Looking to increase brand awareness?
Want to connect with your customers more engagingly?
Thinking of how you can tell a story that accurately illustrates your company’s mission and purpose?
Invest in video marketing!
As a visual species, humans find videos more engaging, memorable, and accessible than any other type of content. In 2019, 80% of the online content will be video, and mobile consumption of such content will continue to grow annually by 100%. If these numbers didn’t already convince you, here are some stats that prove if you are missing on videos, you are missing on a lot of opportunities:
- In 60 seconds you can say about 1.8 million words
- People retain 65% of the information for 3 days longer when it is supplemented with a visual aid.
- 4 times as many consumers prefer to watch a video than to read about the product.
- Organic engagement on social media is higher when posts include videos.
- Videos earn 12 times more shares than text & images combined.
- 87% of online marketers are already incorporating videos into their marketing strategies
Companies that have used videos in their marketing have seen a:
- 27 % increase in click-through rate (CTR)
- 34 % higher web conversion rate
- 49 % faster revenue growth year after year than those who don’t
Video marketing might seem obscure, complicated, tedious and expensive—it’s not! It requires talent, time, patience and adequate resources. And if planned and strategized well, it is a rewarding process.
However, the problem is that people after all the sweat, blood and tears they put into making the video, ignore the final piece that completes the puzzle - promotions!
What we know from the stats is that video content resonates incredibly well with audiences. An impressive 81% of consumers have been influenced to buy a product or service after viewing the video. However, in a world full of content your video isn’t going to make a difference unless you promote it right. People wouldn’t find your content by mistake, or by accident. You have to feed it to them with the help of a promotion plan that combines paid, owned, and earned media. What you also need to understand is that promotions are not just limited to sharing links on social media, there much more to it.
These 7 actionable video marketing tactics will help you promote your video the right way:
1. Give a ‘Tease’er
The most compelling stories in history have been the ones that have sparked mystery. The reason being it intrigues the audience and keeps them hooked for the revelation. If you tease your audience snippets from your video before it goes live, you involve them until the big release — they’ll stick around and wait to see what you’re going to reveal.
So for your next video, rather than giving away all of it at once, create a buzz, maintain the mystery, and get people excited for the launch.
2. Choose the right thumbnail
The reality is people do judge a book by its cover! This makes the thumbnail by far the most critical part of your video promotion strategy. Your video thumbnail helps the audience take a decision on whether to play the video or not. So make sure you dress your video for the occasion with an enticing and play-worthy thumbnail.
According to stats, the best way to ensure that people play your video is to have an image of a smiling person making eye contact as your thumbnail. People relate to other people. Would you play a video that has your celebrity smiling or the one with lots of text on it?
So put a smile on your thumbnail, and you will see an increase in the click rates.
3. Search optimize your content
Optimize your landing page and video to make it easier for your audience to find it.
Use the same SEO practices that you would use for your website. Have a video title that’s catchy and incorporates the essential keywords which identify your video’s message. Write compelling copy for your description that tells the search engine and people who are searching there more about your video. Use as many keywords as possible to make it discoverable. However, don’t over-stuff your content with keywords, it needs to flow naturally like your video. Make sure you include a call to action too.
Include your keywords in the landing page title, alt tags, and meta description.
Once you’ve done this the traffic is slow moving, tweak your title and meta description a bit to make it more enticing for your viewer.
4. Run a Campaign
Social media is the place where people are, so leverage it to improve your video promotions. Include the video not only on your social platforms but also blogs, website, emails and even personal social media channels - anywhere you can have an audience.
However, don’t just post the full video at once and expect all of your audience to see it because they won’t. Instead, post variations of your snippets that encourage more people to view the video for a longer frame of time.
Email and video are a match made in heaven. Just by using the word “video” in your email subject line you can boost
- Your open rates by 19%
- Click-through rates by 65%
- And reduce unsubscribes by 26%
Email campaign conversions go up considerably when a video is incorporated into them. Some stats show that email with video thumbnail boost conversion rates by 300% as compared to when a plain image is used.
To avoid technical problems that may exist, try not to include the whole video itself in the email but a great video thumbnail that leads your audience to the video when clicked on.
5. Add Share Buttons
We’re all aware of the power of social media. Around 63% of consumers share branded content to their social media followers.
However, for easy promotion creating share-worthy content isn’t just it. You need to include easy to click share buttons within your video, so as to make it simpler for your audience to share the content with other people.
You can activate the share button very easily through your video host provider. For example, on Wistia, you’ll find the option of adding the button in the customise section. Once embedded, the viewer can share your video on social media, or via email.
6. Ask people to share
Find influencers and people who have been sharing similar kind of content on social media and ask them to share your video and tag you - this gives good exposure to your video. Then re-share that post on your social media to tell your audience that watching the video is worth their time.
Get involved in Twitter chats and communities on LinkedIn/Facebook that promote similar content to grab more eye-balls on your video. Don’t spam them with your video links but rather build up a rapport with the people in the chat first.
Request or ask your friends, colleagues, former colleagues, industry connections, relatives - whomsoever you know to share your video. Asking people who are closely connected to your target audience sure sounds like the right place to start. However, you never know who is connected to who, and your share might go a long way. So, don’t limit yourself!
7. Do Paid Ads and Promotions
All of the tips discussed till now were organic. However, paid promotions are the number one way to get eyes on your brand video.
Promote your video on platforms like Facebook, Instagram and Twitter through paid advertisements to get a broader reach in terms of the audience. Do thorough research on your target audience and create audience personas who you think will be interested in seeing your video and benefit from that. Drive adequately targeted promotional campaigns to the right people for your content to yield a delightful ROI.
Video promotion can seem like a daunting task at first - there is so much to do, so many platforms to take care of and then there is ad budget too. But with a little patience and attentiveness, you can easily promote your content to the right audience.
Video plays an integral role in marketing today. It’s essential that you promote your content in the right manner to the right people to make sure you’re reaping the benefits that it will bring to your brand leads and business.
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