Video marketing is the king of content marketing. More than 500 million hours of videos are watched on YouTube every day. People spend an average of 2.6x more time on a site with video content. As you can already gather, a video has become an essential part of this generation.
The video combined with the power of the social media platform has tremendous potential for any brand to step into the spotlight.
But the type of video you create for one platform has to differ for the other.
Why is that?
Because different social media platforms have different demographics of people using it. For example, lengthy videos are created for Facebook & shorter ones for Instagram. Due to this, your video marketing strategy will even change accordingly.
Back to square one, your video needs to be appealing to watch for it to engage people effectively.
However, people think creating videos is a piece of cake. In a way it is, but making it work effectively is a whole different story.
It’s rather surprising that many people still think that video production is merely a 3-step journey, and for some even 2 steps. Shoot, edit and post! We’re here to tell you that’s not how it works!
Every single component from planning, goal setting to organizing and even budgeting contribute to a successful video campaign. If you’ve started creating and posting your unique video content, you’ve already crossed one major milestone, which is-getting started!
This video marketing guide is bound to help you set up your perfect video marketing strategy! If videos fit in your long term marketing vision (which it should), then read this one very carefully.
Here’s everything you need to know.
Video marketing strategies that work wonders
1. Define your goals
If you don’t set goals, how will you know if your campaign was a success or not?
Every video you produce should already have a roadmap planned for it. This is where you put your creative side to work. Don’t think of what’s right or wrong, just have fun! The best ideas come to life when you enjoy what you do!
Apart from what you come up with, here are some generic types of video goals to set:
- Brand awareness goals: To measure brand recognition, recall and the quality of overall content.
- Higher conversions: Measuring the total amount of leads generated or the impact of content on the conversation rate.
- Enhanced engagement: To measure the viewer engagement of the content, how long people view your video or the duration spent on your content.
As a highly experienced video production company, we believe in setting up S.M.A.R.T goals.
S: Specific goal setting is important. We know you want higher audience engagement but what does higher engagement mean to you? Are you referring to your social media? Or anything else?
M: Measurable goals translate to something you can analyse, such as key performance indicators.
A: Attainable goals, the part where you set up realistic goals for you and your video production team so they can be achieved without conflict or chaos.
R: Relevancy to your company’s overall objective is very necessary. It would not be fair and practical to just have a farfetched goal.
T: Timely goals should be realistic enough to be achieved in a given time frame.
Setting a measurable and clear goal drives your team to achieve that goal collectively. Believe it to not, revenue-based goals set a base for your success and provide quantitative feedback.
2. Make stories your focus, not sales
Back in the day, when social media wasn’t as evolved as it is today, advertising was done by hiring the media channels like TV or print. And it used to turn out really well engaging people.
Don’t worry you don’t have to work so hard now, but you do need to work smart. Truth be told, social media platforms work well engaging with the audience from varying demographics. The ability it provides to connect with the audience is second to none.
So even back then, attracting the attention of the people was done by keeping them entertained through content. Surprising, isn’t it? That even through print, companies back then were able to grow their businesses.
So how do you make video content entertaining now?
By providing great value to your viewers. If your strategies focus on selling your products first, and not on connecting with your audience, such videos are more likely to be ignored.
What you should do is, tell a great story! Give your audience a laugh and slowly ease into telling how your brand’s products are perfect solutions for their problems. The better you make them feel like you understand them, the more likely they’ll feel one with your videos and it will be likely that they share your videos with their friends and family. Play it out like this and the probability of your videos getting viral is significantly high.
3. Select the best type of video
The type of videos you can work with is vast, so it’s recommended to figure out what you want first.
Think about a story you would like to tell, how do you see yourself telling it, how do you visualize it, how is it parallel to your company’s ideologies and most importantly, which style is the most favourable to use.
It’s important you start with a certain type of video and then when the need arises, rethink the video style later on, if required.
With an average attention span of 8.5 seconds, you need to bring a story to life instantly. We can’t stress this point enough. That’s the time you have on hand to convince your viewers that what they’re about to watch is worth their time.
Remember, every different story has a different way of being told! Don’t stop until you find the best suitable video style that suits your message best. Viewers on different platforms appreciate diversity.
Factors to consider while choosing are the videos that statistically gain the most engagements or conversions, maximum ROI and the most reach!
However, when you are deciding the video content strategy, there are two basic strategies marketers usually cater:
- Business content: This is often directly business/ company related, scheduled series, content for your website, how-to tutorials, client testimonials, company culture, homepage videos, anything and everything that is bound to stay longer on your page!
- Campaign: These types of videos run for a shorter duration of time. Often new trends, current topics, new product launches, festive greetings etc. are all campaign videos. Such campaigns run for a certain duration and serve a specific purpose.
4. Your budget
The budget for your video marketing strategy is mostly impacted by the type of video you are going to work with. Every type of video, whether it is animation to explainer video will vary in its production cost.
The quality and style are the main factors that contribute to your video, thus having a huge impact on your ROI. The more attractive the video, the more profitable it is.
Other factors such as hiring freelancers, professional company or an in-house team form a part of your budget. Don’t forget the additional costs of equipment, software, multiple edits or even location charges that pop up during the process of creating the ideal video.
Pro Tip: If you’re working on your video strategy for the first time, there are going to be so many factors that come into play, and it will get difficult getting the desired output at first. That’s why you should consider hiring the pros who not only guarantee success for your video campaign but will understand your every requirement that’ll show on screen.
5. The best social media platform for the video
After the entire process of creating tons of content for your company, you ought to decide where it will live or rather serve its purpose.
Before releasing any videos, you will have to fix multiple distribution channels to get the most out of the content you’ve created! The content can live on multiple pages of your website, about us page, the homepage or even the blog page.
Newsletters are another favourable option for your content to go live on, along with various social media platforms and video hosting platforms such as YouTube, Vimeo etc.
Although the key thing for running videos on social media platforms is to study the demographics of your audience you want to target. Different types of video content work better with a specific media channel, so you must keep in mind this factor when you select the type of video that works best for your brand.
6. Analyse your strategy
Don’t let the word metrics freak you out! Videos are quite easy to track, take our word for it! Any online video platform will provide you with the necessary detailed data about your video’s content performance.
What to consider when you analyse?
- Number of views
- How long your video is viewed for
- Click-through rates
- Content consumption
On an Endnote
Keep these factors in check for your next video marketing strategy and you are sure to achieve a positive outcome for your efforts. However, if you’re low on time and need satisfactory results quickly, might we suggest you bring our expert teams of marketers and video makers on board?
Communication Crafts has been a leading video production company since 15+ years with countless video projects throughout the globe! Our experts create bespoke video production strategies suitable for companies of all shapes and sizes. Creative storytelling is our forte and we help you tap into a new and a wider audience while telling your story in the best possible way through videos! When you work with our experts, you enhance your interactions with your audience in a strategic and a meaningful manner while giving them great videos to watch and share.