Most marketing professionals will tell you that video content marketing is rapidly rising and Cisco has predicted that video will comprise more than 80% of global Internet traffic by the year 2020.
When implemented strategically, a video marketing campaign can engage the minds of millions of people in a short time, regardless of shooting it in-house or using an outside agency.
Maximize the impact of your brand in 2018 with the following best practices.
1. Hook Your Audience Quickly
A year ago, most video marketing experts would have told you that you had about 10 seconds before you lose your audience’s interest. The reality in 2018 is that you have much less time than that. You actually get about three seconds.
People have a lot of content from which to choose. If your graphics and title do not woo them instantly, you will lose them. The first few seconds at the start of a video works exactly like the headlines on a text blog post or email. You use them to get the viewers’ attention immediately and make them want to learn more.
2. Tell Your Audience a Story
Storytelling is one of the most effective ways to communicate a message. Use your videos for this purpose. Create a message that works as a story, with an arc—a beginning, middle and an end. Try to affect your viewers on an emotional level. This will require you to learn who your audience is and to truly understand what they care about and want. You should be able to connect with them and to understand how your product or service will fit into their lives.
3. Avoid an Overtly Sales-Focused Video
Most people want solutions to their problems, but they do not want to have to listen to a sales presentation. Your message will simply be tuned out if your audience gets the idea that you are only interested in their money. On the other hand, selling a solution means that you are trying to make their lives easier. This is far more interesting and they are more likely to see it as being worth their time.
4. Make Sure Your Videos Work Without Sound
If you plan on sharing your videos on social media platforms, it is important to make sure that your videos still convey your message while muted. The vast majority of Facebook videos are watched without sound. Most people set their players to mute videos that autoplay.
5. Use Customer Data
Use what you know about your customers to create content for them. The idea is to create personalized and relevant versions of your brand message for your video campaign. If done well, information on locations and purchase histories can engage your customers.
6. Keep It Simple
If you want to get your message across clearly, what you do not want to do is give viewers too much information. Your audience can be bogged down if there are too many irrelevant messages.
Your goal should be clarity. You want to communicate a couple of simple ideas in ways that viewers will remember. Compose these carefully during the planning phase of your video campaign. Take full advantage of the tools that video marketing provides to deliver a message that resonates.
Simple, clear stories fueled by your knowledge of your audience and what they want are crucial for getting the most from video marketing. Media consumption is changing.
Video can no longer be ignored. It is the future of content marketing. Take a look at more mind-blowing video marketing statistics that will have you creating a video today.