effective-video-marketing

Research Based Tips for Effective Video Marketing

Everyone has heard that video marketing is a must-have, and it's 100% true! Here are the statistics to back it up.

Effective Video Marketing Statistics

Anyone in the business of marketing today has heard that video marketing is a must-have. This is 100% true, and here are the statistics to back it up.

  • 5 billion videos are viewed daily on YouTube.
  • Social videos generate 1200 percent more shares than text and photos combined.
  • Marketers who use video get 41% more web traffic from search than those who don’t.
  • Video is the form of content that 52 percent of marketing professionals say has the best return on investment (ROI).
  • Furthermore, video marketers generate 66 percent more qualified leads each year and raise brand recognition by 54 percent.

If you’re unsure whether video marketing is worth the time and money, go ahead and put your concerns to rest. It is unquestionably worthwhile. The only problem is figuring out how to do it efficiently.

Forms of Effective Video Marketing

On the surface, video marketing appears to be simple: record and post films with the goal of achieving your business objectives. Depending on the stage of the marketing funnel, the videos can be of numerous forms, including but not limited to:

  • Demonstrations of products and tutorials
  • Vlogs
  • Interviews with experts
  • Customer Reactions
  • What goes on behind the scenes
  • Animations that explain things
  • Webinars in real time
  • Furthermore, video creation is more affordable than ever before: you can capture a high-quality 4K video with your smartphone.

Although anyone can do it, if you want to stand out, you’ll need a great video marketing approach.

Things You Can Do To Improve the Success of Your Video

effective-video-marketing

There are a few things you can do to improve the success of your video once you’ve developed a concrete strategy that aligns with your objectives. Here are five research-backed suggestions to help you get the most of your video marketing efforts.

1. Tell a tale, not a sales pitch.
This may be considered the golden rule of content marketing, whether written, audio, or visual. Instead of simply pushing your products or services, you should focus on adding value to your audience’s life by providing actionable advice.

Video marketing, like blog postings, is an excellent way to use the power of storytelling to elicit strong emotions. You may, for example, show real-life examples of how your solution assisted a customer in resolving an urgent issue.

According to studies, approximately 80% of customers prefer brands that use storytelling as part of their marketing.

Eighty percent of people like brands that use storytelling in their marketing.

Yes, you can make product movies solely for the aim of demonstrating your product’s features without equivocation. However, that should only be used for paid ad spots. Even for sponsored advertisements, you should make a film that tells a compelling tale rather than just ramming your product’s features down the audience’s throat.

Your audience is sick of being interrupted by commercials and advertising rubbish all the time. So the best course of action is to avoid becoming that type of brand. It will simply repel them and create a terrible brand impression.

2. Make the first ten seconds of your video count.
If you can’t hook the audience within the first 10 seconds, don’t bother making an Oscar-worthy video. Why?
Because the average internet user’s attention span is shorter than a goldfish’s. Boring isn’t going to work, period. So, unless you make it crystal-clear right from the start what they’ll get from watching your material, around one-fifth of your audience will click away from the video inside the first 10 seconds.

To respond to your audience’s inevitable subconscious question, “What’s in it for me?” (or WIIFM), you can do one of the following:

  • Showcase the final product to demonstrate the worth of your video.
  • Pose an intriguing, challenging question.
  • Give an example of a problem and a promise of a solution.
  • Give unexpected information to your audience.
  • Use the phrases “what if” and “imagine.”
  • Simply simply, do whatever it takes to capture their attention straight away, or your film will go unnoticed.

3. Use closed captioning.
According to the same Renderforest infographic, 85 percent of Facebook videos are watched without sound. Instagram and Twitter are trending in the same direction.

According to this report, Facebook now generates well over 8 billion video views every day, and these postings have a 135 percent larger organic reach than conventional photo posts. So you can rest guaranteed that Facebook will account for a significant portion of your video marketing ROI.

effective-video-marketing

Furthermore, according to Facebook study, there’s a potential that no one understands your videos because the mobile social media experience is created with sound turned off.

If your social media marketing is already on point with amazing video posts, chances are you can boost your ROI even more by adding closed captions (or subtitles). You’ll get more engagement, click-throughs, and leads this way.

Check out this A/B test to see how Facebook videos with closed captioning might increase viewership.

Closed captioning will also help you sell your videos on YouTube because it:

Increases the number of people who can see your videos: Hearing loss affects more than 5% of the world’s population, or 466 million individuals. Closed captions allow people to get a better understanding of what you’re saying. You may also translate your captions and have multilingual subtitles for non-English speakers, expanding the reach of your material even further.
Allows viewers to watch movies during inconvenient times or in inappropriate environments, such as while studying in a library or riding a noisy train.

4. Search engine optimize your video
Another important function of closed captioning is search engine optimization (SEO).

Search engine marketing is, without a doubt, an important component of any digital marketing plan. While text content like blog posts, whitepapers, and case studies is designed to rank well on the search engine results page, there’s more you can do to help your video content to rank well.

Not to mention that, behind Google, YouTube is the second most used search engine. As a result, optimizing your video content for the top two search engines can significantly increase your video marketing ROI.

To get started with YouTube SEO, here are a few pointers:

  • Choose a headline that is very relevant and includes keywords (do not use clickbait!)
  • Write a detailed video description that resembles the best-performing videos in your niche.
  • Fill in all of the relevant tags.
  • Include a transcript that is keyword-rich.
  • Closed captions should also be included. 

Google’s crawlers (or spiders/bots) are unable to view or comprehend video material. They can, however, crawl textual content to figure out what your film is about.

As a result of all of this, your video will not only rank higher on YouTube, but it will also have a better probability of appearing in the video results on Google SERP.

Additionally, before submitting your video to any of the social sharing services, host it on your own website to get the most SEO value out of it.

Google, by the way, may now take specific segments of your video and display them in response to relevant search requests. As a result, having keyword-rich transcriptions is essential.

 

Include a CTA (Call To Action)

effective-video-marketing

5. Include a call-to-action at the end (CTA)

This is critical. Viewers that stick around and watch the entire video are likely to be truly interested in what you have to offer. They could even be referred to as “qualified leads.”

Now is your moment to persuade them to take a specific action, such as browsing your product catalog, starting a free trial, subscribing, or consuming more of your content.

As a result, always include a call-to-action button at the end of your films to let your viewers know what they should do next. Add end-screen annotations to your YouTube videos, such as a “Subscribe” button or a poll, for instance.

Furthermore, when it comes to hosting the video on your own site, the CTA does not need to be towards the end of the movie. According to a KISSmetrics study, placing a single CTA within a video can get up to 380 percent more clicks than placing a CTA in the sidebar of the same page. As a result, use CTAs sparingly throughout the film.

In Closing

Thank you for stopping by today!

Finally, your overall aim with video marketing should always be to educate clients and develop thought leadership in your industry.

Also, don’t be shy about sharing your material on whichever social media platform your target demographic frequents.

If you’d like some help with creating an effective video marketing campaign, we’d love to connect with you!

Please reach out to us through the link below and we’ll set up a time to talk.

We offer free consultations!

If you enjoyed this article, you might also like: What Is Influencer Marketing & Why Do You Need It?

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