You can work with an agency to develop the videos. This option is more expensive, and you will often end up spending thousands of dollars for a single video. However, you get what you pay for. If you’re looking to create a single, impactful video (or if you have a healthy marketing budget), working with professionals is certainly a beneficial option.
According to HubSpot, 80% of customers remember a video they’ve watched in the last month. One of the biggest strengths of video marketing is that it’s highly visual and auditory, which means it’s easier for many users to remember than text-based content. When customers remember your video marketing content, they also remember your brand, which translates to more sales and leads for you. What’s more, customers typically like to share videos they enjoy, which can expand your online reach.
They are human: The point of a product explainer video is to increase relate-ability between your brand and your customer. Text and images don’t get this across as well. You want the video production to show emotion and honesty — whether it shows actual people or is an animated video. You want potential customers to walk away feeling as though you understood them, and spoke to the core of their best self.
Beta Testing: Identify top influencers who can try your new product in beta and motivate them to review and talk about it before it goes to market. Their followers will be privy to ‘classified’ information that makes them feel great and they will want to know more about the product. Make sure that any bugs or confusion that are identified in this phase are solved before the product goes live. It could turn into a lessons learned blog!
Evaluate your past content — both the wins and the losses — to gauge where video would be best positioned to succeed. You can’t reach your audience members if you post videos on YouTube while they continue to scroll through Instagram. By evaluating audience behavior ahead of time, you can ensure your videos will be seen by the people most likely to watch them.
Create a series. This is a great way to keep people engaged with your expertise, as long as what you’re providing is valuable to them. Stay away from a five-part series on your latest offering. Instead, solve a problem.Using the law firm video marketing again as an example, you could set up a list-building campaign and do a four-part video series on ways to prepare for a separation or divorce:
To ensure that your viral content has the chance to go viral on the top social channels, make sure that the majority of your promotion efforts are executed immediately after the content has been published. This will ensure that you have recency on your side when it comes to algorithms for trending content. From there, you just need engagement with your content on as many platforms possible to help it reach critical mass.
I attend a number of conferences throughout the year and as a result, I get a lot of email. (Read The Ultimate List of Content Marketing Conferences for the top conferences to attend.) From the conference organizers, from the sponsors, from the exhibitors, and even from people I didn’t meet but who still want to “connect.” It can be overwhelming. And do you know where 99 percent of those emails go? The trash. Don’t be the trash email.
You can work with bloggers or influencers to create and promote videos. Rather than dealing with making the videos yourself, or paying someone else and then having to find a way to promote them, why not work with someone who can make and promote your videos? Vloggers with a large and relevant audience will be happy to work with you on a partnership. By integrating your product or service into their current video format, there should be little extra work for them to complete.
As you are probably aware, Facebook has made a huge push into video recently. There’s a lot of research that shows uploading videos directly to Facebook as posts (instead of embedding YouTube videos in posts) can dramatically improve organic reach of video posts. As a result, smart Facebook marketers are now uploading all their videos to Facebook directly. It’s been working so well that as of October of last year, there were actually more video views on Facebook than on YouTube! You can boost your Facebook engagement simply by doing some cross-channel marketing and reaching out to email subscribers who haven’t seen the cool new videos now available on your Facebook page. And an embedded video, a static image that looks like a video, or an animated gif that’s a montage of different videos are all great ways to get more eyeballs on your Facebook videos.
It is estimated that 92% of people who consume mobile videos share them with other people. This is a massive portion and is higher than the share rate of many other types of content out there. Simply Measured discovered that video is shared 1,200% more than both links and text combined. Also, 60% of viewers will engage in a video post before a text post, according to Diode Digital. Because of this, video content is a powerful tool for any brand that wants to expand its reach online or enjoy wider audiences.
If your video goes viral and goes from a few hundred to many thousands of views, congratulate yourself. But don't rest on your laurels. You now have the chance to repeat the success and many of the barriers that faced the first one have been broken down. The Terry Tate: Office Linebacker series is a perfect example of riding the viral wave. After the first ad, people were eager for more. And Reebok delivered. So, be prepared to shoot more than one video, and have the sequel waiting in the wings.