Marketing Solution for Business Growth

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7 Tips to Maximize the Effectiveness of Video Marketing

“The Play button is the most Compelling Call-to-Action on the Web”

[Free Takeaway – Instagram Mega Influencers in the United States]

 From the first video commercial aired in 1941 to the advent of YouTube, TikTok and several other video marketing channels, videos remain a revolutionary medium for the marketing and advertising industries.

 However, at no other time in history has video played such a significant role than today. In fact, as of 2022, an individual is predicted to spend an average of 100 minutes per day watching online videos. Besides, nine out of ten consumers overtly expressed interest to see more videos from businesses.

 This makes video an indispensable marketing tool in a marketer’s armory.

 According to a recent study, marketers who used video increased revenue by 49% and generated 66% more qualified leads per year than non-video users. With results like these, brands must leverage the power of video to its fullest potential to cut through the clutter and achieve desired business outcomes.

 With that in mind, here are seven tips for creating successful video content and expanding your online presence using this powerful tool:

 1. Utilize the Art of Storytelling

 Creating compelling videos doesn’t require a big budget; it needs a cohesive and concise purpose. If you want your video to be watched, it needs to provide some kind of value for the viewer. Therefore, videos that focus purely on driving sales and promoting your brand may be ineffective. The best video content conveys a brand’s message in the form of a riveting story that connects at an emotional level with the viewer.

 Research confirmed that nearly 80% of people preferred brands that tell stories as part of their marketing.

 Take, for example, Kurzgesagt the German animation and design studio that specializes in making animated explainer videos. Their approach to visual storytelling using simple yet unique and engaging concepts has attracted over 18-million subscribers around the world. Even though they publish roughly one video a month with well-researched and animated answers to scientific questions, their videos are loaded with valuable information delivered in a creative way.

 2. Capture Audiences’ Attention Right Away

 Online attention spans are on the decline with an average timeline of just 8.5 seconds. That means every second counts in your video. Particularly, the opening seconds can make or break the success of your videos. The first few seconds of your video must provide clarity to what your video is about and give the viewer a compelling reason to continue watching.

 One of the ways to grab attention at the start of the video is by creating a hook with a quick preview of what’s coming up in the video. Furthermore, uploading an interesting thumbnail can get viewers excited about your video before it starts playing. A study revealed that video thumbnails increased their emails’ click-through rates by around 20%.

 3. Collaborate with Influencers

 90% of people today trust peer recommendations over company ads. This makes the case for word-of-mouth recommendations and the power of influencer marketing. Partnering with an influencer who recommends a product or service feels more authentic and trustworthy than a brand promoting its own offerings. Connect with like-minded peers and influencers in your space to create powerful videos and increase the reach of your content.

 Here’s a free download of a list of macro influencers in the United States you can collaborate with to market your business.

 4. Leverage Hyper-Targeting Capabilities of Social Media Platforms

 One of the features that make social media stand out from other marketing channels is the in-depth targeting you can utilize to select exclusive audience segments for your videos. Since Facebook’s organic reach has plummeted down to 5%, hyper-targeting allows you to reach the most relevant target audience with your paid video ads. The hyper-targeting mechanics of social media platforms enables segmentation of audiences by:

Demographics

Locations

Language

Behaviour

Interests

 You can also build custom audiences to include your existing customer database, email list, app users, and assemble look-alike audiences who share similar characteristics as your current clientele.

 5. Repurpose Video Content across Social Channels

 While it’s important to create video content with a specific platform in mind, it’s possible (and recommended) to repurpose your content for multiple channels. This is an effective way to get more mileage out of the video content that you worked so hard to create. However, when repurposing video content you need to pay close attention to the aspect ratio and ideal video length of each platform. You can use video editing tools that help you compile photos, video clips and text into a video story. Here are some ways you can repurpose video content across all channels and make the most of video marketing:

 Turn your video into an audio podcast

Make a snippet trailer from your long-form video content or break it down into a series of snackable videos

Use an automated social media marketing platform to schedule, optimize and post videos across social channels based on a content calendar

Reuse customer testimonials and top-performing video content as paid video ads

Transcribe video content into a blog post

Turn videos into animated GIFs

Add videos to your landing pages

 6. Go for an Empowered Narrative and Customer-Focused Messaging

 Always look through the customer lens and formulate videos that are relevant to the customers’ needs. Instead of delivering a direct sales pitch, demonstrate how your products or services aim to solve the customers’ pain points. Don’t forget to include a clear call-to-action at the end that prompts the user to take the next step in their journey. Work with your customer service team to analyze real customer concerns and questions received by them so that you can use those insights when strategizing your next video.

 7. Create Videos for Each Stage of the Buyer’s Journey

 The purpose of video marketing is to influence a prospect to think and act in a certain way to drive them to the next stage of the sales funnel. However, in practice, video marketing content is primarily used for the awareness phase of buying journey.

 After using top-funnel video content to drive users to your website, you can help them evaluate your value proposition using long-form content such as product demos or explainer videos. As for end-of-funnel content, it’s best to use videos that help you seal the deal including case studies and customer testimonials. From there, you can move on to building customer loyalty and advocacy using onboarding videos, product tutorials, customer success stories, etc.

 Video is undisputedly the crown jewel in your content marketing strategy. It delivers a high volume of web traffic, engages audiences and boosts conversions like no other marketing medium. It’s time to step up your digital presence with the power of video to lock in your audiences’ attention and interest.

 Is video a part of your marketing strategy? What other tips do you have for creating successful video content? Drop your comments below or write to us at [email protected].

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