The Year of Video Marketing is coming to a close, and we’ve witnessed an ever-increasing number of businesses employ video in new and inventive ways to reach out to consumers. Videos receive an overwhelming amount of interest, getting more engagement than images or text. Short, visually-appealing videos provide all the information a customer needs about a business, typically in less than 30 seconds. It’s the 21st century equivalent of an elevator pitch.
Advances in technology have made it easier than ever to create video at virtually no cost. Business can sign up for services that create explainer videos or they even shoot their own video with nothing more than a smartphone.
Although it doesn’t cost much to create a video, you still need to spend time creating a strategy to maximize your reach. CoffeeWriter has an excellent post on video marketing tips; here are a few things you should keep in mind.
Just like you post blog content or updates on social media in a timely manner, your video marketing needs to work in the same manner. Ideally, you should plan your videos in conjunction with major launches or marketing pushes. Think of a story that you can tell in multiple installments over the course of several weeks. Release the content based on a pre-determined schedule and make sure you have enough content to keep your brand alive, long after the release date has passed.
Just like Twitter and its 140 character limit, videos need to be kept short and sweet. We’re talking under 30 seconds. Some platforms, like Instagram only allow 3 – 15 seconds per video, while Vine caps the time limit at exactly 6 seconds. Short videos like these are easy to create and share from a smartphone.
Tutorials and tips seem to work best for this short term video medium. This helps establish your expertise and creates interest in your business among your audience. The added benefit of tutorials is that they have so much potential for becoming a series. If you provide useful tips, viewers will keep coming back for more.
Promote Customer-Generated Content
Getting testimonials is tough when done the traditional way. Nobody wants to spend time writing out a letter. But if you offer a prize for the best video showcasing a customer using your product, you’re sure to get an overwhelming response. By turning this into a game, you connect with your customers on a different level, generate additional content and get some endorsements to boot! What could be better?
Have A Call to Action
Although this may just seem like fun and games, which it is, there is something important to keep in mind. If you do not have a definite call-to-action (CTA), your audience won’t know what to do after they’ve enjoyed you video. Don’t do all that hard work for nothing. Make sure your CTA is crystal clear, so they know the next step to take.