Video is increasingly important to marketing strategies, especially online video. When HubSpot conducted a survey for their annual State of Inbound report, they discovered 48% of marketers are planning on using YouTube and 39% were looking to use Facebook video. Online videos marry the charm of TV with the trackability of internet content. This creates wonderful opportunities for generating traffic and leads, which 65% of companies say is currently their greatest marketing challenge. If you haven’t incorporated video into your marketing strategy or aren’t sure if you’re being effective, here are some tips to help you maximize your returns.
- Think Virally, Act Specifically
We all know the power of a viral video; the kind your mom and son both share. They go everywhere and can create a lot of visibility for a brand. According to Invodo, 92% of mobile video consumers share videos with others. However, creating a viral video is difficult. To make it easier, have a narrower focus. The creative process behind the video should have your target persona in mind. If you create shareable content for your persona, you're well on your way. That being said, there are some common themes among viral videos.
- Unique - In order for a video to be worthy of sharing, it has to be something people haven't seen before.
- Short - There are always exceptions to the rule, but in a world of short attention spans, it's best to keep your videos under two minutes.
- Timely - In real estate, the mantra is location, location, location. For online videos, it's timing, timing, timing. The greatest video in the world will fall flat if it doesn’t resonate with current events.
- Remember, YouTube Is a Community
The popularity of YouTube is undeniable, but you may not think of it as a social network. That would be a mistake. When you take a closer look, it has all the characteristics of a true social network. People have accounts they can use to connect with friends. The videos users upload and share are curated for you when you log in on the homepage. Users can comment on most videos, sparking further engagement with your content. So what does this mean for your strategy? All too often, companies are quick to respond to comments on their Facebook or Twitter, but ignore comments on their YouTube channel. YouTube even offers the option of disabling comments altogether. Disabling comments can backfire though, making it look like you have something to hide, and it can alienate viewers who have have something to say. Users on YouTube are just like users on other social media, they appreciate it when you acknowledge their comments. Positive or negative, as long as they aren’t trolling, they deserve to be heard.
- Blend with Your Overall Strategy
Unless your product is YouTube videos, your videos need to integrate with your overall web presence and marketing strategy. How the blend happens is where you can get creative. Get behind the scenes of your television spots a la Old Spice. Embracing the latest trends, like ASMR (autonomous sensory meridian response), is a good way to go. Everyone from Tic Tac to Taco Bell has incorporated ASMR into their strategy. Explainer videos work well for some products while showcasing possibilities is the best for others. As long as your choices make sense for your brand, your making good decisions.
Video content is a great way to engage customers and a fun way to educate them about your products and services. They can be targeted to consumers or business owners. When looking for business related information, respondents to the State of Inbound survey trust word of mouth and customer references most of all. Give them something to talk about with great videos, keep the conversation going online and integrate them into your overall strategy.