Online video marketing has recently seen a huge gain in popularity. As such, companies are now turning their efforts to producing high-quality videos in addition to other types of ads.
In fact, Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional pages of text. This can be attributed to the fact that videos are easy to digest, as well as super simple to engage with and share. If you hit the sweet spot with your audience, you could even see your video go viral.
However, companies don't need to invest a ton of money in order to see a Return on Investment (ROI) from video. It can be simple to create and share videos. Then, once they're hosted on a site, you can get views on them over a long period of time, increasing the amount of traction you're getting.
If you're thinking about delving into video as part of your digital marketing efforts or are looking to boost the success of your existing video marketing campaigns, check out these tips.
Create a Story
Ads are no longer purely about presenting a product and driving sales. You want people to connect with your brand, which is easy to do on social media platforms. You are getting material in front of your audience in a space where they are also interacting with and connecting with friends. If you want your video to have an impact, create a story that has value for the viewer.Make it have meaning for your audience, like Budweiser did with their Harry Caray video. The video ad made a splash on social media and connected sports fans and beer lovers at an important time in sports history.
Pick a Good Thumbnail
Many platforms have a thumbnail image connected to your video. These help viewers get a sense of what they can expect to see and help grab attention in order to coax them into watching. Don't let this opportunity go to waste! Having a blurry thumbnail or a shot that doesn't have anything of particular importance in it isn't going to appeal to anyone. Instead, pick a frame where the shot is in focus and clear so that it looks like a video they will find interesting to watch.
Target Your Audience
On platforms like Facebook and Instagram, you can filter the audience that sees your videos using a number of different factors. When you post a new video, click the target button in order to open up the preferred audiences selections. Choose the interests you want to target by just typing them in the search bar. You can pick up to 16 interests (e.g., sports, fashion, pets, etc.) and also choose restrictions based on age, gender, location and language. People who fall outside of these criteria will not be able to see your post.
Add in CTAs
Although your video is adding value to viewer's lives, you still don't want to miss out on the chance to convert them into a customer or further engage with your brand. Take advantage of your videos by adding a CTA that encourages the viewer to subscribe to your video channel, like your page, share with friends, leave a comment, sign up for your newsletter or other ways of checking out content that your company has produced. Nearly 96 percent of videos feature a CTA at the end of the video after the viewer has become interested in the content, but it's worth split testing CTAs at different points in the video to see what works best.
Optimizing your videos for search is a great way to increase the amount of views you get and the engagement with your brand. Simply placing a video online is great if your platforms and website already gets tons of traction, but it's much more effective to make it easily searchable on Google and social media sites. You can do this by using keywords in the title of your video and in the description, as well as by using a keyword in the alt title if that option is available. Keeping titles and descriptions short and simple will help you rank higher in searches.
Start Out Strong
No one is going to sit through a boring video – in fact, 20 percent of viewers will click out of a video within 10 seconds or less. Keep your videos short and to the point, and make sure that the first five seconds contains the most compelling visuals and content. Like any good story, you can use teasers to hook their attention and answer the question of why they should spend their time watching your content. Try to wow them and don't force too much into any single frame.
When video marketing is done well, the payoff can be huge. Landing pages with videos can generate 800 percent more conversion. It's time to put best practices in place in order to ensure that your video advertising campaigns are helping you meet your business objectives and propel your brand forward.