“Use video to market yourself.” There, that was easy. I’ve saved you hours of searching. You’re welcome. Also, if you’re like me, you think that’s about all the Internet is good at saying. However, if you’re trying to find the best approaches to video marketing, you may want more details than that. Fear not, we’ve assembled a few experienced insights here.
Good video marketing is more than a good YouTube video
Any effective video marketing campaign must be more than “make a video, put on YouTube.” That plan was not great when YouTube started, and that plan is not any smarter now.
“Viral is good, except only about 0.5% of videos go viral, rest just sit on YouTube getting the odd click…Video has to be seen as part of your marketing tactics to drive traffic/sales and not just posted on YouTube.” Brian Connell, CEO of Video Customizer
Regardless of the specific statistic, you will certainly run into loads of marketing benefits by employing video.
What’s in it for them?
Ultimately “you” (the brand) need to provide “them” (the viewer) with something of value. You and your viewer clearly won’t share every view on what is “valuable.” The goal is to match the value you portray to the value that is perceived. This begs the question: how do you cross that boundary? How do you convey that value and have it land?
“This notion suggests that as consumers, we aren’t after all the bells and whistles as much as the solutions they provide. In other words, we don’t want to know what brands are selling, we want to know what’s in it for us.” Lindsay Kolowich for Hubspot
Ultimately, content is a “what.” It is a thing, an inert piece of matter or data. But “what” should be the last question you ask when it comes to video marketing. To give the viewer “what” they want, you must understand the entire view of the campaign and the potential market. Understand your potential market, and “what” they enjoy, by first asking several other questions.
Sequence of Questions
In my view, the sequence of questions to ask in any video marketing campaign is as follows:
- Why – Why are you running the campaign? Why is a video the best thing for your campaign?
- Who – Who needs to see this content? Who will make the decisions related to your video / your brand?
- How – How are you going to reach them? How are you going to produce the video? And how are you going to determine if the video was a good idea?
- When / Where – When and where should people be able to find your video? When and where will you direct viewers to your video outside of the video itself? (i.e.
- What – What are you (the brand) saying/sharing/selling through your video? What do I (the viewer) have to do to be involved? What’s in it for me?
Keep it Short
If you follow this blog, you know this is the Golden Rule. I can’t emphasize the importance of length enough in video marketing. Sometimes a remarkable story takes too long to tell. Sometimes a fixed time frame is too short to tell a whole story. Know the answers to the questions from the previous section. These will guide the “right” length.
“Short” doesn’t really mean a specific amount of time. However, the average length of the most popular videos on YouTube is three minutes. “Keep it short,” means say everything you need to say as quickly as possible. This can mean 30 seconds or 30 minutes. A rule of thumb: the ideal length of the video hinges on knowing what it takes to get the message across to your target audience.
[Search for “keep it short”]
“Understand that a major chunk your audience won’t make it to the end of the video and consider front-loading your video with the most important information at the beginning.” -Ben Ruedlinger for Wistia
What has been your experience with video marketing? Are you a provider? Are you a consumer? Or are you considering implementing video into your next marketing campaign? We should talk. There are endless ways we can all connect and grow brand value.
Lynx | Digital Media Producers creates results-driven content and strategies to enhance your customer’s experience of your brand. Contact us today to see how we can increase the value of your brand through video marketing.