19 Feb 14 Video Marketing Tips for Success on Social Media
One thing people can’t get enough of these days: videos! In fact, 54% of people want to see more of them from businesses in the future. So, if you’re hopping onto the video marketing train right now, then you’re headed in the right direction.
The big question is: How do you do online video marketing right? Producing videos isn’t cheap, and you want to be sure that you get the best return on your investment. That’s where our video marketing tips will come in handy. But first, let’s demystify what “marketing with video” actually is.
What is Video Marketing?
Simply put, effective video marketing means producing and publishing videos to reach your business goals. Videos can help you achieve a myriad of things – from getting potential clients to know and trust your business over driving sign-ups for a new service to explaining how your products work.
While most people associate video with YouTube, you can use internet video marketing just about anywhere. People love to watch videos on social media channels like Facebook, Instagram, Twitter, and Snapchat.
Also, your website can benefit from videos. Forbes has reported that the average user spends 88% more time on a website with video. And using video on your landing pages can increase conversions by as much as 86%.
Now, let’s jump into our video best practices that cover how to prepare your video, select the right content, optimize your video for engagement and conversions, and promote it successfully.
Tips for Preparing Your Video
So, you’ve brainstormed a few campaign video ideas. But before you start to create a marketing video, there are a few crucial things to clarify. If you get these right, everything else will be much easier.
Get Clear on Your Goals
A solid video marketing strategy can help you achieve almost any business goal. But for it to work, you need to be clear on what exactly it’s supposed to do for you – your video strategies. Every video needs a clear goal. The more specific you are, the easier it will be to create the right content, and your video is more likely to hit the mark with your audience.
Here are the key questions that you should be asking yourself at this point:
- How do you want your brand to show up in your video? What values do you want to portray?
- Who is your target audience? Who do you want to reach with this video?
- How will this video help your audience? What will they get out of it?
- What will success look like?
- How will you know if you’ve reached your goals?
Vary Your Video Types
Depending on your goal, you need to choose the right type of video that will get the job done. Each type serves a specific purpose. To keep things fresh with your audience, we recommend that you publish a variety of videos. Here are some ideas to get you started:
- Product review and testimonial videos: Ask your best customers to talk about your product or service and how it has made their life easier.
- Tutorials and tips & tricks videos: Show how easy it is to use your product or service step by step.
- Promotions, special offers, news, contest videos: Create a video about something exciting going on in your business.
- Behind the scenes and get to know the team videos: Pull back the curtain and show how you make your products, what a typical day at the office looks like, or what it’s like to work for you.
- Events and community videos: Make a video about the events you are attending or sponsoring and how you are involved in the local community.
Choose the Right Video Style
As important as selecting the right video type for your goals is choosing the matching format. Here are the seven most popular video styles:
- Motion Graphic
- Live Stream
When it comes to video styles, you are spoiled for choice. There’s, however, a right and a wrong way to use each format. Which style is the right one will mainly depend on your goals, but also on your audience’s preferences, brand identity, budget, and timeline.
Check out our blog post 7 Effective Video Styles and When to Use Them for an in-depth discussion of the different video formats.
Tips for Creating Your Video Content
After you’ve defined your goals and selected the suitable video type and style, you are now ready to dive into production. We’ve got some video marketing tips for you on what to look out for when
creating your video content.
Hook Your Audience Right From the Beginning
According to data from Visible Measures, online videos lose as much as one-fifth of their viewers after just 10 seconds. This means you only have a very short time frame to hook your audience before they wander off to the next piece of content.
How do you do that? By immediately answering the question that’s on every viewer’s mind: “Why should I watch this?” You can give a super quick preview of what’s to come or spark your audience’s curiosity by posing questions that are bothering them. What’s important is that they keep watching.
Tell a Story
Video gives you the unprecedented opportunity to connect with your target audience on an emotional level. You can show your values, what your business stands for, and how it’s impacting the world in a real, authentic way. Videos can tell your story in a way that text and pictures can’t because they engage all senses.
So, don’t waste this chance with pushy sales messages; instead, focus on providing value for your viewers. If you’re worried that you’ll miss out on leads, place strategic call-to-actions in your video that fit with your storyline.
Make It Entertaining
Nobody logs onto YouTube or Facebook to watch ads. Your audience is looking to escape reality for a while and will largely ignore videos that are obviously designed to sell. The fact is, 73% of consumers worldwide prefer to see entertaining videos on social media.
For your video ad to compete with the latest cat videos, it shouldn’t look like an ad. Rather, your video needs an entertainment factor. Don’t be afraid to use humor; brands can and should be funny, too. It will make you more relatable and memorable.Include a Call-to-Action
The same rule that applies to all of your marketing content is valid for videos as well: Always tell your audience what you want them to do next. It doesn’t necessarily have to be the ask for a sale or signup. Your call-to-action (CTA) could be:
- Subscribe to your channel
- Like your video
- Follow your page
- Leave a comment
- Share with friends
- Visit your website or a landing page
Now, you might wonder when you should ask your viewers to take action. There are basically three placements for your CTA in your videos:
- Pre-roll – at the very start of your video
- Mid-roll – anywhere between the start and the end
- Post-roll – at the end of your video
Interestingly, a study by Wistia found that mid-roll CTAs result in the highest conversion rates followed by post-roll CTAs. However, you’ll know what works best for your audience only after experimenting with different CTA placements yourself. If you want to try out a mid-roll CTA in your next video, be sure not to interrupt the flow of your video which can annoy your viewers. Utilize natural breaks in your content to present your CTA, so it doesn’t derail your message.
Tips for Optimizing Your Video’s Performance
Great content is a start, but to really make your video marketing campaign a success, there are a few more things you should consider. Follow our tips to optimize your video.
Get Your Message Across With and Without Sound
Did you know that 85% of Facebook videos are watched without sound? Most people have the sound off by default when watching videos on social media simply because they don’t want to draw attention to themselves in a public space or office. You can still reach these people by making sure that your video gets the message across with or without sound.
Try out these elements to tell a compelling story without sound:
- Captivating visuals and graphics
- Text-based videos
- Captions and subtitles
Facebook’s internal tests have shown that you can increase your video view time by an average of 12%, simply by adding captions.
Optimize for Mobile
With video consumption on mobile devices increasing by 100% every year, you can’t ignore how your video is going to look like on a small screen. Preview it on mobile to find out if it’s still compelling. Is text still legible? Is the message still clear?
If you are hosting your video on your website, make sure that your video player is responsive, so that it adapts to different sized screens properly.
Optimize Your Video for Search
Remember that YouTube is the second largest search engine worldwide, and Google increasingly displays videos in its search results. That’s why SEO is relevant not only for your written content but also for your videos. The first step to increasing your video’s chances of being found is identifying the keywords that you want to rank for. Use SEO tools like ahrefs or Ubersuggest for your keyword research.
Once you know your keywords, you’ll want to place them strategically in the following places:
- Video file name – Include your keywords in the name of the file that you’ll be uploading to YouTube or any other social media platform.
- Video title – Make sure to fit your main keyword naturally into the title while keeping the length under 60 characters to avoid it being truncated.
- Video description – Add your keywords to the description where you explain what your viewers can get out of your video. Don’t overstuff it with keywords, though.
- Tags – Tag your video with applicable keywords to allow search engines to understand what your video is about. Be careful not to add irrelevant tags as you can be penalized for that.
Split Test Your Video
When you launch video ads on social media, it’s completely normal for them not to perform at their best on the first try. To succeed with video ads, you’ll likely have to experiment to find out what your audience responds to. Luckily, social media platforms like Facebook make it easy for you to test multiple variations of your video. So, instead of posting and praying that your video will hit the mark, you can utilize A/B testing options strategically to increase your conversion rates and sales.
But what exactly should you test? There are just too many different elements and variations to try. We’d recommend focussing on the few elements that are most likely to have the biggest impact on your results. Consider testing the following:
- Ad headline and text
- Video thumbnail
- Video length
Tips for Promoting Your Video
Now that your video is all optimized, there’s only one thing left to do: promote it like there’s no tomorrow. The simple advice is to share your best marketing videos everywhere that makes sense for your audience. Be sure to check out our tips to secure the best performance on each distribution channel.
Publish Your Video on Social Media
The first platform you should publish your video on to make sure that it will be found in search is YouTube. Depending on where your audience typically consumes content, you might also consider distributing it on channels like Facebook, Instagram, Twitter, or Pinterest.
It’s tempting to simply link to your video on YouTube when posting on other social media channels. However, be aware that Facebook’s algorithm favors videos that have been uploaded directly onto their platform. A study found that native videos resulted in 168% more interactions compared to shared YouTube videos. It’s worth taking the extra step to upload your video separately to Facebook.
Embed Your Video on Your Website and Landing Pages
Videos can work wonders for your website and landing page performance. It’s worth mentioning again that the average user spends 88% more time on a website with video and leveraging videos on landing pages can increase conversions by as much as 86%. To realize these benefits, however, you have to keep your visitors on your site.
You can achieve this by embedding your video on your website and landing page instead of just linking to it. That way, your viewers stay on the current webpage to watch the video. Whereas linking to a video would mean that the same viewer will leave the page, being redirected to the destination URL.
There’s one caveat, though. Adding multiple videos to a single page can greatly reduce the site speed and, in turn, harm your SEO efforts, if not done correctly. Here’s one method to ensure that this doesn’t happen.
Distribute Your Video via Email
As a business, you’ll likely have a list of contacts that you regularly email about your latest promotions. The great news is that videos can boost your email marketing performance. Tests have shown that linking to a video in your email and including the word “video” in the subject line can increase open rates by 6%.
Most email marketing platforms offer the option to embed your video directly into your email. In theory that’s great because your audience doesn’t have to click a link and leave your email to view the video. However, many email service providers don’t display embedded video content, which can confuse your readers.
Here are two options for what you can do instead:
- Including a static image with a play button that links to your video.
- Add a GIF that shows a short preview of your video before linking to it. With a tool like GIPHY, you can create one in no time.
How to Make a Marketing Video with MotionSLAM!
With these 14 video marketing tips, you are already a video marketing expert. Now, you just need high-quality videos to get started. No problem! Just leave your social media video production to us.
We can handle every aspect of your video production – from scriptwriting to A/B testing – to free up your time for the things you do best. Plus, we produce not only one but multiple variations of your video, so you can run your ad with the best performing video and get the most return on your ad spend.
Give us a call at 888.760.4958 or email us to learn how we can transform your business goals into results.