Your Check List When Creating a Marketing Video
The top social platforms show an increase of 22 billion video views per day. This number is expected to increase this year. A public relations campaign that has not yet integrated videos into its strategy is likely to fail reaching large segments of its audience, but that does not mean they should turn to videos without a systematic and solid plan or expect to be successful on the first attempt.
While we all want to make a good video to support a story, we must start by asking ourselves about the results of the actions we want to reach to and how the video can support it. Hence, a specific list should be used for optimal use of the marketing video:
Determining the return on investment from the start: Based on commercial activity, the goal of the video is to provide more return on investment by increasing the number of leads to the company’s website. The video should focus on raising awareness about the products or services provided or videos will fail. Fortunately there are many opportunities to create call-to-action in video content, which is good news for those who evaluate return on investment through video conversion metrics.
A picture is worth a thousand words, but with video the words are worth a thousand views: Most social channels like YouTube measure how successful the video content is based on how long the video runs. It’s very important to develop a strong description of your video content so that people searching for that content will feel confident that it will be useful to them (like keywords, captions, video descriptions, etc.).
Test, analyze, try again and again: It’s important to always look at metrics. I am not only talking about the number of views but actually analyzing the time of day when viewers are lower than normal. Try to find out what did not work by asking solid questions such as: Do you have the talent required? Have you focused on the audience or your company?
You might realize that the error may be in the performance not in the purpose. The next time you produce a video you will less likely to have such errors such as missing a distribution opportunity or assigning an inappropriate role to your brand ambassador.
Making use of paid social networks: There will always be content that can be pushed to the audience, but you need to know which channels to push that content through. What can the standards of these channels tell you? What time of the day has the highest number of people to likely see your video content? You have to know the statistics of every social platform and its most active time.
This will not only affect the number of your video views, it will also improve the quality of your audience. For example, the peak hours on LinkedIn tend to be at noon and between 5 – 6pm, while brands tend to be inactive while using Twitter after 3 pm on Friday.
Overall, here are some facts about the importance of video marketing worth mentioning: There are 22 billion video views a day, including Snapchat (10 billion), Facebook (8 billion) and YouTube (4 billion).
The three most popular categories are comedy (39 per cent), news (33 per cent) and music (31 per cent). There is also a 100 per cent increase per year in mobile video consumption at least and a 64 per cent increase in the likelihood of online product purchases after watching a video.
Combining your video with a full-page ad increases the engagement by at least 22 per cent. The audience is more likely to interact with the video in one way or another when using it on social media sites. Where 65 per cent of the executives visit the company’s website and 39 per cent of them contact sellers and distributors after watching the video. While 50 per cent of the executives are looking for more information after seeing the product or service in a video.