Video promotion is one of the most effective ways to communicate with customers.
In fact, videos leave viewers with significantly more retained information versus text alone. A picture is worth a thousand words, right?
Actually, it’s worth 60,000. The brain processes images 60,000 times faster than text.
Video promotion gives you the chance to pack so much information into a consumer friendly package.
The thing is, video content will only yield positive results if it’s good. A boring, poorly produced, 20-minute long video won’t bring in the ROI of your dreams. It has to be done right.
Read on to find out 5 things you should know about how to make successful video content.
5 Tips For Successful Video Promotion
With text marketing copy, all you have to do is come up with something strategic to say. With video, you have the opportunity to have something to say, plus a whole lot of things to show.
Get the most out of your video marketing with these five tips.
1. Pre-Production is a Must
Before shooting video content, it’s important to plan out the details.
Pre-Production includes developing the concept for the video, writing a script, preparing interview questions, and so on.
What are you trying to convey with this video? What is the message you want to communicate to viewers? You’ll want to keep it simple, concise, and interesting.
Pre-Production also includes choosing your shooting location, shoot date(s), gathering all the necessary equipment, and hiring people to operate that equipment.
Your shooting location should add to the story you’re telling in the video, as opposed to distracting from it. It also must be conducive to filming. Too tight of quarters or a very loud or echo-y space, for example, could be difficult to film in.
Lest we forget- you also need to cast the face or faces of the video. On screen presence is important. If someone doesn’t appear authentic on camera, it will have a negative impact on your video. More on the importance of authenticity later.
2. Sound Makes All the Difference
One of the challenge video marketing faces today is the ability to communicate your message with or without sound.
Hootsuite reports that up to 85% of videos on Facebook were watched without sound when silent autoplay was the default setting. Now, Facebook users have to opt to turn autoplay sound off, which may influence those numbers.
Still, you must keep in mind that your video will likely be watched without sound a lot of the time.
For this reason, you should include simple captions and informative graphics as to not lose your silent viewing audience completely.
When you do catch a viewing and listening audience, provide them with the best sound quality possible. Videos that are too loud, have poorly synced audio, or a lot of muddy background noise will leave a bad impression on viewers, regardless of your message.
3. Keep the Message Short and To the Point
The majority of viewers will click away from your video in the first ten seconds. No offense, it’s just the reality of the vanishing attention spans of consumers today.
That’s why the first ten seconds of your video matter the most. You need to capture the audience and convince them that they want this information.
In most cases, it’s best to keep your video promotion no longer than two or three minutes.
You will be hard pressed to find an audience that watches all the way through a video longer than that because we get restless and click away or scroll to the next thing in our newsfeed quickly.
4. Make It Sharable
To successfully promote your video, you’ll want it to be as shareable as possible.
The first factor in making it shareable is, of course, the content. Content that benefits the consumer, either by informing them or entertaining them, is much more likely to be shared than boring content.
Consumers won’t share your video unless it is easy for them to do so.
Be sure to incorporate clear share buttons for all of the most popular social media platforms, such as Facebook, Twitter, and Pinterest as well as links that can be simply shared via Text Message and Email.
Tag up your video with as many relevant keywords as possible.
You could even incorporate a hashtag campaign into your video as a call to action for users to “join the movement.”
For example, check out this one-minute video promotion for Laser Away, a hair removal company.
It addresses one of the biggest reasons people wouldn’t get laser hair removal: pain. The video shows consumers that the procedure isn’t painful and ends with a graphic and audio of the hashtag #TeamNoFuzz.
This sharable hashtag encourages viewers to convert into customers so that they too can be a part of the team.
5. Be Authentic
Authenticity is very important to successful video promotion. It is key to emphasize story over sale.
Remember that video promotion, while still marketing, is not the same thing as a full fledged commercial.
The goal is to communicate your brand along with key information about your products or services.
You want consumers to find your brand likable so that they choose to engage with you over your competition.
Customer testimonials are a great way to achieve authenticity. The “real people” connection is automatically more trustworthy than traditional marketing.
You could also show your consumers behind the curtain of your business with features on how products are made, employees’ stories, or the charity work your company does.
Additionally, product demonstrations, such as the one in the Laser Away video mentioned above, can go a long way in convincing consumers that they need and want the product.
Whatever your content is, make sure it is relatable and beneficial to viewers. This will greatly increase its authenticity, and therefore its reach, which in turn increases your ROI.
Now You Know!
If you want to harness the power of video promotion, get in touch with Viva Media.
Our marketing know-how, coupled with our technical expertise and creativity ensures you will get great results.
Interested? Get your free production quote today.