Video marketing is fast becoming the number one way to market business online but there are still a number of businesses who are not sure how to use it to maximise consumer engagement.

According to a study conducted by Wyzowl , 61 percent of businesses have started to use video marketing. The research also revealed that 66 percent of these businesses were not using video marketing last year, this trend is rapidly increasing and here is a guide about how you can use video marketing for your business.

Experimenting with different video genres and lengths is a good way of finding out what your target audience prefers. Producing the right length of content will result in a higher click rate and a boost to website visits. Before you start filming or editing video content for your business, here is a list of maximum video lengths for each platform:

  • Facebook: 120 minutes
  • Twitter: It is recommended to upload videos under 30 seconds
  • Instagram: 60 seconds
  • Snapchat: 10 seconds
  • Vine: 6 seconds

This is a guideline for the maximum length of a video for each social media platform but you can upload content which is under the suggested time. If you wish to share a video which is longer than the times listed above, it is best to upload the video to YouTube and then post the link directly onto your website and social media pages.

Many businesses use social media for video marketing but those businesses who are inclusive to all types of consumers have the higher success rate. By simply adding subtitles to your video content, you are allowing users to watch your content in places where they may not want to play a video out loud, for example if they are in a busy waiting room, they can still view the video by reading the subtitles. More importantly, you are allowing those who have difficulty hearing to be able to watch the video and still receive all the information included.

Facebook Live is a relatively new way of attracting more views and boosting consumer engagement, it is three times as likely for users to watch a live broadcast than a video posted in real time.

Facebook sends out alerts about how many users are watching the live broadcast and also allows you to comment and reply whilst the broadcast is streaming live. Users are notified when a live broadcast has started and the stream can be posted onto your newsfeed afterwards, so those who have missed the live broadcast will still be able to view it later on.

It is very important to capture the users attention in the first 10 seconds of a video, if your content does not do this, the user may get bored and move onto something else. The video content should be direct and with a concise message. Ideally, within the first few seconds the video should explain what it will be about and why the user should carry on watching. Posting hooks within the first few seconds is also a good way of making sure the user doesn’t scroll away.

The video explains what it is about and offers a solution to the problem within seconds.

How-to-videos have become increasingly popular across social media platforms and are a great way of informing consumers about how your products or business work. The videos should be easy to understand and if you are teaching a lesson, it should be a simple concept which should be straight forward to follow. The easier the video is to follow, the more likely the viewer is to try it out later. The great thing about how-to-videos is that you can promote your products without it being distasteful and too heavy handed.

Optimising your video content is very important, you should make sure each post is easily discovered on search engines. Social media sites are increasingly becoming more and more similar to search engines, so optimising posts can make all the difference between users finding your business and videos.

Using the relevant hashtags is great optimisation. 

The final tip for great video marketing is, what is the goal of your video? The most successful video marketing is when there is a set goal and how the video is going to achieve it. The goal could be getting more visits to your website, sharing a post, or even purchasing a product, the message in the video needs to be clear and state the call of action for the consumer viewing it. It is most effective to include the call of action at the end of a video, YouTube allows clickable annotations which can lead viewers directly to where you want them to be.

Here is an example of how YouTube annotations work.

If you aren’t using video marketing at the moment, these tips are a great way of getting started and giving your business a boost. A whopping third of all online activity is spent watching videos, and with 90 percent of users admitting they rely on product videos when purchasing online, it is essential that your video marketing is on top form!

Making simple changes can have a big impact on consumer engagement and conversion rates, improving on your current marketing strategy and introducing video content may lead you to the success you are after!

If you’re interested in including video content on your website and using this excellent marketing strategy, don’t hesitate to contact us, details are available on the website.

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