by Jennifer Flower
The rise of online video has been stratospheric over the past decade. In fact, Youtube is the second most popular social network in the world. It’s now an accessible and important medium for all content providers, not least of all in marketing where it can be an effective tool to boost brand awareness, lead generation and online engagement.
Video marketing has also rocketed in popularity, with more and more businesses across all sectors reaping its rewards. This trend has advanced quickly and new developments are no doubt set to allow companies to reach new heights with video content.
With the introduction of ‘Live video’ from Facebook last year, brands are now able to reach their target audience instantly. This means companies can be reactive and responsive to news and events affecting the public. This improves the connection and interaction companies are able to build with their audience.
Emotion can be demonstrated more easily through video. This can help improve levels of engagement, and accordingly, they receive a great level of interaction. Furthermore, they are effortlessly shared via social media and can instantly change or re-enforce customers’ perception of a brand. And when it comes to search engine optimization, Google loves video. In fact, ‘you’re 53 times more likely to show up first on Google if you have a video embedded on your website’*, while visitors spend more time on websites too. This shows search engines that a site has good content.
So how can you get the most out of your video content? The most successful videos are entertaining, informative and often inspirational. Many viewers don’t have long attention spans so keep your videos short and to the point. Ask questions. People need to know why they are watching and what they are going to get out of your video.
Give it an exclusive ‘feel’. Videos need to feel personable and the audience wants to feel they are receiving a privileged insight into a certain aspect of your brand, whether it be a behind the scenes look, an interview or a live event.
Next, make the most of the emotive power of video by appealing to your consumers’ needs and make sure your audience can easily share your video on social media.
Finally, be ready for change. As a medium, video marketing is still evolving and developing further. Having an appropriate strategy in place can hugely benefit your business and put you ahead of the competition, but be sure to keep up with trends.
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Published Aug 14, 2017