Over 500 million (half a BILLION) people watch video on Facebook every day. The truth of the matter is that consumers prefer video. Text consumption is on the decline, and more and more people are watching video every day. In 2017, 74% of ALL online traffic was video (KPCB Internet Trends).
However, it’s important to note that not all videos are created equal. Some types of video content perform far better than others. If you want to engage, capture, and convert viewers into qualified leads and customers for your business, you may want to invest in creating new video content that gives your business marked results.
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We recommend implementing the following seven video marketing strategies and ideas if you want to engage your audience whether they’re on your website, social media, or surfing the web.
Videos that sell your brand directly aren’t necessarily going to get you more qualified leads. People don’t like being sold to without some type of benefit. Instead, use your videos to educate your consumers—people love to learn. In fact, according to a Forbes article, education videos on YouTube are viewed twice as often as those about Pets & Animals. The key is how you educate.
Focus on developing videos that provide value. For example, if you have a new product release, consider an unboxing video to show how your product is packaged and everything that your consumer will receive when they purchase from you. Or, you can create “How To” videos for using your service (four times as many customers would prefer this over a blog). Just remember to showcase your personality and create a detailed but easy-to-follow demonstration.
2. Live Stream Video
People love live video, and its popularity is growing quickly. 82 percent of consumers (according to a recent study by livestream) said they prefer live video of all other types of social media, and all ages are watching and creating live streaming video right now. Live stream video content is a chance to invite your viewers into your business in a way that’s more personable, spontaneous, and immediate. And there are many ways to use it effectively.
Live stream is the perfect outlet for sharing events, presentations, or interviews with your audience. You can use live video to demonstrate your thought leadership by streaming content from industry professionals and subject matter experts with a chance for question-and-answer sessions. Live stream is also ideal for generating excitement about new and upcoming products/services/opportunities. For now, Facebook Live reigns supreme, but Twitter and Instagram are also great live video platforms.
3. Make Use of Webinars
Webinars are vital to marketing. They’re a great way to deliver value to your audience, allowing you to tailor your content to specific individuals and leads in a way that leads to conversion. Not only do webinars give you the ability to draw a crowd over time, but they also allow you to improve your interactivity with viewers. You can engage in discussion and demonstrate your expertise in a powerful, meaningful, and interactive way.
Webinars are your chance to provide long-form content in a passionate and interesting way. In fact, 44% of attendees prefer webinars that last 45 minutes and include a question and answer session at the end. Think of these videos as a chance to make a sale without selling hard. All you have to do is demonstrate why your products/service is valuable and have real-time conversations about who you are.
4. Use Virtual Reality
Virtual Reality (VR) isn’t just for video games; it’s a burgeoning tech tool for business success. VR is the newest type of video content that you can use to reach your customers in new and interesting ways. Rather than requiring your customers to actually visit your showroom, you can use VR to give virtual tours in the comfort of home. 360 video is one great example of VR often seen on social media known for earning 41% more user actions.
Right now, successful businesses and brands are using VR to improve the customer experience and to increase customer loyalty. The key is to focus on giving an immersive and interactive experience. The uses are limitless.
With the exception of webinars listed above, keep your videos short! Consumers love useful, quick, and bite-sized information in video format. The truth is that videos up to two minutes long get the most engagement (Wistia 2016). Over that length, engagement and interest starts dropping. In fact, if your video lasts 4-5 minutes, fewer than 60% of your viewers will still be watching.
Your consumers have short attention spans, so it’s important to pack in all the vital information into as short of a format as possible. Regardless of format and forum, you need to focus on grabbing your audience’s attention immediately and keep it for the length of your video. The benefit of bite-sized content is that it’s easier to distribute, easier to remember, and easier to repurpose.
6. Share Square Videos
If you’ve been sharing horizontal or vertical videos, you’ve been missing out on engagement and reach. Your customers actually prefer square videos whether it’s on social media or on your website. According to Buffer Social, square videos reach 30-35% more people and gain 80-100% more engagement, regardless of content.
Why are square videos so much more successful? AdWeek explains that square videos take up 78% more real estate in a person’s mobile newsfeed. Think of it as the difference between buying a half-page ad in a magazine or a small square in the corner; one is going to get your customer’s attention far more. Even better, it actually costs less to advertise to customers using square video—7.5% less on Facebook and 33% less on Instagram.
7. Focus on Mobile Optimized Videos
Most content on Twitter, LinkedIn, Facebook, and elsewhere should be mobile optimized. 60 million LinkedIn visitors came from mobile in late 2016; 82% of Twitter users are mobile; and 95.1% of active Facebook accounts go online via smartphone. This means that the majority of your customers will visit your business online via their mobile phone and your videos need to be prepared for that.
Video marketing is critical for content marketing success. It’s particularly important for Facebook, LinkedIn, and mobile. If you’d like to learn more about how you can use video to generate qualified leads that turn into customers, check out our Video Marketing Service page and reach out to us for help in developing your video strategy and plan.
For marketing managers who would like to learn how to use video with marketing automation, download the eBook.
Bristol Strategy is a full funnel inbound marketing agency and inbound sales agency offering the full complement of Inbound Marketing services that enable our clients to surpass their business objectives by transforming the way they engage with their buyer on-line. Reach out to us to learn more about how our experience and capabilities can help your business grow.
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