Video marketing is continuing to grow in popularity and importance as the medium becomes a powerful tool for storytelling. According to a recent study by Hubspot, 64% of viewers are more likely to purchase a product online after watching a video. Consumers are also watching more videos than ever before, with research by Marketing Charts suggesting that by 2021 the average person will watch 100 minutes of video content online every day. In order to stay relevant and appeal to consumers, now is the time for brands to incorporate video content plans in to their PR strategies. To ensure brands benefit from investing in video content, I have identified key considerations that will help ensure videos deliver a return on investment and meet objectives.
1. Think before you film
Start with a plan before filming. As a first step, think about what the purpose of the video is, and identify the desired outcomes. From here, create a storyboard to map everything out clearly, as this will help you determine whether the story is simple to follow and relatable to your audience, otherwise it may have a short shelf life. The goal here is to make sure everything is planned out prior to the video production, so that when you begin you will be able to produce the amazing content that you envisioned smoothly and effectively.
Bear in mind that we are now living in a scrolling world full of viewers who do not always have the patience to stick around. Try to capture your viewers within the first eight seconds – people’s average attention span according to a 2015 study by Microsoft.
2. Generate conversion with a call to action
Now that you’ve created an amazing video, how do you make the most out of it? Including a clear call to action is of utmost importance, whether it is through a direct message from the video, a clickable annotation, or an external link you have added to the vide leading to your landing page. Make sure that it’s easy to engage with your video.
Whilst the vast majority of brands – 95.9% to be exact according to a 2016 study by Wistia – place their call-to-action points at the end of a video. Based on analysis of over 3.6 million videos, Wistia’s research also suggests that placing call-to-action points mid-roll, results in a higher conversion rate on average. Meanwhile when the call-to-action is emphasized within the first eight seconds of the video, it raises the chance that every viewer will see it. It is therefore worth looking into the strengths of placing the call-to-action points at the start, in the middle or at the end respectively, and choose the option that best suits your brand and audience.
3. Distribute cleverly
Youtube, Facebook, IGTV, Snapchat, Vimeo, you name it. New platforms come up every day and it is of paramount importance that you choose your distribution outlets wisely.
Firstly, find out the video consumption behaviour of your target audience to determine the right channel. Once you have decided, make sure you understand the difference in audience expectations and behaviours for each channel. For example, there are optimal video lengths, formats, and headlines for each targeted segment. Furthermore, videos are very often watched on mobile devices, so you should consider optimizing your video content for mobile viewers too. Timing is also a key factor in generating traffic. Analyse the audience pattern on your various platforms to determine the best publishing time for the video hosting channel.
4. SEO is king
It can’t be overemphasized how important search engine optimization is. Take Youtube as an example, it is now the second largest search engine online, only after Google Search.
To boost your video ranking and maximize exposure; optimize your video headline, tags and ensure keywords are in the video description. Make it clear what the video is about, and what’s in it for the audience.
5. Reach and engage with audiences
To maximise engagement, ask for your viewers’ opinions and respond to viewer comments, so that your audience knows their opinions are listened to and acknowledged. You can for example respond with a link to your platform for additional tips or information to answer viewers’ questions.
To maximise reach, consider allocating budget to boost the video. You do not necessarily need to have a big budget, Facebook and YouTube ad tools are often affordable and an excellent way to reach a sizable yet targeted audience.
6. Keep track of the video performance
The best way to devise successful and effective strategies is to have a clear measurement methodology. For instance, YouTube Analytics is a useful tool that generates insights on the source of traffic, watch time, view duration and so on. Through analyzing this data, you will gain an appreciation for your audience likes and dislikes and continue to perfect your video content strategy.
While traditional elements such as copywriting and media engagement remain crucial in a PR strategy, implementing a strong video content strategy can help elevate a campaign and lead to success. If carefully planned and well executed, videos can drastically change the way an audience communicates about a brand, have a positive impact on overall brand image, and result in conversions.
Are these tips helpful? Let me know in the comments below if you also have other tips to add!
Daniel Ma's Journalism Blog 