Video marketing campaigns are delivering positive results for businesses across the globe. If your company isn’t utilizing this medium for marketing, you’re missing out on a huge audience and therefore missing out on a lot of potential income.
Video is one of the most persuasive mediums to use when communicating with your company’s target audience. A video allows you to show off your business in action, share testimonials from satisfied customers, and build trust through authenticity. Video can also be a powerful tool that helps you increase sales leads, improve customer retention, and launch a marketing campaign that really stands out.
Knowing how to create a video that makes your business stand out is half the battle. In this blog post, we will guide you through making sure you’re creating the best video that will showcase your business in the best way.
#1: Plan to use video as part of a multi-channel marketing campaign
In addition, video marketing campaigns can be used as an effective medium for communicating with customers on other platforms such as Facebook, Twitter, LinkedIn, or Pinterest. By posting your creative efforts in multiple places, you’re putting your company in front of a larger audience.
A video can also be used as a marketing tool to spread via email, with customers forwarding your video to friends and family after they enjoy the video you created. A video is a great promotional tool because it allows businesses to show off their products and services without requiring customers to read through a long sales pitch. By “going viral”, you’re able to reach audiences that you may not have thought about targeting, which will boost your sales and show you who else might make a great target audience for future marketing endeavors.
#2: Set video marketing objectives for your business
It’s important to set video marketing objectives in order to track your video campaign metrics and ultimately determine its ROI (return on investment). For example, you may want the video to increase website visits, engagement, video views, or lead generation. By making sure everyone involved in the video productions process understands the goal of the video, which is more than just stating, for example, that you’ll be reviewing a product, every person working on the video can make sure that their part of the production process is working to hit that goal. If someone in post-production doesn’t know that that one of the objectives of the video is to gain subscribers, they may not think to put subscribe buttons in multiple places in the video itself when adding in graphics and buttons, rather than placing just one button at the end of the video.
In addition, video marketing is a powerful tool for branding your company, which makes video objectives beneficial to set even if they do not directly relate to the bottom line. A company that wants to portray a professional brand wouldn’t want to put out silly TikToks that show their employees dancing the latest choreography; it’s not on-brand for them and would confuse their target audience, maybe even losing potential clients if they did so. Making sure videos are portraying your company’s brand is important.
#3: Set video production cost goals
Prior to shooting any video content for your business, it’s important to establish video budget constraints based on the video marketing objectives you’ve set. For example, you may have video marketing objectives that require video production costs to stay under $100 or $500. These video marketing video cost goals should help guide your video creation process while still allowing you enough room in the budget for post-production editing, graphics, and distribution to social media channels.
You may also consider hiring a video production company to do all the hard work for you. If you decide to go this route, you’ll want to make sure your budget can handle it. A video production company will also be able to give you good video marketing advice based on the video marketing campaign objectives you’ve set.
#4: Determine video marketing video length
There is no magic video length that works for every business, however, there are certain best practices to consider when creating a video. A rule of thumb is the shorter the video, the more likely it will be watched to completion by your target audience.
According to a 2013 video marketing statistics report from Vidyard, 87% of video ads on Facebook are watched to completion. Vidyard also found that video marketing campaigns with video ads of 90 seconds or less deliver 60% more leads than video campaigns with video ads longer than 90 seconds. Another best practice is to keep your videos around two minutes or less, as viewers begin to drop off after the one-minute mark.
You should also consider what social media platforms you’ll be posting your video on as far as their restrictions on video length. TikTok only allows video to be 60 seconds long at maximum, while YouTube video lengths vary from video to video. YouTube videos can easily be shared via other popular platforms such as Facebook, Twitter, and LinkedIn. For video marketing on YouTube, video length can be determined by video content. In general, shorter videos have a higher watch time and retention rate.
#5: Choose the right video format
It’s important to choose video file types that are compatible with your video marketing platform.
Square video for Instagram is the most popular video format. This is because it fits perfectly with default video formats on mobile devices, which makes it easier for users to share across their social channels without having to crop video.
You should also consider video file formats for video campaigns on other platforms such as Facebook, YouTube, or Twitter, too. For video campaigns on Facebook, you can use video file formats of .mov, .mp4, and .m4v. On YouTube, by default videos are posted as an MP4 video file type that allows for high-quality playback of video with sound.
For video marketing on Twitter, the video should be at least 10 seconds long to be counted as an official video post. Videos that are too long won’t be retweeted, either.
It’s important to not only know your audience but also know the platform to which you are posting.
#6: Determine video marketing video content
Once you have figured out video length, budget, and objects, it’s time to start creating great video content. There are a few best practices for video marketing content that will keep viewers engaged and motivated to take action.
What type of content would best suit your business? Do you sell products that customers would like to know about before they purchase? Create a How-To video on how to use it, different ways to use it, or how to unbox it. Do you provide specific services that customers would benefit from seeing your company’s process? Create a video that showcases your workplace in action. Do you have happy customers and want potential customers to know about their experiences? Tape a testimonial video to share past clients’ opinions on your company and the services and/or products you provide!
There are many options for content and it doesn’t hurt to get creative. Creativity doesn’t have to mean unprofessional, either. Not sure where to start with content ideas? Talk to a professional video production company like C&I Studios to get started.
#7: Create a video that shows your business in action
It’s not always wise to create a video that looks like a company commercial. For some companies, this will work as a great introduction, but it’s not what you should be putting out all the time.
Instead of just talking about what makes your business great, show off the people who work there and what your business is capable of. This video marketing video content approach creates a video that quickly establishes trust while showing the brand in an authentic way.
Another video marketing video content best practice is to show off your business by showcasing its products or services. For example, if you’re a food blogger who runs cooking videos on YouTube, shoot some video showing a cooking video being created. Many customers react positively to videos of your employees and coworkers behind the scenes. It humanizes your company, reminding potential customers that you’re not just a business, but people, too.
#8: Test your video marketing content
Before you launch a video marketing campaign it’s essential to test different video marketing video content on your target audience to know what video marketing video content resonates most.
You should also consider testing video marketing video content on other video platforms such as Instagram and Facebook. By testing in multiple places, you’ll be able to gauge where your videos will work best while also learning how to tailor your videos to the specific platforms you want your videos posted to reach your target audience.
#9: Analyze video marketing video content success
Don’t be discouraged if video marketing video content doesn’t take off right away. Video marketing takes time, so it’s important to give your video content ample time before you start to analyze for success. When you do look back on how your video performed, there are a few ways to measure video marketing video content success.
Did video marketing video content get enough views? Or did it exceed them? Sometimes, video marketing video content spreads slowly and gradually, so there’s no reason to lose hope if you don’t see a huge spike immediately after posting your video online.
Are the comments on any of your videos positive or negative? Negative comments can pile up, but video marketing video content success lies in how you handle them. Reply to negative comments with video marketing video content responses explaining your side of the story or offering ways to rectify an issue. It’s not always wise to just delete any sour comments- responding shows your audience that there is someone behind the scenes who is willing to address any and all concerns.
Is there any video marketing video content engagement? Video marketing video content engagement is seeing your videos shared on your social media platforms and video platforms. The video content becomes effective when it is shared and viewed by others, driving up video marketing video content views and video marketing video content success.
#10: Repurpose video marketing video content
You can always repurpose video marketing video content to see whether other audiences respond positively to the same video marketing video content you posted online. Repurposing video marketing video content is adding video marketing video content to different video platforms. For example, if you create an explainer video for your business website, post the finished video on YouTube and share it through email newsletters or on social media platforms. If you get a good response, repurpose your video to other platforms so you can reach video marketing video content and video marketing video content success. Repurposing video marketing video content is the process of showing your video to different audiences, so don’t hesitate if you think one video can reach multiple demographics.
One of the easiest ways to create video marketing content is through social media specifically. It’s also the easiest way to share videos with potential clients inexpensively. However, video marketing video content success doesn’t end with social media- you need to be able to imagine video content that goes beyond simply trying to increase your video presence on social media platforms.
Videos can be placed on websites, blogs, and e-mailes, so video marketing success doesn’t stop at social media. Consider video content that can be repurposed for different video platforms and video marketing video content ideas that go beyond the social media box.
Consider hiring a professional video production company
C&I Studios offers video production services to companies of all sizes. If marketing via video seems like a foreign language to you, we can help.
From doing all the hard work from start to finish, C&I Studios is here to support your business with whatever you need in order to create amazing video marketing content. We provide services from writing scripts and hiring talent to post-production aspects like editing and animation to make your video marketing content perfect. Contact us for your next project.