By 2020, video will account for 82% of all consumer internet traffic. At the beginning of 2018, 81% of businesses were using video content in their marketing campaigns, and of the businesses who weren’t, 65% said they plan to start creating video content this year. What is the state of your video content? Does it exist? Is it effective? Here are seven tips for creating video content that will increase your return on investment and drastically improve your customer engagement.
Define Your Goal
What do you want to accomplish with your video? Do you want to build your brand? Are you launching a new product? How do you want to connect with your customers? In order for your video to be effective, you need to choose a specific goal and fine-tune all of your content to aim toward that goal. Otherwise your video will be fragmented and ineffective.
Tell a Story
We’ve said this before, but we can’t say it enough. Your marketing content needs to tell a story. You need to connect with your customers on a personal, human level. The same is true for your video content. Tell your audience a story that means something to them—a story that will make them want to follow your brand because you’ve demonstrated that you understand something about them.
Identify Your Audience
Not every video will positively impact every audience. In fact, your video will fall flat if you don’t first determine who comprises your audience. Before you begin creating content, decide who that content is for. As a successful business person, you already know who your company’s overall audience is, but you need to drill down to specifics. A single video will not effectively capture all of the people you target in your business plan.
Whether you’re using your iPhone to capture footage or hiring a professional videographer, make sure that your video is professional quality. With the industry-wide, exponential increase in video content and quality, you need to create content that will compete and represent your brand with professionalism and aesthetic finesse.
Vary Your Content
Consider where you plan to post your video. Will you post on your website, Facebook, or Instagram? Or maybe all three? The platforms you use for delivering your video will shape your content because audiences engage with content differently on different platforms.
Calculate Your Length
According to psychologists, attention spans have decreased, and the attention span of the average adult in 2018 is between eight and 12 seconds. One-fifth of viewers stop watching a video within the first 10 seconds. You need to capture your audience’s attention immediately, but this doesn’t mean that your video must be short. Until recently, general marketing wisdom was to keep your videos short. However, there is also value in serializing your videos—after all, consumers are used to binge-watching and consuming episodic video content. Consider your content and your audience before determining which length is ideal for your video.
Analyze the Data
Your video content is for your audience, and you will never know how your audience experiences that content unless you measure the data. Who is engaging with your video, how is your audience reacting, what feedback are they providing, and what is your click-through rate? Are your customers watching your video to the end and following your call to action?
Whether you’re creating a video with your smartphone or hiring a professional videographer, make sure that your video content is worth the time and money you’re investing. Remember these seven tips, and if you aren’t sure where to start, call Haven Media—we’ve been helping our clients optimize video content for more than a decade.