How To Create a Compelling Video Strategy
Shane Yeager
Capitalize on Click-ability
It's no surprise that today's consumers would prefer to watch a five-minute video rather than spend fifteen minutes reading the same information. Having a compelling video is an investment and can influence buying behavior. But, finding new and innovative ways to make your product stand out proves difficult. Video content has established itself as an effective medium for marketing. Video accounts for 80% of all consumer internet traffic as 87% of online marketers use video to advertise. It is the easiest way to relay what you do, how you do it, and why a consumer should pick you, after all, seeing is believing.
The volume of mobile video consumption increases by 100% every year. If you're not using video as a marketing tool yet, you're falling behind. Send out a monthly newsletter? Got a website? Great. It's time to add video. It is undeniable that people have an urge to click, so give them something click-worthy. In today's world, visuals are everything.
You've got a great video, now what? Search engines are looking for content that engages viewers, and nothing entices an SEO more than a video with a lot of views. So, you got to figure out what will help the consumer to make that split-second decision to tap the square image on their screen. And, you have to figure out what is going to keep them watching for the duration of the content.
Here are some tips on getting more eyes on your video, and more money in the bank.
Have a video SEO strategy
You can't just spend a boatload of money on a creative, well-edited video and expect it to skyrocket views and be ranked first on a Google search without a distribution plan. With all the content floating around the web, it can be difficult for your video to get ranked highly in a universal search. A couple of things will help:
Decide what video hosting platform you will use.
Now, plan out the video's keywords.
Do some research.
What SE keywords can you tag your video that gets the most searched?
And of course, be sure to link back to your website, your business, your product, no matter what platform your video lives on.
Write an accurate and informative synopsis
Consumers want to know what a product is before they purchase it (duh). In the same way, a person wants to know what a video is about before they watch it. A synopsis is integral in aiding a viewers decision-making process. Do they want to spend the next 5 minutes of their life watching your video or not? Not only does an accurate and enticing video synopsis help with your video's watchability, but it also helps sear engines crawl through your content. Even better, add keywords to your video's description and you'll have Google begging for more.
Leverage social sharing
92% of mobile video consumers share videos with others. That's a lot of sharing. People want to be able to share things they enjoy with their friends and family. Sharing is at the base of social media. To capitalize on sharing, make videos that are easily accessible to a wide audience. Create the video for your target market, but make the content entertaining even for those who aren't experts in the field.
Understand many places are pay to play, so do it smart.
Capitalizing in paid video ads can be extremely beneficial. The 5 to 30 seconds long advertisements that play before you watch your favorite beauty guru beat her face do get clicks. They are there for a reason: they work. If you're going to send someone to your website though, you must make sure it's up to par.
High-performing videos take time and creativity, but with the right strategy you can inspire people to take action.
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