Video marketing is the must-do trend in marketing strategies for 2018.
If you haven’t jumped on the video marketing train yet, it isn’t too late. But if you miss it, there may be no trains after it for you to catch.
Of course, it isn’t enough just to create videos for the purpose of marketing. They have to be videos that successfully gain reach and engagement.
Want to become a video marketing expert?
No problem: check out our 10 Tips for creating a successful video marketing strategy right here, right now.
Video Marketing Tip #1: Video Content Schedule Consistency
Our social marketing expert Chris Parbey, Jr. told me that consistency is key in marketing.
Whether you are a company’s account, an influencer, or content creator, consistency is what separates the amateurs from the professionals. It also keeps people coming back to your account or page more reliably.
Chris also pointed out that so much of our lives involve decision making. We have to click on shows on Netflix or Hulu. Shows don’t just “turn on”.
If a user knows that you will post video content every week on Tuesday at 3 PM, they can “tune in”. Or they can know that, on Tuesdays, they always have something to look forward to: your video.
Not only does content consistency build your digital reputation with search engines, it also bolsters your audience relationship, too.
Video Marketing Tip #2: Don’t Be Afraid to “Do It Live”
Live streaming isn’t just for people who play the video game Fortnite these days.
Using Facebook Live, Snapchat, or Instagram to stream live is a critical video marketing tool. In fact, we highlighted it in our handy guide 10 Social Media Marketing Tips to Help You Succeed. Pro-tip: it’s #10 on that list.
You can not only gain engagement during the stream but after when you reshare the formerly live stream as a video.
This real-time interaction also increases brand transparency, relatability, and loyalty. It feels like users are getting a “sneak peek” or exclusive access.
The brand ColourPop used Snapchat for this to tease new products or collaborations. Of course, given recent changes to the platform, many brands focus on Instagram now.
Video Marketing Tip #3: Share, Share, Share
Even before Facebook’s algorithm changes, sharing was a huge part of digital marketing. With video marketing, this tip is doubly important.
In order to connect with the most people, you need to cast a wide net. That isn’t to say that you should spread out your resources equally across all social media platforms. What it really means is that you shouldn’t be afraid to share your content.
After all, you probably worked really hard on it, right? Leverage social media platforms to your gain with video marketing as your wrench. But approach each platform with its audience in mind.
A video you post to Facebook might be 4:35 minutes long and have a thumbnail featuring people. For Twitter, it might be a 45-second snip-it with a CTA in the Tweet. On LinkedIn, it might have a link to a complementary blog post instead.
Above all, the key is to disseminate your video content across relevant social media platforms.
Video Marketing Tip #4: Brand Consistency
This ties into tip #1 about having a consistent content schedule. But this tip regards brand voice and identity and how those affect your audience.
A Forbes contributor likened brand consistency to getting a different version of the same drink at three different Starbucks locations. However, brand consistency is more than QC on whatever product or service you offer.
Brand consistency means having instantly recognizable marketing materials. It means backing up words (I.E. marketing) with actions. It also means having a tight grip on the public persona of your company’s brand.
The image above is a newly launched, custom typeface known as “Netflix Sans”. Netflix went out of its way to develop its own typeface to boost brand consistency. But it is these kinds of tactics — especially in video marketing — that pay off.
Just take another video marketing article I wrote in January. You’ll see a section about the YouTube channel SciSchow and consistency. Their videos have instantly recognizable sounds, graphics, and commentators.
This attention to consistency builds brand reputation, trustworthiness, and perspective.
Video Marketing Tip #5: Translate/Transcribe Your Video Content
Remember how I mentioned casting a “wide net” earlier to reach more people? Translating and transcribing your video content works to that goal, too.
After all, making your videos MORE accessible for MORE people can only help, right?
But don’t worry — it isn’t a huge undertaking like you might think. YouTube and Google both offer tools to help with both translation and transcription.
You can find a simple transcription tutorial here and find YouTube’s tools for translation here. You have the option of providing your own translation or having help from the community. That means that you could have a CTA in your audience to help your video content reach others.
Video Marketing Tip #6: Get Informative/Educational
That video dealing with biology is from the YouTube channel Tech Insider, of Business Insider ilk. That might not be who you expect to make a video on that subject, is it?
But what Business Insider realized pretty early on when they started making videos is that people love information. Members of the younger generations, such as myself, are always googling something. So framing video marketing in an educational way can pay off.
Consider this video from GoDaddy:
The video is only about 1 minute long and it uses graphics and typography to teach people about SEO. Not only is it easily digestible, but it is also engaging and active. It also ends with a CTA of boosting your search engine visibility with GoDaddy.
You can also find a great list of quick tips on making informative videos here.
Video Marketing Tip #7: Have a Solid Value Proposition
People are inundated with various types of media and stimuli all day, every day.
Establishing a reason for the viewer to engage with your media is a crucial first step. This involves establishing value for the viewer with images, sound, copy, and ideas.
Employing tips four, eight, and nine on this list will help you create value more easily. The value prop will help you capture more viewers and, hopefully, more conversions.
You can also have multiple value propositions for one video depending on a platform. Just slightly tweaking the diction or presentation can change the perspective entirely.
Video Marketing Tip #8: Appeal to People’s Emotions
Increasingly, marketing specialists have had to think more creatively about reaching people.
Adweek reported as early as November 2017 that brands needed to become more “social”. Not in the sense of social marketing, but in the sense of social issues.
Emotional marketing can take the form of a variety of types:
- social issues or current events
- inspirational or aspirational
- localized or “home-grown.”
- milestones or big achievement focused
- tackling big emotions such as love or fear
All of these topics play into the “emotional” aspect of marketing. Consider them when you make your next video marketing content piece.
Will someone connect with your content on an emotional level?
Video Marketing Tip #9: Follow the “KISS” Method
Some of you might be familiar with this acronym that stands for “Keep It Short and Sweet”.
I have also heard other variations such as “Keep It Short and Simple”, as well as “Keep It Simple, Stupid”. Regardless of which version you prefer, they all amount to the same thing.
Embrace “simplicity” and succinctness because, as mentioned, people are inundated with stimuli. You want your video marketing to cut through the noise and stand out.
While you might think this requires more, so does everyone else. Invert people’s expectations instead.
Why do you think Apple is so popular? It’s simple.
Video Marketing Tip #10: Optimize Video Content for Search Engines
This one is a no-brainer.
If you are creating content consumed digitally, it needs to be optimized for search engines. Period. How else will it rise through the slush of everything else on the internet?
In fact, with optimized video marketing, you can further boost your SERP ranking or Google listing. So, you can knock out two marketing birds with one optimized stone.
Simplicity, consistency, and quality and bring you a long way in video marketing and just marketing in general. Don’t be scared to try out new things or new outlets to make the most of your online platform. Remember, changes in trends often take weeks if not months to take effect, so don’t get too impatient.
If you’d like to learn more about how to measure how your traffic is performing, you can check out our guide here: