Have has really caught up. Today, there are
Posted On May 3, 2019
Have you heard?
In 2017, video marketing grew to be one of the most viable marketing tactics in
a marketer’s arsenal. Here are some fun stats from marketing brand Zembula:
you post a video, you may get 39 percent more vendor calls and 65 percent more
visits to your website.
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push up the likelihood of a customer buying your products by 64 percent.
could go up significantly (up to 22 percent) by presenting a full-page ad with
could get 80 percent more conversions with a landing page video.
rate also goes up, sometimes to 200 or even 300 percent if you add a video to
The proof is in
the pudding: video marketing has really caught up. Today, there are so many
ways to make and upload videos, such as YouTube, Instagram, Snapchat, and Twitch.
You don’t need a professional setup, either; your phone does the trick.
If you want to
integrate video into your marketing strategy this year, check out this list of
1. Watch Your Video Length
There’s a lot
that’s competing for the average person’s attention: their jobs, their
families, personal hobbies, friends, social media, text messages, emails…the
list goes on and on.
That means that
the average person doesn’t have time to sit down and watch a 15-minute
explainer video from you. It’s nothing personal; there’s just only so many
minutes in the day.
If you want your
video to be a part of someone’s day, it’s better to keep it as short as
possible. One to two minutes is good if you can squeeze your message in that
quickly. If not, try not to exceed five minutes.
2. Plan Your Videos
As you can see then,
every second of your video counts. That means you can’t sit down in front of a
camera (even if that camera is your phone) and wing it. Off-the-cuff videos do have
their place, but these probably shouldn’t be part of your marketing strategy
from the onset.
should plan your video from start to finish. Write a script. Draft a
storyboard. Do a few test runs. Shorten or lengthen the script based on those
Yes, it’s going
to take hours of work for a video clocking in at under five minutes, but the
results could be worth it.
3. Tell a Story
So what should
your videos be about? If you’re trying to promote your products or services,
then you should be selling the whole time, right?
Listen, this is
a video, not an infomercial. If you’re all about “sell, sell, sell,” your
audience is going to be quickly turned off.
humanize your product. Tell a story; in fact, tell a few stories. Get
testimonials and show real people using your products or services.
This bears repeating,
though: don’t focus on being salesy in your video. You’ll have other
opportunities for that.
4. Don’t Forget Your Tags
seen tags used on YouTube before, even if you don’t have your own account. This
is how, if you wanted to search for funny cat video compilations, you would
find said videos.
The users of
those videos tag their clips with related keywords. In this example, it might
be “cat,” “funny,” and “animals.”
As a marketer,
you’re already familiar with keywords. You pepper these into your content, add
them in your landing pages, and subtly inject them in your social media post.
With YouTube, it’s not that different. Choose five or so relevant keywords, and
keep them shorter when possible so they’re easily searchable.
5. Don’t Leave the Description Box Blank
You see the
blank description box staring at you, but what are you supposed to write?
Everything you plan on saying will be in your video. That said, you can’t
exactly leave this space blank.
lets users know what your video will be about before they click it, as a few
lines show up in YouTube search results. If you leave this blank, you could
miss out on a lot of traffic.
Not only that,
but Google relies on these descriptions, too, so writing a good one could boost
There’s a great
guide on Backlinko for writing killer descriptions. Here
are some pointers:
sure your description focuses on value.
a link, either to your website, your landing page, or your online store. Too
many links looks spammy, though.
keyword research and put relevant keywords in your description. Include each
one on at least three occasions, and put the first keyword within 25 words.
surpass 250 words. YouTube description boxes are not novels.
6. Make Your Video Titles Sing
important to the video description is the video title.
searching for a topic for the first time on YouTube. You’re not subscribed to
any of the channels you see in the results, so you’re not biased. What’s going
to make you click, then? Either the thumbnail or the video title.
company BirdSong Analytics recommends capping off your title at
100 characters (or fewer). That’s not words, it’s characters. So, in actuality,
your title should be a little shorter than a tweet on Twitter (you know, the
old-fashioned 120-character days).
That said, if
you can write a good title in 70 characters, that’s even better.
Chances are, you
won’t write the perfect title right away. It’s better to jot down some longer ideas
and then trim down words until they fit the character limit.
It should be
said that we live in an era of clickbait today, where people write shocking and
often deceptive headlines just to get clicks. While sure, you could trick your
audience for the views, that’s not going to help you build long-term
relationships with customers.
7. Make Sure Your Thumbnails Are Must-Click
Now that your
title is ready, you need to decide which thumbnail you want. YouTube will give
you a few sample thumbnails to choose from. These will all be stills from your
video. Since they’re auto-generated, these stills are not always flattering.
Luckily, you can
add your own thumbnail on YouTube that portrays your video the way you want to. Again, don’t rely on
clickbait to attract attention to your video. Your thumbnail cannot portray
excessive violence or nudity, so keep it tame and PG.
A good thumbnail
should be a visual accompaniment to your video title and description. It should
intrigue and get customers clicking without relying on cheap clickbait tactics.
8. Don’t Waste Your Intro
You know the old
saying, right? “You only get one chance to make a first impression.” That
couldn’t be truer when it comes to making videos.
You really only
do have a few seconds to hook someone in, so you must use that time wisely.
While you can start your video with a short greeting (“hello,” “what’s up?,”
“how are you?”), after that, you must launch into the crux of your video.
It’s okay to
explain what you plan to cover in the video (“today we’ll be talking about…”),
but again, don’t waste precious seconds. Keep the intro brief, fluid, and
engaging to best capture your audience’s attention.
9. Include a CTA
element you need for your video is a call to action or CTA. This can go in
several places. Let’s unpack these:
can add a CTA in your description via the video link you provide.
CTA can go in the video title, although this comes across as kind of salesy.
CTA can go in your actual video, either in the middle or towards the end. You
can either mention the CTA in the video or add an annotation bubble that lets
customers click on your website.
You may want to
A/B test to see which CTA placement gets you the most clicks.
According to a Wistia study on video CTAs from 2017, it’s best to end your
video with a CTA. Of 324,015 clips on YouTube with 481,514 CTAs, 95.9 percent
of accounts choose to put their CTA there. Just 0.1 percent started a video
with a CTA, while four percent used a CTA midway through the video.
10. Share, Share, Share
Your video is
recorded, edited, and uploaded to YouTube. You’ve watched it and it looks
pretty good, especially for your first video. Now the goal is to get others to
If you don’t
already have social sharing buttons enabled on your website and blog, you’ll
need those. You should also have an active presence on platforms like Facebook
and Twitter, and to a lesser extent LinkedIn, Google+, and Instagram.
Now it’s time to
share your video on those platforms. You know the drill: encourage your
audience to share with their friends, family, and coworkers. Tools like
CoSchedule also make social sharing easier and faster.
The next time
you write a blog post in which the video is relevant, be sure to embed the
video in your content. That’s another great way to get new sets of eyes on the
11. Create an Element of Interactivity When Possible
video is another growing trend that is worth paying attention to this year. This
type of video includes elements like clicks, touch screens, and voice
recognition that let your customers change the outcome of the video.
industries that can benefit from interactive video are entertainment brands,
education brands and schools, retailers, and marketers. Rapt Media writes about several campaigns marketers have used,
including one from Philips where the customer got to design an avatar.
These kinds of
videos may take much more effort and a require a higher budget, but if done
well, they can boost leads and possibly revenue.
12. Don’t Be Afraid to Be Humorous
You could make
the most informative and useful videos on all of YouTube, but if these are dry
and boring, no one is going to watch them. Presentation is everything on
YouTube, as you probably understand by now.
mean you should riddle your video with bad puns and lame one-liners in an
attempt to be funny. If you’re not quite a budding comedian, find someone
within your company who can quip more naturally. Forced, fake humor will fall
flatter than a video with no humor at all.
that you are professionals. While you can throw in a few jokes when
appropriate, you’re not a comedy channel. The humor is meant to lighten up the
subject matter, not overtake the video.
13. Expect Mistakes and Learn from Them
You blank on
your lines once the camera starts rolling. You spent hours painstakingly
editing your video only for the file to corrupt. Once the video goes live, it
gets a poor reception.
If you click on
the profiles of any successful YouTube star and scroll back to their first few
videos, you’ll see that even they didn’t discover the formula to success
overnight. It takes time and patience.
get over the jitters with time the more you make videos. If it’s an issue with
the video getting few views, ramp up your social sharing.
14. Stick to a Publishing Schedule
For some people,
YouTube is the new TV. How can they say that?
YouTubers stick to a schedule. They make videos daily or weekly, and always on
the same day. Their fans can expect to log in on a Tuesday evening, for
instance, and see their favorite YouTuber’s video every week without fail.
If you want to
become an integral part of your audiences’ viewing schedule, do the same. Maybe
you publish every Monday or Friday, but once you pick a day, make sure you can
realistically publish videos that same day each week. Of course, you can skip
holidays and other extenuating circumstances, but otherwise, stick to the
schedule. Eventually, your audience will come to rely on your videos weekly,
15. Make a Series
Another way to
hook in your audience long-term is to start a series.
Say you have 10
videos as part of a series and a prospective customer finds the sixth video in
that series. They watch it and like it. Guess what? They’re probably going to
go back and watch the other nine videos to catch up.
If you do plan
to start a series, make sure you label your videos from the beginning. Come up
with a name for your series and then title your video something like “New
Series, Episode #1” and so on.
16. Use Facebook Targeting
If you’ve paid
for Facebook Ads, then you’ve used Facebook targeting. If you’re not quite
familiar with this feature, we’ll go over how to use Facebook targeting for
First, go to
your Facebook Business Page and then set up your new post. You should see a
target icon that looks like two little triangles. This lets you select up to 16
different interests in which you can divide your audience.
Now you can
select audience restrictions. This further segments your audience by the
language(s) they speak, their location, their gender, and their age. Now, you
can be sure that your video will only be displayed to the audience segments who
will be most receptive to it.
17. Use Analytics
When you click
on a YouTube video, you can clearly see how many views, likes, dislikes, and
comments the clip has generated. It doesn’t even have to be your video.
is public, but YouTube’s analytics go far deeper. To access these analytics, go
to your account and then the Creator Studio. From there, you should see an
Analytics tab. You can see even more data via the End Screens option. This
presents the following information:
screen elements, which tracks whether you’ve used end screens like CTAs, subscription buttons, and more.
per end screen element, which tracks the level of engagement with your end
Of course, you
can also use analytics to track more than end screen elements. These also tell
you useful demographic information, such as where your subscribers are coming
from, so you can make more targeted clips.
whether you like it or not, is here to stay. It’s only going to become more
prevalent for marketers to master in the coming years, so why not start early?
By following these 17 video marketing tips, you’re on track to driving more
traffic and growing your audience.
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