Video is becoming the ideal medium for sharing virtually any sort of content online - from addressing common customer inquiries to revealing behind-the-scenes anecdotes about your sector or organization to visually demonstrating a complex business plan through attractive animation.
How do you get started with video marketing if you haven't already? If you use online video, how can you ensure its effectiveness and quantifiable results?
The Kavax team reveals its '10 Tips to Win at Online Video' in this blog post and video. And you're in luck: it doesn't have to be hard, time-consuming, or costly.
1. Identify Your Target Audience
Do you know your target audience? Who are you attempting to reach: where are they located - both online and offline - what do they enjoy, what are they seeking for? You'll need to adapt your message to a distinct narrative and tone based on your target.
When making and posting online videos, it's also very important to Target your content in the right way. If your target audience prefers Facebook and frequents pages about healthy living, you should create a Facebook-optimized video and target it to people who share that interest.
Investigate your target market. This is the first step on your path to video success.
2. Identify Your Goal
What do you want to get out of your audience now that you know them? When do you want to accomplish this goal? Creating a promotional film for your company will be very different from creating an explanatory video for your new product. Goal-setting is crucial in video production because it affects every aspect of the process, from the narrative you want to tell to how you'll tell it, the length of the video, and where, when, and how it'll be distributed and promoted.
To get measurable outcomes, you must first establish a defined goal.
3. Organize Your Story for Online
To keep people from browsing on social media, you must intervene!
Social video may be killed by slow-burning intros that look fine in film documentaries. Once you've piqued the audience's interest, begin to flesh out the narrative.
4. Creating New Content With Platforms in Mind
You have a good idea of where your target audience is online, so you should develop a video for that platform.
Consider optimizing for several platforms when making video content selections. Your film's form and runtime will need to be different on your website than they would be utilized as a part of an Instagram promotion. We propose the following shapes and durations based on our years of experience producing web videos and analyzing results:
YouTube: landscape; up to 3 minutes
Facebook: vertical; up to 2 minutes
Twitter: square; less than 45 seconds
Instagram: square; less than 30 seconds
5. Maintain Visual Impacts
The visuals tell the story. Online video must capture the viewer's attention and be understandable just by looking at it. When someone is going through their favourite social media platform's feed, you have an excellent opportunity to contact them with a message they actually care about. However, your window of chance is narrowing:
Be present, be quick, be attractive, and be visually appealing.
6. Turn Off the Sound
We understand that this is a contentious issue, and we, too, like seeing a terrific film with excellent sound. The utilization of online video, on the other hand, is rather different. Your audience isn't sitting in front of a big screen with a surround sound system. They're more likely to be viewing your movie on the Tube without headphones since they don't want to annoy other passengers by playing music from their phones. 85 per cent of video content on Facebook is viewed without sound!
So, turn off the sound and let the visuals tell the story.
7. Make Use of Well-Designed On-Screen Text
Text on the screen is now perhaps more essential than the audio of the interview.
If you want to get your message through, bear in mind that the commuter on his phone is who you're trying to target with internet video. Make the content concise and memorable. A social video may be effectively shared with a word count of 60 words per minute.
8. Make Eye-Contact
Speaking straight to the camera instead of looking away from the camera can increase viewer interest in online video content, as is the norm on television. They feel that they are establishing eye contact with the character in their displays.
When you're speaking to someone face-to-face, eye contact is more effective. You strive to connect with your audience when you give a presentation. Talking on Skype or Facetime requires you to face the camera.
So, make eye contact with your viewers, and you'll produce better online videos.
9. Paid Promotion Budget
Films can go viral. We enjoy going online one day after a video is uploaded and seeing how many times it has been shared and how many organic - unpaid - views it has garnered. However, relying on unpaid opinions is risky. Organic reach on Facebook, for example, is less than 1%. (Squared Online by Google, 2017).
Make sure you provide aside money for marketing. The amount you should spend on this is determined by the platform you're using to promote the video, the size of the audience you want to reach, and the popularity of your page. If you decide to work with us on a project, we can also help you with budgeting.
10. TEST, TEST, TEST!
One of the biggest benefits of working with digital content is that you can track the number of impressions - how many times your material has been seen - as well as clicks, 10-second video views, full views, interactions, and more. When utilizing 'traditional' advertising such as a flier to promote a forthcoming event, you have no way of knowing how many people have seen it, looked at it before stuffing it in their bags, or really read it.
So, test and measure.
If you see that a certain video format performs well on a particular platform, you'll want to recreate it. If almost no one has clicked on the video thumbnail in your email, you should try something else rather than wasting money on something that isn't working. Free and easy-to-use analytics are available through online platforms. So go ahead and TEST, TEST, TEST until you locate your holy video.
Do you want to talk to us about online video? Request a free 30-minute consultation!
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