Did you know that video ads are the first way consumers can discover the brands they shop from later?
With viewers remembering an average of 95% of a message delivered via video – compared to a text retention rate of 10% – video marketing can not only help keep your business noticed, but your response to keeping your brand on the top can also help . of mind with your audience.
Here are the three keys to reducing the marketing noise and making sure your next video is a success.
1. The right idea
The first step in developing a successful video is getting the idea right. With screens big and small streaming more footage than ever before, your video needs to stand out from the crowd, grab your viewer’s attention, and stay there.
Make it interesting
It is estimated that the average person spends 100 minutes a day watching online videos. That’s a lot of video content.
To get noticed, you need to give your viewers a reason to pay attention. Consider adding value by providing useful information to your customers, or try using novelty or humor to observe your customers.
Here are a few examples of how other brands have kept their video marketing campaigns interesting.
- Old Spice uses quirky humor and the good old-fashioned sex appeal of the “Old Spice Man”.
- Compare the Market has combined humor with the “cute factor” by creating a slew of Russian meerkat characters that have now become synonymous with the brand.
- Nike has partnered with a slew of athletes and influencers to inspire their customers to adopt an active lifestyle and encourage them to purchase the brand’s sportswear.
Keep it consistent
Consistency is king. Never forget that your video is a reflection of your brand and therefore needs to align with the voice, identity and values you have already established for your company. Inconsistencies with brand values and messaging can lead customers to question your integrity.
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Consistency helps build trust with your audience and show your customers who your brand is and what it stands for.
To tell a story
Storytelling is one of the most important elements in marketing and an especially powerful tool in the hands of video marketers. A brand that can tell a good story will stimulate their audience’s imagination while inspiring them to buy.
The right story will help customers connect with your brand while seamlessly connecting the values and messages you want to convey.
2. The right production
Now that you have an idea for your video, it’s time to produce it. There are many factors that will affect the success of your video. In some cases, it may take some trial and error to figure out what your audience is responding to.
Light it up
Learning how to properly light your movie set is an important first step in making sure your videos look clear and professional.
With the natural sunlight available to you, you may not even have to pay for your lighting. As long as you know how to use it. If you use natural light in your videos, it is best to film in the morning or evening when the sunlight is softest. The afternoon sun tends to be pretty harsh and can be quite flattering and distracting.
If an afternoon shoot is inevitable, try filming in the shade or on a cloudy day. Alternatively, you can film with a softbox to make sure your device is well lit.
Take care of your background
Be careful when creating your movie set. A crowded background can look unprofessional and can be quite distracting to your viewers. Use a solid color background to minimize distractions and keep your video clean and professional.
You should also be careful to avoid reflective surfaces like windows or mirrors, as these can interfere with your carefully lit device or even reflect your camera off into the scene.
Holding a camera in your hand creates the risk of shaky film. While many cameras these days have stabilization built in and some unstable camera work can be fixed during editing, these shouldn’t be relied on when producing your movie.
It is best to mount your camera on a tripod and avoid moving it while filming. If you need to change the angle, it’s better to clip from one shot to the next than to pan the camera.
Editing from shot to shot also adds a bit of visual interest to your video and can be especially helpful in videos that have instructions to show the steps or in product demonstrations for a more detailed shot of the product.
Film several settings
In the rush to film your video, things can be easy to miss. Accidental body part can find its way into the recording, or the camera can inadvertently become visible in a reflective surface.
When filming multiple takes, not only do you have a number of options to choose from to get the best result, but you also have a safety net if something goes wrong.
Less is more
In 2018, the average length of a video was 4 minutes and 7 seconds, but even that is often considered too long for a business-related video. In fact, it has been found that 68% of viewers watch business-related videos to the end when they are under 1 minute, but that number quickly decreases as the length of the video increases.
It can be tempting to give your customers as much information about your brand as possible. However, overloaded viewers tend to click away from videos or forget about the message – if they even manage to do it.
Try to keep your video as short as possible without losing the most important messages or sacrificing quality so that your viewers can see the most important insights clearly without getting bored.
Make your video audio-independent
With a staggering 85% of Facebook videos viewed without sound, it is important that your video works with or without audio.
There are many ways to ensure that your video is audio independent. Consider using closed captions and make sure there are clear graphics that convey the most important messages. By tweaking your video for silence, you not only make it more accessible to all members of your audience, but you also reduce the chance that a viewer will click away if you watch it in a public place where audio is considered inappropriate.
A clear call to action
Consider the targeted goals of your video:
Would you like your viewers to contact your company?
Click a landing page?
Request a trial version?
A lot of videos cannot be converted because brands are not making it clear what to do after viewing their customers. By including a CTA, you remove uncertainty and give your customers clear instructions on what to do next.
3. The right distribution
So you made your video and it looks absolutely fabulous. But how do you get it out of there? The final step in creating a successful video is to distribute it to the right channels to make it accessible to the people who matter most to your business.
Go where the customers will take you
To make sure your video is seen by the right people, you need to distribute it to the right channels.
Think about which platforms your customers are using and where they spend most of their time. For example, if you upload your video to Instagram but your customers are all midsize business owners using LinkedIn, your video is unlikely to be very successful.
Make your video work for you by doing your research and distributing it on the right platforms.
Make your video accessible on the go
It is predicted that 2.72 billion people will watch videos on their phones by 2023. This is a 6% increase from 2019 when it was found that 2.16 billion people watch video on mobile devices.
Optimized for mobile devices, your audience can view your video no matter how they browse the internet.
There are many things you can do to optimize your video:
- Distribute on responsive platforms like YouTube or Vimeo
- Make sure your text is big enough to be read on a small screen
- Use the correct aspect ratio for the platforms you choose
- Keep it short for people on the go
- Make sure that it is audio independent and easy to view regardless of location
- Create an attention grabbing thumbnail
Optimize for search engines
While many people choose to use paid advertising to attract viewers to their video, you can also optimize for search engines and start attracting free organic traffic:
- Provide a transcript of your video so search engines can index it correctly
- Include keywords in your titles and descriptions
- When embedding your video on a web page, make sure that the page itself is optimized for search and relevant to the content of the video
- Add your videos to your sitemap (and make sure they are sent to search engines) so your videos are indexed too
Send your results soaring with video
With 88% of video marketers saying that video gives them a good ROI and 83% that it helps them generate leads, video marketing is your key to building awareness and keeping your brand in sight.
If you’re looking to find out how to turn your brand’s story into a successful video that will drive sales, drive message retention, and build trust in your brand, check out our latest video on The Three Keys To Successful Video Marketing.