We constantly see an increase in the video marketing trend. Most marketers have also started using Facebook for video marketing, as it is quite effective to engage new users and potential customers. Speaking of new users, you can also Buy Real Facebook Likes to get new followers for your page. However, YouTube still remains the master of all things video. Launched in 2005, the platform currently has 1.3 billion users. 5 billion videos are watched every day on the network and each minute, 300 hours of video are uploaded.
Often marketers only focus on conversion rates and the channels that lead to it, forgetting that initial impressions about a brand are equally, if not more, significant. For instance, a viewer will form an opinion about your business after seeing the video, even when they have not visited the website. Hence, it is crucial to remember that the first point of contact users have with your brand could be your YouTube video. Researches show that individuals are hard-wired to engage in storytelling. This means that you should focus more on telling brand’s narrative rather than selling your product or service. To make the task easier, we suggest you ask yourself a few questions, like what are some of the key challenges that your target audience faces? What is the number one priority for your customers? What problems does your brand aim to solve? Answering these questions will be a great help in creating strong video content that can drive conversions as well as help you engage with the community. For example, in their video Grammarly explains the significance of using semicolons and how to use them. Through the video they are educating their audience about something that is relevant to what they offer. So, the bottom line is whether you are uploading a video on YouTube or Facebook to create brand awareness, the important thing is to have content that educates, engaged and entertains.
Also Read: YouTube Marketing Trends For 2018
How can you improve upon something that you cannot measure? That’s right, you can’t! This is why you need to review your data to work on your marketing strategy, make campaign changes as well as identify opportunities to let the potential users convert into potential customers. Although there are various metrics that you can monitor, the most important ones that you need to track to identify and refine KPIs, include attention span, video completion rate, view rate, influence or revenue and views by embed location.
Don’t underestimate the significance of a good video thumbnail, as they form the first impression of you video and that is crucial to success. Studies reveal that a thumbnail is considered good if it can achieve the following:
- Feature your branding
- Indicate the length of the video
- Hint at what the content of the video is
- Compel users to click on the video
- Look good on any device screen size
- Displays the play button prominently
Make sure to pay attention to the thumbnail of the video as it provides a preview of the content, giving users a reason to click, watch and engage.
It is not uncommon for brands to forget to include a call to action in their videos. However, CTAs are small but an essential aspect of a good video marketing strategy. After the target audience has engaged with your video, the next step is to direct them to take an action. What do you want them to do next? Do you want them to watch another video? Request a consultation? Or visit a landing page to learn more about your business? Including a clear call to action provides closure as well as allows you to drive higher customer engagement that can eventually lead to higher conversion rates.
The length of a video plays a major role in determining the overall engagement of a video. According to a research, videos that are two minutes long or less result in higher engagement rate. On the other hand, if the video is more than two minutes long, the retention rate significantly drops over time. Hence, keeping the length of the video under two minutes is a good place to start. After that, you can measure engagement overtime and create your own benchmarks. However, the ideal length varies depending on the publishing platform. For instance, a two-minute video is suitable for YouTube and Facebook, but you may want to shorten it for Twitter and Instagram. Shorter videos result in more awareness and engagement, whereas longer videos are better for providing insights and driving conversations. To conclude, the length of your video should be according to your marketing objectives.