By now, it’s clear that video is an essential marketing channel. But what is it that makes a great video? And what keeps on reaching viewers? Is it a really good story? Or perhaps it is all about getting to the right audience at the right time.
Here are Gusto’s top 5 tips to successful video content marketing from creation to launch. We hope these tips will help you create your own video content strategies to see a real ROI.
Let’s not hang around…
1. Use your first few seconds wisely…
Online attention spans are short in 2020. Actually, the average span of attention is now only 8.5 seconds, compared to 15-20 seconds just 10 years ago.
When it comes to creating great video content, you must quickly bring your story to life, in order to gather attention immediately as viewers endlessly scroll through their news feeds.
In the first opening seconds, you have to explain what your video is about, and give the audience trust that their time is worth what they are about to see.
Create a hook
One of the easiest ways to catch attention is to get your video started with a hook. A hook is a really quick preview of what will be appearing in your video, and hopefully it’s the content your audience is looking for.
Rhett and Link do a great job of this in their crazy video series Good Mythical Morning.
Upload an interesting thumbnail
Youtube, Facebook, Instagram, Linkedin and many others allow you to upload a thumbnail to sit over your video before it starts. Thumbnails are the perfect way of catching the attention of viewers and getting them excited about your video before it starts playing.
Think about your thumbnails as an important first impression, you don’t get a second chance. An awesome thumbnail could start telling a story and showing viewers what’s coming up in the video before they have even pressed play.
Marques Brownlee put this practice into good use with his ‘This Is What Happens When You Re-Upload a YouTube Video 1000 Times!’ video.
2. Take aim for specific Facebook audiences…
Facebook is fantastic as a content-distribution platform, and one of the easiest to get started with especially with the recent integration with Instagram. The super-in-depth targeting you can use to pick an audience for your content is one of the best features that makes Facebook stand out from other social channels.
You may have used Facebook Ads targeting before, but did you know you can also target a selected audience with every post on your page, paid and unpaid?
Sharing highly targeted content is a great way to make your posts accessible to your selected audience members. And with organic reach declining on Facebook, This feature might be a great help in making sure you hit the most relevant/targeted people with every post.
Targeting Facebook posts this way lets you segment audiences by:
Only the people you choose from the audiences can see that post anywhere on Facebook. So if you were to select an 18-24 age group, no-one outside that age range could see the post in their News Feed.
3. Tell your story with and without sound…
In a recent change, Facebook videos now autoplay with sound off and you actively have to press the little speaker icon to play with sound. Various publishers estimated as much as 85 percent of Facebook’s video views are watched with the sound off.
With this in mind, it is important to think about how you can make sure that your video is engaging and enjoyable for viewers while playing silently as well as with music.
You can optimise the videos for silent playback in a few ways:
Text Heavy Descriptions
Working recently with the University of Sussex for example they decided to use a mix of colour and big bold subtitles to make the video below interesting for silent viewers.
Just as you should prepare for silent audiences, sound should provide added value for viewers when allowed, and bring your story to life.
4. Include call to actions…
Make sure to get the most out of your content by making calls to action (CTA) available whenever suitable.
A CTA doesn’t always have to lead directly to a sale or register, video CTA might include:
Follow / Like your Page
Comment on the video
Subscribe to your channel
Share with your friends
Where do you insert a CTA into your videos?
There are three popular positions for introducing calls to action:
Pre-roll CTA – Used to Make sure any user sees them at the very beginning of the video, and has the ability to be taken to a seperate web page or piece of content.
Mid-roll CTA – Can be anywhere between the very beginning and the very end. It is designed to target viewers who are most engaged with your content.
Post-roll CTA – Appear at the very end of the video to maintain a high level of interest for the audience before being met with your best CTA.
Having analysed 481,514 CTA’s from 324,015 videos, Wistia found that at the end of the video, 95.9% successfully clicked on CTA. That’s quite astounding! Only 4% opted for the mid-roll and a tiny 0.1 percent go for the up front, pre-roll CTA’s.
5. Optimise for search…
There are more than 3.5 billion searches per day on Facebook, and Google-owned YouTube reports over 3 billion searches per month! If you’re not looking to optimise your video creations for search purposes, you might be losing out on huge numbers of views.
Here are a few tips for making sure that your videos show up in searches:
Use keywords in your title
For blog content or website copy, you may already be familiar with SEO, this is no different. Your video must include keywords to which you would like to rank highly.
Just like a web page’s title or h1 tag, the video’s title is one of the most important factors for successful ranking on Google and YouTube.You should aim to include the keyword in your title and keep it under 66 characters, so that the search results are clear and simple.
Add a description to your video
YouTube and Facebook also offer the ability to add a summary to every video that you upload, this is valuable. Consider incorporating keywords in the summary, as with the title. Avoid overdoing it and ensure that your description tells a story about what’s in the video, rather than just a list of keywords.
Add tags to your video
Video tags help people find videos when they search for content on YouTube, Facebook, Vimeo etc..Your audience will be most likely typing keywords when searching for specific videos. In the search results, videos which are tagged with those keywords will appear.
You can use several tags when posting a video to social to help attract specific leads to your content. It’s a great way to make sure you reach out to the right people using specific keywords to find videos like yours.
Top 5 Tagging tips
Make sure your tags support your title and description
Conduct keyword research
Use keyword variations
Use plural and singular forms of keywords
Now it’s over to you!
We hope you’ve found these tips and tricks incredibly useful and will be able to utilise them in your next video marketing campaign. If you need any extra advice about any of the subjects mentioned in this article, drop us a line and we would be happy to help.
Thanks for reading.
– Tom R.