Posted on 08/27/2019 at 09:30 AM
Humans are very visual creatures. We are drawn to things that catch our eye and, in this ever-expanding digital world of marketing where every company is vying for viewer’s attention, a well-placed and relevant video can be exactly the thing needed to grab and keep your audience’s focus. You want customers to get excited about your brand, right? Who doesn’t?
Did you know that according to one source, 72% of businesses say video has improved their conversion rate?
Creating an innovative and topical video can be tough enough but getting the formula right to capture your audience can feel nearly impossible! Fortunately for you, you have Global Reach’s expert digital marketing team on your side! At Global Reach, our clients often ask about the best way to use video content, so we thought now would be a great time to share some of our insights on the technical side so you can focus on creating engaging content without worrying about getting the “little” things right!
Global Reach presents "Your Guide to Video Content Marketing"
The proper length of a video depends on the platform. Are you using the video for a blog or social media? Our research has found 2-3 minutes to be a universally good guideline time frame in terms of length to be used on Facebook/Instagram/Ads, etc. This is especially true if you are just building your audience. The first 10 seconds, however, are vital to capture viewer attention. Keep in mind, "long-form" video has its place...
The Best Way to use Long-form Video Content
Long-form content is any video longer than 5 minutes. Long-form content is fantastic because it allows you to maximize the value of the content by slicing it up into smaller, digestible bites! Find a great quote from the video and share it with your Instagram or Twitter and include a link to the long-form content! If the video is from a podcast, see if you can transcribe it to make a blog post! Long-form content has the potential to be the gift that keeps on giving!
How to use Video in Blogs
Video in (and of) blogs can help draw an audience in. Video can be used to summarize the article and drive traffic to the source. People don’t usually have time to sit and read an entire blog, but a well-placed video summarizing what they’ll read can encourage them to dive deeper when they have more time. Blog recap videos are also a great way to promote a blog post!
When to Caption Videos
Generally, large clear captions are a must on most videos regardless of length as viewers typically will see them in ads or on their feed but not click to listen. However, if the captions capture attention, viewers will take notice and stop scrolling long enough to watch more. Pro tip: Make sure to explain in the post or description who and what is in the video and how to get more (never forget the call to action)!
Branding and Logo Use in Videos
When it comes to branding in a video, no logo means no-go! Videos shared to YouTube can have your logo as a watermark in the corner, which is helpful, but we recommend taking it one step further with the following:
- Animated logo if possible, for 2 seconds at the beginning of the video
- Animated 5 second logo at the end of the video with a call to action such as
- “Tag someone who would love this!”
- “Share with someone who needs this!”
- Phone number
- Website Address
What Content to Create
That’s up to you. Think about the videos you watch. Why do you watch them? Chances are the reason you consume video content is the same as many in your audience! People seek value. Your video content should provide it!
Here are a few ideas worth considering:
Vlogs are a great way to build your credibility by demonstrating industry expertise. People like to be in the know, and Vlogs are a great way to help them do just that! Also, vlogs often generate great quotes. Great quotes or testimonials are always a win, just be sure to cite your source(s)! Also, exceptional speakers are exceptional storytellers. Engage your audience and when promoting your message, pick moments that capture the audience and captivate them. If there are too many to choose from, good news: you want multiple pieces of content anyway! Think of sliced video content as a teaser… leave them wanting more, then give them a way to get it!
If the audience didn’t like your company, culture, or brand, they wouldn’t follow you. Often your audience wants to know what it’s like to work for your company. Culture pieces are all about engaging your audience by “pulling back the curtain” of your operations by giving a behind-the-scenes look at your daily office life. Show your audience the people behind the products and services they love! They humanize your company, its mission, and values.
Go Live! Capitalize on the motivating driver, Fear Of Missing Out (FOMO)! Going live at events can help boost your brand awareness and makes the audience want to interact. Live Streams are exciting because the viewer never knows what may happen next!
If you have been doing an amazing job and your customers tell you they love working with you, why not let them tell the world? Video testimonials offer far more value than a commercial, ad, or even written testimonial because they bring a human element that feels more authentic!
What To Do Next
Whatever role video plays in your digital marketing strategy, Global Reach can help ensure the best possible return on your investment! Reach out today for a free consultation on how to take your digital marketing efforts to the next level!