Can you believe it? One-third of online activity is spent watching video! If you’re near three people staring at their phones right now, at least one of them is likely to be watching a video. It’s incredible—since the rise of the smartphone, it’s as if everyone in the world is carrying a tiny television set with them wherever they go, and they’re watching more commercials than ever.
That means if your business isn’t producing any online commercials (or “video marketing campaigns,” in digital lingo), there’s a very real possibility that you’re falling behind your competitors. The reason why so many businesses are turning to video and why so many marketers recommend it is simple: It works. According to research by the Aberdeen Group, businesses using video grow company revenue 49 percent faster year-over-year than organizations without video.
That doesn’t mean you can film any old thing on your phone, upload it, and wait for the money to roll in, of course. There’s a science to producing video marketing campaigns that deliver a real return on investment. Studio Brand Collective works with clients in the Houston area to deliver video content that builds brands, engages customers, and attracts business. Here are six tips on how you can do the same.
1. Set your budget—and your expectations.
Anything is possible on video as long as you have unlimited money. Naturally, most businesses don’t. Start every video marketing project by setting a budget, which will help you understand what to expect from the finished product. If you’ve got the budget for a four-minute epic, plan for a big rollout on Hulu! If you’ve only got the budget for a free Facebook Live video, understand that you’ll be getting different results.
2. Don’t be boring.
Online, video can be fast-forwarded, skipped, and just plain ignored. You’re not competing with other videos in your industry. You won’t even be competing with other videos! Your video will have to compete for attention with the ENTIRE INTERNET. That means it can’t be boring. Give people something they haven’t seen before, or at least make them an attractive offer.
3. Use your time wisely.
Twenty percent of viewers click away from online videos within the first 10 seconds after clicking “play.” People on the Web are fickle, and they get bored easily. If your video takes too long to load or doesn’t hook people immediately, most won’t stick with it. Come up with a script or idea that will interest them in 10 seconds or less!
4. Target your audience.
You don’t need to reach a lot of people as long as you reach the right people. Platforms such as Facebook and YouTube Video Ads allow businesses to target consumers by location, age, gender, language, and even interests. Know who your customers are and target them.
5. Optimize it for search.
How easy is your video to find? Utilize researched keywords in your video’s title, attach relevant tags, and include useful links (to your products page, for example) in the description box for your video.
6. Tell people what to do.
Include a clear call to action in every video, along with helpful links! Some video platforms allow you to include clickable buttons in the video, but you can also simply include a strong CTA and a URL or other contact info at the end of your marketing video.
7. Share it!
Post your videos on your website, blog, social media profiles, message boards, and anywhere else your target consumers might see it. Don’t be shy! If you’re embarrassed to share your video, it’s probably not very good, and you should start over with a better idea.
Creating the best video marketing campaign possible can be challenging, slow, and frustrating, but the return on investment is often excellent. Fortunately, Studio Brand Collective is always here to help your business capture a share of the estimated 232 million online video consumers in the U.S.! Call us today at 713.863.1141 to discuss how we can update, improve, and implement all of your digital marketing materials.