Editor ’ s note : You may have missed the original adaptation of this article last year. We ’ ve updated it and are sharing it now because video recording is only growing as a critical tactic for subject marketers .
Video is a mighty storytelling medium : not lone can it serve as a prime prove ground for your clientele ’ promotional campaigns, influential ideas, and experimental content efforts, video ’ s emotionally resonant combination of fathom, movement, and visuals can besides help you drive deeper, more meet relationships between your stigmatize and its consultation.
however, to be successful, you need to understand the right ways to leverage video ’ randomness enormous power. One rationality for this is, in the words of Enterprise Marketer video blogger Jeff Julian, the way we consume contentedness is moving more and more toward video recording, gesticulate graphics, and audio. “ The growing sophism of technologies like virtual world, voice recognition ( hello Alexa ), and artificial news means we will soon interact with screens very differently than we used to. ”
In addition, younger generations are increasingly communicating through ocular means –including GIFs, live-streaming, and social media platforms like Instagram and Snapchat. In inadequate, it ’ sulfur hard to deny that brands that aren ’ thyroxine embracing video internally and growing their expertness are going to fall further and far behind .
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- 1 Video’s value proposition
- 2 When to use them
- 3 How to put videos into play
- 4 Video’s key challenges
- 5 10 tips to maximize your video investment
- 5.1 1. Invest in the process, not just the product
- 5.2 2. Keep your end goal in mind – and determine how you will know when you’ve reached it
- 5.3 3. Write a script your audience will want to follow
- 5.4 4. Know when to host and when to post
- 5.5 5. Set the right stage for social plays
- 5.6 6. Include a transcript
- 5.7 7. Tag your work
- 5.8 8. Push videos to influencers, subscribers, fans, and followers
- 5.9 9.Track attention span to identify optimization opportunities
- 5.10 10. Monitor viewer reactions to gain additional consumer insights
- 6 That’s a wrap
Video’s value proposition
Videos are among the most versatile of tactics capacity marketers can leverage, since they can be cooked up, loaded up, cut up, and served up in a across-the-board assortment of ways. For example, they :
- Work well in both long and short formats – from brief video messages on Snapchat or Instagram to full-length documentary films, and everywhere in between
- Can serve as timely, standalone statement pieces, or ongoing serialized conversations that unfold over time
- Can be presented as the main course or served as a pre-roll advertising appetizer
- Thrive in virtually any content platform – e.g., when embedded on your website or blog; shared via emails, through mobile apps, or on third-party video sites like YouTube; or incorporated into SlideShare presentations, live events, and webinars
- Are well suited to being consumed in both the desktop and mobile environments
- Can be simple affairs (like brief customer testimonials or product demos) or produced as slick, show-stopping efforts that launch your business into new spheres of influence
- Can be repackaged, repurposed, and republished in conjunction with your other relevant content efforts
- Can be archived for the ages, or produced on the fly as live-streaming events on messaging platforms like Live.ly, Facebook Live, or Periscope.
When to use them
As with any content campaign, your video-based storytelling needs to be supported by a careful, strategic plan. Among the components of your design should be an draft of the effect message you want to communicate, how you want the hearing to react, and what the adjacent steps are that you want them to take after viewing .
You should besides consider how you want your videos to reflect your stigmatize ’ south values and aesthetics. For case, the subject marketing team at REI – a exceed outdoor life style mark that has received high praise for its video program – built its television strategy on a solid initiation of internal stigmatize guidelines and intelligibly defined brand articulation. According to REI ’ s Managing Editor Paolo Mottola ( 2017 Content Marketer of the year ), this base has helped his team provide a consistent audience experience, no topic what stories they decide to tell at a given meter .
Of course, video recording may not always be the ideal format for achieving your market goals or for the consumers you are looking to target. As Paolo reminds us, “ The narrative needs to be conducive to video. You have to be honest and see how ocular the subjugate will be, and if motion is the best room to get the history out there. Sometimes it will be, but other times long-form journalism, infographics, or a photograph series will give the story a better articulation, or will better serve the consumption preferences of your consultation. ”
TIP : How can you tell if creating a video recording is the right decision ? Ask yourself if anything about your floor would be lost if you told it without the benefits of visuals and sound. If the answer is no, consider a format that requires less of a commitment ( both to produce and consume ). If the text version is well received, you can decide down the line if you want to repurpose the message as a video .
How to put videos into play
As is the case with any tactic, the decision to create content as a video should trace to your marketing goals. fortunately, from a seller ’ second point of view, television offers a range of creative and strategic options that can be applied to virtually any contentedness marketing determination .
For example, Juan Mendez shared some suggestions on videos that suit stages of the buyer ’ s travel :
- Top of funnel: Educational videos – They don’t blatantly promote your product or service but reveal valuable and useful information to help your audience understand how their problem can be solved.
- Middle of funnel: Explainer videos – They can make the perfect pitch every time – literally explaining (not just showing) how your product or service solves the problem. They are also highly shareable on social media.
- Bottom of funnel: Demos and testimonials – At this stage, your prospects may be more willing to invest their time in learning details about your products or services. By sharing explicit information, step-by-step guidance, or honest customer feedback on your brand’s advantages and disadvantages, prospects can get more comfortable with the experience your solution will provide – giving them the confidence they need to pull the trigger on a purchase.
Let ’ s attend at a few examples of video message that drives specific goals throughout the leverage work :
Video can convey an appropriate emotional spirit in a room that text alone can ’ triiodothyronine manage. This makes it an excellent platform for educating viewers on topics and issues directly related to your business and positioning your stigmatize as a credible, trustworthy beginning of vital information .
Some suggestions :
- Host a video roundtable discussion to debate and discuss popular topics of interest from multiple points of view.
- Create a video showpiece that demonstrates your company’s expertise and/or the unique role your products play in an area of interest that your audience might share.
- Film your response to a sensitive public relations issue or controversial event to show the values your brand stands for.
Example: The Lexus Slide
luxury car trade name Lexus surprised the world with this video recording depicting what seemed to be a work hoverboard. While viewers initially thought the invention was a fraud, it turned out to be a in full functional prototype, demonstrating that, in the words of the company ’ randomness headman engineer Haruhiko Tanahashi, “ There is no such thing as impossible, it ’ second barely a matter of figuring out how. ”
As a bonus, the Slide video recording ends with a associate to a microsite that explains the technology behind the invention, and gives viewers a glimpse of other automotive engineering projects Lexus has in the works .
While Lexus had no intention of manufacturing levitation devices as separate of its vehicle lineup, the content attempt paid off in terms of generating excess brand enthusiasm, along with batch of praise for its commitment to tackling motion-related challenges through design and engineering initiation .
Beyond brand-building benefits, television is ideal for subject tutorials, product demonstration, march guides, and early hardheaded resources that help you live up to the promises of value and service your sword makes to its prospects and customers .
Some suggestions :
- Simplify a complex process with a detailed explainer video that walks viewers through all the steps.
- Create a how-to video to demonstrate a hack for a more complicated solution.
- Compare and contrast products or solutions with a thorough review of their key features and functionalities.
Example: Making Hiring Simple
here ’ s a cool explainer video from The Hire Lab ( once WizZki ), an on-line hiring platform. Watch how the first seconds tell an lease history ( including superheroes and villains ) and introduce the characters and their problems ; at the 40-second chump the stigmatize appears to save the day. Once the viewer is hooked by some fun storytelling, the rest of the video explains how the app solves the characters ’ problems and even shows a few features.
Customer satisfaction and loyalty
Through video, you can offer a alone, entertaining, or immersive experience that helps viewers forge a plus, memorable association with your brand and what it stands for .
Some suggestions :
- Raise awareness of important social or community issues your brand supports by creating a short film on the subject.
- Treat your audience to a behind-the-scenes glimpse of a popular industry event or other relevant activity that few people might get to experience in person.
- Leverage interactive features and technologies to your videos to enable viewers to participate in the story as it unfolds.
Example: Subaru’s Best Day Ever
Subaru has earned a reputation as a brand that enables sports enthusiasts and active families alike to explore and enjoy the great outdoors. And, given how many people consider their pets to be their firm outdoor companions, the Barkleys – an active family of golden and Labrador retrievers – are a natural paroxysm for Subaru ’ s subject efforts .
As a thank you to its owner residential district, Subaru recently sent a customizable video, which enables brand fans to about insert their own likeness into a fun day at the park with the Barkleys. not only did the topographic point tap into the personal passions of its customers, it gave them a way to see themselves ( literally ) as character of the experience the trade name promotes ( and share it on social media ) .
Video’s key challenges
While television offers a lot of marketing brawn, it ’ s not always the easiest proficiency to master or oversee .
There’s a price to be paid
While the handiness of smartphone cameras and low-cost edit tools have made the tactic more low-cost than always, if you want your television content to be seen as professional and authoritative, you need to maintain a certain timbre standard. That typically means at least some investment in cameras, editing software, unhorse, and sound equipment, equally well as in the speciate expertness required to manage the production process from concept to completion .
The video landscape is noisy and competitive
According to CMI ’ sulfur 2016 Benchmarks, Budgets, and Trends research, 72 % of B2B marketers in North America use pre-produced television for contented selling purposes, and 17 % are using live-streaming videos. Considering how many videos are competing for attention, equitable because you ’ ve created compel, high-quality video content, doesn ’ thymine mean your efforts will get discovered – or viewed – by your target hearing, let alone drive the sword recognition and market results you are looking for .
10 tips to maximize your video investment
Considering the gamey costs and tight competition, brands need to be smart in how they plan, produce, position, and promote their video capacity if they want to see dependable returns on their investment. hera are some tips for making surely your offerings are as relevant, memorable, strategic, and purposeful as potential – no topic what your budget may be .
1. Invest in the process, not just the product
Your video recording scheme should be considered part and parcel to your subject market scheme – not an adjunct feature. Before you pick up that television camera, think about the function you want video to play in your stigmatize ’ s floor, and what steps it will take to plot out, produce, status, and measure the performance of this message. Doing this legwork ahead of meter will help you make fresh decisions about which video projects will be worthy of the resources you have .
2. Keep your end goal in mind – and determine how you will know when you’ve reached it
Whether it ’ s awareness, leads, or another goal, every television should have a determination and a means of fulfilling it .
besides frequently, video success is equated with lots of views rather than with the actions taken by the right consumers after they ’ ve watched. You can avoid falling into this ambush by including a call to action that directs viewers to take the following mistreat on your delegate way, equally well as by creating a land page that will guide their journey toward conversion .
3. Write a script your audience will want to follow
Video content runs the risk of getting bogged down by excessively complex ideas, heavy jargon, or excessively many things happening all at once. If you want your video recording to communicate simply and brilliantly, remember these scripting guidelines :
- Use a conversational tone – it makes the video sound more natural, instead of stuffy or forced.
- Have your talent speak in short, concise sentences to emphasize key points. It makes it easier for your audience to grasp them.
- Avoid jargon like “optimum” or “accomplish” when simpler words like “best” or “do” will work just as well.
- Read it out loud (or have someone else read it to you) before you hit “record.” This gives you a sense of any words or phrases the speaker might be likely to stumble on, and how long the finished project is likely to run.
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4. Know when to host and when to post
In most cases, you need to establish home base for your video recording before you distribute them ; and there are two independent options for accomplishing this, each with its own strengths and limitations. however, live-streaming engineering has opened up a third gear option, as you ’ ll see below :
- Host the video on your owned channels using a video platform like Vimeo, Brightcove, or Wistia. While this method might limit your videos’ overall reach, the flexibility these tools offer means you can customize your videos to look, feel, and operate exactly how you want. It also makes it easier to publish video playlists that encourage visitors to spend more time on your site, as well as to gate your most valuable video assets to drive subscriptions.
- Post it on a video-hosting site. Using popular video-distribution platforms like YouTube can help get your video in front of a larger audience. Not only is basic use of these services free, the tools are typically easier to configure than self-hosted options, which makes your videos easier to share across content channels and embed in your other content efforts.
- Go live immediately. If your brand is comfortable with embracing spontaneity (warts and all), you can also create and deliver your videos on the fly through live-streaming platforms and apps – using social media platforms as the “host.” These videos can have a limited reach since they can only be seen by your subscribed followers, and are often only available to viewers for a limited time. This method is ideal for nurturing a participative brand community or capturing unique moments as they unfold.
Should you partake your videos everywhere and anywhere, or only on sealed social channels ? Will it benefit your mark to get your television upload and running immediately on new social networks that emerge or would it be wiser to wait until others have tested the waters ?
The answers to questions like these ( and most other distribution channel decisions you need to make ) are in your buyer persona. Knowing who your audience is, how and where they like to spend their on-line time, and which channels they prefer for what tasks will help you choose the social networks that offer the best electric potential for engaging your hearing ’ randomness concern in your television content. Of class, once you ’ ve made your decisions, don ’ metric ton forget to document it in your sociable media channel design .
6. Include a transcript
Search engines aren ’ triiodothyronine as ace at indexing video recording contentedness as they are with text. Creating a full transcript of the imitate included in your video helps the subject overcome this SEO deficit .
7. Tag your work
Add relevant tags, titles, and descriptions to the meta data of your video contented. This will help your videos be associated with your prey keywords and get them indexed to rank for relevant capacity searches .
8. Push videos to influencers, subscribers, fans, and followers
A shield capture of your videos ( along with a connection ) can be featured in an e-mail mail to the members of your mailing list. This alerts your consultation that you have raw television content for them to check out, and gives you a forum for requesting their feedback and asking them to help you spread the word .
9.Track attention span to identify optimization opportunities
Engagement data and other key performance indicators can provide important insights on your audience ’ s preferences and behaviors, which you can use to refine and customize your video recording scheme. For exercise, if you notice that prospects are dropping off 10 seconds into your videos, your intro might need to be trimmed .
10. Monitor viewer reactions to gain additional consumer insights
beyond operation statistics, you can besides mine the emotional response to your videos –including platform-specific responses – to gauge the respect consumers are getting from your videos. For example, in his post on live-streaming video recording, Josh Brown suggests analyzing the opinion behind viewers ’ consumption of the expanded reaction buttons introduced by Facebook in 2016 : Noting whether they “ like, ” “ love, ” or felt “ sad ” or “ angry ” after viewing your television can help you determine if your contentedness is moving the needle in the right direction .
That’s a wrap
It takes a fortune of work to position video as the high-performing centerpiece of a successful contentedness market strategy. But with the mighty plan, a little creativity, and some smart decision-making, just about any business can benefit from its mighty likely to tell engaging stories and prompt audiences to act .
Looking for more ways to maximize the shock of your video capacity ? Get hardheaded insights, advice, and answers in our 2018 Guide to Essential Content Marketing Tactics.
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Cover image by Joseph Kalinowski/Content Marketing World