Editor’s Note: Today’s post comes courtesy of Daniel Glickman,CMO of emaze. He loves analyzing marketing data and building strategic and tactical plans. Follow Daniel on Twitter @CMOConfessor.
A picture is worth a thousand words, and according to Dr. James McQuivey of Forrester Research, one minute of video is worth 1.8 million words. You probably know it’s important to use videos in your marketing campaigns because it increases engagement, improves click-through rates, and has the capability to spread like wildfire across social media; however, you may be confused about exactly how you should use video in your marketing campaign.
We’re here to help you clear up the confusion with a definitive guide on how to use videos in your marketing campaigns. It covers everything you need to know, with the most important Ws of video marketing - when, what, who, and where.
Here are five helpful answers to common questions about how to maximize your video marketing:
1. When should you use videos?
Videos are ideal for condensing large amounts of information that you want your audience to absorb easily and fluidly. This makes them perfect for ads, product explainers, brand or company stories, profiles, personal messages, and internal or external office communications. Videos are a great medium for pretty much any campaign due to their flexibility, but you need to know which type of video is appropriate for which objective. Use tools like Facebook video or Vine to release short, targeted videos for promotions, presentations, calls to action, or engagement campaigns, and leave larger video campaigns for traditional advertisements or explainers.
2. What makes a good video?
Not all videos are created equal. Good videos are short and capture the viewer quickly. According to research conducted by Visible Measures, you have 10 seconds to capture the viewers’ attention, and after one minute, almost half of viewers will have lost attention. So get to the point quickly and make a splash fast to retain your viewers. Don’t be afraid to cut it down if a certain clip doesn’t add to the overall message.
3. Who should you to market your video to?
Before you create any video - whether an ad campaign or a Facebook video post, ask yourself who your target audience is. After a video campaign, check online metrics (such as social media likes, shares, time spent watching, etc.) to see if your target audience responded positively. Also, pay attention to whether a sub target audience paid more attention to your video than the one you were originally trying to hit, because this could raise important issues in your overall marketing campaigns.
4. Where to share videos?
After you’ve created that incredible, well-targeted video, where should you post and share your video? The answer: everywhere (within reason). Make sure your video is widely available - on your site, YouTube channel, and social media channels, but don’t spam it out. Release it just like you would any other campaign - intelligently.
5. What’s the best low-cost way to integrate video marketing?
For those getting started in video marketing, you may not want to bust out a large budget on a video campaign advertising your product. That’s okay - you can, and should, start small. Re-share videos (while always giving original rights, of course), to see what your target audience likes and dislikes. After you have measured their engagement, consider how to spend your finances on a video campaign wisely. You don’t always need to go all out - sometimes, short homegrown videos are more effective (and viral) than full-scale, high-budget productions.
For more tips on how to maximize your engagement efforts, check out the Modern Marketer’s Guide to Getting the Most out of Video.
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