How to Leverage the Power of Video Content
If you have read my blogs, you know by now that YouTube is the second largest search engine behind Google due to the user-friendliness and the soaring popularity of video content. According to Adam Wagner, with 3 billion searches per month, YouTube’s search volume is larger than that of Bing, Yahoo, AOL, and Ask.com combined.
As you can probably tell, video content is a very powerful component of your marketing mix. In this blog, I show you how your company can get the most out of video content.
4 Ways to get the most out of video content
According to a HubSpot survey, almost 50% of marketers are adding YouTube and Facebook channels for video distribution in the next year and 33% of inbound marketers listed visual content creation, such as videos, as their top priority for the coming year. For these people, it is interesting to know how you can get the most out of your video content. Wagner has 4 tips that allow you to enhance your video’s reach.
1. Leverage YouTube’s popularity
Since Google owns YouTube, video content hosted on YouTube ranks well on Google. Capture search traffic from YouTube by creating videos around topics people are searching for or talking about. These topics include everything from viral phenomena to commonly asked questions.
2. Drive social engagement
Social networks are promoting more and more video content because consumers are hungry for engaging video content. It is critical that your business is creating content that users will want to view and share.
Extra tip: make sure your video has subtitles. Users are very likely to be scrolling in an environment where they do not want sound but may still want to watch your video. Do not miss that opportunity to engage with them.
3. Showcase video on your website
Video is a great way to describe your business’ unique value proposition quickly and easily and to showcase your company culture. Explainer and introduction videos are really strong tools for your homepage or a “how it works” section on your website. Do not assume that people want to take the time to read many pages on your website. Make it easier for them with video.
4. Use video in your email marketing
Email marketing is a terrific way to stay top-of-mind and in front of consumers because it goes directly to them. Also, as they have probably opted-in at some point, it is a warm audience ready to hear from you. The key to successful email marketing is to create content that provides value.
Extra tip: even though there are tools that allow you to embed video directly into email campaigns, video can be just as effective in email if you simply tease the video in the email and push users to your website. Those who are interested will click through.
3 Things to take into account when producing video content
Before you have a video to share, you actually need to produce one. Andrew Medal has listed 3 ways that help you create great video content.
1) Be concise and consistent
With mobile being a primary source of checking social media, videos are usually less than one minute long, and should definitely not be longer than three. Also, use your brand’s strategy and voice in every video.
2) Spend money
Dedicate the time and resources to production if you want to take video content seriously. Hiring someone to help create content is not cheap, but the payoff can be well worth the reward. It is also important to consider paid promotion of videos. Do some test runs on what is successful for you and highlight special features.
3) Be authentic
Treat your brand’s social media account as if this is a person who takes videos of their co-workers on a day-to-day or is genuinely excited about an event going on. Your followers follow you for you; they do not want to see something they can find anywhere.
The type of content your business should be creating
You may wonder what you should create video content about. Wagner lists 6 ideas for the types of content you could use for your video marketing strategy, but if you are looking for a whole lot of inspiration, you are better off reading my blog ‘62 Easy, Valuable Tips to Rock Your Video Content’ as it has 40 (!) video content ideas.
- Answer common questions
- Show how your brand works in behind-the-scenes videos
- Review products or services
- Create tutorials or explanation videos
- Go live on social media platforms
- Hold webinars or presentations
Learn from HubSpot’s video content experiment
HubSpot has recently conducted an experiment to see if they should turn blog content into videos. Sophia Bernazzani has listed their biggest lessons. Use these lessons to your company’s advantage when sharing your video content.
1) High-performing Facebook videos did not necessarily result in much blog traffic
In only a few cases, the Facebook video’s performance far outstripped the performance of the blog post and they did not drive much traffic to the blog post. It is probably a reflection on how thorough and engaging the videos were; the viewer might not have needed to click the blog post to read more about a topic they had already watched a video on. Facebook videos might better serve as standalone pieces of content rather than traffic drivers to blog posts in their case, but in some cases, both the blog and Facebook worked symbiotically.
2) What goes “viral” can depend on the medium
They found that news coverage and lifestyle content perform best on social media, while keyword-specific content performs better on the blog.
3) Instagram Stories drove a high percentage of clickthroughs to the blog posts.
They found that the published Instagram Stories resulted in a high percentage of clickthroughs to the blog post. The blog posts did not achieve a high number of views overall, but a huge portion of social traffic the day of posting could be attributed to the Instagram Story. This means viewers were not just clicking through Instagram; they were watching stories and following the desired call-to-action to read the blog post. This is a very engaged audience!
How to take video marketing to the next level
I hope that these tips and lessons help you enhance your company’s reach with its video content! Have you already tried these tips and are you struggling with your video marketing efforts? Have you not gotten the results that you were looking for? My blog ‘How to Take Video Marketing to the Next Level’ might help you.
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