Being one of the most used and searched on the web, we all know by now that video content is here to stay. Today I’ll tell you what it takes to produce great marketing videos (from a short commercial to a whiteboard video). But first, let’s see some statistics:
- The average user spends 88% more time on a website with video
- 60% of consumers will spend at least 2 minutes watching a video that educates them about a product they plan on purchasing.
Let’s dive into it.
What types of video work best?
Educational content (video tutorials / educative and how-to videos)
Let’s not forget the famous article from Bill Gates “Content Is King,” where he says:
“Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.”
This article makes you understand the power of content. Educational videos help in the development of what’s known as EDUtainment, as your brand can become a learning community for your target users. This is content marketing – making people more interested in learning about your product or service, your industry, your area of expertise, than only buying it. It’s your opportunity to craft relevant and engaging content for your audience. As a result, you will not only gain engagement and trust, but you’ll also increase conversions and average time spent on your site.
Commercials with humor
Commercials must represent a perfect balance between entertaining and learning about your brand and its services. There are many resources that you can use to make your video funny and entertaining, and there are lots of explainer video styles.
In advertising, adding a spice of humor to your video content depends on searching for insight. This means finding something funny from everyday-life that your users can relate to and connect emotionally. This insight must be linked to your product or service, so that your users not only remember the fun part but also, who you are and what you’re offering.
Relevant to the audience
Defining your target audience
Before developing your video content, the first step is identifying your audience. Your video must reach your potential customers, through the right message and channels. Three steps that can help you define your target audience.
The first step is, knowing your product. This means asking yourself: what differentiates my product from its competitors? And, what problem does it solve for my audience?
The second step is identifying your target audience. You have to analyze the demographics and psychographics.
And finally, analyzing and identifying the right channels. Which means understanding which channels will reach your target audience (email, Facebook Ads, landing pages, social media).
Focusing on giving solutions to their problems
Video content should be focused on showing how your product or service makes your customers’ lives easier. People are not willing to read large amounts of information. Just solve their problems, as time is the most valuable thing these days. 79% of consumers would rather watch a video to learn about a product than read about it. That’s why video content must deliver a strategic experience so that the customer can have their problem solved and still engage with your service/product.
How to bring out emotions
Triggering an emotional response is directly linked with sharing the video content we see. Positive emotions, such as excitement and amusement, result in 40 percent more shares. When we add emotional value to our video content it could optimize our search ranking. Still, it’s important to remember that different audiences respond to different emotions. Don’t expect the same response or behavior from multiple target groups. Get to know your audience before telling your story.
Why your video needs to be on YouTube
People spend hours on end on YouTube, and it’s the second biggest search tool after Google – its owner. So if you’re thinking of uploading your video on YouTube, it’s a smart decision! It’s not only easy to use but also low cost. You can develop an audience strategy to increase visibility for a fair price. If you’re still not convinced, here are some eye-catching statistics that can change your mind: a third of all the time people spend online is dedicated to watching video content. According to YouTube, mobile video consumption grows by 100% every year. Here are some essential metrics to measure your YouTube videos.
Keyword relevance is essential when it comes to search ranking. Finding the right keywords means:
- Defining the video’s topic.
- Understanding tags (word tags, multiple-word tags and broad-term tags).
- Understanding the video categorization through keywords.
- Conducting a keyword research process.
All these facts allow you to reach the main objective: driving traffic to your YouTube channel or video. You can use tools like Google Adwords to select the most effective keywords.
Video SEO also includes creating an eye-catching title and a unique video description. Both must be connected to your keywords.
The visual design of your YouTube channel should correspond with your content and brand’s identity. Also, when your viewers comment, it’s a great opportunity to answer their questions and actually engage with them.
You can build your brand’s identity using explainer videos that can adjust to your communication goals. Once you choose an aesthetic and format, it’s important to stay consistent. Remember that every brand has its own visual identity, which should be reflected in your communication. Every successful brand that you know is unique and recognizable, so don’t be afraid to customize your video to match your brand personality.
Generating viewer engagement means attracting, creating and maintaining strong relationships with your target audience. Also, it all leads to customers’ loyalty. Creating engagement is the most important goal for any brand, and video marketing is one of the best ways to achieve that. Explainer videos help to increase user understanding of products and services. They also help to increase sales and traffic to the website. This means getting more engagement than ever before, through video content strategy.
Audience retention is the average time that your audience spends watching a specific video or video channel. YouTube offers an Audience Retention Report that can help you optimize your video strategy.
For effective audience retention you should:
- Ask yourself: what are your main objectives, who is your target audience and where are you going to upload your video?
- Determine your main message. This helps to hold the audience’s attention till the end. Your message should cause impact, be relevant, practical, and direct.
- Start with a hook and end with a call to action. Make an impact right from the start and generate a certain reaction from your viewers. This depends on the objective that you defined for your video.
- Consider “The Noise”: According to Wistia, the noise represents the 2% of the beginning of a video. Most users stop watching the video during the noise phase. The average engagement loss in the nose is highly correlated with video length.
- Focus on video and audio quality. A good quality video is going to retain your users MUCH more than one that just has a clever message.
The video game
Marketing through video is a fun and effective way to achieve engagement, audience retention, and loyalty. Also, it allows you to show the educational, fun, and even emotional side of your brand. While it’s quite a demanding form of marketing, because it has to many things (well-thought, memorable, useful, meaningful,) you don’t have to have Spielberg’s skills to make it work. Practice makes perfect. And the results you’ll get are worth it.
So, what are you waiting for?