements – video and audio. When shooting a video, you need to pay attention to both elements. Having excellent visuals is just half the road. You also need great audio to get the message through to your target audience.
Recording the audio can be a bit of a challenge, especially when shooting a video outdoors. You are likely to pick up the wind and ambient noises from the background. The voice of the actors may not be as clear as well. In this case, we recommend recording the audio off-camera and then adding it to the video later on during the editing process. An external camera is also beneficial whether you’re shooting indoors or outdoors. This will ensure superior quality audio for your video production. Remember, great audio makes great video.
Some people are visual learners. The combination of video and text makes it easier for them to understand the content better. Others just prefer watching videos with subtitles, even if they are native speakers.
According to studies, over 28 million Americans are deaf or have trouble hearing. Also, studies suggest that 85% of Facebook videos are watched on mute. These people will miss out on your videos if they are not subtitled. That’s a huge audience you won’t reach.
Adding subtitles to your video can have a big effect on how successful they are. You can be sure that the viewer gets your message whether he/she speaks a different language, is deaf or can’t turn the video sound on. Captions also help increase view times and engagement.
End your video with a call-to-action
Often, video contents are created with the intention of driving traffic to the website or sell a particular product. But sometimes, people don’t even realize that you’re offering something. No matter what your goal is, it is always a good idea to tell the viewers what you want them to do after watching the video. This is where a call-to-action comes in.
Most businesses use simple call-to-action like call us or email me for more information. While there is nothing wrong with using these, they may be too generic for others. You’ll want to get creative with your CTA as well. You can ask the viewer to watch another video, fill out a short form, sign up for a webinar or vote in a simple poll in your website.
Video marketing is nothing new. But if you are looking for a way to make your products and services stand out in the crowd, it is worth adding to your promotional toolbox.
Creating video content is more challenging than writing a blog post, but it’s worth your time and effort. When done right, videos can increase your reach and engagement. It can also help in building trust and increasing conversions. It’s not surprising why more and more brands are hopping on the video marketing bandwagon. You should too.