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10+ Ways To Master Video Marketing

Written by The Laire Group Team | December 20, 2016

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Have you noticed recently that every time you jump on Facebook, all you see is videos? Feel-good videos, clips of cute animals, seasonal-themed and informative videos (like Tasty). This is where we are headed, not only as consumers, but also as marketers. A common prediction is that video will continue to take over the digital world at a higher rate. We say "continue" because, let’s face it, it already has taken over.

But, video marketing doesn’t need to be scary. It can be as simple or as complex as you let it be. The choice is yours. So, let’s break down the whys and hows of video marketing.Recently, our company received an email from a past client. We had filmed multiple videos for them to promote their local franchise. Two years after being released, that local video was used in a big pitch for the national franchise. This is the perfect example of the power of video marketing! It's proof that videos that live on YouTube and have searchable terms, and content can live and reach people for years. 

If that doesn't convince you, then let's look at how video marketing has grown over time.

  • Hubspot’s State of Inbound Report states that Facebook users watch an average of 8 billion videos every single day.
  • Snapchat users watch 10 billion videos a day.
  • 43% of people want to see more videos in the future.

So, now that we’ve officially convinced you to use video in the future, it's time to review the best practices.

 

Tips For Creating Videos

1. Keep it short

master video marketing - keep videos short - timer

Always keep in mind that your viewers have short attention spans and will most likely check out after a few seconds unless your video content is engaging. That brings us to our next point.

2. Grab their attention

Do everything you can to grab viewers' attention in the first 2 seconds. This will determine whether they stay and watch or move on. To do that, you have to keep your target audience in mind and why they may be watching your video content. For instance, if you know your audience is wanting to know how to make a chocolate cake, don't spend the first 15 seconds artistically showing clips of people eating cake. Instead, jump right in and deliver the content your audience wants. 

3. Customize your video

Your videos should be customized to a specific audience. Don’t use one video to reach every one of your personas. Customize it to meet their specific needs! Let's revisit our chocolate cake example. If you have a persona who is a mom and another persona who is a college student, the angle you take for your "How to Make the Best Chocolate Cake Ever" video should be different. In the video targeted to your "Mom Melissa" persona, you could include a mom and child baking the chocolate cake together. The title could also change to "How to Make the Best Chocolate Cake with Your Kids". 

be a video marketing master - know your audience - baby with chocolate cake

Then for your "College Student Sam" persona, the angle could be "How to Make the Best Chocolate Cake in Your Dorm Room". Same content; different spin. 

4. Be real

Be yourself! People want to see who you are as a brand and what you offer. No gimmicks required.


Keep in Mind: Applications such as iMovie, Videorama, Quik and Animoto help you piece together video clips, add a soundtrack, and create multiple effects for your videos. Remember, your video does not have to be professionally done! As long as it’s clean and clear then it will work.

Tips for Advertising With Video

5. Tell your story with and without sound

Did you know? 75% of video viewers watch content without the sound on. That being said, make sure you are adding captions so they can follow along by reading.

6. Add a call-to-action

video marketing - add a call-to-action - man with megaphone

Include a call-to-action to let your viewers know exactly where they can go to find more information about your services. Otherwise, they will most likely just jump to another piece of video content without taking any kind of action.

7. Make it compatible

Make sure your video can be viewed across all devices and all software. It should be optimized for mobile and desktop, as well as for both Apple and Android technology.

8. Mind your platforms

Use best practices when it comes to video length and content. 15-30 seconds is custom for Instagram where one or more minutes is suitable for Facebook. Also, if the majority of your viewers are watching on mobile (and they are), the shorter the better.

9. Embed your video

Use your video again and again! Embed it on your website and use it in blog posts to boost traffic.

10. Analyze correctly

Track the right metrics on your social platforms to see how the video is performing. Analyzing video marketing require different metrics than "regular" ads, so make sure you use the correct and helpful statistics.

 

And there you have it!

Video marketing is the future, and the future is here! We challenge you to step out of your comfort zone and create a 30-second video about your company. Post that piece of video marketing on social media and your website and track how it does. How many views did you get, did you get any conversions? We can almost guarantee your reach will go up. Happy filming!

 

Video marketing? Check! Looking for more social media tips? Check out our free social media guide. 

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The Laire Group Team
The Laire Group Team