Storytelling is an art that has become the heart and soul of many marketing campaigns. Stories simplify complicated topics, inspire and bring people together. Using a well-crafted narrative to convey a message is the secret behind the success many brands enjoy.
Video as a storytelling medium has become widely popular over the last few years. Businesses now include video in their B2C and their B2B email marketing campaigns. The benefits of using video content in your marketing efforts are enormous.
- Businesses who use video increased brand awareness by 54%.
- Video will account for 82% of all traffic on the internet by 2022.
- Video marketers get 66% more leads than marketers who didn’t use video.
The statistics prove how effective video content is as a marketing tool. Before you create videos for your marketing campaigns, craft an effective video content strategy. This will ensure you will reap maximum benefits from producing video content.
The purpose of your videos
Before you embark on any marketing campaign, define the goal of that campaign. This applies to video content. Define what you wish to achieve with your videos. Your goal could be to create brand awareness, entertain and educate your audience.
With a goal in mind, you can look at your existing audience and decide on the best content to produce that will resonate with them.
Your goal will determine what type of video to produce. If you wish to educate your audience, explainer and how to videos will be what you should focus on. If entertainment is your goal, funny skits will work better. You can read more about the videos that align with different goals here.
The type of video determines how long it should be. A funny skit may be as short as 90 seconds but an explainer video, especially the one about a complex topic, should be longer as it goes into better details.
What platforms you will share your videos on? Videos on social media get 1200% more shares than both text and images. Knowing this, social media platforms should be a major distribution channel for your videos. Although videos perform well on social media, these platforms have different video length restrictions. Instagram has a 60-second video length limit while that on Facebook is 45 minutes. Consider the different lengths when producing your videos.
YouTube is one of the largest and most popular video hosting platforms in the world. Nearly 5 billion videos are watched on that platform (YouTube alone) daily. Because of the volume of videos on YouTube, proper video optimization is important if you want users to find your video.
Create eye-catching thumbnails as this is the first thing users see before clicking on your video. Like articles, you need to use keywords and their variations in your video description to rank better. Optimize your video for mobile viewing to rank better. Remember, use your title to make it clear to your audience what your video content is all about.
Creating high-quality videos that perform well takes time and effort. With an effective video content strategy, you can be on your way to producing videos that your audience will love.