The Do’s And Don’ts Of Video Marketing
Video is one of our favorite ways of marketing our clients to the public. We like video because of the engagement factor over text. However, some companies do struggle sometimes to get views and get their target audience to engage with their video content and take action. In this short article we will cover what to avoid and what must be done to make sure you are creating engaging video content that converts.
You may have attempted video marketing on your own, with lack luster results. It can be disheartening. It happens. not every video you create will go viral or be the next dollar shave commercial. Not every video you create is going to be a home run. The important thing to do is learn from your mistakes and keep moving forward with more video content. The good news is that with some careful planning, you can give your videos a lot better chance of being the conversion tool you are looking for.
Two Things To Avoid In Your Video Marketing
Yes, there are some things that you must avoid when making your videos. There are 2 things that we see continually among newbie video creators. One thing that is a must to avoid is making the video entirely too long. This was covered in one of our favorite blogs, Hubspot, where Amanda Zantal-Wiener just wrote about yesterday:
It seems like we’re past the point of requiring evidence that supports the dwindling human attention span, but just in case — studies say it’s about eight seconds. On top of that, roughly two-thirds of consumers prefer video under one minute, so in sum: Keep it short.
I’ll never forget what HubSpot’s CEO, Brian Halligan, said to me during a chat about content creation: “You’re asking to borrow someone’s brain.” When you ask someone to borrow anything, the considerate thing to do is to be respectful of that person’s time, and when they might need it back. Generally, we need our brains — so when you create something like video content, remember that you have your viewer’s brain on loan.
That’s not to say that your video needs to be limited to eight seconds — after all, how much could you possibly say in that amount of time? But when you create it, make sure those first few seconds are highly engaging, as that’s when you’ll need to grab the viewer’s attention to maintain it.
Read Amanda’s Full Article “7 Reasons Why No One is Watching Your Video Content“
She has some good points throughout her article. However when it comes to video length, it can be really hard to get everything you need to say in under a minute. We tend to make our videos between 1 and 2 minutes. Another point that she makes is about not promoting your video on other channels. There is a lot of controversy about this. Some video experts say to create different videos for different platforms. We tend to agree with Amanda and say go ahead and promote every video you create on every social media platform available to you.
The second thing to avoid and that we see as a problem for a lot of “do it yourself” videos is going on and on about how great their company is, or how many awards they have won, or just continually talking about themselves or the company. What people care about is how YOUR company can help solve THEIR problem. It’s okay to tell your viewers about your companies achievements, but keep it very short and to the point. Remember that your marketing videos are to get conversions, so the more you tell them about how using your product or service will simplify or make their lives easier increases your chances of turning viewers into customers.
The Do’s In Your Video Marketing
Now on to what is important with your video marketing campaigns. We actually found an article that covers the 2 things that we think are among the most important from Colin Newcomer in an article he has on Elegant Themes blog:
Remember That It’s Not Just About View Counts
Many marketers obsess over view counts. Views are the most important measure of a video’s success, right?
There certainly is something to be said for tracking the raw number of views that your videos get. But it’s far from the only metric that matters.
Why’s that? Because you probably want people to actually pay attention to your videos. So to find out how engaged they are, you’ll also want to measure data like:
- Drop-off rates. That is, how many people watch a video to the end? And if they don’t make it to the end, at what point do they stop watching?
- Social shares. Shares are a good metric for how valuable viewers found your content.
So yes, pay attention to view counts. But pay attention to the other stuff, too.
End With a CTA
Fading to black is great for movies…it’s not so great for video marketing.
You would never create a landing page without a CTA, right? Well, it’s the same for your videos. You always want to close by pushing your viewers to complete an action.
So what should you tell them to do? That depends on the goals you set out at the beginning (remember – you should have specific success metrics!).
If you want to primarily boost brand engagement, you might push them to watch other videos by asking them to subscribe and suggesting some videos to watch next.
On the other hand, if you want more email opt-ins, the end of your video is a great time to push them towards your squeeze page or your sales team:
Read Colin’s Full Article “8 Key Elements Your Video Marketing Strategy Needs“
Good article from Colin. Kind of funny that we found it on Elegant Themes site. If you read his full article you also notice that one of his factors is also video length.
We included his article because we find that these things are often overlooked by people producing videos. Many people put too much emphasis on views and don’t pay any attention to other metrics, such as drop off rates. While you video may be getting views, viewers maybe leaving the video at 30 seconds in before they get to a call to action.
Then all to often we see videos with no clear call to action. If you don’t tell viewers to take action, they won’t. Most videos that do have a call to action usually have them at the end of the video. This can be a problem when viewers aren’t watching the video to the end, and why paying attention to the drop off rate is important. This can sometimes be avoided on YouTube with the use of Cards. You can have Cards open up with teaser text and calls to action right inside the video and put them towards the beginning of the video to help increase conversions. The problem with YouTube Cards is that they do not work on every device, so if your drop off rate is before your CTA, your video isn’t converting.
Summing It Up
Keep you videos short and to the point. It’s okay to tell your viewers about your company, but keep it short and remember to tell them how YOU can help THEM. While views are important, don’t forget about drop off rates as this can effect your CTA and your video may not convert as much as you would like. To help avoid drop off before your CTA, and if you are hosting your videos on YouTube, make use of Cards.
If you or your company needs help with video production, just visit our site www.mdimsolutions.com for all of your video marketing needs.