Mumbai: A key development in today’s marketing environment is video, which doesn’t appear to be slowing down anytime soon. Video is now considered an integral part of any organization’s content marketing strategy, and it is a common practice for businesses to implement it into their marketing efforts.
A video can change the entire dynamics of the content marketing perspective. By adding videos to your landing pages, you are likely to increase conversions by an average of 80 percent . According to estimates, 92 per cent of mobile users share videos on their devices. Thus, using video effectively to reach your target audience and engage with them is critical.
You should consider these 5 key aspects when developing a video marketing strategy.
• Tell Your Story, Not Your Sales Pitch
There was a time when advertising in newspapers and television shows was the only way to reach the general public. Now you can reach a similar audience directly through social media platforms. Branded content (advertising) has become more of a competitor than a disruptor of entertainment.
Viewers will not view brand-focused videos and videos that are solely focused on driving sales. Video content must provide some value to viewers. You can make your video content more relatable by telling stories about yourself, which will help your viewers better understand what you offer and how it can benefit them as they watch it.
• Make the Most of the First Few Seconds
Today, people spend an average of 8.5 seconds on the web, this represents a relatively short attention span for online users. When producing video content, you should ensure that your story is presented concisely so that viewers’ attention is captured as they scroll through their feeds. Your video should engage your viewers from the outset and clearly explain what is happening.
➔ Hook the reader – Start your video with a hook that will catch your viewers’ attention. Hooks serve as a preview of what the video will include.
➔ Add Thumbnail – You will be able to upload thumbnails alongside your YouTube and Facebook videos, which will attract the attention of your viewers and encourage them to view your video.
➔ First impressions rely heavily on thumbnails – If you choose your thumbnail carefully, whether on social media or in an email, your play rate will be higher. Make the thumbnail blurry and motion-filled but still convey the quality of the video. Make sure that the subject or environment is clear and sharp.
Video thumbnails are great ways to introduce a story and show what the video will be about.
• Don’t Forget the Calls to Action
Video content should be short and crisp with a call to action. Do not forget to promote your website or social media handles; because this helps boost higher interaction and engagement around the brand by the viewers. Also, videos can contain text that links to your website and encourages viewers to visit it.
When your video garners decent popularity or becomes viral, your customers may not know what to do with it once they have seen it. Include a call to action on your website, which will result in more traction on your website and conversions.
• Engage Relevant Facebook Audiences
You can use Facebook’s super-in-depth targeting tools to reach specific audiences for your content while making your content stand out. Are you interested in targeting your Facebook posts? Facebook Ad targeting is a great way to make your posts more relevant to your target audience. You can increase engagement by making your posts more specific. Due to the decline of Facebook’s organic reach, it is an excellent method of reaching the right people.
You can segment your Facebook audience based on age, gender, location, language, etc. Only those in your Facebook audience will see your posts. For example, no one outside the age group of 18-24 years will see this post in their News Feed or your Page.
There is also the possibility of targeting people based on their interests. If you select an interest (you can choose up to 16 interests), someone who likes your page and shares your interests is more likely to see your post. This way, users outside your interest group can view your post on your page or in their News Feeds.
• Make Videos SEO-Friendly
Do you know that Google indexes YouTube videos? Searching for your brand and a particular phrase might rank you up multiple times in the search engine. So, make your videos more searchable by adding keywords to the description.
To encourage people to visit your website, you can include a landing page or shortened link with a call to action. Moreover, you may want to take advantage of YouTube tagging, which groups similar videos based on relevance, so that your video will appear as a “related video” when viewers view identical videos.
Lastly, we could say that video marketing is becoming the ace card for all marketers at present only for one reason; because it works every time. This is why we should design our video such that it is user-friendly to all our audiences in terms of understanding and interaction and engages the customers while establishing thought leadership within the industry.
The author of this article is Garage Group co-founder & managing partner Anjali Chauhan.
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