The time people spend watching videos increased significantly in recent years, and the trends suggest it’ll keep growing. Companies took notice and started including video marketing strategies in their social media campaigns.
As Boosted explains, it’s not only that social media users enjoy videos, but many of them want to see content from the brands they love. There are numerous ways for you to take advantage of this desire and improve your advertisement’s effectiveness.
If you’re only getting started with video marketing, though, here are three essential, highly successful strategies for you to start implementing.
Variety of Videos
Not every video fits every niche. The type you pick depends on your product or service, target audience, and the social media platforms you’re on. The choices are many, including:
- Product presentations and reviews
- Explainers and demos
- Video ads
- Vlogs and live content
It’s best to mix and match. For example, you could record vlogs during a new product’s development stage to keep the customers up-to-date. Later, produce high-quality presentations and add a demo or an interview with a customer to display its primary traits.
Another thing to vary is the video length, which mostly depends on your platform. YouTube videos can be much longer than those on Instagram.
As a rule of thumb, though, shorter is better for drawing attention if you make the videos compelling and actionable. Post a longer piece of content once in a while, but do so with a clear intention in mind.
Implement an SEO Strategy
While on-page SEO traditionally works only for written content, you can use it to optimize your videos, too. Since you’re still dealing with writing – titles, descriptions, captions – most of the common principles apply to SEO video optimization.
When you publish a piece, try to make the title keyword-rich but still punchy. Find that middle ground where Google’s and YouTube’s algorithms recognize keywords, but you’re nevertheless writing for humans.
Furthermore, use keywords in your description. Here, there’s more room to get creative and tell a story that appeals both to the algorithms and your human audience. Content-wise, try to explain what it’s about and why you made it in a way that fits your company’s narrative.
Use video hashtags that your customers are likely to browse, too. Here, it’s essential to blend high-ranking tags with millions of followers with lower-ranking, niche ones.
You’re trying to reach a broad audience while not getting overshadowed by a plethora of other content targeting the same demographic. So, by adding lower-ranking tags, you’re more likely to reach new people in your specific area.
You could also add a video transcript or subtitles to the videos. It lets you repurpose your content more easily, boosts SEO by providing more text, and makes the content more accessible to people with hearing disabilities.
Finally, there’s a step to take that doesn’t involve text. Your thumbnail can move your video up the feed of whatever platform you’re using if it features a human presence and a clearly stated video topic.
Share More Efficiently
If you own a website or a blog, that’s the first place where you’ll embed or upload videos. However, adding them on social media channels is much more effective – people who aren’t your customers are there, after all – but also a bit trickier.
Some of the best practices for posting marketing content efficiently include:
- Mobile-friendliness. Most people browse social media through their smartphones, so make the videos accessible on any-sized screen.
- Unobtrusive autoplay. Autoplaying videos are more likely to grab somebody’s attention, but only if they don’t annoy the person first. So, include captions and keep them silent.
- Staying organized. If you’re posting on a YouTube channel, keep all videos in organized, topic-specific libraries. Otherwise, people who open it looking to see more might leave.
Moreover, don’t post everything on every platform. The video’s atmosphere should match the social network. Nobody wants to see a professional slideshow on Twitter, while vlogs don’t seem in place on LinkedIn.
People enjoy live content, and companies can take advantage of that.
The real-time format makes you seem more genuine and human. Plus, Facebook and Instagram live automatically notifies your followers about the stream, so you don’t have to.
The Bottom Line
Video marketing is one of the best ways to add a human element to your product or service, showcase your transparency, and deepen your connection to your customer base. However, if you don’t do it right, it might seem forced and have the opposite effect.
So, experiment with different methods on a smaller scale until you find ones that work for you. Then, implement the strategies from above to maximize your marketing efficiency.