5 Top Tips For Video Marketing Success

Video Marketing Success On Social Media

You may have heard the statistic that by next year 2020 84% of ALL all consumer traffic online will be video? So how do you ensure video marketing success when there are over 500 hours of content uploaded to YouTube every minute? Your clients are visual. As humans, we find videos more engaging, memorable, and looking at the numbers, more popular than any other type of content available online.

Video has in fact become more than a way of storytelling and advertising, for any brand, it is a necessity. The truth of the matter is, if you want to increase sales and brand exposure, a video marketing strategy is the only way to go.

Before you start getting into a panic … marketing on video is no different to marketing online or for that matter, marketing in general. You still need to stick to the basics:

- Know YOUR ideal target market
- Show up where THEY are
- Make sure you not only know but USE your USP
- Above all give VALUE

Show Up Where Your CLIENTS Are

Every social media platform now not only prioritises Video, they encourage you to record or upload natively (directly onto their platform) every chance you can. In 2016 a Facebook executive went on record to state that their platform will be all video and no text by 2021. (Quartz) Knowing that Facebook owns Instagram, it goes a long way to explain Instagram allowing 15 – 60 seconds in the feed and the emergence of Instagram TV (IGTV). LinkedIn (owned by Microsoft) actively promotes and encourages video, even Pinterest (which is a search engine more than a social platform) allows you to upload video into your boards.

Given that Google owns YouTube which is the second largest search engine and that YouTube is the second most popular website after Google, creating a video strategy for your brand is really a no-brainer. (Alexa) Yes, these social giants actively go to war against each other for your valuable time online and right now the medium they are fighting over is video. So, while very few of us enjoy watching ourselves on the screen, let alone creating video marketing success … here are three reasons to help you get over this:

- 95% of a message is RETAINED when viewed in a video
- 64% of people use YouTube to SOLVE a problem
- 72% would prefer to learn about products via VIDEO

So, how do you set yourself up for video marketing success?

95% of a message is RETAINED when viewed in a video Click To Tweet

Start With A Question Or TEASER

It is a simple fact, that only 1 in 5 will only watch the first 10 seconds of any video. Your video should immediately convey value and answer the viewers question “why should I watch this? Regardless of how amazing your potentially award-winning 3-minute video is, it is simply worth nothing if you don’t hook people within the first 5-10 seconds of your video. You may have heard me say we have the attention span of less than a goldfish (i.e. 9 seconds), your typical client will be on to other things within 10 seconds of your video starting.

Dove USA does this beautifully with a number of their online adverts, but none as effective as their “Inner critic campaign”. Within the first 10 seconds they start with the question “Whats your least favourite bodypart?” and add that the response is less than 2 seconds, before panning to a beautiful young woman talking about her belly. (You can watch the whole video here: https://www.youtube.com/watch?v=PPjeelgG9Cg )

Start with an interesting relevant question or teaser about your video topic.

OPTIMISE for SEO – Tag It Up

You are ONLINE – you need to OPTIMISE! Period! There are over 500 hours of content uploaded to YouTube every minute. Do what you need to do to be found. Rename your video file using a target keyword as well as inserting your keyword naturally in the video title. Categorise your video and make sure you upload a custom thumbnail image for your video’s result link. There are some amazing transcription services online (my fav is rev.com), so make sure you use an SRT file to add subtitles and closed captions. 80% of viewers on Facebook and LinkedIn watch with the sound off. Make sure you add cards and end screens to keep them on your channel longer and increase your YouTube channel’s viewership. Finally, tag your videos with relevant keywords & fully explained with fleshed out descriptions and unique titles. Top Tips For Video Marketing Success

Share Your Video EVERYWHERE

Remember the first two points above?

- Know YOUR ideal target market
- Show up where THEY are

Like anything to do with marketing know where your audience is hanging out online and SHOW UP there! Obviously the first stop is to upload to YouTube and use the pointers above to optimise your work, to get found. Make sure you embed the video on your website – even better if you embed the from YouTube as it adds to your view time. The next stop is to share on Facebook. If you do a live video or upload a video natively (directly) on your page, share the love into groups you belong to. Just make sure it is aligned with the fourth point above – giving value – not just self promotion.

Share on IGTV and use 15 – 60 second snippets on Instagram. Also note that when you do upload to IGTV it will create a post in your Instagram feed. Share in your weekly, fortnightly or monthly newsletters. I use a specific Content Flowchart for my team and my clients, to ensure nothing gets missed in this process. If you would like a copy of this Client Video Content Flowchart, click on the button below:

Client Content Process - Social

Consistency For Video Marketing Success

Like everything online it is all about the consistency. Your clients need to see or hear about you 22 times before they start to recognise you and your brand. You need to be consistent. Consistently showing up online with the same branding in your thumbnails, same cohesive messaging and often in the case of video around the same time each week to make the most of the platforms algorithms. Digital success isn’t an overnight thing, most brands and businesses crushing it online now, have been consistently showing up for YEARS!

Your clients need to see or hear about you 22 times before they start to recognise you and your brand Click To Tweet

Final Video Marketing Tips

While video marketing is a powerful tool, if you keep it simple and consistent you really can’t go wrong. Here are a couple more tips you should keep in mind when launching your video campaigns.

- Videos under two minutes long get the most engagement. (Wistia)
- 85% of Facebook videos are watched without sound, while 60% of Instagram Stories are watched with the sound on. (Instagram)
- Google Chrome blocks autoplay ads as a way to make the 82% of consumers that hate autoplay stick around. (Marketing Land)
- 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Ad Age)
- 65% of viewers skip online video ads as soon as possible. (CNBC)
- 93% of marketers use video. (SingleGrain)
- 73% of B2B marketers say video positively impacts their ROI. (Tubular Insights)

(Shoutout to biteable.com for these statistics!)

So there are my tips for Video Marketing success. If you have any questions or simply want to chat, drop a comment below! Other wise connect with me on your favourite Social media platform, as I am on nearly every one! If you don’t know how to pull this all together, every month, I hold Digital Success workshops focusing on different marketing elements. Obviously this month is YouTube & Video, however if you don’t live in my local vicinity, these workshops will soon be going online, giving me a great opportunity to take my own advice and meet my clients where they are at giving value.

So, if you are stuck or overwhelmed with Video and setting up your YouTube Channel, I have a YouTube Workshop and Strategy Sessions available. If its time to get a Clear Action Plan, Digital Strategy Map & Checklists, you can check out the details here!