Video is still the most popular sort of social media material, which is one of the reasons why so many firms use it in their marketing campaigns. While most marketers are aware that using a well-crafted video to generate visibility, attract traffic, and increase conversions is a very effective strategy, not all of them are aware of how to successfully implement it.
Marketers must design content that not only matches consumers’ preferences but also separates the brand and helps it climb above the competition in order to make and distribute a video that offers a solid return on investment. Here, 13 members of the Forbes Communications Council provide their top recommendations for using video content in marketing to catch attention and creatively engage target audiences.
1. Be true to yourself and say what you believe.
Authenticity is required in any video content. Why? Because that is the only way to properly connect with others. One thing about video is that most people can pick up on the tiniest subtleties, the micro-expressions that indicate whether or not you are being genuine. You can’t trick people if you don’t believe what you’re saying, so say what you believe. – Vengreso’s Stacy Gentile
2. Make Every Effort To Provide An Interactive Experience
Every piece of material should elicit a two-way dialogue. Break down the concept of “audience”—get rid of the passive part and discover ways for the audience to help build your company’s culture, ethos, and service offerings. It’s a good idea to use your employees’ naturally generated material. – NEORIS’ Jorge Lukowski
3. Make An Infographic Animated
Making an infographic come to life through animation is one innovative approach to use video material. Infographics make how-tos and instructional pieces simple to absorb, and the content resonates even more when conveyed through video. Another way to make an infographic interactive is to have a quick video sample display when a primary icon is clicked. Adaptiva’s Renee Higgs
4. Use video as a gateway to more substantial content
A brief video can help activate social media and generate traffic to topics that would otherwise go unnoticed. We like to use video as a way to make reports, studies, and even blogs more accessible. Consider it an inverted pyramid, with social media’s broad reach (and a smart hashtag) luring the intended audience into more substantive material while also raising general awareness. Elevate Energy’s Sylvia Ewing
5. Produce instructional videos
We now use video to exchange information with our colleagues in the internal communications field. In today’s environment, time and attention are extremely valuable commodities. We support and improve the hectic life of internal communications workers by making educational videos brief and straightforward. – Staffbase’s Frank Wolf
6. Use short clips to increase reach and engagement.
We live in a fast-paced world where we are bombarded with messages from all sides. Sometimes all you need to express a concept is a short, informative video. Posting these short video on social media networks with relevant descriptions might help you expand your reach and engagement. FST Logistics, Inc.’s Sara McKinniss
7. Be Flexible And Creative When It Comes To Distribution
Despite the fact that Pinterest was not a standard video-sharing site at the time, it was a natural development possibility for our company in late 2019. With more individuals attempting DIY projects, our “5-Minute Crafts” material seemed a natural fit. It’s just as important to present content in the appropriate way as it is to come up with unique ideas when it comes to being creative. TheSoul Publishing’s Victor Potrel
8. Keep It Short And Simple
Because most people’s attention spans are limited, start your film with the most important information. Make it genuine. Give a tour of your workplace premises or introduce your employees or a new product. Don’t be hesitant to narrate your video or use voiceover to guide viewers through it. Pay close attention to aspect ratios, which vary per platform. Taillight’s Heather Byrd
9. Make Videos Available in Your Press Releases
Including videos in press releases is a great approach to ensure that journalists get your message and appreciate the value you’re offering. Using your owned media as a marketing vehicle is a great approach to get more value out of it. – Newswire’s Charlie Terenzio
10. Produce Videos in Bulk
Making good films might take a long time, so here’s a technique to help you save time: Make them all at once. Decide on a theme for your series first. Make a templated introduction and conclusion that you may reuse again and over. Then, for each video, record or create the content and insert it into your video template. You’ll have an unified sequence of videos to use throughout the year or campaign once you’re done. – Clearview Advisory’s Kate Barton
11. Include videos in blog posts to improve search engine rankings
Video increases on-page time and is frequently lauded for its direct engagement potential, since prospects are more interested when watching a video rather than reading text. However, the most significant advantage is a technological one: embedding a video within a blog post increases on-page time, an SEO statistic that Google is increasingly using to assess content quality. As a result, integrating video content will boost your search engine rankings. Rootstrap’s Patrick Ward
12. Send an email with a video message.
Simply put, video content converts, and when combined with an email, you’re utilizing two highly effective forms of marketing at once. There are dozens of services that allow you to embed a video so that it autoplays once a person opens the email, and the experience is frequently just the perfect balance of interactivity and engagement to push someone to take action. Little Word Studio’s Melissa Kandel
13. Use Video In Every Marketing Segment
Use video for everything—really: for advertising, to transmit your value proposition, and to create value through continuing content. Once you use video in every marketing section, you will never look back. The interaction rate is substantially higher, and your messaging and distribution options are more flexible. Don’t be frightened to venture forth. Kobi – Yes