How to Use Video Marketing to Create Videos for Smartphones, YouTube, Facebook, And More
It’s more effective than any blog or article. It has more impact than a professionally-done infographic or photo. We’re talking about video marketing.
Years ago, you had to spend tens of thousands to film video and then buy ad space for it. Technology’s made it possible to launch a video marketing campaign for as little as $100 or less.
Creating videos for digital platforms on smartphones as well as YouTube and Facebook is a science and an art. You want to capture attention and you want your content to get shared. Fortunately, users are looking for videos every day to watch.
To maximize a video marketing strategy, there are a few basics you’ll want to get down. Just because the distribution channels exist does not mean users are chomping at the bit for your videos. Here’s how you get noticed, clicks, shares, and sales with video marketing.
Who is video marketing for?
ANY business can use video marketing. It’s not a marketing approach specific to anyone. Construction contractors, lawyers, car dealerships, nail salons, dentists, and more. There is significant value in video. The sector doesn’t matter. Users want video.
64 percent of small businesses say video marketing is their most effective form of digital marketing.
In 2019, over 81 percent of small businesses used video in their digital marketing campaigns.
96 percent of Internet users in North America last year watched a video, usually on YouTube, to learn more about a product or service.
Your video thumbnail is your first impression
Before they read your title, a user’s going to see your thumbnail. This is a still image representing your video. Your thumbnail should be powerful enough to get someone to click. Look at memorable video thumbnails on YouTube in your category of business. See the colors they’re using. See what videos are getting the most clicks.
Let’s say, someone’s made a search. Your video’s come up fifth down from the top. A user isn’t carefully going through each video looking for the most relevant one. They’re scanning thumbnails. You have a half-second. That’s it. Create a thumbnail that teases, engages, and provokes a click.
How do I optimize the content of my video?
If your video’s crap, no amount of keywords or money thrown at it is going to help. Make the content great. Be creative in its design. Also, recognize most consumers will be viewing it on a smartphone.
A small screen size is way different from a flat-screen or computer monitor. You want to frame video shots simplistically. A lot of detail will be lost on the screen of a smartphone. Ensure lighting and sound are properly captured. Also, the length of the video counts. For your target audience, define the best length of time your video marketing should be.
A lot of us assume a user’s on their smartphone and they’re on the go so they want a shorter video. This isn’t always true. Some of us lie in bed and watch videos on our phones or tablets. Length can vary. Some video types are best at 3 minutes or less. Then, there are other forms of video marketing at 7-10 minutes and even longer. Consider the possibilities.
Is there video marketing SEO?
Use video marketing SEO in the title, description, hashtags, meta-descriptions, and more. SEO is detail-oriented. Do not ignore it. It’s oftentimes the keywords you choose to use in the title or hashtag that make all the difference.
Your video should have an SEO-friendly title. Keywords should be spread throughout. If appropriate, incorporate the keyword into your video thumbnail. All this extra work will help a video show up in search results and give you exposure.
How do you promote video marketing on social media?
Every social media platform has video marketing features. This doesn’t mean to use them. In several cases, it can be more advantageous to host your video on YouTube and post it on accounts as a link.
That said, if your social media numbers are delivering, hosting videos directly on a platform can work well. The actual promotion of the video won’t be any different. You’ll be using keyword-driven posts and hashtags. Take your video and drop it into relevant conversations. Get the attention, views, and clicks. Look for conversations. Look for communities. Get your video featured.
How do I use live video in my marketing?
Facebook, Twitter, and Instagram are great live video marketing tools. With live video, the requirements are a little different. You can make longer content, it can be more casual, lighting and sound don’t have to be perfect, and it’s interactive. You can communicate with users as they post comments on the live video on a platform like Facebook. Here are some amazing live video marketing ideas to get you started!
Introduce your team.
Do a live interview with someone.
Announce contest winners.
Stream a product launch or live event.
Go behind the scenes.
Answer the most common customer questions.
Host an ask-me-anything.
Integrate your video on other marketing channels
Most videos take more effort to make than a social media post or blog. Maximize value. Incorporate the video on your website and in blogs. Share the video in emails. Re-post it on a schedule on social media when relevant.
What is your video marketing call-to-action?
Every video marketing entry should have a clear, stated CTA. What that call-to-action is can depend on what you’re using it for. Think, what do you want a viewer to do after watching? In clear language, put it out there.
If you’re a YouTuber, you want someone watching your video to like it, share it, and subscribe, hence why the line ‘Like, share, and subscribe’ is the most said phrase on YouTube. If a user appreciates and enjoys the video, they know what to do. There’s no guessing and no confusion.
The same approach can be taken on your brand videos. Here are some common CTAs in campaigns you may want to use in your video marketing.
Like and share the video to enter a contest.
Create a user-generated response to your video.
Order or buy a product or service.
Subscribe to your social media for updates.
Pose a question and ask for answers in the comments below.
Sign up for a webinar or free trial.
Fill out a form.
Watch the next video in the series.
How can I make my video marketing go viral?
How to go viral with a video isn’t as easy as a formula of ‘a’, ‘b’, ‘c’, and ‘d’ equals ‘x’. Luck is involved. That said, there’s a lot you can do to give you your best shot at having a viral video.
Keyword-driven SEO allows new users to find your video. A timely trendy topic gives a reason to watch. Something unique and direct which doesn’t make you think is easy to understand. Promoting your video on all social media sites and registering it under the right hashtags, conversations, and communities. All these things count.
Another viral video marketing strategy is to use a micro-influencer. A micro-influencer usually carries between 10,000 and 100,000 social media followers. Their followers tend to be very engaged. Creating videos with micro-influencers or using a micro-influencer to post social links creates conversation around your content.
There’s going to be more video marketing opportunities to come. It’s not going away. You engage, reach, and make followers of more people with video. On smartphones, and social media apps like Instagram and Facebook, reach 1,000s of people in minutes. Expand your audience. Reach people on the platforms and devices they are most likely to use, and with content they’re most likely to want. Get started with video marketing today. Partner with Unlimited Exposure.
