1. The Art of Storytelling
One of the best ways to captivate your audience is through the power of storytelling. Depending on what you want to showcase, the story could be an inspirational tale, something to tug at the heartstrings, a humourous/lighter piece, and so on. Stories are personal – the more the viewer can relate to the story, the more likely they are to absorb the message behind it.
2. Be Aware Where to Share
Always keep your audience in mind – What social media platforms or other online sites suit them? Before exploring different platforms, it’s important to set a clear target audience (age, gender, location, etc.). Put yourself in their shoes – Where are they (digitally) spending the most time? Tip: Become a native user of the platforms; know the appropriate lingo and keep up with regular social media updates.
Three simple words, and I’m all yours: Call To Action. You’ve captured your audience’s attention, now what? The goal is to extend their engagement by either collecting contact information or directing them towards your site/more content. In video marketing, the CTA usually -but not always- appears at the end of the video – perhaps a link to your website/socials, an incentive (50% coupon emailed to you!), or a form/poll to instantly fill out.
4. I Know I Know… Yes, You Will Need SEO
Remember, your video can only be effective if your audience actually sees it in the first place. This means not neglecting SEO. Does the title and description of your video include specific keywords? Are video transcripts uploaded? How accurate is your spelling and grammar? Small details make all the difference when it comes to video marketing SEO.
5. The Power of Collaboration
Collaborating with the appropriate brands/individuals can do great things for both parties. Through this collective, you’re given the opportunity to expand your reach and gain the trust of new clients and new contacts. The key is combining each party’s strengths, goals and ideas to produce an end product that compliments everyone involved.
As the average human being’s attention span diminishes, it’s important to know how to prevent your audience from scrolling right past your video. What will make it stand out? How enticing is your thumbnail image and headline? When in doubt, keep it short and sweet – your audience is more likely to stay engaged until the end, where you can showcase your offer.
7. Special Content
When it comes to creating content, make sure your target is in mind throughout the entire process. Know your goals for the video piece(s) and always create a strategy around it. You may need to create special content to serve different purposes. Some videos can even be gated, requiring the audience to log/opt in to gain access. This gives the audience a sense of exclusivity, while allowing you to keep them engaged with your content.
8. Different Platforms, Different Videos
It’s important to note each social media platform (Facebook, Twitter, Instagram, Youtube, TikTok, etc.) is unique. Some platforms are better than others when it comes to specifics, like your video’s visuals/sounds, message and time length. For example, a 20-second video may have a better chance on Instagram compared to a three-minute long video, since Instagram users are often scrolling quickly through their mobile feeds.
9. Educating Your Audience
Creating a video to show your audience something new/informative (Think ‘How To’) is a great tool for attracting new clients. Be sure to use engaging visuals and audio throughout. The video topic should be relevant to your audience and stay clean and consistent with branding. Tip: Thoroughly research your audience in order to understand what they might be interested to see.
10. And of Course, Data
Along with any other type of marketing, doing your research always helps. Stay organized and keep track of the analytics behind your videos. Data allows you to look back and spot trends of failure/success. From there, you can figure out what is and isn’t working, and move forward accordingly with new goals. Trying a different platform? Increasing engagement in the comments? Different storytelling approach?
Join us for our next event Feb 5 on Video Marketing or catch the recording in the Facebook group!