Why is Netflix bingeworthy? Why is YouTube the second largest search engine on the web? Because video content is so rich and captivating. It’s the only form of content we have to capture both auditory and visual senses in one.
While text content (what you’re reading here) is crucial to all digital marketing strategies, video content is blowing up on the digital scene. Facebook live videos are here. Twitter live videos are here. Instagram videos can now be 60 seconds (not to mention Instagram Stories). Snapchat videos have been here.
You’re also seeing video montages pop up on websites when you first land on the homepage. You’re seeing videos in emails, streamed webinars, online courses with video content, and so much more.
Video is powerful.
But while it is powerful, it can be quite difficult to pinpoint where to begin with video. Should you push out Facebook live videos? Instagram videos? Website videos? Webinars? Other videos?
Answer: yes and no.
Here’s How to Approach Video
It starts with the same approach as other digital marketing strategies—where is your audience? If your audience isn’t on Facebook, then don’t dabble in Facebook live videos. If your audience isn’t on Snapchat, then avoid it. But, if your audience is on Instagram, then you know that’s an appropriate place to start.
The first question to ask yourself and your organization is: “Where is our audience?”
Once you have the answer to that question, then you can proceed in determining your video content strategy for the appropriate platform or platforms, and not worry about wasting time in areas where your audience isn’t going to see your video content. Remember, work smarter, not always harder.
Putting a Strategy Together for Video Content
Remember, the answer to the guiding question above is the beginning of your strategy. In most cases, video content on your website is perfect for all organizations and brands. No matter who you are and the industry you’re in, your audience will be more engaged if they get a glimpse of who you are and what you do from a video on your homepage.
Starting Point - Quick intro video on your website homepage
Most website visitors won’t scroll down your entire homepage. Most don’t want to read a giant wall of text. But most visitors will in fact click a play button on a video and watch, especially if it’s short and captivating.
[WATCH: Share your story in the most compelling way]
So one of the best places to begin with video is right on your homepage. What does this look like?
This is a montage of video clips that don’t have audio but showcase your organization—maybe the culture, your location, a service, a product, or anything else. If you go to our homepage, you’ll see b-roll footage in our banner (the top of our homepage). This is a powerful snapshot into who you are.
About Us/Culture Video:
Another great video to include on a homepage is one about your company or your culture. This video is a quick one to three minute video answering all of the major questions - who, what, where, when, why, how? Again, this allows website visitors to immediately connect with your organization. It’s powerful.
Building Up from the Starting Point
One of my favorite aspects of video is how the same footage can be rearranged and reused in multiple ways. So, let’s say you have an ‘About Us’ video on your homepage and you want to use some of the footage on a social media account, such as Instagram. You totally can!
Since Instagram limits videos to 60 seconds, we can re-edit the ‘About Us’ video to fit the timeframe and have a new video to fit your Instagram account and your audience there.
We already had all of the footage, the interviews and/or audio, so all we had to do was re-edit the project to fit within the platform you wanted to share it on. I like to call this recycling content or repurposing. It’s a great way to double-down and get more use out of what was already created.
Now, why would you build up in this way? Because we want to guarantee we’re reaching our audience where they are. Not everyone is going to land on the homepage of your website directly or through organic means (from a search engine). Instead, some are going to come to your website and do business with you because of what they saw on your social media account or on a video streaming site (YouTube or Vimeo).
Our strategy is to get in front of people on more platforms using the video content we already have, just re-imagined and adjusted for each platform.
Taking Video to Infinity & Beyond
Once a video reaches more platforms, such as Facebook or Instagram, you can still do more to guarantee it reaches your audience and drives them to interact with you. This next step in our strategy involves putting some marketing dollars behind our video.
For example, using a small budget of $50, you can easily promote your video across Facebook and target it directly at your audience. I won’t get into the specifics of Facebook ads and targeting, but putting some money behind your video will in fact guarantee it touches more people and garners more eyes. And that results in more clicks to your website, more purchases, more sales and more revenue for your organization.
And not only can you promote your video on Facebook, you can also promote a video on Instagram, Twitter, YouTube and other platforms. A video can reach more than the visitors on your website.
Why Video Gets Us Excited?
You’ve explored the approach to video and initiating a strategy. But why does video excite us so much? Why do we recommend it?
Again, this circles back to Netflix and YouTube—video content is popular and powerful. You don’t have to read any stats to notice the popularity. However, let’s take a look at a few stats that are particularly astounding and encourage us to hop on the video train.
- 33% of all online activity is video consumption
- 92% of mobile video consumers share videos with others
- 80% of users recall a video ad they viewed in the past 30 days
- 90% of users say that product videos are helpful in the decision buying process
- Video in an email leads to 200-300% increase in click-through rate
- Including a video on a landing page can increase conversion by 80%
Can you guess why we’re so excited about video? It has the power to do more, engage more and convert more than other forms of media. A picture is worth a thousand words. A video is worth a million.
Have you considered adding video to your marketing strategy?
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