For some time, the focus of marketers has been on video marketing. Never before have video campaigns garnered such huge interest and enthusiasm from marketers. This form of marketing has gained widespread interest because it has become the most effective method for converting prospects into potential leads.
So, why is video marketing such a popular marketing tool? For starters, video posts make it 50 times easier for marketers to hit search ranks on Google’s first page. Plus, video marketing perfectly fits the decreased and fickle attention span of the mobile audience. Also, video is the most engaging type of content suitable for the vast majority of devices. Finally, with video quality getting better thanks to sophisticated photography and imaging technologies, smartphones will continue to make perfect targets for video marketing content.
A video representing your business, product or brand can engage an audience better and faster and can prove to be more effective than text messages. So, are you ready to upload a video for your marketing campaign? Let us help you fine-tune your video posts with these tips.
1. Set Expectations and Determine the Budget
The first thing that you need to do is to assess how much mileage you should expect from the campaign. You need to set your expectations in clear terms. When you have a clear goal in mind, you can choose your equipment and related shooting costs accordingly. Always start by setting expectations and then fixing your budget, not the other way around.
When setting your budget, remember that expensive equipment and a great shooting ambiance alone cannot guarantee any degree of success unless the story of the video can easily engage the audience. So, for video marketing, you do not need to book a full studio floor and a $4K camera with expensive lenses. A simple full-frame digital camera handled by a professional is all that you need. The quality of the video will really revolve around the storytelling skill you have and the appeal your video creates.
2. Mind the Length
Video length is a very crucial aspect of your campaign. Most members of your audience will probably watch your video on a mobile device, and mobile users have notoriously short attention spans. So, your video length must address this short attention span with short videos. The Web is full of content competing for your audience’s attention. Longer videos risk being overlooked.
But cutting the video length won’t help if it cannot create a compelling experience within that short time span. You have to get viewers’ attention within the first few seconds of your video.
3. Focus on the Core Message
You can make a video short and compelling and tell the audience a story. But, what happens if, in spite of doing all these things, your video doesn’t deliver your core brand message to the audience If the video makes an impression but without your brand’s message, your campaign becomes counterproductive.
4. Tell Stories in an Appealing Way
We all like good stories. This is especially true in the case of video, since audiovisual is such a strong storytelling medium.
Does your story engage your audience throughout the length of the video, or does it look like another advertising campaign the audience is already familiar with? Is the video optimized for your target audience and their interest and typical attention span? Or, is it made without any consideration for the niche audience that your campaign targets?
5. Grab Attention in the First 10 seconds
Fully 20 percent of video watchers chose to leave just after 10 seconds or fewer. So, you need to make a video that will successfully capture your targeted audience within the first few seconds.
6. Offer Interactivity
Another important way to communicate to viewers quickly is to allow them to interact with you. This is important because the behavior of the audience can change any point of time, but when you engage them through positive interaction, they’re more likely to keep watching.
To allow interaction, you can offer a storyline with two possible outcomes. It’s a great way to differentiate your video from others.
7. Don’t Forget a Call to Action
If you have done everything except offer your audience a call-to-action button, the whole opportunity to generating a lead or convert a customer could be lost. From a business point of view, such a campaign is nearly pointless. At the end of the video, do not forget to offer contact information and a specific button inviting viewers to take action.
You need to evaluate and measure the success of your video campaigns from time to time. You constantly need to keep a tap on the traffic generated in the post-video campaign period.
Keval Padia is a founder & CEO of Nimblechapps – a fast-growing web app development and mobile application development company. The current innovation and updates of the field lures him to express his views and thoughts on certain topics.
