Marketing videos were perceived to be the next big thing in social marketing, but that’s already a thing of the past. Social videos have now taken social media platforms into a different wavelength, reaching far more audiences than a regular block of informative content, and engaging more viewers to like, share or repost brand-initiated videos.
According to Wyzowl 2016 statistics:
- 88% of businesses say that video is an important part of their marketing strategy
- 76% of businesses that used videos believe that it provides a good ROI
- 93% of businesses who use videos believe that it has increased user understanding of their product or service.
- 72% of businesses who used video believe that it has improved the conversion rate of their website.
- 36% of businesses believe that they’ve received less support queries as a result.
- 62% of businesses believe that video has increased the amount of organic traffic they receive.
This trend has progressed rapidly and will reach higher lengths in the years to come. Undoubtedly, it is one of the newest additions to your promotion tool kit. But you might still have doubts regarding the effectiveness of this type of marketing. Is it really worth your time to promote your business through this means? Will it be as effective for you own business, as it did for competitors?
4 Of The Best Ingredients For A Content-Rich Video
Short 60 Seconds
Nearly two-thirds of consumers prefer to watch videos under 60 seconds. Attention spans are short and you want to keep viewers engaged, therefore keeping yours in between 30 and 90 seconds long is ideal. Here’s a few ways to ensure you hold the audience’s attention:
- Keep the word count to a minimum if your video includes text. Viewers should be watching what it’s about not reading through it.
- Use numbered lists or bullets to keep people engaged. This helps make the content easy to follow.
- Get the right pacing. Not too slow, not too fast.
Optimize Based On The Platform Needs
The goal is to deliver the best experience. Where will you post the video? Facebook? Instagram? Or YouTube? Will it be viewed in a laptop or on mobile phones? Here’s how you can nail it.
- Consider mobile views first. 65% of video views happen on mobile devices, so think mobile first.
- Assume people watch without sound. Make the content speak for itself without the need for sounds.
- Use the recommended aspect ratio or the square aspect ratio (1:1) since this size is compatible with most platform.
Descriptive Texts or Subtitles
Silent viewers make up most of the viewers, since most of these people are on the move, in public places, or in areas where loud sounds can be considered a nuisance. Here’s how you can make a silent 60-seconds short video:
- Subtitles matter. Without sounds, subtitles will help viewers follow your content without listening to it.
- Include description. Users must know the context of the video to give them more reason to watch it. Or if they need to watch it with the sound on.
Clear Call To Action Sets Things In Motion
Call To Action or CTA ensures that engagement doesn’t stop after the video is over. It guides viewers to the next step, whether to go to the homepage, the product landing page, or the Contact Us page. Here’s how to create an effective CTA:
- Use actionable terms. The audience should know what to do after taking in the content. Use terms like learn more, find out, or discover.
- Put out a clear value proposition. If you want viewers to take the bait, give them something to valuable.
- No business jargon. Keep it simple, straightforward, and actionable.