It can be challenging to make sure your content is reaching and engaging your intended audience. In the era of scrolling, users spend just three seconds viewing ads on desktop and even less on mobile. Research studies provided by Mobile Marketing Association (MMA)* state that while static ads and video ads have the same likelihood of being seen, video ads are twice as likely to create an emotional response with less exposure. This means that video is one of the most effective ways to get the attention of your target. Because of this, it is more important than ever to have a solid strategy that integrates videos into your campaigns—here are some things to keep in mind in order to increase efficacy and engagement.
Before you begin creating any video content it is vital to clearly understand your objectives. What action do you want the user to make? Are you looking to increase traffic to your website, increase overall brand awareness, attract new followers, create conversation starters or maybe you want them to purchase a product? Moving forward with a clear understanding of your business goals will increase the effectiveness of your video campaign and create more engagement with the audience.
What type of video content will work best for your campaign? Viewers are looking for authenticity through relatable content and personalization. Quality content comes from understanding your audience’s interests and reaching them on multiple channels. Content topics can range from discussions on the latest issues, industry insights, learning opportunities, product reviews and giveaways. Video offers various delivery channels and can be in the form of tutorials, interviews, vlogs, demonstrations, live videos, webinars, testimonials, brand storytelling and influencer user-generated content. Integrating a multi-channel approach in your video content strategy is a crucial step to reaching your audience and goals.
On average, your video should be two minutes or less. Rather than making one long, complex video that covers multiple topics, you can create multiple short videos in a series to expand over the length of your campaign. This form of micro-content is easy to consume and keeps your message concise while also giving your viewers additional opportunities to engage with your business. Adding motion into your content doesn’t have to be complicated. Simple animations and gifs create dynamic video content that are timely and budget friendly to produce.
Accessibility of your videos is important particularly when reaching a large audience. Videos often preview or begin playing without the sound on most platforms, so it is important to make sure that a video transcript is added to allow the viewer to receive your message even with the sound off. Multicultural marketing is a great way for your content to remain relevant and connective to your audiences. Crafting your campaign messages to the native language of your various audiences adds authenticity and adding subtitles allows non-native speaking audiences to clearly understand the content.
Just like any digital content, your videos should be search engine optimized. Video SEO will allow your video content to be indexed and ranked based on relevant keyword searches. Having a good optimization strategy gives your videos a higher likelihood of registering during searches. Adding tags to your videos and crafting compelling headlines and descriptions will help increase your search results.
Understanding the differences between each of the social platforms will help you adjust your video for optimal performance. Each platform has different requirements for video dimensions, video length and viewing orientation. These requirements are constantly being updated and improved upon, so it is essential to be aware of these changes to keep your content optimized to the platform.
Creating authentic and compelling video content against a solid marketing strategy will add value to your viewers and drive engagement with your business. Take advantage of the growing demand for video content and find out how DCC can help you craft your next video campaign and social marketing efforts.