If you use social networks and access the internet continuously, you will probably have noticed that video is a popular type of content on various platforms. Companies use them on their websites to present the brand, explain the use of their platform, present testimonials, make their team members known, etc. In social networks, they are used as short tutorials or to communicate current news or some other type of information of interest.
Video can also be incorporated into your marketing strategy. But it is not enough to have a brilliant idea; there is a whole process that must be performed before proceeding to the recording and production of this video. For this reason, in this article, we mention some essential tips for your new video marketing strategy.
You are already aware of all the benefits you can get by incorporating a video into your marketing strategy, and you want to add videos in your next campaign. Just thinking about the possible results excites you, and you can’t wait to incorporate it into your social media strategy.
It is good that you are aware of the latest trends, and it is definitive that the video is a preferred content on many platforms and on the web in general. So using it seems to be the most appropriate option. However, in every marketing strategy, there is a well-defined purpose. It is this goal that allows you to evaluate if your video is achieving an adequate response from the public. So before you start thinking about the details and possible marketing results of your video, you need to define the marketing objectives.
Based on the objectives, you can plan a correct strategy, from the platforms to the content, as well as to measure results according to the appropriate variables. For example, if your main objective is to increase the presence of your brand, the number of views of your video is a good indicator of the success of the campaign.
Once you have established your main objective, it is time to define the tone of the communication. While the content of the video itself is important, the way you say it and the words you use to convey the message are essential to reach your audience.
Luckily, if you have prepared other marketing strategies and have a website, you already have a clue about the communication tone. This is a resource that is linked to the personality of the brand and the type of image you want to make known to your customers. In turn, this tone of communication reinforces the images and the general style that you have chosen for the brand.
Additionally, in a video, you can include not only animations and graphics but also music and sound effects. All the elements that are part of your video must be linked under a single concept.
Remember that a short video is much more effective and striking for your users. Currently, users prefer content when it is short and precise, particularly when it comes to a marketing strategy. For this reason, shocking titles are created that arouse the interest of your audience.
You can take risks and create videos of several minutes, but these should be captivating enough for a visitor or new user to see them until the end. It will undoubtedly be a challenge, but if you’re sure you can do it, you can go for it.
As you should know, video is a very popular type of content on the web. Many companies use videos on their home pages to explain certain processes or concepts more easily. In addition, they have the ability to capture the attention of visitors, so if it is produced properly, there is a high probability that they will generate conversions.
Videos are the users’ favorite content not only on the web but also on social networks. This current trend facilitates the distribution of videos by companies. Although it is popular content, you should seriously consider which platforms are the most appropriate according to the target audience you want to reach. If you already have professional accounts of the company in social networks, then the decision becomes easier. Otherwise, analyze both your content and your target audience to determine which is the most appropriate social network to distribute the videos.
In a video marketing strategy, the number of views of that video is an indicator that is taken into account to measure the success of the campaign. However, it is not everything. Of that number, a percentage of users do not finish watching the video, while another does not really pay attention. There are a number of other metrics that you should consider to measure the success of your campaign.
While it is positive that you get a high number of views, do not let this factor be the only one you consider to measure the success or scope of your video marketing campaign.
When a video finishes playing, it is normal for the screen to turn black to indicate that the video has come to an end. In certain networks, the video is repeated again and again until the user moves to another post.
Although it is common to display a black screen, you should consider placing a call-to-action button once the video ends, particularly if you not only want to increase the presence of your brand but increase the level of user participation. The only way to guide the user to take the action you want is through a CTA button.
The action you find appropriate depends entirely on the objectives you have set for your campaign. Even if all you want is to increase the brand presence, you can place a series of recommendations at the end of the video to access the new content of your brand or company.
Plan your strategy carefully. Video is a powerful resource, but if the content is trivial or unimportant for your marketing goals, you will not have the success you expect, despite the popularity of the video on the web. You can make use of video in your social media marketing.
Consider all aspects of your video marketing strategy, from the definition of the objectives, the production of the video to the distribution channels of the video. Creating and promoting a video, like any other marketing activity, will take time, so make sure you have all the necessary data defined before moving on to the production phase.