5 Tips On How To Create Strong Video Content
Social media will never be the same again and video content is the king now and years ahead. We can observe the trend of internet users shifting from their PCs and tablets towards mobile usage. Mobile penetration is growing so is growing the demand for a change. Today the most appealing way to deliver a message is to transform it into video.
By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand traffic alone will have almost tripled. Leafing through a load of statistics on the subject, I’m hard pressed to find any indicator that doesn’t suggest rapid growth.
Video is the future of content marketing. With that in mind, brands need to make sure their video content is appealing and competitive enough to steal the show online. There are multiple tips and techniques that marketers need to take into consideration when creating video content. Below are 5 main areas marketing pros need to be taking care of no matter what.
When was the last time you visited a website and didn’t see any videos on it? I would assume in 2008… If in the past video content was used to explain complicated concept or solution, today videos are being used to give website visitor a quick overview of company’s value proposition in two minutes or less.
Video is the best medium for brand storytelling, which can be used both on your website and social media channels. So take this on board and be very careful about communicating, as it will reflect on how your brand is perceived.
No matter what type of video you are creating, whether it is awareness, educational or promotional video, you need to make sure you keep the purpose of the video in mind. Too often, video success is equated with views rather than with actions taken after the views or other desirable changes of consumer behavior. You can avoid falling into this trap by including a call to action that directs viewers to take the next step on your chosen path, as well as by creating a landing page that will guide their journey toward conversion.
You need to write the script that your audience will want to follow. The script that you will want to follow! A lot of times marketers fall into trap of over selling or over “jargoning” in their videos. Overly complex ideas or too many things at a time carry the possibility of your viewers to drop out.
Ideally you want your video to communicate simply and brilliantly in a very light and conversational tone. Make your statements short and concise, avoid jargon and smart pants words like “optimum” or “accomplish”, as they can be easily replaced by “best” and “do”.
Search engines are much better with text then they are with video content. Create full transcript of your video to overcome shortfalls of the SEO. Add relevant tags, titles and descriptions to the metadata of your video content. This will help your video to be much more searchable and easily associated with keywords in your content.
Make sure you monitor performance of your video, especially when it comes to the content consumption. You want to know how long viewers spend watching your video. Did they get bored in the middle? There is always the room for improvement, so you can understand if certain areas of your video are too lengthy or too boring. It is not always about the number of views and clicks of your video, it is more about content delivery and what your audience took away from it.
Good luck and remember, it is never about what you want to tell your audience in your content, it is about what they want to be hearing and learning from it!