Look beyond the same old ‘new year, new me’ spiel haunting the news feeds of Twitter users around the world. It’s time to make some resolutions which actually matter. Let’s talk video! It’s 2018, video is pretty much imperative. Unfortunately, video can also be expensive. If you’re investing money, you need to ensure it delivers. That’s what we’re here for. Let’s crack on with our 10 video marketing resolutions for 2018 – you can thank us later.
Why Do We Care?
This is all well and good, but why should you actually care about video? If you’re debating whether video is actually worth it, we’ve got a few mind-blowing stats for you:
- Video traffic made up 69% of global online traffic in 2017. This is expected to rise to 80% by 2019
- A third of all online activity is spent watching video
- Viewers retain 95% of a message when they watch it in a video – compared to 10% when reading text
- Over half of video content is watched on mobile
In short, it’s time to jump on the video content bandwagon!
1. Your Content Strategy Comes First
In the world of video marketing, there’s no chicken and egg debate. The content strategy comes first! Before you even begin to fantasise about your Hollywood-esque brand ad, you need to create a full content strategy.
Think long and hard about this one. A content strategy won’t only let your work tie in with possible future videos but it will also ensure every piece of content produced is on-track, on-brand and relevant for your target audience.
What should be included in your content strategy?
- Your objectives
- Definition of your audience
- Definition of your brand’s message & USP
- Research – keywords, competition, audience behaviour, etc.
- Content ideas
- Production plan
- Distribution plan
Your content strategy should realistically spell out the whole video marketing process, from initial conception stage through to distribution and conversion. Every major decision that needs to be made about your video should be done when drafting up your content strategy. The more in-depth and all-encompassing, the better.
2. Inform, Educate, Inspire or Entertain
What is the point of your video? What effect do you intend to have on the viewer? Most videos aim to either:
The best option is usually the one which is most obviously aligned to your brand, though this is not always the case.
Let’s deal with them one by one (but let’s not forget, every brand is different).
Entertaining Video Content
Producing entertaining videos which resonate with your target audience isn’t easy. Humour, for instance, can polarise and alienate certain viewers. If however, you have a firm grip on what your audience finds entertaining, it’s likely to see plenty of social shares. If your distribution strategy relies heavily on social media, entertainment could be the right path to take. Just make sure you’re producing something appropriate – this can backfire when done poorly.
Informing Video Content
Is it time to shout about the importance of adding value yet?
When creating video content, you want to be seen as the authoritative presence in your market. This means you need to offer an answer to a question which your audience is searching for.
Video content made to inform gives brands the opportunity to deliver help or knowledge with personality and flair. It feels less like a lecture and is often enjoyable to watch.
A perfect example of this is a video produced by Mirabeau Wine. In this clip, they explain how to open a bottle of wine without a corkscrew. It’s fun, related to the product and answers an important question.
Educational Video Content
If you want to get to the crux of an issue and deliver in-depth knowledge, educational content is the answer. This can be anything from product troubleshooting to ‘how-to’ guides.
It may not be as sexy as content made to inform, but it offers far more detail. Educational content is an opportunity to demonstrate your unparalleled knowledge of a specific area.
Inspiring Video Content
Inspiring content appeals to the desires of a viewer and shows them how a product or service can fulfil this. Inspiring content is highly effective as it often positions your brand as a lifestyle choice. To be successful here, you need to evoke an emotional response in the viewer.
Inspirational content often relies on storytelling devices but consumers see a lot of this on a daily basis. You need to find a unique angle to make this work.
3. Think Native
You’re exposed to native advertising every day without necessarily knowing it. Native advertising is a type of paid media promotion which incorporates your advert into the design, platform and UX of where they’re placed. This can be found on the news feeds of each social media site/app.
Native video advertising is consistently growing in popularity and is reaping serious rewards on apps like Facebook, Snapchat and Instagram. Generally, consumers watch more videos on their phones and the average daily time spent doing this regularly increases year-on-year. When producing videos, consider creating bespoke content for native advertising purposes.
4. Consider Your ROV (Return on Video)
Making a video can be an expensive mistake if it doesn’t deliver on your objectives. Before splashing the cash, you need to be sure you can actually get something out of it.
Here are some potential objectives for your video:
- Sign ups
- Brand exposure
- Social shares
Your ROV doesn’t necessarily have to be monetised. Sometimes brand exposure can be far more valuable than a few extra conversions. The best way to measure this is to set a clear target at content strategy stage and regularly review its performance when published.
5. Optimise Your Video
It’s not enough to simply make a great video. It needs to be optimised!
This is the case for every platform, placement or channel your video is featured on. There’s a lot you need to consider here. Ultimately, your video needs to be searcher friendly. It’s worth remembering that YouTube is the world’s second largest search engine – you can’t miss the opportunity for organic views.
In the example of YouTube, here’s what needs to be optimised:
- Title – is your title targeting a keyword with high search volume and low competition? Consider ‘long-tail’ search terms for saturated sectors
- Tags – add between 8 and 10 tags related to the video, it’s especially helpful to use relevant keywords and synonyms found in your keyword research
- Description – all videos need to be accompanied by an informative description written in a natural style featuring a number of relevant keywords
- Thumbnail – your thumbnail is the first image searchers will see. It needs to entice clicks and give an accurate representation of your video (ideally this should be 1280 x 780 pixels)
- Call-to-action – include annotations with a clear call-to-action sending users to a conversion page or related content. Your description should also include a CTA
Your Brand Channel
- Cover art – this should be on-brand and relevant (ideally 2560 x 1440 pixels)
- Cover art text – text featured on your cover art should be in the ‘safe area’ so it can be seen on all devices (this is the 1546 x 423 pixels in the centre of the image)
- Links – include links to all other touchpoints. This should include your website, conversion pages, social media profiles and apps
- Logo – ensure your channel icon is a clear and recognisable logo (800 x 800 pixels)
- Brand description – ensure your brand description gives a clear and engaging description of your brand featuring relevant keywords and enticing calls-to-action
- Contact details – make your contact details visible on the ‘About’ page
These rules also apply to other video search engines like Vimeo. If you’re implementing an outreach strategy, ensure any articles or blogs your video features on are also optimised for search.
6. Promote Video Launch
View your video launch like a brand event and promote it accordingly. To do this, you need an action plan for each stage. Here’s a mini-template to help you if you’re stuck:
This should come shortly before the launch of the video. A number of social media posts will help to build anticipation. If you have any short promo clips, this is a good time to share them.
Build plenty of buzz around the video. You can do this by sharing social media posts, pinning posts to profile pages and getting any affiliate partners to share your video too. If you can, hijack some hashtags to help your video get seen by a wider audience. Reach out to potential consumers on social media talking about related topics, encourage them to watch your video. If you’re using paid media to promote your video, this is the time to do it.
Don’t forget about the video after launch! Keep promoting it and reminding your followers to view it. If your video is evergreen in its topic, you can continually promote it long into the future. Use a social media scheduling tool like Buffer or Hootsuite to take the strain out of regularly posting about your video.
7. Explore New Audiences Through Paid Media
You’ve created an awesome video, now it’s time to release it into the wild. Don’t be satisfied with just sharing it among your already captive social following. A paid media campaign can be an effective way of reaching new audiences immediately.
Advertising your video on YouTube can be highly effective. Your ad will be shown to users who are actively searching for content like yours. You have the freedom to choose the gender and age of the people who will be able to see your advert. YouTube ads also let you target highly relevant keywords and search terms, be sure to do your research to ensure people are actually searching for your chosen terms.
Social Media Ads
All major social media platforms will have paid media offerings. Some are more appropriate to your brand than others. Analyse the demographic of your audience, the type of content you’re advertising and the platform itself to see which is most suitable.
Facebook is recognised as one of the best platforms for paid promotion. This is because it offers the opportunity to choose a highly targeted selection of users who can view your content. When done correctly, all clicks received will be relevant.
Want to be a little more subtle? Try boosting a post. Some platforms offer the opportunity to boost posts or videos so they come up on the timeline of relevant users. This is a very effective way of boosting your views.
8. Share the Hell Out of It!
Too often we see brands go to the length of making great content, only to share it once on social media. That’s not how it works! You need to keep reposting your content regularly to ensure people actually view it. Followers don’t spend every waking hour on your timeline, don’t worry about them seeing the same update twice.
While we’re on the topic of social media, don’t bank on your video going viral. It’s exceptionally rare. If you want to make a difference on social media, you need to hustle. Think about employing a few growth hacks. These are incremental wins which add together to make a big difference. Here are a few social media related examples to get you started:
Immediately after posting your video, follow a number of high engagers interested in similar topics. They’re likely to follow back and engage with your content.
Use a Scheduling Tool
As mentioned earlier, scheduling tools like Buffer and Hootesuite take the stress out of posting tweets manually. Schedule posts for the times when you get the most engagement.
Hijack Relevant Hashtags
If there’s a relevant hashtag trending, you can use it to your advantage. Post a tweet with this hashtag and you’ll dramatically increase your content’s reach. This is a great way to get your video found by new audiences.
The Facebook Lookalike Hack
Setting up a paid media campaign on Facebook? The lookalike hack will find you similar users to your custom audience. This widens your pool of appropriate/top performing audiences.
9. Have an Outreach Strategy
Outreach should be an essential part of any organic video content marketing strategy. It’s a long-term, cost-effective marketing strategy which delivers. Not only this, but you’ll also see your network grow exponentially as you open communications with the key players in your field.
Here are just a few of the benefits of successfully implementing an outreach strategy:
- Raises awareness
- Builds reach
- Increases content views
- Opens the door for future content collaborations
- Boosts organic views
- Link quality helps your domain authority
- Opens your content up to a new audience
Struggling to come up with a killer outreach strategy? Steal ours:
- Research – Build a database of sites with share content related to yours
- Segment – Find the best sites to outreach to
- Engage – Open the door for placements by following on social media and engaging with the brand
- Pitch – Talk to the brand about the possibility of a guest post placement, explain how it’s mutually beneficial
- Convert – Make the placement
- Retain – Keep relationships strong so you can work together on future content and placements
10. Measure Outcome
So, you’ve strategised, produced the video and promoted like crazy. But, is it working?
It’s absolutely vital that you analyse the performance of your video marketing actions. We cannot stress this enough. If things aren’t working, you need to know why and where you’re falling down.
If you understand your campaign’s performance, and the effect it’s having on your wider business, you’ll be able to adapt future marketing strategies. If you spot poor performance early, you can divert your attention to the areas which are delivering. This could be the difference between a successful or failed video campaign.
Use the data you gather to justify your marketing strategy for future brand videos. Every campaign will teach you something, use this to your advantage.
Sounds A Little Too Much?
Does that all sound a little too much to handle? Let us implement your video marketing strategy for you. We offer the full range of digital marketing services including content, search, social and reputation marketing. If you want results, we’ve got it covered. Find out more about how we can help your brand’s digital presence here.