You can even involve your customers by creating success story or customer testimonial videos. Who better to toot your horn than the people who already love you?
4. Keep it Short and Sweet Let’ s face it, the attention span of the average internet user is dwindling by the second. No one scrolling through their Facebook feed on their lunch break has the time to watch a 30-minute product video. This is probably why Vidyard’ s 2018 Video in Business Benchmark Report found that 56 percent of all online videos published in the last year are less than two minutes long.
So how do you find that sweet spot? Here are a few platform-specific suggestions for you:
FACEBOOK No more than two minutes long. Multiple studies have shown that for most videos posted on Facebook, engagement tends to fall off after the two-minute mark. For this platform, focus on short videos that are fun and informative and are able to be easily understood without sound. Captions on the bottom help immensely, too!
TWITTER Twitter won’ t let you post video content over 30 seconds, so this platform has already made the decision for you. Consider using twitter videos as a way to tease full-length content and send viewers to your website or YouTube page.
INSTAGRAM If you’ re uploading to your feed, keep your videos around 30 seconds. Data compiled by HubSpot shows Instagram videos that received the most comments typically average about 26 seconds in length. Also, time-lapse and looping videos are popular on Instagram. Use their Hyperlapse and Boomerang apps to easily create these fun videos.
YOUTUBE As the primary digital video platform, YouTube lends itself to in-depth video content like product demos, tutorials and more. You should consider YouTube your digital video library and store all your video content here. Two-minute videos still have the most engagement on this platform, but you can also play around with longer content to see what your audience prefers.
5. Include a Call-to-Action If your viewer makes it to the end of your video, you’ ve captured their interest and won the video marketing game. But now what? You need a way to take them from video viewer to loyal fan. You can do this with a call-to-action at the end of each video.
Recommend some of your related content, provide contact information at the end of the video, or invite them to participate in more of your content like upcoming webinars or live events.
6. Don’ t Forget Analytics It’ s easy to get wrapped up in the fun part of video marketing, but you can’ t forget about the analytical side. You need to know if that content you’ re working so hard on is actually working.
On the surface, you can always check out your number of views to see how many people you are reaching. But, you can also go a bit deeper than that, which is what makes video marketing so lucrative. Keep track of numbers that show actual engagement like duration of views, repeat views and drop-off rates.
Finding the Right Content Now that you’ ve got your strategy down, you need to start making your awesome content. If you’ re not a professional videographer, it can be intimidating to get started. What kind of video should you make? How do you know what your audience wants to see?
According to Magisto’ s 2017 study, Video’ s Payday Part 2: The Role of Social Media in Today’ s $ 135 Billion Video Marketing Industry, customer testimonials and product / service overview videos are the most popular videos for distribution on social media. As you can see from the chart below, howto / educational videos aren’ t far behind.
TYPES OF VIDEOS CREATED BY US MARKETING DECISION MAKERS
CUSTOMER TESTIMONIALS PRODUCT / SERVICE OVERVIEW HOW TO / EDUCATIONAL VIDEOS EVENT PROMOTION / RECAP STORYTELLING VIDEOS( ABOUT THE COMPANY)
43 %
VIRTUAL TOURS
38 %
INDIVIDUAL PROFESSIONAL PROFILES
32 %
ENTERTAINMENT
29 %
THOUGHT LEADERSHIP
20 %
SOURCE: Magisto,“ Video’ s Payday: Part 2: The Role of Social Media in Today’ s $ 135 BN Video Marketing Industry,” Dec. 14, 2017
49 % 48 %
51 % 51 %
46 PULSE ■ August 2018