The Secrets Behind Video Marketing

May 16, 2015

In 1979, video killed the radio star. Thirty-six years later, video is still a game changer, but instead of debating the merits of BETA vs. VHS, now we’re deliberating between Instagram videos and Vine. Indeed, in some circles, experts have predicted that 2015 is the “year of video marketing.”

Why the increased interest in video?

• Every day, 100 million Internet users watch at least one video online.
• 90% of online shoppers report that product videos help them make purchasing decisions.
• Visitors to e-commerce stores are 64% more likely to buy after watching a video.
• Video views are increasing. Cisco predicts that by 2017, 69% of consumer internet traffic will be to videos.

Video content can now be shared in a number of ways beyond just YouTube and embeds on your website. Pinterest, Twitter, Instagram, Vine, Snapchat, and Facebook all support video content now. So what does a marketer need to know before they begin shooting their new video marketing campaign?

  1. Have a plan. Short videos, around 30 seconds, perform better than long videos. If you have a lot to say, break your script up into a series of short clips, then publish them on a set schedule to create a campaign over the course of several weeks. Think about where you’re going to publish it. For example, Vine videos can only be 6 seconds long, but on Instagram you have up to 15 seconds to get your message across.
  2. Don’t go too DIY. Just because it is incredibly easy to make a video with your smartphone, doesn’t mean you should. Keep it professional, people.
  3. Think about your goals beyond making a really cool video. Do you want to be a thought leader? Consider tutorial videos. Want to give online shoppers a better view of your products? Product reviews or fashion shows are a great way to go. Starting your video (or video series) with a goal in mind will help determine what kind of video you should make.
  4. Don’t forget the call to action. No matter how many people watch your amazing video, it won’t convert if you don’t provide information about the next step you want people to take.
  5. Don’t set out to make a viral video. Only a very small percentage of videos “go viral”. Even if your video is chock full of kittens, double rainbows, and clever hilariousness, odds are it still won’t get watched and shared by millions of Internet users. If it did, would it help you reach your marketing goals? Unless you sell witty, rainbow colored kittens, you’re better off making an interesting, well-made video that provides your target audience with real value that something that might go viral.

Part of the fun of marketing videos is that there are so many directions you can go. Have fun experimenting and test different formats and topics to see what works best for you.

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