Video Best Practices
Video can be the cornerstone of your content marketing strategy, which means that the time to start incorporating video into your marketing plan was probably yesterday. While planning and creating video content can feel like an insurmountable task, it's manageable if you have the right strategy. To help, we have compiled seven timeless best practices to keep you on the right track.
Start with a Goal in Mind:
Before you start creating video content, you absolutely must define your video marketing goals in order to be successful. Without a solid understanding of what your video marketing mission is, you’re doomed to waste money and make repeated mistakes. How do you define a video marketing goal? It’s simple: Think about what, in an ideal world, your video would accomplish. Here are some common goals for companies investing in video marketing:Are you trying to increase leads or sales?
Are you looking to boost website traffic or engagement?
Are you hoping to keep customers on your website longer?
Are you looking to create awareness for your brand or increase member loyalty?
All of these are fantastic goals, but they all require different videos and overall marketing strategies.
Know Your Budget:
Deciding on your budget upfront is extremely important, as it determines what kind of video you can afford to produce. For instance, if you’re working with a lower budget, you may have to be realistic about what you’re expecting from your video campaigns. If you're new to video production or have never dealt with the budgeting side of the process, you're probably mystified about what it costs to produce all those awesome videos you see on YouTube. Thankfully, we have an entire team of experienced designers, videographers, producers, and directors here at OMNICOMMANDER who can help you tell your story within your budget.Know Your Target Audience:
You’re creating videos because you want to reach somebody, right? Understanding your target audience is about more than the demographic makeup. It's about identifying what's going on in their mind's eye and knowing what will motivate them to make a decision. If you haven't already, spend time understanding the mindset and drivers of your target audience.Monitor Funnel Analytics:
We’ve spoken about the importance of funnel analytics before, and at this stage of your video marketing strategy, you must understand how your company’s funnel works. What is your tactic to turn someone from a lead to a member, and at what stage of the funnel are most of your potential leads dropping out? Yes, some people will come to your website ready to sign the dotted line, but most will come and explore what you have to offer. Video can support this process, but it has to align with the "buyer intent" or what the buyer is looking to accomplish. Understanding your funnel will best help you to identify what your target audience wants, where you are doing well, and what areas have room for improvement.Tell a Story
It's not enough to publish just any video. Take the time to plan and create a high-quality video. Chances are someone else has already made a video of exactly what you’re trying to say, so it's okay if there are other great examples of the same type of video out on the internet. The defining factor, though, is the quality. You can't just create a B-grade version of the same videos that are already available. Your video should tell a story of your brand or your product and ultimately needs to establish a relationship with your prospects and viewers.Consider Style and Simplicity:
Let's talk a little more about content and strategy! Your content strategy should inform all of your video choices, especially ones regarding length, style, and the content itself. Here are a few things to consider when creating your video:There are some demonstrable advantages to shorter videos. Videos less than 90 seconds in length see an average retention rate of 59%, while videos over 30 minutes retain only 14% of viewers.
Depending on your concept, a 2-minute video may not be enough time to convey your message. This is why you need to refer back to your goal and your target viewer profile when making decisions.
Simplicity is key!
Attention spans are short, and the internet is full of competitors saying the same thing you are. Don’t encourage your audience to look elsewhere by making a lengthy product video.
Consider Style and Simplicity:
Let's talk a little more about content and strategy! Your content strategy should inform all of your video choices, especially ones regarding length, style, and the content itself. Here are a few things to consider when creating your video:There are some demonstrable advantages to shorter videos. Videos less than 90 seconds in length see an average retention rate of 59%, while videos over 30 minutes retain only 14% of viewers.
Depending on your concept, a 2-minute video may not be enough time to convey your message. This is why you need to refer back to your goal and your target viewer profile when making decisions.
Simplicity is key!
Attention spans are short, and the internet is full of competitors saying the same thing you are. Don’t encourage your audience to look elsewhere by making a lengthy product video.
Always, Always, Always use a CTA
Think back to your original goal with your video. What are you hoping your views will do after watching it? Don’t create extra work for your views. Suggest the next step with a call-to-action. For every piece of content you create, there should always be another place you can direct your viewers when they are done watching your video.Don’t Forget About SEO
What’s the point of putting all this time, effort, and money into a video if no one is seeing it? With the right optimization and tagging, your videos can be found online for people who are already looking for your products and services. Here are a few tips to consider:Create a compelling title that clearly communicates what users can expect (bonus points if it includes a keyword)
Include a complete description that outlines everything your video is going to cover
Attach a clickable table of contents that outlines the different topics you cover in your videos
Think about accessibility and add subtitles to your videos
Include a series of relevant tags to help your videos get found
Engage with comments on your videos
These best practices are important for making sure that you are getting the most out of your videos, conveying just how many different things you need to take into consideration when it comes to creating a quality product. Our incredible team at OMNICOMMANDER is here to take this daunting task off of your plate and bring your vision to life with content that is sure to meet the needs of your members!
