7 Tips to Optimise Your Video Content Marketing
We all know how vital videos have become to us. Video content is easy to consume, easier to understand and has a better impact than its text or infographic counterpart. The fact that 90-92 per cent of consumers want to see more online videos from brands signifies video content’s popularity across the virtual world. Furthermore, 91-93 per cent of video marketers say they’ve achieved an appreciable RoI through video marketing.
All these statistics denote how crucial video content production and marketing are for every business. But only producing excellent video content doesn’t suffice. The marketing strategy that drives its results should be equally phenomenal. Partnering with a video production company rendering video production and marketing services can help. But knowing some things yourself can also help you optimise your video content.
1. Avoid Plain and Dry Content: Leverage Storytelling
People look up to video content as something interesting that, while providing information, entertains them. Hence, do not merely employ a teleprompter and voice out information (perhaps, people know or might have already Googled it!). A plain and dry video can disappoint people, especially if they come with high expectations.
So, the key to making interesting videos is telling stories resonating with them. But keep the target audiences in mind and create videos appealing to them. Besides, understand the topic’s sensitivity and do complete justice to it by creating immersive, informative and compelling video content. It will help enhance the video’s engagement.
2. Customise Your Video for Every Social Media Platform
Businesses use social media to broaden their brand’s outreach. But every social media platform has its unique video content requirements. For instance, YouTube allows you to upload lengthier videos but Instagram and Facebook, on the other hand, demand shorter videos due to the short attention span. Customising your video content to the social media platform can help you gain more traction within your target audience.
3. Make Your Videos Mobile-Friendly
Did you know 89-90 per cent of consumers watch videos on their mobile phones? If you haven’t optimised your video content for mobile, you are likely to miss a significant chunk of viewers. Besides, given the growing influence of smartphones, it is imperative that you make your video mobile-friendly. A video that cannot be played on a mobile phone is likely to be ignored by users, as they have a hundred others to watch. So, no one will make the extra effort to reach a laptop or desktop to watch your video.
4. Create a Captivating Thumbnail
No matter how intriguing your video is, without a catchy thumbnail and caption, it is likely to fail in receiving views. Use the most impacting still from your video as your thumbnail. Per reports, thumbnail images with video still have an average of 1.6-1.8 million views compared to the 1.3-1.5 million in the case of those with illustrations.
However, ensure you do not create a false thumbnail. People usually search for the thumbnail image in the video as it is the image that drives them to a video in the first place. If they don’t find it, they’ll deem it fake or false and storm your video with negative comments. That can put your content in a bad light and it will lose viewership.
5. The First Few Seconds are Crucial!
You cannot make the viewer wait for a minute or two to come to the actual topic. Take more than 15 seconds and they'd be gone! Hence, it is the first 12-15 seconds catching the viewer’s attention and hooking to the video.
If you are creating a YouTube video, you show glimpses of the most significant parts of your video in the first few seconds to give viewers a flavour of the current topic. Such videos are likely to be watched until the end by the viewers. Of course, the content surely holds relevance in any case!
6. Optimise Your Video Content for SEO
Videos aren’t an exception to SEO. The way written text requires SEO-friendly content, video campaigns also should fulfil Google algorithm’s requirements. Accordingly, find relevant keywords fitting into the video’s description. Partner with a video production company offering SEO along with video production services. It will help you ease the burden of SEO and help you optimise your video for search engines.
7. Give Proper Call to Action
The internet is overloaded with information, videos, and content. Viewers would have many distractions and a lot to watch and interact with. They might forget to like, share or comment on your video even if they appreciate it, considering the plethora of content to watch and engage with. Discounting the call to action in the video can affect its engagement. Hence, include them wisely and inappropriate places without impeding or deteriorating the user’s video experience.
However, ensure you stay polite and courteous while appealing for call to action. Aggressive CTAs could prove a turnoff. In the latter case, viewers would have all the reasons to disengage and ignore your videos.
In addition to the above, make sure you schedule your video uploads and do not fail to adhere to it. Your subscribers and followers will look forward to your video at a particular time. If they don’t find it, they’d be disappointed! Your video production company offering video production services should be able to help you in this regard.
Some additional tips include the following.
Following your competitors
Investing in professional video production gear
Follow the digital space for trending topics
Staying consistent with your video content
Putting your target audience at the centre of your content
Measuring results, engagement, bounce rate, etc. regularly
Making the necessary improvements based on analytical insights and genuine comments to respect your viewer’s opinions and expectations.
Conclusion
Videos are the lifeline of every business looking to leverage the various platforms on the internet to grow their business. A well-charted and executed video production and marketing strategy can help you engage positively and derive optimal value from every effort you make in producing immersive video content. Of course, it takes time to create superior video content. It is a matter of time, practice and consistency. Thus, do not aim for perfection in the first video itself. Evolve with time and improve with every upload.
Partner with FABTARY if you are looking for an experienced video production company. FABTARY’s video production and marketing services, along with many others can help you increase you broaden your digital outreach and optimise engagement. You may write to info@fabtary.com to learn more about FABTARY’s video production services.