Today, every brand knows that video marketing must be an essential part of every brand’s marketing strategy. And why not? After all, statistics show that 52% of marketers worldwide say that video is a type of content that comes with the best ROI. Moreover, video content is a powerful tool that most businesses have started to put a lot of time and effort into.
Video marketing is worth it if done right. At first, video marketing may seem simple, but you need to put in a lot of effort to create engaging videos that tell your story in the best way possible. To help you out, here we’ve listed five research-backed tips for effective video marketing.
Different Types of Videos to Create for Your Business
Before we begin with the tips, let’s first list down the different types of videos you can use for your video marketing campaigns.
- Product Demos
- Customer Testimonials
- Expert Interviews
- Live Webinars
- Behind the scenes
- Explainer videos
Video creation is a very cost-effective way to show off your brand and its offerings. Today, high-quality videos can be shot using just your smartphone. However, you still need a powerful video marketing strategy put in place if you want to stand out from the rest.
Apart from these five research-backed tips for effective video marketing, you will also need powerful tools and software that will help you make great videos without any hassle. There are plenty of free tools available online that can be used to create eye-catching videos. These tools allow you to edit quickly, crop, cut, and add different effects for all your videos. You can check out InVideo, an online video editor that allows you to create excellent video content in less than ten minutes. It’s an easy and affordable software with over 2,000 templates and plenty of tutorials to guide you on making unique videos. The software is perfectly designed for everyone looking to create videos from scratch, from editing text to adding visuals and effects.
Five Research-backed Tips for Effective Video Marketing
Once you’ve got your strategy aligned, you must do a few things to boost your videos’ effectiveness. Here are five research-backed tips you must keep in mind before you begin creating videos.
1. Don’t Pitch for Sales – Tell Your Story
Yes, this is the number one tip when it comes to effective video marketing. Nowadays, people are smart enough to know when a brand is trying to sell them something. So, when making videos, you must be able to tell your brand story convincingly. Make sure that your content isn’t too pushy, which can turn your audience away. You must focus on adding some value to the lives of your audience by giving them actionable advice rather than simply trying to promote your services or products.
Video marketing can be used as an excellent opportunity for storytelling and to ignite emotions. For example, you can use customer testimonials or real-life customer examples showing how your products have helped customers solve their problems.
2. The Ten Second Rule
No matter how perfect your video is, if your video content cannot hook your audience in the first ten seconds, your video is of no use. With attention spans shrinking, you must take care to create videos that can tell your story within a short period. Boring content will make the audience click away and move on to something better. Keep the following points in mind to keep your audience engaged.
- Ask a difficult question.
- Display a result by providing value.
- Introduce a specific problem and give a solution.
- Make use of certain words like “imagine” and “what if”.
3. Use Closed Captions
Are you aware that almost 85% of Facebook videos are viewed without sound? It is the same for other platforms like Twitter and Instagram as well. Traditional social media platforms are designed for a no-sound experience, and this is one reason you must include closed captions in your video content. So, even if your videos are high-quality, if people watch them with no sound and no captions, they will have no clue what is going on. When you have captions in your videos, it helps to draw the audience and boost engagement. It also allows people to relate to and understand your video content without any problem.
Captions make content easily accessible. With over 5% of the worldwide population suffering from hearing loss, closed captions become necessary. It allows the audience to connect with your brand and plays an essential role in search engine optimization (SEO).
4. Focus on SEO for Video Marketing
Organic and paid search engine marketing is a crucial part of video marketing strategies. Text content such as case studies and blogs are specially created for high rankings on Google. However, this does not mean that you must forget about doing the same for video content. One of the main things that people forget is that YouTube is a vast search engine. It’s the second largest search engine in line after Google. Thus, making sure to optimize your videos for these two search engines can help you take your ROI to the next level.
Here are a few things to keep in mind for YouTube SEO:
- Select a relevant video title with proper keywords
- Create a comprehensive video description that is similar to the high-performing videos in your genre
- Add relevant tags
- Add keyword-rich transcripts
- Add closed captions.
5. End with a Call-to-Action (CTA)
If someone watches your video right till the end, there is a high chance that they may be interested in your offerings. Hence, you must take advantage and have a solid call to action. When they are hooked and intrigued is the right time to move them in the direction where they can take some action. It can simply be subscribing, browsing through your offerings, or giving them an option of a free trial. A CTA does not necessarily have to be at the end of a video. You can use CTAs wherever you feel it’s appropriate.
Your goal when it comes to video marketing must always be to help and educate your audience. Through video content, you can show your audience that your brand cares about solving their problems. Also, make sure to share your content on all your social media handles if you’re looking to reach out to a larger audience.