Want to create a great video content strategy that works? Look no further. Here are six secrets to creating best video content and marketing strategy.
In recent times, video has been riding an all-time high content marketing wave. This growth can be attributed to a few factors, such as rising customer expectations, which now revolve around an ‘experience’ rather than dry touch and go, along with the fact that creating videos no longer requires a massive budget that businesses could not afford.
Naturally, it would make one wonder, ‘how can I make my video content strategy great?”
Well, read on to know the answer!
How Can You Develop a Video Marketing Strategy?
Building a basic video marketing strategy is fairly simple. All you need to do is:
- Define your video marketing goals.
- Allocate a strict budget for its production, editing, promotion, etc.
- Identify your target audience and understand their preferences.
- Choose a video type that suits your audience’s tastes.
- Weave a narrative around the main story that you wish to promote.
- Publish and publicize your videos across all channels.
Tips for Creating an Effective Video Content Strategy
The steps for building a robust video content strategy are fairly standard and intuitive regardless of your industry. Hence, how you achieve these goals determines the efficacy of your video campaign. Here are a few helpful tips that can drive results:
Select an Appropriate Video Type
From product launch videos to animated explainers to interactive Q&As – videos come in all shapes and sizes. As a result, brands have the power to pick amongst the countless options available.
Some of the most common types of videos include:
- Product demonstrations
- Webinars (live or automated)
- Social content videos
- Client testimonials
- About us
The choice between these depends on your video production budget, marketing goal, and your audience’s preferences.
Pay Attention to the Thumbnails
Remember the golden mantra of the internet – first impressions matter.
And video thumbnails are the first point of interaction between you and your viewers. Invest the time and effort to design creative and attractive thumbnails that can keep your audiences hooked from the very first glance. Use a splash of colour with a mix of text and incorporate branding to make all your thumbnails stand out!
Include Video Meta Data
Adding metadata to your videos helps achieve two goals – educate viewers and inform search engine crawlers.
Details such as titles, tags, or video synopsis offer a quick overview of what the video is all about. Transcribe your videos and include closed captions to make your video more accessible and user-friendly.
On the other hand, adding such information allows you to incorporate keywords, links, and other SEO elements that can help your website or video perform better.
Optimize Your Videos
Speaking of optimization, you must also pay attention to optimizing your video for its length, size, dimensions, and mobile compatibility.
The first three characteristics depend on the platform on which you plan on posting your content. For instance, if you plan on posting on Instagram, your videos cannot exceed the 60-second mark. Similarly, it offers a maximum video width of 1080px, and the file size should be within 15MB. However, if you plan on embedding these on your website’s landing page, you may not face such limitations.
That being said, making videos mobile-friendly is a crucial consideration regardless of where you will be posting your videos. In a mobile-first world, creating a video that cannot play on multiple devices is writing its destiny of failure.
Discover Ways to Improve Conversions
Irrespective of your video marketing goals, the main aim of any marketer is to elicit a response from the viewer. It could be sharing the video, making a purchase decision, following on social media, clicking on a link, or simply viewing the video until the end.
As a result, you have to stay vigilant to maintain attention levels and interject videos with clear call-to-action messages to trigger the desired response. Place these CTAs strategically, both in the video and the descriptions, to see better results.
Test and Analyze Video Performance
Finally, you need to test, measure, and analyse the performance of your videos across the different channels to find ways to improve your video content strategy.
The KPIs that you need to monitor will vary depending on your video marketing goals. For instance, if you wish to track brand awareness, you will have to keep a close eye on the views, unique users, impressions, etc. On the other hand, if you are looking for conversions, check out the clicks, signups, sales, calls, and more.
Either way, the point is to focus on these metrics and their performance. Use these to identify bottlenecks, viewer response, and reach to discover what worked (and what didn’t) with your campaign.
Marketing through video is no less than a social experiment. Some of your campaigns will hit the mark and deliver stellar results, while others may not. The trick is to keep going – the more you experiment, the higher would be your chances to find what ticks with your audience. Plus, you do not have to expend resources extensively, making it well worth the effort and the high ROI it promises.
Use the above tips to improve your chances and drive favorable results. If you’re looking to partner with a video production expert to create high-quality and engaging content, the team at Topbunk is who you’re looking for!